Tim Hortons promotes new chocolate goods
By Adnews Staff
Donut chain Tim Hortons will break a four-week campaign this week to promote a new collection of chocolate baked goods. The product line consists of Triple Chocolate Cheesecake, Chocolate Danish, Triple Chocolate Muffin, Chocolate Roll, and a Triple Chocolate Cookie. The national campaign, created by Enterprise Advertising of Toronto, will include television, radio, outdoor and in-store advertising in English and French. The 30-second TV commercial shows three women sitting in a car waiting for a friend to get back with chocolate items from a Tim Hortons. One woman gets tired of waiting and says, "I'm going in." Inside the store, she sees her friend eating cheesecake, having been unable to resist it long enough to get back to the car. A voiceover says, "Serious chocolate has come to Tim Hortons, with decadent new tastes that are sure to fulfill your desire." The ad ends with the two remaining women in the car giving up and joining their friends in the store. The radio ad takes the form of a series of women trying to record voicemail greetings, but continually slipping in references to chocolate. A voiceover says "Don't be the last to escape to Tim Hortons." The outdoor and in-store materials display images of the products along with the copy "It's chocolate time." The French-language 30-second TV commercial shows a woman reading a novel while sitting next to a person with a box of chocolate items. The woman becomes so distracted that the chocolate becomes a character in the book. The French radio ad presents a woman who is guided to the chocolate goods by a strange voice. Excelerator Media of Toronto handled media planning and buying for this campaign. This campaign will also run in the US for four weeks in the early fall.