Chatime Canada is targeting Gen Z by positioning itself as a place for social gatherings of all stripes.
In a new campaign, the bubble tea QSR is linking its mix-and-match menu to different occassions, from “thank you dates” to “study dates” and “mandated man dates.”
“Expanding usage occasions is crucial as it provides customers with more reasons to visit Chatime beyond just indulgent moments,” says Kenton Chan, founder and group CEO of Kevito Group, Chatime’s parent company. “By encouraging customers to see Chatime as a regular destination for various activities, such as casual meetups or dates, we can increase the frequency of their visits.”
Chan tells strategy that for Chatime is particularly interested in driving store traffic around the evening daypart.
“While many brands like Tim Hortons are focusing on the afternoon, we see untapped potential in the evening, particularly after work,” Chan says. “With the growing trend among Gen Z to view bubble tea as a social alternative to alcohol, Chatime is becoming a preferred spot for gatherings, especially on weekend nights.”
The campaign also highlights the introduction of flights – a tasting experience typically associated with samples of craft beer – in which Chatime is hosting exclusive tea tastings at select stores in Ontario and British Columbia throughout the summer.
“The summer season is highly competitive for QSRs, as brands aim to drive traffic to their stores,” Chan says. “We wanted to ensure that the Chatime brand remains top of mind during this crucial period.”
To that end, the brand is also introducing a seasonal offering, the Chatime Shimmer Series, which is available as a limited edition until August 11 or while supplies last.
Chatime’s media strategy includes a mix of social, OLV, as well as mobile display and in-store posters. The campaign will be supported by social and OLV, and engaging content on platforms like TikTok, which “has proven to be particularly resonant,” with people searching out new drinks, as well as Instagram, Snapchat, and YouTube.
The campaign, in market until September, was developed by 123w, which is responsible for both creative and paid media. EQPR is providing comms support.
The target is Gen Z with a focus on a multiethnic demo, says Chan. “We aim to appeal to both Asian and non-Asian customers, particularly those who are curious about trying bubble tea but may feel overwhelmed by the variety of options.
“This campaign seeks to demystify bubble tea, making it easier for new customers to find a drink they will enjoy. Audience targeting has included tactics to explicitly reach people located near a Chatime location, including competitive conquesting and geofencing around stores.”
The ad spend for this campaign is lower than typical brand campaigns, with a focus on social rather than TV. However, as Chan notes, this is phase one of the campaign, with the potential for increased media spend in the future.
