The idea behind this campaign was that Tim Hortons' sales have been decreasing while competitors such as Burger King and Popeye's Chicken have been increasing, mostly because Tim Hortons' lunch menu (example, beyond meat burgers) does not fit with the rest of the brand; my idea was, instead of trying to advertise new products, change the way consumers see the products that already exist. This led to the idea that, nowadays, people are more concerned with being healthy and sharing their healthiness with their peers; my idea was 'would one little snack be that bad?' which led to this campaign.