Challenge
No Frills continuously wants to strengthen brand awareness across Canada and stand out in the competitive grocery market. As the Official Grocer of the CFL, the company needed a sponsorship program that authentically connected with football fans while delivering measurable engagement in-stadium and online.

Solution
I managed the end-to-end execution of the CFL sponsorship to boost No Frills’ visibility and competitive presence. Key responsibilities included:

• Coordinating communications between the CFL head office, individual league teams, and No Frills’ marketing leads.

• Designing arena-specific promotions linking grocery savings to game-day excitement.

• Organizing half-time events, game promotions, and interactive fan activations to excite fans.

• Choosing Nofrills Brand Ambassadors and managing merchandise operations at games across Canada to ensure consistent brand representation at every touchpoint.

Impact

• Delivered activations at 5+ CFL games, reaching hundreds of thousands of in-stadium fans and millions via broadcast.

• Increased No Frills’ brand impressions and fan engagement across key Canadian markets during the CFL season.

• Strengthened No Frills’ reputation as a community-minded, value-driven grocery brand, differentiating it from major competitors.