Tim Hortons Cafe & Bake Shop is pulling the wool (or rayon) over its U.S. fans' eyes this holiday season with a social and promotional events campaign tied to the ever-popular tacky sweaters theme.
The chain has rolled out a special cup design inspired by a vintage Fair Isle sweater that bears the message "Even our cups get dressed up for the holidays!," along with the campaign's hashtag, #TimsTackySweater.
During the holiday promotion period, fans who use the hashtag and share their tacky sweater moments on Twitter, Instagram and Vine will be entered in prize-pack giveaways. In addition to promoting giveaways on its own social media, the fast casual chain has partnered with local news outlets in some of its U.S. markets (like Fox Toledo) to give away Tim Hortons gift cards and locally themed gift packs.
Working through social media platforms Niche (New York) and Seen (Columbus, Ohio), Hortons has also tapped several social celebrities to share tacky sweater content on their own social channels and the brand's.
The personalities include Toast Meets World (a King Charles Cavalier breed rescue dog currently showing 127,000 Instagram followers); Vine celebrity KC James (4.3 million followers); and two-time Olympic silver medalist turned professional hockey player Hilary Knight (45,500 Twitter followers).
The campaign will also include promotional events with America's Thanksgiving Parade in Detroit, regional Goodwill stores, local city events and NHL and NFL teams.
In addition, brand ambassadors dressed in tacky holiday sweaters will be visiting office parties around the country to dispense the brand's newly launched dark roast coffee and its seasonal dark chocolate hot chocolate variety.
As of late September, Tim Hortons had 869 restaurants in the U.S. and 4,590 system-wide.