April 25, 2007 by Colin
The key to continuing customer loyalty is never stop delivering on your brand and product promise. Tim Hortons, the Canadian coffee and donut chain, knows this and delivers in spades.
The company’s regular Roll Up The Rim promotional campaign gives away thousands of prizes at outlets across Canada: cars, bbqs, free drinks, donuts and cash prizes are up for grabs. The campaign has become a pseudo-cultural event for many Canadians.
Winning codes can be found under the waxy rim of each paper coffee cup. (There’s even a custom tool for rolling the rim.)
This year, Tim Hortons has launched a custom Roll Up The Rim campaign designed specifically for the troops in Afghanistan. The cup design incorporates modern camouflage patterns, and the in-store promotional posters are in several international languages. 5 prizes of $1000 are available to be won, as well as caps, digital cameras and the usual donuts and coffee.
That’s a customized promotional campaign, built on the existing material, for ONLY ONE OUTLET.
This is a company that understands its brand and product promise – and knows it has to deliver this promise at every outlet.
Have you ever wondered what a combat zone coffee shop looks like? Take a look at this Canadian Forces Combat Camera footage shot by Sgt. Ed Whitmore (15 meg .mov)
Photo by Sgt. Roxanne Crowe, Canadian Forces Combat Camera.
Thanks to David Akin for the pointer.
[tags] Tim Hortons, Roll Up The Rim, Coffee Shop, Donuts [/tags]