Tim Hortons, affectionately known as Tim’s, is one of North America’s largest quick-service restaurant chain, renowned for its coffee, doughnuts, and fast-food offerings. With over 5,000 locations in 15 countries, it is a beloved brand that brings communities together over great coffee.
The campaign focused on promoting Tim Hortons’ new Premium Instant Coffee to Chinese and South Asian Canadians, who traditionally prefer tea. By leveraging key cultural festivals like the Mid-Autumn Festival and Diwali, the campaign positioned coffee as a catalyst for meaningful conversations during family gatherings. Insights from an ethnic marketing panel revealed strong interest in instant coffee, guiding a multi-channel strategy that included digital, social media, and in-store promotions in high-density ethnic neighborhoods. The campaign successfully introduced the product while celebrating cultural diversity and fostering connections.
