This Supermarket Released an Album With a Hit Social-Distancing Single, 'A Cart Apart'
As if we needed more motivation to hoard deeply discounted vittles: No Frills, a Canadian chain of discount supermarkets, tapped agency John St. to release Haulin' State of Mind, an album whose 12 tracks are designed to do exactly what the title promises.
The work—both quirky and quality, as we've come to expect from John St.—builds on the song "A Cart Apart," released in the summer to remind shoppers to stay that distance from each other (about six feet). "A Cart Apart" is also track 12 on the new album, which makes it a legit single.
But if you don't happen to know its greatest hit, there's enough mainstream inspiration here for everyone, from the Velvet Underground-inspired cover to the Jay-Z reminiscent title track, "Haulin' State of Mind."
If you're more of a lyrics person, doubtless you too will find joy. The dorky yet infectious hook of "Spicy" rhapsodizes on "so many ways to make my eggs bennie," while "Bananas" describes the myriad uses for "the portable fruit: Put 'em in a smoothie or your cold-pressed juice."
Also, because we're still in "times like these," the track "A Cart Apart" reminds us all to "keep the distance physical" and "wash our hands with soap (soap, soap, soap, soap)." Here's the full "A Cart Apart" song, which has more than 2 million views on YouTube to date:
Canadians who want to engage in the fun can text "album" to 374-557. No Frills digital flyers will be texted back, as well as a free download for the full album. Or you can just click here to snap it up on the streaming platform of your choice.
Title: Haulin' State of Mind
Client: Loblaw Companies Limited
Brand: No Frills
SVP Marketing: Uwe Stueckmann
VP Marketing: Andy MacPherson
Director, Brand Marketing: Ashley McGill
Brand Manager: Naveet Nanwa
Director, External Communications: Aly Vitunski
PR Specialist: Jessica Gauci
Agency: john st.
Executive Creative Director: Cher Campbell
Associate Creative Director: Robbie Percy
Associate Creative Director: Caroline Friesen
Designer: Hannah Lee
Executive Producer: Brittani Wilcox
Producer: Megan Flett
Business Lead: Lindsay Day
Account Executive: Kelly Brennan
Chief Strategy Officer: Megan Towers
Senior Strategist: Jay Fleming
Audio House: SNDWRx
Creative Director: Didier Tovel
Music Composer, Sound Design: Didier Tovel
Mixing Engineer: Eric Hulme
Executive Producer: Alison Lawee
Post Production: Outsider Editorial
Editor: John Gallagher
Assistant Editor: Cam Anderson
Executive Producer: Kristina Anzlinger
Producer: Kayan Choi
Post Production: The Vanity
VFX Artists: Naveen Srivastava, Kaelem Cahill, Adam Silcox-Vanwyk
Executive Producer: Stephanie Pennington
Producer: Katie Methot