Sid & Nate Ask a Timbit for Hockey Fun | Clapboard Ad Archive

Sid & Nate: Ask a Timbit

Sidney Crosby and Nate MacKinnon teamed up with Tim Hortons® in 2019 to create an engaging and playful campaign called Sid & Nate: Ask a Timbit, designed to keep the spirit of fun alive in Canada’s beloved unofficial national sport, hockey. Developed by the innovative ad agency Zulu Alpha Kilo, this experiential campaign invited the littlest Timbits hockey players to share their ideas on how to make hockey more enjoyable for everyone involved. By centering the campaign around the authentic voices of children, Tim Hortons emphasized its commitment to community and the grassroots passion for hockey that defines Canadian culture. The single media asset created under this campaign captures the charming and heartfelt interactions between two NHL stars and these young participants, reinforcing Tim Hortons as a brand deeply embedded in the everyday lives and traditions of Canadian families. The campaign leverages experiential marketing to create a memorable connection between Tim Hortons’ Timbits Hockey program and its audience, highlighting that fun and inclusivity are at the core of sport, especially for the youngest players. For those interested in discovering how Timbits Hockey fosters a positive environment for young athletes, more information is available on the Tim Hortons website, encouraging families to get involved and celebrate hockey in a way that is fun, accessible, and community-driven. This campaign stands out within the food industry for its unique approach to experiential storytelling, effectively blending brand values, sports culture, and consumer engagement to deliver a meaningful message that resonates with Canadians of all ages.

Credits

Client

Tim Hortons

Agency

Zulu Alpha Kilo

Chief Creative Officer

Zak Mroueh

Creative Director

Catherine Allen, Ian Simpson

Art Director

Kevin Sato, Rose Sauquillo

Writer

Vinay Parmar

Account Management

Hilary Roberts, Lauren Boultwood, Anjelica Kapetanos

Strategic Planner

Maxine Thomas, Liam Brown, Stephanie Gyles

Producer

Rebecca Adams, Christine Taranco, Nicola Treadgold

Clients

Axel Schwan, Markus Sturm, Paloma Azulay, Jana Goodbaum, Samantha Finkelstein, Chris Wakefield, Rob Forbes

Media Agency

Horizon

Media Agency Planner

Robyn Van Driel, David Mear

The 'Sid & Nate: Ask a Timbit' campaign by Tim Hortons positions the brand as an active supporter and engager in Canada’s beloved hockey culture, emphasizing its commitment to community and fun in youth sports. By featuring prominent NHL players Sidney Crosby and Nate MacKinnon seeking input from young Timbits hockey participants, the campaign underscores Tim Hortons’ promise to keep enjoyment and accessibility at the core of the game’s experience. This approach aligns the brand with values of inclusivity, innocence, and the joy of play, reinforcing Tim Hortons as a cultural touchstone that champions grassroots hockey. The market strategy leverages the deep connection between hockey and Canadian identity, focusing specifically on the earliest stage of player development—youth involvement through Timbits hockey. The creative angle taps into the voices of children, positioning them as valuable contributors and decision-makers for how the sport evolves to remain fun and engaging. This experiential narrative format creates a genuine, relatable storytelling framework that resonates with families and local communities. By incorporating star athletes who are household names, the campaign bridges the aspirational gap between professional and beginner players, enhancing emotional engagement. Overall, the campaign uses authenticity and cultural relevance to strengthen brand affinity within a highly competitive food and drink market by associating Tim Hortons with positive youth experiences and national traditions.

FORMAT#8 ONGOING CHARACTERS OR CELEBRITIES — Uses a recurring personality or celebrity for brand recall. This campaign prominently features Canadian hockey celebrities Sidney Crosby and Nate MacKinnon teaming up with Tim Hortons, engaging with young Timbits hockey players. The narrative centers around these well-known figures interacting and encouraging fun in youth hockey, aligning the brand closely with both celebrity personalities and a national sport. While a loose narrative exists, the core creative device is the use of celebrities to drive brand affinity and recall, rather than a tightly plotted story or problem–solution framework. The presence of two famous athletes as brand ambassadors is purposefully foregrounded, making this campaign a quintessential example of ongoing characters or celebrity endorsement as the main creative format.

1. Timeless Coffee – Positioned as a premium Canadian coffee brand, Timeless Coffee emphasizes ethically sourced beans and artisanal brewing methods. Their focus on sustainability and craft appeals to discerning consumers seeking quality and environmental responsibility in the Food & Drink market. 2. McDonald’s Canada – Leveraging global brand recognition, McDonald’s Canada offers a fast, consistent menu with competitive pricing. Their strength lies in convenience, extensive locations, and a loyal customer base looking for quick service and familiar coffee and food options. 3. Starbucks Canada – Starbucks commands the premium coffee segment with a strong emphasis on customizable beverages, inviting store ambiance, and a robust loyalty program. Their strategy targets urban, on-the-go consumers who value quality, innovation, and a community experience. 4. Second Cup – As a Canadian-based specialty coffee retailer, Second Cup differentiates through approachable specialty coffee and a warm, neighborhood café atmosphere. They emphasize Canadian roots and community connection, focusing on mid-tier pricing and variety. 5. McCafe (within McDonald’s Canada) – McCafe positions itself as an affordable alternative to premium coffee chains, integrating McDonald’s convenience with improved coffee quality. Their strategic angle centers on value for money and accessibility to everyday coffee drinkers.