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Tim Hortons promotes chicken wrap

Tim Hortons has begun an advertising campaign to promote a new menu item called the Chunky Chicken Salad Wrap. The four-week campaign, which broke yesterday, includes English and French 30-second television commercials supported by out-of-home, radio and in-store ads. The initiative will also run in the US in mid-July. The English TV ad depicts people undertaking various tasks without using their hands because they are not willing to put down the chicken wraps they are holding. The ad shows a man kicking a golf ball, a woman answering a telephone with her elbow, a man unloading a dishwasher with his elbows and a woman with the leashes of several dogs wrapped around her arms. A voiceover says, “Once you get your hands on it, you won’t want to let go.” The French TV ad shows a man who, as a result of the large chunks of chicken in the wrap, decides to surround himself with other large things, including a compact car with monster truck wheels and an oversized doghouse for his Chihuahua. The campaign was created by Enterprise Advertising of Toronto. The French creative was developed by Enterprise/JWT of Montreal. Media planning and buying was handled by Excelerator Media.

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