Smile Cookies back in Paris, supporting Willett care

Coun. Steve Howes tries his hand at decorating Smile Cookies during the 2025 campaign, admitting “it’s not as easy as it seems.” He said the effort is worth it for the smiles it brings, knowing each cookie supports local health care.

Casandra Turnbull

Managing Editor

One of Canada’s most recognizable fundraising campaigns is back, with a local focus on supporting health care close to home.

The annual Smile Cookie campaign runs April 27 to May 3, marking its 30th anniversary. During the week-long event, Tim Hortons sells its signature chocolate chunk cookies topped with pink and blue icing smiles, with 100 per cent of proceeds supporting local charities.

In Paris, funds raised will once again benefit the Brant Community Healthcare System (BCHS) Foundation and patient care at the Willett Urgent Care Centre.

“Funds raised through the Smile Cookie campaign directly support patient equipment at the Willett. Every dollar stays local and is used by the Brant Community Healthcare System Foundation to fund essential patient equipment,” according to Haidee Scheers, development coordinator, special events, BCHS. 

Past donations have helped purchase critical tools including a portable ultrasound, ECG machine, vital signs monitors and imaging equipment, with this year’s campaign supporting the purchase of hospital beds. 

The campaign’s impact continues to grow locally. In 2025, the three Paris Tim Hortons locations raised $25,251.08 for the Willett, exceeding the previous year’s goal by $4,000 and adding to more than $225,000 contributed since 2005. 

The Willett plays a key role in the region, providing care for non-life-threatening conditions, with more than 31,000 patient visits recorded between 2024 and 2025. 

Local Tim Hortons owner Wes Mik said supporting initiatives like this is central to the brand’s roots.

“Giving back is what has made Tim Hortons so special since 1964. Supporting local initiatives is very important to us, especially health care and the Brant Community Healthcare System Foundation,” he said in an email to The Paris Independent. 

Despite the added pressure of a busy campaign week, and ongoing construction challenges affecting local traffic, Mik said his team embraces the effort.

“Our team goes above and beyond for our guests and community every day. While Smile Cookie Week brings added complexity, it’s something our team truly embraces. They love the chance to give back and support such a meaningful cause.” 

Mik owns the Grand River Street North and Dundas Street East locations, while Rick Bowler owns the Rest Acres Road store. 

All three are participating in the campaign, and residents are encouraged to support each one.

Community involvement remains at the heart of the initiative, with volunteers playing a key role in decorating cookies, spreading awareness and driving participation.

“Community involvement is what gives the Smile Cookie campaign its meaning and momentum each year,” said Scheers. 

As part of this year’s campaign, a Smile Cookie pop-up event will take place Thursday, April 30 from 11 a.m. to 2 p.m., at Tim Hortons located at 304 Grand River St N, where residents can purchase cookies, sign up to volunteer and learn more about how their support impacts local patient care.

Organizers say the campaign’s success reflects the strength of the community.

“Our local community may be small, but it’s truly mighty. Year after year, it’s incredible to see the funds raised in a market of our size—it’s a clear reflection of just how much our community cares,” Mik said. 

With proceeds staying local and supporting equipment that many residents may one day rely on, organizers are encouraging the community to come out, support all three locations and help make the 30th anniversary campaign another success.