In the past year, Tim Hortons has treated cottaging Canadians to a boat drivethru, revived its beloved Dutchie doughnut and launched flatbread pizzas.
But perhaps its biggest surprise will come this summer, on the heels of its 60th anniversary on May 17, when it enters a realm so unexpected for a fast-food giant that even its executives expect some people91裸聊视频檚 first reactions to be, 91裸聊视频淲hat?!91裸聊视频�
The head-scratcher will come in the form of 91裸聊视频淭he Last Timbit,91裸聊视频� a musical for which Tim Hortons has assembled a who91裸聊视频檚 who of Canadian artists to stage at the Elgin Theatre in Toronto this June.
The production is loosely based on a 2010 snowstorm that was so bad, drivers on a highway east of Sarnia, Ont., were forced to hunker down in cars and others had to wait out the inclement weather at a local Tim Hortons.
Turning the story into a theatrical production was the brainchild of marketing firm Gut.
Tims was determined to give Gut as much room to be creative as possible, so it didn91裸聊视频檛 even specify the firm had to come up with an event. All the chain said was to find 91裸聊视频渟omething with heart91裸聊视频� and that would reflect the relationship the fast-food eatery has with its customers, recalled the chain91裸聊视频檚 chief marketing officer Hope Bagozzi.
When she was pitched on a play, even she was surprised.
91裸聊视频淲hat on earth would we know about pulling something like this together 91裸聊视频� in a really highly professional way,91裸聊视频� she said was her reaction.
91裸聊视频淥ur agency, that91裸聊视频檚 not their specialty. It91裸聊视频檚 certainly not ours.91裸聊视频�
Despite it being new territory and Tims having to wrangle talent well outside its comfort zone, she felt 91裸聊视频渃autiously optimistic91裸聊视频� about the idea.
91裸聊视频淚t91裸聊视频檚 a little wacky but certainty it felt grand (and) of the kind of ambition we had,91裸聊视频� she said.
So Bagozzi and her staff set about making it happen.
Among their first calls was Michael Rubinoff, a Toronto lawyer and theatre producer who turned the story of passengers on planes diverted to Gander, Nfld. after the 9/11 attacks in New York into hit musical 91裸聊视频淐ome From Away.91裸聊视频�
91裸聊视频淲e didn91裸聊视频檛 imagine that he would actually come on board. We just thought we would try to pick his brain on, 91裸聊视频楢re we crazy? Should we do this? How would we go about it?91裸聊视频�91裸聊视频� Bagozzi recalled.
Rubinoff wasn91裸聊视频檛 fazedby the unlikely caller. Though many would assume he was shocked to hear a fast-food brand wanted to jump into theatre, he didn91裸聊视频檛 find it unusual because 91裸聊视频淭ims has been part of Broadway for many years.91裸聊视频�
91裸聊视频淭he Tims logo is on one of the backdrops in 91裸聊视频楾he Book of Mormon91裸聊视频� that people don91裸聊视频檛 realize and of course, in the musical I91裸聊视频檓 involved in, 91裸聊视频楥ome From Away,91裸聊视频� Tims plays a really important part,91裸聊视频� Rubinoff said.
91裸聊视频淎fter the opening number, the first line is 91裸聊视频業 start my day at Tim Hortons91裸聊视频� and we have a scene in the Tim Hortons and we come back to it, so Tim Hortons in musical theatre didn91裸聊视频檛 seem as outlandish to me as it might have to other people.91裸聊视频�
Alongside Rubinoff, other talent started flowing in.
Nick Green, the playwright behind 91裸聊视频淐asey and Diana,91裸聊视频� wrote the script and Anika and Britta Johnson of 91裸聊视频淟ife After91裸聊视频� created the music and lyrics, which include a song called 91裸聊视频淲hat would you do for a Timbit?91裸聊视频�
The cast features Stratford and Shaw festival regulars Andrew Broderick, DeAnn deGruijter and Dant茅 Prince, as well as Broadway stars Chilina Kennedy, Sara Farb, Jake Epstein and Kimberly-Ann Truong. Kaya Kanashiro from TV show 91裸聊视频淪ort Of91裸聊视频� also has a role.
Most were surprised Tims, which is spending the year focused on expanding its afternoon and evening sales, was behind the play. Once they saw the calibre of theatrical talent on board, they realized 91裸聊视频渢his is going to be something that they91裸聊视频檙e excited to attach themselves to,91裸聊视频� Rubinoff said.
The production comes as arts organizations have struggled to retain corporate funding. Last summer, Bell stopped funding the Toronto International Film Festival after 28 years of sponsorship. In March, the Bank of Nova Scotia ditched its title sponsorship of the Contact Photography Festival in Toronto.
Hot Docs, Canada91裸聊视频檚 largest documentary film festival, has also warned its future is in jeopardy.
Such struggles have not been lost on Rubinoff, who called 91裸聊视频淭he Last Timbit91裸聊视频� a 91裸聊视频渕ajor investment.91裸聊视频�
91裸聊视频淲e only get better and we only strengthen those skills when we have the opportunities to actually do the thing, and this is the opportunity to do the thing,91裸聊视频� he said.
He91裸聊视频檚 approaching the project with the same seriousness as he does any other theatrical production. There91裸聊视频檚 been months of perfecting the script and table reads and soon, rehearsals will begin.
The music has already become an earworm.
91裸聊视频淭hese songs have been on loop. I am telling you I can91裸聊视频檛 sleep without hearing the songs,91裸聊视频� he said. 91裸聊视频淚 wake up hearing the song, so I know that it91裸聊视频檚 a great sign.91裸聊视频�
While he doesn91裸聊视频檛 want to give away too many hints about the tunes or the play91裸聊视频檚 plot, he said at the core of the storyline is a mother and daughter impacted by the storm. (The last Timbit they will vie for is a birthday one.)
And though the play is meant to mix humour and heart, he said, 91裸聊视频渘obody will dress up and dance like a Timbit, but I don91裸聊视频檛 want to say no to anything.91裸聊视频�
That includes touring with the production, which will premiere in front of Tims franchisees visiting Toronto and then continue with five shows for the public. Tickets go on sale Friday.
Those who snag seats will be able to buy Tims-centric merchandise from Roots Corp., which doubles as the play91裸聊视频檚 wardrobe partner, and will likely find a concession stand of Tims favourites, including Timbits, Bagozzi said.
91裸聊视频淭hose won91裸聊视频檛 dance away,91裸聊视频� Rubinoff chimed in. 91裸聊视频淵ou can enjoy them.91裸聊视频�
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