Tim Hortons launched an integrated advertising campaign Monday to support its new Partnership Blend that helps support coffee farmers in Guatemala, Honduras, Brazil and Colombia.
Though the Tim Hortons Coffee Partnership has been in the works for more than eight years, this is the first packaged coffee product sourced solely from the project’s work.
“We have been working directly with farmers in the regions where we source our coffee to help them improve farming practices, produce higher volumes and better quality coffee while respecting the environment,” said Bill Moir, chief brand and marketing officer at Tim Hortons, in a release.
The iconic Canadian chain is using PR, social media, online banners, web domination and a television commercial from JWT to promote the new brew that is now available at participating locations across the country.
The blend sells for $7.69 per bag, with $1 from every purchase benefitting the Tim Hortons Coffee Partnership. Tim Hortons has invested approximately $7million to the project so far.
