Tim Hortons tapped into an annual cultural tradition in Quebec with a campaign timed to coincide with the province’s Moving Day.

The campaign is based on a simple insight: among the many Quebecers would be moving on July 1, Tim Hortons coffee and Timbits were likely to be among them.

“We know that people naturally stop at Tim’s before starting their moving day, so we wanted to take this opportunity to remind them that our products are also perfect during and after moving,” explains Nadine Nour, manager for marketing communications at Tim Hortons.

The campaign, which leans heavily on programmatic display, shifted messaging depending on the time of day it was displayed, according to Geneviève Vincent, creative director at The French Shop, which developed the effort for Tims. That allowed Tims to put different “boxes” forward depending on whether a “Take Ten” coffee, muffins or Timbits were most appropriate for the time of day, but also put forward different messages that reflected both the platform used, as well as the mindset someone might be in as Moving Day goes on.

The campaign also ran across digital display and social, with Horizon Media handling the buy.