Sectors
Capabilities
Specialisms
To stand out amidst industry giants and boost brand awareness in the UK, Tim Hortons needed more than a standard product launch - it required a bold, attention-grabbing moment to cut through the noise. The objective wasn’t simply to showcase its new menu items, but to simultaneously drive cultural relevance and leave a memorable impression. To drive meaningful brand affinity, the campaign needed to generate buzz and spark national conversation – all while staying true to the brand’s Canadian values.
Phase One teased the debut of Tim Hortons’ bold new menu items – the Chicken Doughnut and Cheesy Loaded Timbits® – unveiled on April Fool’s Day. The twist? They were available only to those deemed “nice.” This playful approach sparked curiosity and engagement from both the press and consumers.
To maintain momentum in Phase Two, we commissioned a poll to crown the UK’s ‘nicest’ city, with Liverpool taking the top spot. We then brought the story to life through a Liverpool-based photoshoot, illustrating the story narrative and offering rich visuals to media outlets. This phase seamlessly tied into the brand’s Canadian roots and the campaign’s playful “Naughty but Nice” theme – generating widespread coverage.
See all