Tim Hortons Marketing Strategy Case Study: Selling a Feeling
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With a new global agency relationship, the chain aims to balance product marketing with emotional brand building. The holiday campaign features a heartwarming story about having to leave home under difficult circumstances and seeking a new life in a foreign land. The whimsical campaign includes a Canadian Goose as the welcoming figure who takes in newcomers, even if they’re from a different flock.
Tim Hortons doesn’t just try to tug on your heart strings, however. Commercials are long and it is easy to tell a more detailed story. With social media, your ads or posts need to be quick and concise. Adtunes is the most popular advertising music guide to songs used in TV commercials, TV shows, movie trailers, film soundtracks, and more.
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The below Tim Hortons® at Home products are included in this offer. Please note that the purchase of Tim Cards®, Tim Card® reloads, Tim Hortons® restaurant food or drinks and Tim Hortons® non-consumable items such as mugs, travel mugs, clothing, etc. are all excluded from this offer. So, in the U.S., the company is trying to brand itself as the place offering the freshest value-priced food and coffee available in the quick-service restaurant category. The Canadian roots of Research in Motion are nowhere to be seen, even inside of Canada, helping to ensure that a majority of U.S. consumers believe BlackBerry is an American invention. As it has gained distribution throughout the world, Lush Cosmetics has similarly played down its Canadian birthplace.
As part of a larger restructuring at Tim Hortons, Jana Goodbaum is also now leading global brand image and Jorge Zaidan is head of marketing for its Canadian work. The holiday campaign aims to embody the shared values of Canadians and the mission of the UN Refugee Agency. Tim Hortons' holiday ad features a heartwarming story about having to leave home under difficult circumstances and seeking a new life in a foreign land. The protagonist is a goose, but the story itself will have real resonance in a year in which this was the reality for many in Europe. And what's more, part of the campaign by the Canadian restaurant chain was created in partnership with a real-life Ukrainian refugee.
Using Humour On Social Media:
Buy $40+ of participating Tims®at Home products between November 12, 2022 and January 6, 2023 before tax and after the application of any coupons or discounts in a single transaction. In the past few months, though, the store on Manhattan's Upper West Side was closed, a victim of what some New Yorkers said was a lack of a unique identity in the crowded marketplace. In an echo of its placement of a store serving members of the Canadian armed forces in Kandahar, Tims recently opened stores at Fort Knox and the naval base at Norfolk, Va. “We’re thrilled to have worked with Veronika to create this beautiful book and to be donating 100 per cent of the proceeds from sales of the book to UNHCR,” said Bagozzi. “A Nest in the North” is available to purchase as a hard-copy book or eBook at anestinthenorth.ca and 100 per cent of proceeds from sales will be donated to the UN Refugee Agency.
A community dedicated to the SimCity series, CSL and other city-building games. Please, whitelist strategyonline.ca in your ad blocker and refresh your browser. Gut Toronto led creative on the ad, with Horizon Media on traditional media, Media.Monks on digital and Craft on PR. We've always got a fresh pot on.Specialty Hot Beverages Treat yourself to one of Tims Café Favorites.Breakfast Did someone say breakfast sandwich? Snacks and Baked Goods Always fresh baked snacks for any occasion.
Appeal To Emotion on Social Media
Over the last year, Tim’s has deployed a similar tactic with one campaign thatencouraged customers to be good neighbours and another showing its support of amateur hockey in Kenya. Overall, Azulay says the creative strategy is about striking a balance between product-focused communications and more emotional brand building. Using an appeal to emotion in your own marketing strategy can help grab attention. It is also a less direct way to sell a product or service; instead of advertising your product directly, you are advertising a feeling or experience.
Whereas the platform was more broadcast-oriented in the past, the company is hoping to leverage the new website to push more online engagement. The goal, ultimately, is to continue crowdfunding content that can be used at other cultural moments throughout the year. Before moving to Canada, Azulay didn’t know the Tim Hortons brand. Upon joining the team, she discovered the “True Stories” website containing 18,000 stories published organically by customers since 2008. She says she quickly came to see it as a “goldmine” of creative inspiration and of authentic expressions of the “love affair” that Canadians already have with the brand. The growable and ploppable share the same stats which are as follows--- It employs 55 sims, has a pollution effect on air/water/garbage of 2/5/7 respectively, power consumed is 22, water consumed is 27, and costs $150 to bulldoze.
Let’s first take a look at one of the most well-known and iconic Tim Hortons commercials called “Proud Fathers”.
This simple Tim Hortons ad appeared on Facebook and used both an appeal to emotion and star power to sell. Most people are not going to sit through long video ads, so you need to quickly grab their attention and make your point known. These are just two examples of how Tim Hortons uses an appeal to identity and emotion to market their products. Once again, the actual Tim Hortons product is barely featured in this commercial, but it is still a pivotal part of the story. The father and son share a special, heartwarming moment when the son realizes his dad (who appeared to be unsupportive of his hockey-playing) was actually there at all his games.
To accompany the TV commercial, Tim Hortons co-developed “A Nest in the North” with Veronika Kotyk, an illustrator and graphic designer who made her journey to Canada from Ukraine in June 2022. “I'm extremely grateful for the chance to share a story so close to my own personal experiences and the experiences of many others who were forced to leave their 'nests' for different reasons,” said Kotyk in a statement. This commercial is a great example of how the Tim Hortons marketing strategy tries to sell you a feeling rather than a product.
If you want to use this type of strategy in your own marketing but aren’t sure how, it’s best to work with the professionals who know how to make the most of your marketing strategy, appeal to your ideal customer, and create appropriate ads. Just like with the commercials we featured above, this ad helps create a connection between Tim Hortons and feeling at home in Canada, as well as the idea that your Canadian identity is linked to enjoying Tims. To better understand Tim Hortons marketing strategy, it’s a good idea to start with a short introduction to Tim Hortons and their brand. Register for a free account and join our community to post messages about the ad music you are looking for or help answer other advertising soundtrack questions. As a registered member, you will have greater access to the site and more features.
Our coffees, specialty beverages and teas are just waiting for you to brew and share with friends from the comfort of your own kitchen. Tim Hortons is encouraging Canadians to ‘Come as You Are’ in their latest campaign. Created in partnership with Tim Hortons agency of record, Zulu Alpha Kilo, features Canadians emerging from quarantine and returning to Tim Hortons in all their stay-at-home glory.
For even as the company was tugging Canadian hearts throughout the Olympics, south of the border Tims had a spot on the air promoting a breakfast wrap that could be bought for only $1.89. That followed previous commercials for a blueberry bonanza , a coffee-and-sandwich deal, and a fresh sandwich with three deli meats. Nowhere are there spots aiming to make a higher, emotional connection with customers. Even with the criticism, and the online comments about emotional manipulation, the discussion proves that Tims operates at the intersection of commerce and culture that few other companies can hope to approach. Four years ago, newspaper columnists weighed in on the meaning of another popular commercial in which a Chinese immigrant father who tried to quash his son's desire to play hockey turns out to have been a secret supporter all along.
The new agency relationship follows the recent hiring of Coca-Cola veteran Paloma Azulay into the newly created role of global creative head for the brand. Azulay began her career at the beverage co. in her native Brazil, before moving into creative director roles in Europe. Through that work, she had an existing relationship with the founders at Gut.
Even the signs outside the stores are different where, in the U.S., they feel the need to note the company sells "Coffee and baked goods." Strategy™ uncovers and shares the "bold vision, brand new ideas" of Canada’s national marketing community. There is not a coffee, donut or breakfast sandwich to be seen in the ad. Rather, it aims to embody shared values of Canadians being kind to each other and making everyone feel included, according to Hope Bagozzi, CMO of Tim Hortons.
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