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No Frills begins video game promotion

Loblaw Companies has begun a promotion for its No Frills grocery store chain called “Frill Blaster Pro.” Developed by John St. of Toronto, the campaign focuses on a video game called “Aisles of Glory: Legends of the Haul.” The game is accompanied by video game controllers made from real bananas by WonderMakr. The contollers were distributed to game-related online influencers, along with a recipe for banana bread for when they begin to become over-ripe.

Other consumers can play the game until Sept. 16 for a chance to win a grand prize of 10 million PC Optimum points, or one of 24 secondary prizes of 1 million points. In addition, themed levels and new character modes that can be unlocked using codes printed on No Frills receipts. The top scorer this year will also feature as a character in next year’s version of the game. The game, developed by Relish Interactive, can be played online at <>.

“We’ve made some legendary changes to the game itself, so we needed a legendary way to play it,” said Jess Willis, creative director at John St. “As a brand that lives in the cultural zeitgeist, why not launch this year’s Aisles of Glory expansion in a way that stays true to gaming with a controller all our own?”

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