Tim Hortons
India’s love affair with coffee is undeniable. Over the past decade, urban centres have become a hub for premium coffee chains, catering to a growing base of coffee enthusiasts. On August 11, 2022, India welcomed the global coffee sensation, Tim Hortons—a brand that originated in 1964 in Canada. Known for its iconic offerings like the French Vanilla, Iced Capps, Double Double, and its famous doughnuts & Timbits, Tim Hortons quickly made its mark on Indian soil, blending quality beverages with a welcoming atmosphere.
Brand Campaign – ‘BeYouAtTimHortons’
After the successful launch, Tim Hortons introduced its flagship campaign, ‘BeYouAtTimHortons,’ resonating deeply with its Indian audience.
Campaign Insight: In an increasingly divided world, individuals seek a sense of connection and belonging. Tim Hortons saw an opportunity to redefine its café spaces as more than just coffee shops but as places of comfort, connection, and individuality.
Brand Lens: While premium coffee brands often exude exclusivity, creating a distance between the brand and the customer, Tim Hortons took a different approach. The brand positioned itself as a space that welcomed everyone—allowing customers to embrace their identities, no matter their roles in life.
Consumer Truth: Between the demands of home, work, and relationships, people wear many hats and live through different experiences. Tim Hortons became the "third place" in people’s lives, offering a welcoming space where they could be their authentic selves.
The Campaign:
‘BeYouAtTimHortons’ focused on individuality, placing the consumer at the heart of the experience. Whether someone was seeking a quick coffee break, meeting with friends, or simply a moment of solitude, Tim Hortons was a place for them to unwind and feel at home. The campaign effectively communicated that Tim Hortons was a space for everyone, where personal stories and connections flourished.
Each film showcased relatable moments from everyday life, reinforcing the message that Tim Hortons is more than just a coffee shop—it’s a place that welcomes everyone, celebrating personal moments and individuality.
Expanding the Journey: After the highly successful launch, Tim Hortons has steadily expanded across India, opening new stores in major cities and establishing a strong presence in local coffee culture. The journey included the impactful Mumbai city launch.
Mumbai City Launch:
Mumbai Truth: A city that’s always on the move and ready for the next ‘it’ thing.
Human Truth: We all need spaces to pause for a little bit before we get back on our journey again.
Brand Truth: Tim Hortons welcomes every version of ‘You.’
Communication: Tim Hortons became the "next stop for the Mumbaikar on the move."
With Mumbai being a city known for its fast pace, Tim Hortons’ campaign was centred around providing a space where busy Mumbaikars could stop, recharge, and enjoy their journey.
Creative Expression: Pudil Station Tim Hortons
By tapping into the iconic Mumbai local train phrase, "Pudhil Station Tim Hortons," we position the brand as the go-to pit stop for Mumbaikars to recharge and refuel, infusing local flavour into the Mumbai launch to resonate with the city's fast-paced lifestyle.
The Integrated Campaign:
The launch was amplified through an integrated campaign that spanned print media, OOH, influencer events, and social media. This multi-channel approach resonated with the fast-paced city, resulting in an impressive 5.1M reach and 135K engagements across platforms. Tim Hortons' outlets saw long lines and massive footfalls, underscoring the brand's instant connection with the city's bustling crowd.
Overall Launch Strategy: Tim Hortons has built a strong community in India through an omni-channel strategy, with social media at its core. The brand actively engages its audience on platforms like Instagram and Facebook, using creative content, influencer partnerships, and user-generated material to drive awareness and foot traffic. Since its August 2022 launch, Tim Hortons has grown by fostering connection and individuality. The ‘BeYouAtTimHortons’ campaign and expanding store network have made it a welcoming space where every customer feels at home.
‘BeYouAtTimHortons’ focused on individuality, placing the consumer at the heart of the experience. Whether someone was seeking a quick coffee break, meeting with friends, or simply a moment of solitude, Tim Hortons was a place for them to unwind and feel at home. The campaign effectively communicated that Tim Hortons was a space for everyone, where personal stories and connections flourished.
The launch was amplified through an integrated campaign that spanned print media, OOH, influencer events, and social media. This multi-channel approach resonated with the fast-paced city, resulting in an impressive 5.1M reach and 135K engagements across platforms. Tim Hortons' outlets saw long lines and massive footfalls, underscoring the brand's instant connection with the city's bustling crowd.