Where most QSRs choose to zig, Chatime is looking to zag.

“Many brands like Tim Hortons are focusing on [driving store traffic in] the afternoon… [however] we see untapped potential in the evening, particularly after work,” says Kenton Chan, founder and group CEO of Kevito Group, Chatime’s parent company.

In order to reach that nightime crowd, the bubble tea brand has launched a new campaign that uses audience targeting tactics – including competitive conquesting and geofencing – near its retail locations.

In addition, the brand is also reaching its target of Gen Zers with a mix of online video and social, including TikTok (which “has proven to be particularly resonant” among consumers searching for new drinks, notes Chan), as well as Instagram, Snapchat, and YouTube.

In the campaign creative, the QSR is linking its mix-and-match menu to different occassions, from “thank you dates” to “study dates” and “mandated man dates.” The strategy is to tap into a growing trend among Gen Z who see bubble tea as a social alternative to alcohol, says Chan.

“Expanding usage occasions is crucial as it provides customers with more reasons to visit Chatime beyond just indulgent moments,” he adds. “By encouraging customers to see Chatime as a regular destination for various activities, such as casual meetups or dates, we can increase the frequency of their visits.”

The campaign also highlights the introduction of flights – a tasting experience typically associated with samples of craft beer – in which Chatime is hosting exclusive tea tastings at select stores in Ontario and British Columbia throughout the summer.

“The summer season is highly competitive for QSRs, as brands aim to drive traffic to their stores,” Chan says. “We wanted to ensure that the Chatime brand remains top of mind during this crucial period.”

To that end, the brand is also introducing a seasonal offering, the Chatime Shimmer Series, which is available as a limited edition until August 11 or while supplies last.

The ad spend for this campaign is lower than typical brand campaigns, with a focus on social rather than TV. However, as Chan notes, this is phase one of the campaign, with the potential for increased media spend in the future.

The campaign, in market until September, was developed by 123w, which is responsible for both creative and paid media. EQPR is providing comms support.

With files from Jennifer Horn