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I'm in Waterloo at the moment, and next available to work in September 2008.

Low Fat from Tim’s

February 1st, 2006

I don’t normally use this space to express negative opinions, but I’m making an exception for the Low Fat Yogurt commercial from Tim Hortons.

The advertisement in question is not simply annoying, it is offensive.

A trim, red-haired woman is featured, enjoying a fruit and yogurt cup on a couch. A small crowd gathers outside the window, presumably to observe her consuming the treat.

On seeing these people, she assumes the look of a trapped animal. “It’s low fat,” she pleads, eyes wide, “It’s low fat!”

The commercial then reveals that, in fact, it was not a residence, but a furniture store. The people were not watching her eat, but were watching her relax on a display-model chesterfield.

It’s her reaction that’s grotesque.

“Low Fat, No Explanations Necessary”

Is this what we’ve come to? Having to justify our culinary choices to complete strangers? Is there anyone who finds humour in this situation?

I’m not a woman, so perhaps I’ll never fully understand the weight thing. But it’s scary to me even the idea that someone could feel as judged as that.

Preying on low self esteem to peddle yogurt snacks? Shame on you, Tim Hortons.

Mike

← Earlier Later → Posted at 9:24 pm to Business, Food, TV.

Discussion

Haven’t had a chance to see ads from Canada (not that many any way) but I have had Tim Horton’s before. The yogurt looks absolutely yummy. By the way, I just love your design. Gives me some inspiration.

Posted at 2:03 am on February 5th by Roshan.
Hi Roshan, glad you like the design.

As for the Tim’s ad, it particularly stuck out because their usual pattern is to emphasize how home-grown they are by talking about heritage and hockey and camp and that sort of thing. It was surprising to see them selling yogurt using the shampoo and deodorant model.

Posted at 1:58 pm on February 5th by Mike.
I had that yogurt and berries in the summer when it came out. It’s overpriced, the berries are poor quality and the quantity is small. It wasn’t worth my money, and no advertising, whether horrible (as it is) or not will change that fact.

Posted at 6:06 pm on February 6th by Jeffrey Aho.
However the ad does appeal, as Mike said, to the neglected demographic - the people (more likely to be women) who are not at all reached by the hockey ads. I can only hope that it alienates everyone who is influenced by all the other feel-good ads, so they have to pull it.

Posted at 5:57 am on February 7th by Christine.
I wasn’t aware that there was any need to market Tim’s to women… don’t they all just go there anyways? Like, following some sort of ancient instinct?

I guess it’s important to push new products, but I can’t really imagine purchasing anything there that isn’t a sandwich, a donut, chili, tea, or hot chocolate. (Then again, I suppose the purpose of the advertising is to broaden my imagination…)

Posted at 6:46 am on February 7th by Mike.
Their adversiting (I assume) has already broadened your imagination - Tim’s started out as a coffee & donut place. And yet you consider soup, sandwiches & chili to be part & parcel of what they sell.

And they serve too much that isn’t chocolate, it’s not quite instinctive.

Posted at 6:45 am on February 8th by Christine.
That occurred to me, actually, as I was typing it. But that isn’t so much their advertising as it is Brubaker’s being closed and Tim’s being the only food in the SLC. (Sandwiches being featured prominently in the lunch specials, and I order chili because I haven’t yet tried to make it myself…)

Posted at 7:49 pm on February 8th by Mike.
couldn’t they find someone with better teeth to do the commercial?????? sign her up for some dental work…

Posted at 5:43 pm on February 10th by Lisa.
It may be low in fat, but it’s high in sugar. It has the nutritional value of eating half a chocolate bar, and the high sugar content will raise your blood-sugar levels and cause weight gain.

Posted at 4:56 pm on February 9th by Colby.

You can use Markdown for style. I love hearing from readers, but please don’t hijack the discussion, use offensive language, or try to sell anything.

Low Fat from Tim’s

“Low Fat, No Explanations Necessary”

Discussion

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