Tim Hortons is rewarding good deeds through the launch of its second annual #WarmWishes social campaign.
Whether it’s shoveling a neighbour’s driveway, buying coffee for colleagues or donating clothing to a shelter, the coffee chain is asking Canadians to share their kind deeds on Twitter and Instagram using #WarmWishes. Five participants will win a chance to donate $5,000 to the charity of their choice.
“We’re fortunate to have incredible guests who are already doing good deeds during the holidays, so we want to honour and reflect that generosity with this campaign,” said David Clanachan, president and COO, Tim Hortons, in a release.
The effort kicked off Nov. 16 with the transformation of a Grimsby, Ont. into a “House of Warm Wishes.” The restaurant was made-over to resemble a snow-covered log cabin, complete with outdoor lights and a chalet-style interior. That same day, patrons of the Grimsby location could request good deeds on behalf of their community, and Tim Hortons would work to bring them to life.
“In many areas across the country Tim Hortons is the hub of the community, and Grimsby is a town that is representative of that community spirit,” Clanachan said. “We chose the town of Grimsby this year to help spread some warm wishes in celebration of owners and guests alike who embody the essence of warm wishes every day.”
To keep the momentum going throughout the six-week initiative, the brand plans to engage consumers on social media through weekly themes such as, Give a Little Warmth, Lend a Helping Hand, Spread Cheer, and Give Back.
Like last year’s #WarmWishes campaign, this effort coincides with the launch of Tim Hortons holiday cups.
Tim Hortons is no stranger to social and experiential marketing. Its fresh approach to marketing landed Tim Hortons on Marketing‘s 2014 Marketer of the Year shortlist. It kept pace this year with a video of Sidney Crosby working the drive-thru at a Nova Scotia location and the #TimsDarkExperiment, which invited consumers to taste test its dark roast in specially designed black boxes.
Tim Hortons worked with a numbers of agencies on the #WarmWishes campaign including Paradigm Public Relations (PR), Boom! Marketing (experiential), North Strategic (social) and Thrillworks (digital).
