Back in May, Canada's No Frills grocery chain entertained us with A Cart Apart, a rap about physical distancing in the supermarket with a COVID-19 safety message. Now, the retailer has decided to make a whole album, which includes the original track.
The "Haulin' State of Mind" album, conceived by agency John St., includes tracks about bananas, spices, bagging your groceries and low bills (sample lyric: "Cayenne, cumin, oregano/ You already know/I shake it, like, woah").
Audio house SNDWRX wrote and produced all the music and worked with six different artists to bring the songs to life. "The general ideas for the songs came out of thinking about iconic things about the brand like the fact that you bag your own groceries ("Bag It Up") or their 88 cent sale ("88 Sale") and then saying "wouldn't it be hilarious to make a track about that?" says a spokesperson.
Didier Tovel, creative director and founder of SNDWRX, adds that the "Cart Apart" song was recorded with Canadian rapper Tona, under Covid-safe circumstances,"In order to record 'A Cart Apart' in a safe way, I drove into Tona’s driveway and had him record his part from his car, wired into mine to create a mobile recording booth," he explains.
The original "A Cart Apart: rap received over two million YouTube views and over 50,000 Spotify streams—but if you're still wondering why anyone might want to listen to an entire album about discount groceries, there is a promotional tie-in: people who text 374-557 to receive the album download also get sent flyers with exclusive offers. If, simply, the combination of food and hip hop floats your boat and you do just want to listen, you can stream it here.