Tim Hortons
I visited a friend in Vancouver over the summer and she told me I HAD to put "double double" on my list of things to do. After asking, she tells me it's just a coffee. But it's from Tim Hortons, a coffee and doughnut shop slash the national fruit of Canada.
Fast forward to February, I find out since it's saturated 99.5% of the Canadian market, Timmys is making a big push into America. But how exactly do you get your mean older brother to like you? Self-deprecating humor never hurts.
Launch campaign for new US cities:
Tim Hortons. Proof that Canada exists.
OOH/Transit
Newspaper
The weekend before its new locations open, "lost" Canadian backpackers will go around town, asking for directions. If people are nice enough to help them, they'll receive this coupon.
Window wrap before stores open
Opening day, the first 100 customers will receive Tim Hortons hockey jerseys.
In-store: window cling, tray liner, cups, and postcard
Daily blog to bring Americans Timbit-sized facts, additional proof that Canada is, in fact, still up there.
AD: Maggie McClurken // CW: Natalie Hammel
Fast forward to February, I find out since it's saturated 99.5% of the Canadian market, Timmys is making a big push into America. But how exactly do you get your mean older brother to like you? Self-deprecating humor never hurts.
Launch campaign for new US cities:
Tim Hortons. Proof that Canada exists.
OOH/Transit
Newspaper
The weekend before its new locations open, "lost" Canadian backpackers will go around town, asking for directions. If people are nice enough to help them, they'll receive this coupon.
Window wrap before stores open
Opening day, the first 100 customers will receive Tim Hortons hockey jerseys.
In-store: window cling, tray liner, cups, and postcard
Daily blog to bring Americans Timbit-sized facts, additional proof that Canada is, in fact, still up there.
AD: Maggie McClurken // CW: Natalie Hammel