Western Grocer Serving the industry since 1916
Did you struggle getting out of bed this AM? Or skip breakfast to get more sleep? If you did, you’re like the 63 per cent of people that have been hitting snooze since the pandemic, prioritizing sleep over the most important meal of the day. Mornings can be tough, but rich and creamy PHILLY makes them better, especially smothered all over a Tim Hortons bagel.
To help Canadians fight these snooze button struggles, PHILLY is offering Canadians a match made in heaven – Tim Hortons bagels with PHILLY, the exclusive cream cheese spread at Tims.
Officially giving Tim Hortons its wings, and making mornings more heavenly across the nation, the heavenly 360 creative and media campaign launches this September. The campaign features an OLV spot with Philadelphia Angel, Humberley Gonzalez, making her morning more heavenly with a PHILLY at Tim Hortons. Contextually relevant OOH placed on busy commuting locations like TTC TVs, targeted TSA’s in close proximity to Tim Hortons locations and high impact superboards are all designed to capture Canadians’ attention nationwide.
The campaign also features a robust media mix, including a partnership with Waze to (safely) intercept Canadians on their morning commutes, a partnership with Spotify to own morning moments with sponsored morning commute playlists, and targeted high impact placements on Facebook, Instagram, and Twitter. The campaign’s message will also greet Canadians before they head out for the day, driving awareness of PHILLY at Tim Hortons via a partnership with The Weather Network that leverages in-app companion banners, interstitials, and 6s pre-roll videos during morning hours for additional reach in the commuter segment.
“As a leader in the cream cheese category in Canada, known for our rich and creamy taste, we are always looking for ways to engage our fans and celebrate the breakfast occasion,’’ says Keenan White, Senior Brand Manager, Philadelphia Cream Cheese “When we noticed people were skipping breakfast to catch more sleep, we saw a natural opportunity to insert ourselves into the conversation and provide a solution to make mornings more heavenly for Canadians by owning the bagel and breakfast occasion with our partners at Tim Hortons. Through this campaign, we’re letting people know that we understand mornings are tough, but they don’t need to be with PHILLY at Tim’s.” Canadians can visit participating Tim Hortons locations across Canada to enjoy a heavenly breakfast with PHILLY, because all Canadians deserve rich and creamy PHILLY on their Tim Hortons bagel.
