Tim Horton’s RRRoll Up the Rim to Win promotion is almost as iconic as the brand itself. Canadians get massively excited for its return every February and sad when it ends, as proven by the boost in in-store traffic and the buzz we see in social media. After months of brainstorming Tim’s gift to Canadians for our big b-day party, we realized that it was right in front of us. We decided that Canada’s 150th was an occasion special enough to bring the thrill of RRRoll Up back, for the first and last time, twice in one year!
On July 1st, 2017, Canada celebrated its 150th birthday, an event that every major Canadian brand was preparing to launch a patriotic campaign. Tim Hortons is one of the most quintessentially Canadian brands there is. So their Canada 150 celebration had to be epic and stand out in a uniquely saturated media moment. In fact, research showed that Canadians had big expectations for Tim’s 150 campaign.
Citizen and Tim Hortons gave Canadians a second chance to RRRoll Up with a “150 Edition” in July.
And to build media anticipation for the reveal, Citizen created top secret media kits sent to outlets and influencers in real locked safes. The safes were delivered two weeks before launch, but the code to open was kept secret until midnight on June 28. Then media were able to open them, revealing the secret and the special edition 150 cup. The opening of the safes was such a fun story that publishers like Buzzfeed actually covered it with an unboxing-style video!
Further media relations ensured pick-up by top outlets, including: National Post, Calgary Herald, Ottawa Citizen, and Yahoo!, Citizen worked with Breakfast Television Toronto, Calgary, Vancouver and Montreal to develop Live Eye segments at Tim Hortons restaurants to capture the excitement.