Tim Hortons: The Away Game

Tim Hortons, the restaurant chain, leveraged a favourite pastime - hockey - with The Away Game campaign to revive love for the brand in Canada.

Campaign details

Brand: Tim HortonsBrand owner: Tim HortonsLead agencies: Zulu Alpha Kilo, UMContributing agencies: Artifact Nonfiction, ZulubotCountry: CanadaIndustry: Restaurants & takeawaysMedia channels: Content marketing, Online video, Social media, Television, Word of mouth, influencersBudget: 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...

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