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’s first reactions to be, “What?!”
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. “We didn’t imagine that he would actually come on board. We just thought we would try to pick his brain on, 'Are we crazy? Should we do this? How would we go about it?'” Bagozzi recalled.
“After the opening number, the first line is ‘I start my day at Tim Hortons’ and we have a scene in the Tim Hortons and we come back to it, so Tim Hortons in musical theatre didn’t seem as outlandish to me as it might have to other people.
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.Such struggles have not been lost on Rubinoff, who called"The Last Timbit" a"major investment.
While he doesn't want to give away too many hints about the tunes or the play's plot, he said at the core of the storyline is a mother and daughter impacted by the storm.
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