TIM HORTONS RELAUNCHES ITS ‘TRUE STORIES’ PLATFORM GLOBALLY

With a new global agency relationship, the chain aims to balance product marketing with emotional brand building.

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With the relaunch of its widely celebrated “True Stories” platform, Tim Hortons has returned to a strategy dating back to 1994 aimed at positioning the brand as a truly indelible part of the Canadian identity.

On Nov. 29, the donut and coffee chain unveiled the first spot in a series of six new ads that represents its largest investment in brand marketing since its 2014 acquisition by Restaurant Brands International, a company with a portfolio that includes the Popeyes and Burger King QSR chains.

The spot re-launching the “True Stories” platform is “Little Man with a Big Heart,” a 30-second spot involving scripted reenactments of interviews with Conor Raichel and his mother – a story originally submitted by Kelsey Kuefler, a former Tim Hortons employee.

The commercial – which touches on a story of generosity shown to a stranger during Christmas – was first shared online on Nov. 29 (both in Canada and the U.S.) to align with the holiday season and will begin airing on TV Dec. 5. Five other spots are set to follow in 2019.

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