Tim Hortons - Creative Strategy 2019
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This document outlines a creative strategy pitch for Tim Hortons in 2019. It notes that Tim Hortons is ranked #1 in the quick service restaurant category in Canada but that Canadians have become cold towards the brand in recent years. The challenge is to remind Canadians why they used to love Tim Hortons and inspire new Canadians to appreciate it while modernizing without revolutionizing. The strategy is to celebrate Tim Hortons' core values of being welcoming, approachable, generous, affordable and consistent. The target audience is identified as working class millennials across Canada. Various campaign ideas are outlined to promote community values and warmth.
Tim Hortons - Creative Strategy 2019
- 1. Group Miami Ad School Pitch Strategists: Rafay Mirza, Victor Schmidlin Copywriters: Jenai Kershaw, Shirley Wang Art Directors: Michael Boatman, Raine Calucag TIM HORTONS CREATIVE STRATEGY 2019
- 2. Ranked #1 QSR in Canada Most trusted restaurant brand in Canada Sells 8/10 cups of coffee in the country 2B+ cups a year 3,800+ locations only in Canada Core business: coffee, not food CANADA’S COFFEE
- 3. PROBLEM Canadians have gone cold towards Tim Hortons.
- 4. WHAT’S HAPPENING Reputation + Preference + Perception Sales declining while competitors and category are growing
- 5. THE CHALLENGE Remind Canadians why they used to love Tim Hortons. Inspire young/new Canadians to appreciate. Modernize without revolutionizing. Take the brand back to its core values.
- 6. CELEBRATE WHO YOU TRULY ARE Welcoming. Approachable. Generous. Affordable. Convenient. Consistent. Positive.
- 7. WHO ARE WE TALKING TO Sarah, 24 Pranit, 33 Jean, 31Cheyenne, 29
- 8. WHAT DO THEY HAVE IN COMMON?
- 9. THEY ARE ALL MILLENNIALS WHAT DO THEY HAVE IN COMMON?
- 10. THEY ARE ALL MILLENNIALS WHAT DO THEY HAVE IN COMMON? NOT JUST ADVENTUROUS MILLENNIALS FROM URBAN BUBBLES
- 11. THEY ARE ALL MILLENNIALS BUT WORKING CLASS, REAL CANADIAN MILLENNIALS WHAT DO THEY HAVE IN COMMON? NOT ADVENTUROUS MILLENNIALS FROM AN URBAN BUBBLE
- 12. THEY ARE MILLIONS Real people who wake up every day to make the day happen
- 13. A NATION OF WARM HEARTS And they are proud of who they are
- 14. The Canadian morning ritual to keep the cold away AND COFFEE IS THEIR FUEL
- 15. Let’s regain the warmth by celebrating working class Canadians OUR INSIGHT Promote their values Empower their aspirations Warm their hearts with our coffee and positive attitude
- 16. Warmth in Every Cup
- 17. Share the warmth with… our community our country our newcomers our neighbours
- 18. Share the warmth with… our community
- 19. When we’re buying for the team, we’re buying Tim Hortons MADE TO SHARE
- 20. The Team Tray Stackable trays that can hold up to 8 cups Design that supports the Cup-to-Tray program Convenient and mess-free solution to carry coffee.
- 21. The Team Tray Promoted through social on Instagram OOH ads outside Tim Hortons locations
- 22. Share the warmth with… our community our country
- 25. Support and encourage young girls to play our favourite sport through the Timbits Hockey Canada Initiation Program
- 28. Share the warmth with… our community our country our newcomers
- 30. The Welcome Home Kit Making a lasting first impression on New Canadians
- 31. Share the warmth with… our community our country our newcomers our neighbours
- 33. The Canadian Keyboard •A downloadable keyboard specifically targeted to Americans •The keyboard modifies sentences to make them more ‘Canadian.’
- 34. •A downloadable keyboard specifically targeted to Americans •The keyboard modifies sentences to make them more ‘Canadian.’ Targeting
- 37. APPENDIX
- 38. Ranked #1 QSR in Canada Most trusted restaurant brand in Canada Sells 8/10 cups of coffee in the country 2B+ cups a year 3,800+ locations only in Canada Core business: coffee, not food LEADER AND ICONIC OUR PROCESS Survey with 72 responses Visited 13 stores Secondary research SWOT development Personas creation
- 39. SECONDARY RESEARCH Canadian Coffee Consumption 2017: https://www.coffeeassoc.com/wp-content/uploads/2018/02/ CanadianCoffee2017infographic_whitebkd-2.pdf The 2017 Coffee and Tea Report: https://www.foodserviceandhospitality.com/the-2017-coffee-and-tea-report/ Innovation is driving coffee sales: http://canadianrestaurantnews.com/canada/latest-news/innovation-is-driving-coffee-sales Specialty brews boost coffee sales in Canada: https://www.therac.ca/content/specialty-brews-boost-coffee-sales-in-canada Top coffee and tea trends for 2018: https://www.canadianvending.com/coffee-service/top-coffee-and-tea-trends-for-2018-4793 Why Canadians drink more coffee than most people in the world: https://www.cbc.ca/news/business/canada-coffee-tim- hortons-1.3745971 Second Cup coffee chain teams with cannabis company to open pot shops: https://www.cbc.ca/news/business/cannabis-second- cup-1.4615943 Shoppers Are Ready To Spend This Holiday Season; Here's How Retailers Can Pounce: https://www.forbes.com/sites/stevenbarr/ 2018/10/02/shoppers-are-ready-to-spend-this-holiday-season-and-heres-why/#556b997dbe4e The latest millennial trend? Buying a franchise business: https://www.cbc.ca/news/business/franchise-a-w-spraynet- millennials-1.4669153 McDonald's takes aim at Tim Hortons in breakfast wars: https://business.financialpost.com/news/retail-marketing/mcdonalds-canada- starts-selling-bagels-after-ontario-pilot-project
- 40. SECONDARY RESEARCH The "Headline News" Cup Sleeve: http://www.welovead.com/en/works/details/734EnnrA and http://www.welovead.com/en/works/details/ 843DksuB Tim Hortons brings back Nutella products: https://www.foodincanada.com/food-in-canada/tim-hortons-brings-back-nutella- products-133569/ What happened to Tim Hortons? The downfall of Canada's brand: https://www.theguardian.com/world/2018/jul/09/tim-hortons-canada- coffee-brand-popularity-downfall Tim Hortons Reveals It's Adding Diaper-Changing Tables To Men's Bathrooms Across Canada: https://www.huffingtonpost.ca/2018/08/07/ tim-hortons-change-tables_a_23497575/ Tim Hortons franchisees push back against cost-cutting changes, report suggests: https://www.cbc.ca/news/business/tim-hortons- franchisees-1.4024021 Tim Hortons to redesign stores across Canada: https://toronto.citynews.ca/2018/03/27/tim-hortons-canada-redesign-stores/ Tim Hortons officially opens museum at Hamilton birthplace: https://www.chch.com/tim-hortons-officially-opens-museum-hamilton- birthplace/ How did Tim Hortons come to be synonymous with Canada; and why do we continue to embrace that identity? https://nationalpost.com/ life/food/why-do-we-continue-to-allow-as-mediocre-a-coffee-chain-as-tim-hortons-define-canada Canadians Have Finally Turned on Tim Hortons: https://www.vice.com/en_ca/article/9kgn5z/canadians-have-finally-turned-on-tim- hortons
- 41. SECONDARY RESEARCH From baby boomers to millennials: Which generation speaks to you? https://globalnews.ca/news/3587440/generation-traits-millennials- baby-boomer-generation-x/ The results are in: Tim Hortons is no longer Canada’s favourite coffee shop: https://www.macleans.ca/news/canada/the-results-are-in- tim-hortons-is-no-longer-canadas-favourite-coffee-shop/ Coffee & Snack Shops - Canada Market Research Report: https://www.ibisworld.ca/industry-trends/market-research-reports/ accommodation-food-services/coffee-snack-shops.html Number of establishments in the Canadian coffee and snack shops industry from 2010 to 2019*: https://www.statista.com/statistics/ 573111/number-of-snack-and-coffee-shops-in-canada/ From baby boomers to millennials: Which generation speaks to you?https://globalnews.ca/news/3587440/generation-traits-millennials- baby-boomer-generation-x/ The Tim Hortons brand is badly broken. Here’s how to fix it. https://www.macleans.ca/economy/business/the-tim-hortons-brand-is-badly- broken-heres-how-to-fix-it/ A little warmth goes a long way – the science of hot drinks: https://www.theguardian.com/lifeandstyle/wordofmouth/2014/oct/28/hot- drinks-science-tasting-notes Understanding the Shifting Meaning of the Middle Class: https://www.ekos.com/studies/MiddleClass.pdf Canada's middle class shrinks — let’s talk about Trudeau’s socks: https://torontosun.com/2017/07/02/canadas-middle-class-shrinks-- lets-talk-about-trudeaus-socks/wcm/62080b2f-1b79-49a2-9eda-559723306dd7
- 42. SECONDARY RESEARCH Is Canada’s middle class shrinking — or does it just feel that way? https://business.financialpost.com/news/economy/budget-to-focus- on-middle-class-as-fewer-canadians-identify-as-middle-class The Canadian Middle Class – Where Do You Fit In? https://captaincash.ca/blog/the-canadian-middle-class-where-do-you-fit-in/ How does the financial hand you’ve been dealt compare to that of your fellow Canadians? https://www.cbc.ca/news2/interactives/census/ 2016/income/ Census 2016: highlights from latest report on Canadian income levels: https://www.cbc.ca/news/politics/statistics-canada-census-2016- income-hightlights-1.4287179 Are you earning a middle-class income? Here’s what it takes in Canada, based on where you live: https://globalnews.ca/news/3828447/ canada-middle-class-income-inequality/ Population estimates on July 1st, by age and sex: https://www150.statcan.gc.ca/t1/tbl1/en/tv.action?pid=1710000501