Consumer Research: Tim Hortons

Consumer Research: Tim Hortons To promote their improved “Dark Roast” coffee they integrated a live Twitter feed into their creative, featuring up-to-date tweets from customers commenting on the “new and improved” coffee.

Media Agency: Ogilvy Canada (Toronto) Creative Agency: UM Canada Year: 2017

Research Sample • 400 Adults 18-64 • Purchased coffee in the past 3 months • Market: Toronto

Source: BrandSpark Consumer Panel 2017

Main Message Key Feedback  Clear identification of a 2-pronged message: improved dark roast based on consumer feedback.

43%

• of consumers loved the campaign

40%

• strongly agree that the advertising increased their purchase intent

96%

• of the respondents stated that the message registered with them

Results

98%



• of the respondents stated that the brand registered with them

Consumer Comments on Main Message

“Buy Tim Hortons Dark Roast coffee”

“Dark Roast Coffee is the best” “New darker roast coffee” “Try Tim’s Dark Roast”

Source: BrandSpark Consumer Panel 2017