Tim Hortons is on the hunt for good Samaritans this holiday season, and it is reaching out to them through a #WarmWishes campaign that will see five winners gifting a sizeable donation to the charity of their choice.

The campaign, which launched yesterday in Grimsby, On with locals waking to see their local Tim Hortons transformed into a “House of Warm Wishes,” a warm winter cabin complete with a snow-covered surroundings and a black-hatted snowman. Visitors to the restaurant, while is run by a father and daughter team, can share their thoughts around a good deed they want to do to help a friend or acquaintance. Ambassadors for the brand will help those people bring those good deeds to life.

The campaign is aimed at honouring the spirit of giving and sharing that Tim Horton’s customers already demonstrate in their communities, according to David Clanachan, president and COO of Tim Hortons.

The #WarmWishes campaign launched for the first time last holiday season. This season Tim Hortons is running a six-week campaign inviting Canadians to share acts of kindness on Twitter and Instagram using the campaign hashtag.

The campaign pooled the resources of a number of agencies with North Strategic handling social, Boom! Marketing on experiential, Thrillworks on digital and Paradigm Public Relations responsible for PR.

A social media engagement strategy will see weekly themes promoted by Tim Hortons-affiliated influencers, including Give a Little Warmth, Connect with Someone, Brighten Someone’s Day, Lend a Helping Hand, Spread Cheer and Give Back.

Five winners will walk away with $5,000 that they can give to their favourite charity.