Seneca College MRK634 Digital Digest Assignment

1. ZHIXIAN LI
SENECA COLLEGE
107161200
Tiim
Hortons
annual
Smile
Cookie
campaign
Tim Hortons
Smile Cookie

2. Agenda
About Tim Hortons
Smile Cookie History
2021's Campaign
Result
Insight
Resources

3. Tim Hortons
TODAY
Canada's largest restaurant chain
operating in the quick-service industry
ICONIC PRODUCTS
Original Blend coffee, Double-Double,
Donuts and Timbits
1964
The first Tim Hortons restaurant in
Hamilton

4. Smile Cookie
100% of proceeds from every Smile Cookie support Charities and
community groups in local communities.
Started in 1996
Help raise funds for the Hamilton Children's Hospital in Ontario.
Today 625+ local charities and organizations in communities
across Canada benefit from Smile Cookie sales.
Give a Smile. Get a Smile
Smile Cookie has raised over $65 million across North America
since 1996
In 2020 raised a record of $10.56 million in one week for 550
charities, hospitals and community groups across Canada.(Tim
Hortons)

5. 2021's Campaign
From Sept 13 to 19
625 different charities
Chosen by Tim Hortons restaurant owners,
include hospitals, community care organizations,
food banks and schools.(“Tim Hortons® Raises
More than $12 Million during Smile Cookie
Campaign - Ontario ‘Tims’ Sold the Most”)

6. Result
Over 600 charities and community programs from coast to
coast
Raising more than $12 million by achieving a new record
Ontario Tim Hortons sells most Smile cookies for four years
straight
Tim Hortons at Dunnville ON sold most Smile Cookies in
Canada.(“Tim Hortons® Raises More than $12 Million during
Smile Cookie Campaign - Ontario ‘Tims’ Sold the Most”)
Dunnville is a community with total population of
12,000(“Dunnville”)

7. Result - Top Sellings
Rosetown, Sask -> Gasper Family Foundation
Binbrook, ON -> Empowerment Squared
Salaberry-de-Valleyfield, QC -> Fondation de l’Hôpital du Suroît
de Salaberry-de-Valleyfield
Result - Social Media
Generated over 30K
hashtag interactions

8. Insights
Tim Hortons as an iconic Canadian brand is trusted and relied on
by local communities.
Smile Cookies is a campaign that stands for giving back to the
communities.
When people purchase a Smile Cookie with one Candian dollar,
they know they contribute to the city they live in.
News show that restaurant owners and staffs are proud to
participate in direct support to local charities.(“Tim Hortons Smile
Cookies Are Back & Weirder Looking Than Ever”)

9. Insights
Smile Cookies campaign allows some participants to draw the
'Smile.' Which builds a deep connection with consumers.
Most of the donation is for charity and supporting kids. 'Smile' is a
simple sign of happiness and hope for the best.
Lots of purchases are made for kids or families with kids. It
represents people who contribute to the mission and feel
connected to the good cause.
Every year, by holding the campaign, express the message of
continuing effort for local communities.
Based on the result that most of the sales are completed in Canada
or Canada's city with hospitals/ organizations that need support,
people are purchasing for the accessible result.

10. “Dunnville.” Wikipedia, 7 Feb. 2022. Wikipedia, https://en.wikipedia.org/w/index.php?
title=Dunnville&oldid=1070409270.
Hortons, Tim. Tim Hortons Annual Smile Cookie Campaign Is Back Today, Celebrating 25
Years of Supporting Local Charities and Community Groups across Canada.
https://www.newswire.ca/news-releases/tim-hortons-annual-smile-cookie-campaign-is-back-
today-celebrating-25-years-of-supporting-local-charities-and-community-groups-across-
canada-860086072.html. Accessed 9 Feb. 2022.
“Tim Hortons® Raises More than $12 Million during Smile Cookie Campaign - Ontario ‘Tims’
Sold the Most.” Toronto Times, 23 Sept. 2021, https://totimes.ca/tim-hortons-raises-more-
than-12-million-during-smile-cookie-campaign-ontario-tims-sold-the-most/.
Tim Hortons. https://www.timhortons.ca. Accessed 9 Feb. 2022.
“Tim Hortons Smile Cookies Are Back & Weirder Looking Than Ever.” Narcity, 16 Sept. 2019,
https://www.narcity.com/tim-hortons-smile-cookies-are-back-and-weirder-looking-than-ever.
Resources