To launch a new, highly-anticipated cereal into the Canadian market, we leveraged the equity of one of Canada’s most influential brands.
There is a tremendous amount of competition within breakfast cereal, with so many options for consumers to choose from. We needed to find a way to penetrate a cluttered market and grab the attention of consumers who tend to buy their favourite cereals on auto-pilot.
We believed there was a unique opportunity to get consumers excited about Timbits cereal, by tapping into the equity of a brand already ingrained in the fabric of Canada. Timbits® cereal would inspire our connection to Tim Hortons and feed our shared love of Timbits.
To build connection between the power of Tims and the launch of an exciting new cereal from Post, we reflected the behavioural insight of choosing assorted flavours of Timbits® in our creative. This served to promote both new varieties. The campaign support included TV and digital in English and French. To date, this has been one of the most successful new product launches for Post.