As Whole Foods and other competitors heighten their in-store experiences with marble countertops, Italian lighting, and live music, their prices follow. But those are the frills that No Frills, a downmarket Canadian grocery store chain, says no to.

Rather than simply claiming that No Frills is better because it’s cheaper, we took the consumer’s point of view. We said that striving to save money on your grocery bill doesn’t make you cheap. It makes you savvy.