News

Tim Hortons launches pay-it-forward campaign for holiday season

November 17, 2014

Tim Hortons' annual holiday cups have arrived and feature a hashtag for the first time: #WarmWishes. 

CMO Peter Nowlan said the hashtag is aimed at encouraging guests to share their "warm wishes" on social media and "do good for others." Each cup also includes a sweater design, one for each size.

"We're fortunate to have incredible guests who are already spontaneously doing good deeds during the holidays, so we wanted to mirror that generosity with this campaign," Nowlan said in a news release.

Each time a guest shares a good deed using the #WarmWishes hashtag on Twitter or Instagram, Tim Hortons will pay-it-forward and donate a winter hat to a child in need through the Tim Horton Children's Foundation. The goal is to provide up to 10,000 hats.

To kick off the campaign, Tim Hortons is bringing #WarmWishes to life today with a specially designed matching knit sweater for its coffee truck, the TimsRunner. The "yarn-bombed" TimsRunner will be en route in Toronto during the holiday season giving away free cups of the brand's new Dark Roast coffee.

When the campaign is over, the truck's yarn will be washed and re-purposed into blankets that will be donated to a local shelter.