The opening proved a success and two more Toronto area stores soon followed. Meanwhile, Nichol continued to heavily promote No Name on television and was dubbed "Mr. No Name" by news headlines. While one competitor spoke critically of Nichol for spending so much on advertising, thereby increasing the costs associated with a discount product line, Nichol responded that Loblaw had simply redirected more of its promotional budget towards No Name. Four months after the launch, generic products across all Canadian grocery store shelves accounted for nearly 10 percent of supermarket sales. One year later, Loblaw had expanded its generic line-up to over a hundred items. Branding, packaging and promotion In keeping with the generic nature of the product line, the original No Name packaging showed no branding – only text with a basic product description and name, such as "freshly ground coffee" or "fabric softener", on a solid background. Years later, a "No Name" registered trademark appeared. While other generic lines presented their packaging as black on white, Toronto designer Don Watt chose black, boldface text in a Helvetica font, all lower case, on a bright yellow background, as a means of attracting the attention of shoppers. Throughout the 1980s, Loblaw continued to promote No Name as a value-oriented alternative to higher priced, nationally advertised products. In 1981, Dave Nichol went on television with two grocery carts, one with a selection of No Name items and the other with comparable national brands, to demonstrate a 30 percent savings: For five or six years I did nothing but go into people's living rooms and say, 'Here's one basket of national brands for $150, and here are the same products from no name for $100. If you don't like them, we'll give you the national brands free. By 1982, the number of No Name items had increased to some 500 different products and ranged from canned peas, to spaghetti sauce, to tooth paste and even windshield washer fluid. The Financial Times of Canada noted that in spite of basic packaging and the reputation of generics as inferior, "Loblaws No Name line was, in fact, competing directly with national brands." The newspaper also commented that the heavy promotion of No Name by Loblaws president Dave Nichol had helped boost the sale of generics in all supermarkets. Loblaw also expanded the line beyond basic grocery and household items in an apparent bid to appeal