Corporate supermarket embraces tattooed subversion. No Frills has introduced its slickest advertising campaign to date, showing how competitors charge higher prices for things like a jazz trio playing in the aisles, just like you'd expect to see at sister store Loblaws. The calculated “frugal-chic” revival also includes tacitly endorsing merchandise peddled by @parkdalelife, an Instagram feed that frequently ridiculed the downtrodden inhabitants of the west end, although it’s taken a turn for the sincere.