In their new commercial, Tim Horton’s tells the story of how their coffee grounds are produced in a rather unique way. The story is told using coffee grounds that have been shaped to form very detailed pictures of environments that show the origin of their blend. These pictures are then modified slightly in every frame to create a video all made from coffee grounds.
Check out the video: https://www.youtube.com/watch?v=3IGg9Mlr_zY
The primary goal behind this campaign is to convey the quality of Tim Hortons’ brew to consumers and by presenting it in a very artistic way they are able to capture their target audience’s attention very effectively. The ad will be run on television in Canada; however, Tim Hortons also wants to reach consumers through media. They even created a “coffee filter” which edits a picture to look as if it were made out of coffee beans, and suggested that customers can show their love for Tim Hortons by turning their pictures into works of coffee art.
I think Tim Hortons’ ad campaign was very effective in showing the quality of their product because the story really convinces viewers that their coffee is created using the highest quality ingredients. In my opinion it was wise of Tim Hortons to focus on quality because McDonald’s coffee market share is growing rapidly and Tim Hortons’ needs to show the quality of their products in order to create a sustainable competitive advantage. I think the picture coffee filter may have taken the campaign a little too far, and I really don’t believe people would actually take the time to do this. Overall, I think Tim Hortons’ convinced consumers that their coffee was superior to other competitors and accomplished their goal of showing the quality of their blend.