Eric Blais is president of Headspace Marketing Inc.
Last week’s flare up over Enbridge’s advertising at Tim Hortons locations is a cautionary tale demonstrating the pitfalls of branded retailer-operated narrowcasting networks.
Tims TV started as a test in London, Ont. two years ago. It was meant as “an exclusive in-restaurant channel showcasing Tim Hortons content in a creative, informative and entertaining manner,” according to a release on Tim Hortons’ website. It quotes Glenn Hollis, the chain’s VP marketing, brand strategy, and guest experience: “We’re proud to serve our loyal guests each day and we want to be able to share an entertaining behind-the-scenes look into our world and tell the stories that matter to them.”
This makes perfect sense. Tim Hortons has a huge captive audience either waiting in line or enjoying a break. By now, Tims TV has probably paid for itself through advertising revenue. That makes sense, too.
In fact, 50% of Tims TV’s programming is advertising.
Tims TV is run by Cineplex Media, which in 2013 bought EK3, an in-store digital merchandising provider. This is how it describes Tims TV’s offer to advertisers on its website: “Recognizing the huge opportunity to reach everyday Canadians visiting a Tim Hortons multiple times during the day, an exclusive in-restaurant channel was created to not only enhance the guest experience, but also provide a platform for Tim Hortons and its partners to speak directly to its family, friends and fans in a creative, informative, entertaining, and engaging manner.”
This is not your typical advertising-funded broadcast media. It’s a platform allowing Tim Hortons’ partners to speak directly to its customers. Who are these partners? Judging from Cineplex’s website, they include brands like Koodo, WestJet, RBC and J&J. Why not simply refer to them as advertisers? The answer is in Tim Hortons’ press release when the network’s test in London was announced: “As part of the programming, Tims TV will also offer like-minded companies, which share similar brand values, the opportunity to advertise on the network.”
Imagine the CBC or CTV stating that only companies and brands sharing their values get to advertise on their network. By declaring that the companies and brands advertising on Tims TV share the same values at Tim Hortons, the two brands become associated. This is no longer airtime sold to advertisers, it’s an implicit endorsement.
E = your daily double double
The folks at Enbridge did what anyone would do to maximize the impact of their investment in Tims TV as part of a multi-million dollar campaign launched late last year. Aimed at improving its reputation after it defended the proposed Northern Gateway oil sands pipeline and had to deal with an oil spill in Michigan, the company tailored the brand message to the environment in which it’s received. The campaign tells Canadians that “Life Takes Energy” and Enbridge is proud to provide it.
The message on Tims TV uses the same creative approach to connect with Tim Hortons customers: “We didn’t roast the coffee beans. We didn’t stir the soup. We didn’t box up a baker’s dozen. But we did help produce that perfect Tim’s percolation. When your energy meets ours, java joy happens.” The desired take-away is that Energy & Enbridge equal Tim Hortons coffee.
That’s great for Enbridge, but it’s blurring the lines between Tim Hortons’ content on Tims TV about quality and freshness, brand values, community and the message this advertiser is hoping to communicate. By connecting it all together, Tim Hortons becomes even more strongly associated with this “like-minded” advertiser/partner. And if not everyone agrees with the values of this partner, it rubs off on Tim Hortons.
Tweet from Timmys
When Tim Hortons responded to complaints on Twitter with: “We value your feedback and the Enbridge advertisements are no longer airing on Tims TV,” it engaged in the debate and took sides. The response from the other side was quick and political. Defence Minister Jason Kenny tweeted “I’m proud to represent thousands of constituents who work for @Enbridge & other CDN energy companies.” The top-trending Twitter hashtag on Thursday afternoon in Canada was #BoycottTims.
Major networks may exceptionally bow to viewers’ pressure and pull an ad, but they rarely tweet about the decision. The ad simply goes away.
Political correctness
The 2013 press release by Tim Hortons described the goal of Tims TV as “bringing communities across Canada closer together, as stories from distant neighbours are brought closer to home. Together with our guests, we have thousands of relevant stories to share and TimsTV is an ideal vehicle in which to bring those stories to life.” That’s a worthy goal, but when you start selling ads you’re in the media business. And when you only sell ads to like-minded partners, you better be sure their stories align with your brand.
The coffee and donut chain is already the backdrop of choice for most politicians eager to connect with the middle class. How will Tim Hortons respond to requests by political parties and interest groups to advertise on Tims TV?
As campaign mode intensifies leading to the next federal election, executives at Tim Hortons and their partners at Cineplex Media might consider establishing clear guidelines for advertisers wishing to tell their stories on Tims TV.
