Tim Hortons' Smile Cookie Campaign Hits Record $23.3M in 30th Anniversary Year

Event summary

  • Tim Hortons raised $23.3 million through its 30th anniversary Smile Cookie campaign, benefiting nearly 700 local charities and community groups across Canada and the U.S.
  • The campaign has now raised over $174 million since its inception in 1996.
  • 100% of pre-tax Smile Cookie sales are donated to local charities selected by Tim Hortons restaurant owners.
  • The initiative was originally created by Maureen Sauve and other Tim Hortons restaurant owners in Hamilton to support a local hospital ward.

The big picture

Tim Hortons' record-breaking Smile Cookie campaign underscores the strategic importance of community engagement for quick-service restaurant brands. The initiative not only strengthens the company's social responsibility profile but also reinforces its deep-rooted connection with Canadian culture. As the campaign approaches its third decade, its sustained success highlights the power of grassroots fundraising efforts in building brand loyalty and positive public perception.

What we're watching

Sustainability of Engagement
How Tim Hortons will maintain the momentum of its Smile Cookie campaign in future years, especially as it celebrates milestone anniversaries.
Community Impact
The long-term effects of the $23.3 million raised on the local charities and community groups supported by the campaign.
Brand Loyalty
Whether the campaign's success will translate into increased customer loyalty and sales for Tim Hortons.