Tim Hortons
Mutant introduced Tim Hortons to Malaysia by blending authentic brand storytelling with local cultural relevance — while building trust around its halal certification from day one.
The Campaign
Ahead of the first outlet launches at Sunway Velocity and IOI City Mall, Mutant Malaysia rolled out a phased PR strategy. We built buzz through targeted media outreach, KOL engagement, and exclusive previews that highlighted the brand’s Canadian roots and community values. A custom mural by a local artist at Sunway further anchored the brand in the local landscape.
Post-launch, we led communications for the nationwide halal certification and prepared crisis-ready messaging to manage early boycott sentiment — ensuring clarity, consistency, and cultural sensitivity throughout.
The Result
Despite early backlash, the campaign successfully shifted public perception and laid the groundwork for Tim Hortons’ long-term growth in Malaysia.
90% negative → 72.7% positive
sentiment flip from pre-launch to post-launch
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