Tim Hortons Roll up the Rim promo rolls out in U.S.

One of Canada's best-known retail promotions is moving south of the border. After two years of building its market share in the United States, Tim Horton Donuts is launching its popular 'Roll up the Rim to Win' campaign south of the...

One of Canada’s best-known retail promotions is moving south of the border. After two years of building its market share in the United States, Tim Horton Donuts is launching its popular ‘Roll up the Rim to Win’ campaign south of the 49th parallel.

The promotion has been running for 13 years in Canada. While there was considerable temptation to introduce the promotion early in Tim Hortons’ U.S. launch, the Oakville, Ont.-based company wanted to hold off until it had achieved a sizable and stable customer base, says Cathy Whelan-Molloy, Tim Hortons’ director of U.S. marketing.

‘Roll up the Rim was originally introduced not as a promotion to entice new customers, but to reward our loyal customers,’ she says. ‘We wanted to make sure we laid the groundwork and make sure Americans associated Tim Hortons with great coffee before we introduced Roll up the Rim.’

The month-long promotion is running simultaneously in Canada and the U.S. with support from television spots created by Toronto-based Enterprise Creative Selling. However, while the Canadian television spot plays on Roll-up-the-Rim’s unique Canuck identity, the U.S. spot continues to build on Tim Hortons’ positioning as a morning coffee destination.

The U.S. campaign features an exuberant ‘morning person’ performing gymnastics in her office. Her excitement is fueled both by her morning shot of Tim Hortons coffee as well as by the fact that she won a mini-van in the giveaway.

With 120 locations in Detroit, Mich., Columbus, Ohio and areas of West Virginia and Maine, Tim Hortons now has a substantial enough customer base to make Roll-up-the Rim worthwhile, says Doug Poad, vice-president, business director and strategic planner with Enterprise.

‘Our research showed that had we introduced (Roll up the Rim) earlier, people would have been asking ‘Hey you say you have this great coffee, but if you are using this gimmick to get me to try it, just how good can it be?”

In Brief: The Garden picks CDs to take on daily creative leadership

Plus, Naked names two new leaders of its own and Digital Ethos comes to Canada.
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The Garden promotes two creative directors

ACDs Lindsay Eady and Francheska Galloway-Davis have taken over responsibility for day-to-day creative leadership at The Garden after being promoted to creative director roles.

The pair will also help develop the agency’s creative talent, formalizing mentorship and leadership activities they have been doing since joining the agency four and three years ago, respectively. In addition to creating the agency’s internship program, the pair have worked on campaigns for Coinsquare, FitTrack and “The Coke Challenge” campaign for DanceSafe.

Eady and Galloway-Davis will continue to report to The Garden’s co-founder and chief creative officer Shane Ogilvie, who is stepping back from daily creative duties to a more high-level strategic role, allowing him to focus on client relationships and business growth.

Naked Creative Consultancy names new creative and strategy leadership

Toronto’s Naked Creative Consultancy has hired Yasmin Sahni as its new creative director. She is taking over creative leadership from David Kenyon, who has been in the role for 10 years and is moving into a new role as director of strategy, leading the discipline at the agency.

Sahni is coming off of three years as VP and ECD at GTB’s Toronto office, where she managed all the retail, social and service creative for Ford Canada. She previously managed both Vice Media and Vice’s in-house ad agency Virtue.

Peter Shier, president of Naked, says Sahni’s hiring adds to its creative bench and capabilities, as well as a track record of mentorship, a priority for the company. Meanwhile, Kenyon’s move to the strategy side, he says, makes sense because of his deep knowledge of its clients, which have included Ancestry and The Globe and Mail.

Digital Ethos opens a Toronto office

U.K. digital agency Digital Ethos is pursuing new growth opportunities in North America by opening a new office in Toronto.

Though it didn’t disclose them, the agency has begun serving a number of North American clients, and CEO/founder Luke Tobin says the “time was right to invest in a more formal and actual presence in the area.” whose services include design, SEO, pay-per-click, social media, influencer and PR,

This year, the agency’s growth has also allowed it to open an office in Hamburg, Germany, though it also has remote staff working in countries around the world.

Moray Hickes was the company’s first North American hire as VP of sales, tasked with business development in the region.