Canadians have the chance to create what could be the next donut added to Tim Hortons‘ menu by entering the “Duelling Donuts” contest that launched on Saturday.
From now until July 21, consumers can suggest new donut flavours that may become one of eight finalists judged by Tim Hortons and a celebrity guest judge, actor Jason Priestley. Once the final eight have been selected, it’s will be to Canadians to make the final decision by voting for the ultimate winner, who will take home $10,000.
Donna Finelli, vice-president of food and merchandise at Tim Hortons, said the contest is both a way to give back to loyal customers and get a feel for what consumers may like to see added to the menu.
“Donuts are the hot product, they’ve become trendy again,” Finelli said. She said since Saturday’s launch the customer response has been “phenomenal” with 10,000 entries already received. Judges are looking for creativity, marketability, and a unique “donut story.”
The winning donut may be included in Tim Horton’s menu at a later date but it’s not a guarantee, she said.
Priestly was selected as the celebrity judge due to his “strong connection to the brand” Finelli said, made clear in a January episode of How I Met Your Mother in which he claimed to have invented “The Priestley” – a chocolate timbit stuffed inside a jam-filled vanilla doughnut.
Promotion for “Duelling Donuts” includes point-of-sale, digital and social ads on Facebook and the company’s website.
EK3 did the digital point-of-sale ads, and Tim Hortons worked with Thrillworks and OgilvyOne on the creative concept. OgilvyOne also created the dedicated “Duelling Donuts” site.