Tim Hortons announces return of annual UAE Smile Cookie Campaign


September 16, 2018 | By RetailME Bureau

Canadian café brand Tim Hortons – part of retail conglomerate Apparel Group in the region – invites residents across the UAE to share a smile with the return of its second annual Smile Cookie campaign, activated in partnership with Al Jalila Foundation to support their treatment support programme for children.

Commencing on September 17 and running until October 16, guests of all Tim Hortons outlets in the UAE can purchase a chocolate chip Smile Cookie for AED7, with all proceeds pledged to providing critical medical care to children in need.

Following the success of the 2017 campaign that had raised over AED337,000 to support the children of Al Jalila Foundation, Tim Hortons aims to continue celebrating the smiles this year, with amplified consumer reach and with the ambition to raise even more funds to support Al Jalila Foundation in its efforts.

“We are humbled to be part of this initiative and support the Foundation’s mission to make a difference in children’s lives as we are always in search for every opportunity to give back to our community. We firmly believe with the support of our customers we will able to make this possible and effectively help raise funds for the Al Jalila Foundation,” says Nilesh Ved, CEO and chairman, Apparel Group.

The proceeds raised from the Smile Cookie campaign will help Al Jalila Foundation’s paediatric programme, Farah, part of A’awen programme. Farah, meaning ‘happiness’ in Arabic, provides life-saving treatment, powers cutting-edge research and offers hope to countless children and their families. All funds raised through Farah support medical treatment and the research of children’s illnesses, so that the investments of today will be the cures of tomorrow

“The Tim Hortons Smile Cookie campaign is a wonderful community initiative and example of how we can all come together for the greater good. At Al Jalila Foundation we believe every child deserves the opportunity to grow up healthy, dream and realise their potential. We are delighted to continue our partnership with Tim Hortons to give hope to sick children and spread smiles across the UAE,” adds Sulaiman Baharoun, director of Partnerships & Sustainability, Al Jalila Foundation.

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