Tim Hortons: Smile cookie 2020

Tim Hortons, the coffee chain, used the 2020 Smile Cookie campaign to enhance the spirit of community contribution and raise funds for various charities and causes.

Campaign details

Brand: Tim HortonsBrand owner: Restaurant Brands InternationalEntrant company: Zulu Alpha Kilo, TorontoMedia: Horizon Media, TorontoMarket: CanadaSector: Restaurants & takeawaysMedia channels: Online video, Outdoor, out-of-home, Programmatic display, Radio & audio, Search marketing, Social mediaBudget: 3 - 5 million

Executive summary

Food featured in advertising is almost always expected to convey appetite appeal. It's not very common for it to convey human emotion. Yet in the 2020 Smile Cookie campaign, the ability of Tim Hortons signature fundraising product to exude personality and symbolize the spirit...

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