|
|
As part of its efforts to become Canada’s one-stop breakfast shop, Tim Hortons launched its new English muffin breakfast sandwich last week, and a national ad campaign to support it.
Tim Hortons first introduced a homestyle biscuit breakfast sandwich in 2006, and then a bagel option the following year. However, customers are looking for choice, said Donna Finelli, director brand marketing, food, Tim Hortons. And according to research from the NPD Group, consumers are looking for English muffins too: one in four hot breakfast sandwiches sold in Canada are on an English muffin. Most famously, McDonald’s has long offered its popular Egg McMuffins on an English muffin.
Research indicated that Tim Hortons was the number one stop for coffee in the morning, said Finelli, however many consumers were "going somewhere else" for a breakfast sandwich on an English muffin.
"We saw this as an opportunity to offer a one-stop shop… And to offer both in one place," she said.
Last year, the breakfast sandwich market grew by 8%, and is the second most popular morning item (behind coffee) served at quick-service restaurants in Canada, said Finelli. Around 38% of morning visits now include a breakfast sandwich.
"The market continues to grow, and we continue to grow in the marketplace as well," she said.
As of August 2009, Tim Hortons had 51% of the hot breakfast sandwich market in Canada, according to NPD Group.
Tim Hortons is selling all breakfast sandwiches at $1.99 for a month before returning to the regular price of $2.59.
Tim Hortons is supporting the product launch nationally with billboards, in-store materials, two TV ads, print, online and radio created by long-time creative agency JWT.
The outdoor buy includes side-by-side superboards running in major markets including Montreal, Toronto and Vancouver. One features a cup of coffee and the copy, "Do a double double take." The next instalment introduces the new sandwich.
The TV portion of the campaign includes a 30-second ad that shows a guy asking his co-worker if he wants a coffee and a breakfast sandwich on a biscuit, bagel or English muffin. The co-worker responds with biscuit, until he realizes he was offered an English muffin.
He runs through the office and down the stairs yelling "English muffin" in hopes his co-worker hears his order change. He finally catches up to him in the lobby and says he’s changed his mind.
"I heard you upstairs," he replies.
A 15-second follow up spot shows the two men enjoying their sandwiches at their desks.
The campaign is running for three more weeks. Excelerator Media handled the buy.
