Tim Hortons has launched a new campaign to let Canadians know that they don’t have to give up Timbits to eat healthy.
The “More Good to Love” campaign highlights nine healthy choice items on the Tim’s menu that customers don’t necessarily know about, like the harvest vegetable soup and whole grain carrot orange muffin.
The iconic coffee chain also revamped its nutrition calculator, giving visitors the option to build a Tim’s meal and quickly calculate its overall nutritional value, including details like sauce choices, coffee additives and allergen information.
“We believe that there’s nothing wrong with a donut in people’s lives,” Tammy Martin, senior vice-president of retail at Tim Hortons told Marketing. “But we also do a lot more than that, and this is showcasing those options for the guest.”
The campaign’s magazine ads lead with taglines like, “We’re giving you more wholesome choices, because why should donuts have all the fun?” and “It’s no surprise we love donuts, but there’s a whole lot more to love.”
Tim’s recruited two brand ambassadors, Team Canada hockey player Hayley Wickenheiser and Cleveland Cavaliers’ forward Tristan Thompson, to help promote the “More Good to Love” options in Canada and the U.S.
Martin said the two athletes really believe in the idea of balanced eating — they eat healthy without sacrificing the good stuff (Wickenheiser is apparently a big fan of Timbits). Tim’s believes that philosophy will resonate with most mainstream Canadians, who want to eat more balanced meals, but don’t always have time to be perfect.
Tim’s planned the campaign for the post-holiday season, when customers feel like they’ve overindulged a bit and are looking for leaner options. Martin said the marketing team focused on the idea of getting back to routine, since for many Canadians Tim’s is a part of their schedule.
“We feel that we owe it to Canadians to help them in their quest for more balanced eating in their day,” said Martin. “We feel good about this, it feels like the right thing to do.”
The campaign will run in print, out-of-home and in store, with trayliners and a redesigned nutrition information pamphlet. The creative was developed by Tim’s AOR JWT, with work on the nutrition calculator and microsite by Ogilvy One and Thrillworks.
