Forget hockey cards – in its latest campaign, Tim Hortons is trading in on memories to showcase its deep roots in Canadian hockey.
In a new partnership with Sidney Crosby, the QSR has launched a campaign that reunites the NHL star with some of his oldest fans – from his days playing for junior hockey team Rimouski Oceanic. The campaign centres on a spot running across TV and digital that features Crosby, junior hockey teammate Eric Neilson and fans of Rimouski Oceanic as they recount memories of an ice cold winter morning in 2005 when Crosby and Neilson bought Tims coffees for a line-up of fans waiting to snag Oceanic playoff tickets.
“The concept is very much part of the existing Tims framework, which is rooted in authenticity and real Tims Truths,” explains Solange Bernard, senior director of marketing communications for the brand. “We loved Sid’s story about connecting with the Rimouski community through hockey and Tims and wanted to share his moment of kindness and gratitude with his fans.”
The campaign launched Monday and is running for two weeks, with the dual goal of driving brand love and demonstrating positive hockey leadership, according to Bernard.
It builds on earlier work that debuted over the holidays featuring Nathan MacKinnon, also a former Timbits junior hockey player, reflecting on his career. Those videos have primarily aired on social, including more in-depth discussions with MacKinnon on TikTok.
@timhortons Nate MacKinnon looks back on his first Timbits Hockey games. What’s your best memory of Tims and hockey coming together? 🏒 #TimsHockeyMemories ♬ original sound – Tim Hortons
Alongside that work, the QSR chain is also encouraging Canadians to engage on social media by sharing their stories via the “#TimsHockeyMemories” hashtag.
Gut led the creative on the campaign, while the French Shop handled French creative and Horizon and Media.Monks handled the media.
