Campaign details

Brand: Tim Hortons
Brand owner: Tim Hortons
Lead agency: Zulu Alpha Kilo
Contributing agencies: UM, Artifact Nonfiction, Zulubot
Country: Canada
Industries: Restaurants & takeaways
Media channels: Content marketing, Online display, Online video, Social media
Budget: 500k - 1 million

Executive summary

Tim Hortons is Canada's largest quick service restaurant. Named after Canadian icon and former NHL player Tim Horton, the company has supported hockey at a local and national level for decades. Just as hockey is a part of Canada's national identity, it is an essential aspect of Tim Hortons' brand identity and its connection with Canadians.

However, entering 2018, the brand faced unprecedented challenges. New ownership, various franchisee disputes, and a series of negative media stories meant Canadians were beginning to feel disenchanted with Tim Hortons. As a result, its reputation took a significant hit, falling from fourth to 50th in a national poll of Canada's most reputable brands.