Tim Hortons and Nutella joined forces again this summer with seasonal offerings that are infused with the CPG brand’s Ferrero chocolate hazelnut spread.
The two brands, which are both celebrating their 60th anniversary, have been long-standing collaborators. Last year, they teamed up to release co-branded baked goods and drinks at participating Tims U.S. locations. A similar collaboration took place in 2019.
“Partnerships are not new for Nutella,” Joanne Farber, marketing director of Nutella, tells strategy. “We strategically align with iconic partners whose equity and positioning are in harmony with our own. Collaborations with iconic brands resonate with our consumers when it is seen as authentic or a perfect pairing.”
Farber says, in addition to Tims Hortons’ national integrated campaign to promote the collab, Nutella is amplifying the partnership through its owned social channels and a fall influencer program. The partnership also has a presence in grocery and will feature a promotion between Tim Hortons K-Cups and Nutella at select Loblaw stores starting early September.
The Tim Hortons x Nutella partnership is encouraging Canadians to “Think Outside the Jar.” And, in Quebec, the campaign includes Montreal Canadiens captain Nick Suzuki featured in a TV spot.
“As two iconic brands loved by Canadians and with authentic ties to our culture, Tim Hortons and Nutella also happen to be celebrating 60 years,” Farber says. “We wanted to give folks something special to commemorate it.”
As part of its “60 years of smiles,” Nutella evolved its “Savour the beauty of Canada” campaign – which has included regional recipes and commemorative scenic views on LTO Nutella jars – to include an experiential component.
In July, with agency partners Publicis Montreal/Publicis Sport and Entertainment, Mindshare and Golin, the brand created a CGI hot air balloon for a journey that was documented on social media and began on Newfoundland’s Skerwink Trail, one of Canada’s 13 hidden gems featured on Nutella jars.
The Nutella Hot Air Balloon then “crash landed” at Yonge-Dundas Square, offering Torontonians a taste of Nutella-topped “Toutons” – fried bread dough that is a staple in Newfoundland – with the brand and partners distributing 5,000 of the treats along with 15,000 stickers.
For its World Nutella Day 60th birthday celebrations, the brand offered up digitally customizable Nutella jars people could share with friends.
Participating agencies for the Tims collab include Mindshare (Media), Golin (social and earned), #PAID (Influencer). Tim Hortons agency partners include Gut (creative), Craft Public Relations (Influencer), Monks (digital media), Horizon (media), and Publicis Montreal (Quebec Creative).