Gulf News, the UAE’s leading English daily newspaper, wanted to reach even more readers and convert them into subscribers. Target was to gain 1.5% more subscribers and increase website traffic by 25%. Consumption habit suggests that people read newspapers while having their morning cup of coffee. Tim Hortons is one of Y&R’s clients in the UAE and they serve 35-50,000 coffees per month per outlet. Realising of its untapped potential, the agency decided to create a campaign around them to meet our target.