Campaign details

Brand: Tim Hortons
Brand owner: Tim Hortons
Lead agencies: Zulu Alpha Kilo, UM
Contributing agencies: Artifact Nonfiction, Zulubot
Country: Canada
Industry: Restaurants & takeaways
Media channels: Content marketing, Online video, Social media, Television, Word of mouth, influencers
Budget: 500k-1 million

Executive Summary

To help drive love for the brand after a number of years of negative press and public opinion stemming from quality issues and disagreements with franchisees, Tim Hortons launched a campaign that would tie the brand to Canada's favourite pastime, hockey, while encouraging positive sentiment towards a brand reeling from public scrutiny.

The Away Game brought together some of the NHL's biggest names with hockey's most unlikely team, the Kenya Ice Lions, capitalising on partnerships with the league, its teams and players to drive affinity for Tim Hortons.