Tim Hortons pays it forward with new holiday cup campaign

Coffee chain will give a toque for a tweet

Rebecca Harris November 18, 2014

Tim Hortons is getting all warm and fuzzy with its latest social media campaign.

To kick off the launch of its holiday cups, which feature festive sweater designs, the company is asking Canadians to share their good deeds. Each time someone shares a good deed using the #WarmWishes hashtag on Twitter or Instagram, Tim Hortons will donate a toque to a child in need through the Tim Hortons Children’s Foundation. The goal is provide up to 10,000 kids with a toque.

“We want to give our guests added incentive to share their holiday good deeds, whether it is shovelling a driveway or holding a door open, and in turn we will pay-it-forward,” said Peter Nowlan, chief marketing officer, Tim Hortons, in a release. “We feel that one good deed deserves another.”

At TimHortons.com/WarmWishes, people can view photos from Canadians who have shared their #WarmWishes.

To promote the campaign, Tim Hortons unveiled its travelling coffee truck, the TimsRunner, which is outfitted with a specially designed knit sweater. The vehicle will be en route in Toronto during the holiday season, surprising people throughout the city with a free cup of Tim Hortons Dark Roast coffee.

The company said the yarn used to make the sweater will be washed and repurposed into blankets that will be donated to a local shelter.