12/23/2014 08:55 EST | Updated 12/23/2014 08:59 EST

Tim Hortons Spins A Touching Yarn In One Of Canada's 'Coldest Places'

As Tim Hortons press goes, this is certainly better than a snake thrown at staff.

On Dec. 13, the coffee and doughnut chain spread some warmth for the holidays in Fort Frances, Ont., which the chain calls one of the coldest places in Canada.

The ad, posted last Friday, shows townsfolk following a string of yarn through neighbourhoods, where objects such as trees, park benches and fire hydrants had been "yarn-bombed" with red material.

People follow the string all the way to a Tim Hortons, where tables, chairs and coffee cups had been covered with red knitting, its roof topped with a toque.

Oh, and coffee was free all day.

Town resident Kerri Dittaro was one of many who were very happy when they saw the ad, she told the Fort Frances Times.

"Seeing all the familiar faces, including my son, Joshua, in the Tim Hortons’ video was really neat," she said.

It's a touching stunt that caps off a year of creative marketing for the chain. Earlier, a replica of the first Tim Hortons was built in Toronto's Yonge-Dundas Square, and an entire store was blacked-out to introduce its Dark Roast blend.

The ad also came in a year that Tim Hortons was taken over by Burger King Worldwide Inc., a move that the Canadian Centre for Policy Alternatives warned would bring "overwhelmingly negative consequences for Canadians."

Among other things, the left-leaning think tank said it could lead to layoffs and cost cutting.

The Fort Frances ad comes as part of Tim Hortons' "Warm Wishes" campaign, in which people were asked to share with the chain through social media the good deeds they're doing for others.

For every good deed they hear about, the company has pledged to donate a toque to a kid in need through the Tim Horton Children's Foundation until Dec. 30.

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