The
Shrinkflation
Index.
Since 2021, brands like Doritos, Cheerios, and Coca-Cola have been quietly shrinking their product sizes while keeping prices the same or raising them. No Name has not. Their butter is still 454 grams. Their products are still exactly the same size they have always been. Nobody is advertising this. This campaign makes No Name the brand that does.
Below: a live calculator proving shrinkflation is real, the full brand strategy, four ad formats, a $1.4M media plan, and the business case. This is the complete pitch I would bring to No Name's marketing team tomorrow.
Do the math yourself.
The calculator below is the campaign. Not a supporting tool. Not a gimmick. The centerpiece. Pick any product. Pick two years. See exactly how much more you are actually paying per gram once you account for both the price hike and the package shrink. The brand that publishes this index publicly and stands behind it owns the honesty lane in Canadian grocery. Every time someone shares a result on social media, No Name gets a free organic impression worth more than any paid placement.
The brands below are examples of shrinkflation across the Canadian market. They are shown as proof the problem is real and widespread. No Name Salted Butter is included as the counterpoint — the one product that held its size while everything around it shrank. That contrast is the campaign.
Data is modeled for illustrative purposes based on publicly reported package size changes and retail price tracking. This is a portfolio concept, not a live data product.
Why No Name. Why now. Why this works.
The strategic thinking behind every decision — starting with consumer trust data, identifying the white space, picking the right challenger brand, and building proof directly into the campaign mechanic.
The Trust Vacuum
Per Leger 2025, 67% of Canadians say grocery chains have lost their trust since 2022. Galen Weston hearings are still fresh. No brand has publicly claimed the honesty lane. Category white space is wide open.
The Challenger Pick
No Name by Loblaws is the only brand with the scale, the yellow simplicity, and the built-in no-nonsense DNA to credibly own this moment. Here is the tension that makes it interesting. Loblaws was hauled in front of a parliamentary committee for price gouging. Their executives became the public face of Canadian grocery distrust. Running a radical transparency campaign through their No Name brand is exactly that kind of move that is so audacious it either fails completely or becomes the most talked about campaign of the year. The yellow label that has meant nothing fancy since 1978 suddenly means something. That is not a liability. That is the brief.
The Proof, Not the Promise
Consumers will not believe another "we care" statement. The campaign centres a public interactive index they can check themselves, updated quarterly. Transparency as a media asset, not a press release.
The Conversion Ladder
The index is not just a media asset. It is the top of a full acquisition funnel. Someone shares the calculator result on TikTok. A new visitor lands on the index. They enter their email to get the private Price Lock Newsletter, a weekly alert showing which products have held their size. That email list feeds into PC Optimum retargeting. A personalized offer based on their past purchase behavior brings them in-store. Receipt scan closes the loop and attributes the conversion. Every step is measurable. CAC projected 43% below the current No Name digital benchmark because the index does the awareness and trust work for free before a single dollar of retargeting is spent.
Four formats. One brand. Zero compromises.
The campaign thesis: in a category defined by quiet betrayal, the loudest thing a brand can do is tell the boring truth. Minimal copy. Zero stunt. Receipts only.
All four ads below are for No Name only. The creative is deliberately minimal across every format. Yellow background. Black type. No lifestyle photography. No marketing language. The copy does all the work because the truth does not need decoration.
A $1.4M 90-day campaign across six channels.
This is the media plan I would bring to No Name's CMO. Every number is tied to a specific channel rationale and a specific conversion outcome. Nothing is a guess. YouTube Pre-Roll is included to capture high-intent search audiences actively looking up food prices and grocery comparisons — a proven feeder audience for the calculator.
What No Name gets back on this investment.
These projections use a simplified share-shift model. Trust capture rate drives basket switching from competitors, calculated against No Name's estimated $2.1B annual Canadian revenue base. Adjust the sliders to model different scenarios.
Drag sliders to model different scenarios
Every section of this project exists for a reason. The calculator proves shrinkflation is real and gives consumers a tool to see it themselves. The brand strategy explains why No Name is the right brand to own the honesty lane right now. The creative shows exactly what the campaign looks like across four formats. The media plan shows where the money goes and what it returns. The business case shows the revenue impact.
This is not a concept deck. This is a complete pitch — the kind I build for real clients every day. The difference is I wrote this brief myself.