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 people香蕉视频直播檚 first reactions to be, 香蕉视频直播淲hat?!香蕉视频直播�
The head-scratcher will come in the form of 香蕉视频直播淭he Last Timbit,香蕉视频直播� a musical for which Tim Hortons has assembled a who香蕉视频直播檚 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 didn香蕉视频直播檛 even specify the firm had to come up with an event. All the chain said was to find 香蕉视频直播渟omething with heart香蕉视频直播� and that would reflect the relationship the fast-food eatery has with its customers, recalled the chain香蕉视频直播檚 chief marketing officer Hope Bagozzi.
When she was pitched on a play, even she was surprised.
香蕉视频直播淲hat on earth would we know about pulling something like this together 香蕉视频直播� in a really highly professional way,香蕉视频直播� she said was her reaction.
香蕉视频直播淥ur agency, that香蕉视频直播檚 not their specialty. It香蕉视频直播檚 certainly not ours.香蕉视频直播�
Despite it being new territory and Tims having to wrangle talent well outside its comfort zone, she felt 香蕉视频直播渃autiously optimistic香蕉视频直播� about the idea.
香蕉视频直播淚t香蕉视频直播檚 a little wacky but certainty it felt grand (and) of the kind of ambition we had,香蕉视频直播� 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 香蕉视频直播淐ome From Away.香蕉视频直播�
香蕉视频直播淲e didn香蕉视频直播檛 imagine that he would actually come on board. We just thought we would try to pick his brain on, 香蕉视频直播楢re we crazy? Should we do this? How would we go about it?香蕉视频直播櫹憬妒悠抵辈 Bagozzi recalled.
Rubinoff wasn香蕉视频直播檛 fazedby the unlikely caller. Though many would assume he was shocked to hear a fast-food brand wanted to jump into theatre, he didn香蕉视频直播檛 find it unusual because 香蕉视频直播淭ims has been part of Broadway for many years.香蕉视频直播�
香蕉视频直播淭he Tims logo is on one of the backdrops in 香蕉视频直播楾he Book of Mormon香蕉视频直播� that people don香蕉视频直播檛 realize and of course, in the musical I香蕉视频直播檓 involved in, 香蕉视频直播楥ome From Away,香蕉视频直播� Tims plays a really important part,香蕉视频直播� Rubinoff said.
香蕉视频直播淎fter the opening number, the first line is 香蕉视频直播業 start my day at Tim Hortons香蕉视频直播� and we have a scene in the Tim Hortons and we come back to it, so Tim Hortons in musical theatre didn香蕉视频直播檛 seem as outlandish to me as it might have to other people.香蕉视频直播�
Alongside Rubinoff, other talent started flowing in.
Nick Green, the playwright behind 香蕉视频直播淐asey and Diana,香蕉视频直播� wrote the script and Anika and Britta Johnson of 香蕉视频直播淟ife After香蕉视频直播� created the music and lyrics, which include a song called 香蕉视频直播淲hat would you do for a Timbit?香蕉视频直播�
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 香蕉视频直播淪ort Of香蕉视频直播� 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 香蕉视频直播渢his is going to be something that they香蕉视频直播檙e excited to attach themselves to,香蕉视频直播� 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, Canada香蕉视频直播檚 largest documentary film festival, has also warned its future is in jeopardy.
Such struggles have not been lost on Rubinoff, who called 香蕉视频直播淭he Last Timbit香蕉视频直播� a 香蕉视频直播渕ajor investment.香蕉视频直播�
香蕉视频直播淲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,香蕉视频直播� he said.
He香蕉视频直播檚 approaching the project with the same seriousness as he does any other theatrical production. There香蕉视频直播檚 been months of perfecting the script and table reads and soon, rehearsals will begin.
The music has already become an earworm.
香蕉视频直播淭hese songs have been on loop. I am telling you I can香蕉视频直播檛 sleep without hearing the songs,香蕉视频直播� he said. 香蕉视频直播淚 wake up hearing the song, so I know that it香蕉视频直播檚 a great sign.香蕉视频直播�
While he doesn香蕉视频直播檛 want to give away too many hints about the tunes or the play香蕉视频直播檚 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, 香蕉视频直播渘obody will dress up and dance like a Timbit, but I don香蕉视频直播檛 want to say no to anything.香蕉视频直播�
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 play香蕉视频直播檚 wardrobe partner, and will likely find a concession stand of Tims favourites, including Timbits, Bagozzi said.
香蕉视频直播淭hose won香蕉视频直播檛 dance away,香蕉视频直播� Rubinoff chimed in. 香蕉视频直播淵ou can enjoy them.香蕉视频直播�
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