Tim Hortons is gearing up to celebrate its big five-oh on May 17. Using the tagline “50 years fresh,” the retailer will commemorate its half-century milestone with a range of year-long activities and a special logo that nods to its 1960s roots.
Designed by the company’s packaging design agency Pigeon Brands, the logo is designed to look back at the company’s heritage with fondness, said Glenn Hollis, vice-president, brand strategy and guest experience. It uses the “since 1964” element as an anchor, but was designed to have “forward momentum too,” he said.
The logo will appear throughout the year across media from TV ads right down to take-out cups, boxes and bags.
According to Hollis, several events are scheduled in the run up to May 17, and much of the campaign’s activity will take place online through FaceBook and Twitter.
One regular feature set to run is Throwback Thursdays, an initiative that encourages people to share their memories of the past – and Tim’s. The brand has found success leveraging consumer stories before with its website EveryCup.ca, which is currently funneling content to the chain’s new in-store TV operation.
“We want people to tell us ‘I remember a certain product or something in my neighbourhood.'”
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Yet another trip down memory lane counts up the last 50 years of Tim’s history with a “Tim-line.” There’ll also be a special Roll-up the Rim contest “with a 50 flavour,” said Hollis, who would not divulge anymore information on the popular competition.
Beginning in April, 50th anniversary merchandise including travel mugs and reusable cold beverage cups will be available in restaurant and online.
