This week, Tim Hortons Inc. released a new national wide ad campaign designed to tell the story about the companies quality coffee. The video features “To the high-falutin’ strains of cello music, a man in a lab coat runs his hands over rich, brown coffee grounds. Through the grounds an animated story appears: coffee beans growing on a leafy vine, being roasted and examined by a coffee master.”
This 60- second video runs on Canadian television, through social media sites online and also on the Tim Hortons website. The marketing goal is to target a large consumer audience. Although Tim Horton’s own consumer research says that when comparing the taste and quality of the coffee to other quick- service restaurants, they are still dominating; however, other companies such as McDonald’s Corp have increased in consumer preference as well. Out of 10 cups of coffee purchased at quick service restaurants, 7 are bought from Tim Hortons. The companies new add campaign is marking the values of the company and their products. Not only are they promoting their “cheap, quick-service morning fix”, but their coffees are also high in quality and outstanding in taste. The advertising video tells the story behind the coffee and the masters of it, which I personally were unaware of until watching the video.
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