Tim Hortons offered up a post-Halloween scare, likening people who’ve not had their morning to coffee to zombies.
The QSR’s digitally-led campaign offered to help the undead join the land of the living, with a “Halloween’s over, wake up zombies” exhortation.
Based around the insight that tired people resemble shuffling corpses, Tims hit the streets for this compaign. The brand and its agency partners captured real people who were incredibly tired and embodied that “zombie feeling” common to films like Night of the Living Dead or popular TV series like The Walking Dead.
Each shot is a reminder that while Halloween may be over, the zombie feeling lingers for many until they get their hands on a much-needed cup of Tims.
“With ‘No More Zombies,’ we’re hitting on that groggy, zombie vibe we’ve all felt, not just the morning after Halloween, but any day without our Tims coffee,” says Heather MacLeod, Tim Hortons’ director of marketing, who was promoted to the post in May. “Halloween is great, but walking around like a zombie all year round? That’s no fun. It’s time for Tims.”
This fall, just ahead of Halloween, the QSR dropped a new glow-in-the-dark Timbits bucket and also heat-activated Jack-O-Lantern mugs.
“Celebrating Halloween with Tim Hortons has become an annual tradition for so many Tims fans,” says Markus Strum, the company’s senior VP of consumer goods.
The campaign was created in partnership with Gut Toronto, and will run in OOH and on social media. Horizon Media handled media.
