Tim Hortons is firing another salvo in the QSR breakfast wars this week, with mass-media campaign promoting its new oatmeal breakfast product.

The new, slow-cooked oatmeal (Starbucks launched an instant oatmeal product last year) is being launched with an ad campaign starting next week. Including national TV on conventional and specialty channels, and national radio, the media plan is intentionally broad to reach Tim’s widespread 25- to 54-year-old demo, Donna Finelli, director of brand marketing, food, Tim Hortons, tells MiC.

‘This is the way for us to get the broadest reach and frequency on any new products or any campaigns that we do,’ Finelli says.

The campaign was produced by JWT Toronto, and the media buy was handled by Excelerator Media.

The ads run until mid-December, promoting the two oatmeal varieties: mixed berries and maple.

‘We’re looking to create awareness and excitement about these new, freshly prepared products,’ says Finelli. ‘We really do feel they give Canadians a healthier choice at breakfast without sacrificing convenience or quick service.’

The Tim Horton’s campaign for its new breakfast wraps, launched Oct. 4, is also still running.