Tim Hortons Quebec has enlisted Montreal Canadiens captain Nick Suzuki to appeal to a younger generation of hockey fans.

A new TV spot highlights the collaboration between Tim Hortons and Nutella, namely the three limited-edition drinks and baked goods that use the hazelnut spread as a key ingredient.

Nadine Nour, senior manager of marketing communications at Tim Hortons, said using Suzuki in the spot “was a natural fit” as the captain “has been a genuine fan of Tim Hortons for years, and our Iced Capp is part of his pre-game routine. It would take something special for him to change his go-to order, and Tims new Nutella line-up is exactly that.”

The commercial features Suzuki ordering an Iced Capp at a Tim Hortons. When the cashier asks if he wants the usual, Suzuki – who is from Ontario and is learning to speak French in his off-time – mistakenly says échanges when he means changer. His confusing the words “trade” and “change” leads to speculation that he will be traded from the Canadiens.

“Because we know the French language is hard to learn, and there is also lots of pressure for the players (outside of Quebec) to learn French, we thought, oh, there’s something there,” says Mélissa Charland, creative director at Publicis, which took care of the creative.

Charland tells strategy that Tim Hortons is targeting a younger generation, beyond Baby Boomers. “We already know that, with this collab with Nutella, Tim Hortons and Nick Suzuki, we will [reach] a younger audience.”

The campaign will roll out across TV, radio, social media, out-of-home and influencer channels. Tim Hortons TV spot in Quebec is the latest campaign the Canadian brand is using to push its collaboration with Nutella this summer. Both brands – each celebrating its 60th anniversary – teamed up for a promotion at select Loblaws stores this September. 

In a campaign earlier this summer, a CGI Nutella Hot Air Balloon journeyed from Newfoundland and “crash landed” at Yonge-Dundas Square, where Torontonians got a taste of Nutella-topped “Toutons,” along with 5,000 treats and 15,000 stickers.