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Tim Hortons

Knitting together the fabric of a nation


Tim Hortons is a global brand that is truly Canadian and is the number one QSR in Canada.

Each year, Tim Hortons serves over 2 billion cups of coffee. There is a great deal of expectation when it comes to unveiling their holiday cup every winter. But how do you shake up a cherished program and cup design to better reflect the brand’s core positioning of bringing warmth to a cold world?

Through careful strategic consideration and artful craft, our team developed the “Warm Wishes” platform that brought to life how people ‘felt’ about their Tims. With the brands inherent Canadian, friendly disposition, the Warm Wishes concept was brought to life as a beautifully knit winter sweater cup. Every size had its own unique knit pattern while donut, muffin and sandwich packaging had their own interpretation with playful toques on donuts, and scarves on Timbits. The introduction of the Warm Wishes hashtag also embraced Canadians on their coffee cups and gave them – for the first time – a way to interact with the brand and their community online.

Our creative and Warm Wishes idea was so well received that Tim Hortons and their agency partners extended it to heartwarming TV commercials, experiential activations, social media, community initiatives and much more. This big idea managed to knit together the fabric of an entire nation!

The campaign was an instant success! #WarmWishes surpassed hashtag share goals by 147%, and continues to be an ownable holiday platform for Tim Hortons.