‘A little wacky': Tim Hortons to stage theatrical production called The Last Timbit [Globe and Mail, The (Toronto, Canada)]
Bank Nova Scotia Halifax Pfd 3 Ordinary Shares (BNS)
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Source: Globe and Mail, The
Turning the story into a theatrical production was the brainchild ofGut, a marketing firm Tims hired to help it conjure up a way to celebrate its milestone year. Tims was determined to give Gut as much room to be creative as possible, so it didn't even specify the firm had to come up with an event. All the chain said was to find “something with heart” and that would reflect the relationship the fast-food eatery has with its customers, recalled the chain's chief marketing officer Hope Bagozzi. When she was pitched on a play, even she was surprised. “What on earth would we know about pulling something like this together … in a really highly professional way,” she said was her reaction. “Our agency, that's not their specialty. It's certainly not ours.” Despite it being new territory and Tims having to wrangle talent well outside its comfort zone, she felt “cautiously optimistic” about the idea. “It's a little wacky but certainty it felt grand (and) of the kind of ambition we
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