Appetizing audiences with an awareness-focused food campaign
Tim Hortons is one of Canada’s most beloved brands and biggest quick service restaurant chains. Food lovers everywhere know Tim Hortons for its exceptional coffee, donuts and other morning staples. But as the restaurant expanded into a more extensive afternoon meal offering, they wanted to show Canadians that they have even more to crave than those breakfast staples they are so well-known for. To help spread the word about its new crave-worthy Cilantro Lime Chicken and Habanero Chicken loaded wraps, Tim Hortons came to TikTok to gain traction and awareness so Canadians knew, loaded wraps were a taste worth stopping for.
Donuts and coffee are delicious, especially when they're from Tim Hortons. But as they looked to expand visits outside of the morning hours, increasing awareness of the new PM offerings was critical in shifting mindsets around its menu. So to create the buzz and visibility it was after, the QSR chain launched an awareness-focused campaign on TikTok using In-Feed Ads and TopView.
The campaign ads featured macro footage of the Loaded Wraps, showcasing the crave-able, jam-packed recipes featuring delicious ingredients. The hearty new recipes were on full display, oozing with modern flavours, as the camera zoomed in on the Habanero and Cilantro Lime wraps that were sure to make users drool as they swiped through their feeds.
Using a combination of TopView and In-Feed Ads, Tim Hortons grabbed users' undivided attention. First, as TikTok's largest billboard, TopView allowed Tim Hortons to make a splash, showing up as the first video users see when they open the app. Then, using In-Feed Ads, the brand captured food lovers by showing up natively in the users For You Feed in a full-screen, sound-on environment. Together, the ad solutions created a recipe for success that left users hankering to indulge in the new Loaded Wraps.
Mmm…the new Loaded Wraps are served up success! Tim Hortons whet appetites with its campaign and delivered tasty results. TopView put the campaign front and center, reaching nearly 2 million users with a 16.9% 2-second view-through-rate. Simultaneously, In-Feed Ads served up another 23 million video views with an impressive 2-second view-through rate that surpassed benchmarks by over 47%.
It was an action-packed performance when it comes to views, reach, and impressions. But most notable was how the food campaign performed at driving strong brand awareness and recall of the restaurant among users. A post-campaign brand lift study showed a 12.5% increase in ad recall and a 6.8% increase in brand association, exceeded benchmarks by 28.3% – what a tasty success!
We were so excited to launch this new offering and even more excited when we saw how receptive TikTok users were to the ads focused on highlighting the Loaded Wraps tasty ingredients. Looking forward to exploring more ways to showcase new menu offerings and our brand on the platform.
By clicking the "Sign Up" button, you confirm your consent to receiving the TikTok for Business Newsletter and the latest updates, news, and events from TikTok for Business. Your information will be used in accordance with our Privacy Policy. You may opt out at any time.