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 peopleB次元官网网址檚 first reactions to be, B次元官网网址淲hat?!B次元官网网址�

The head-scratcher will come in the form of B次元官网网址淭he Last Timbit,B次元官网网址� a musical for which Tim Hortons has assembled a whoB次元官网网址檚 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 didnB次元官网网址檛 even specify the firm had to come up with an event. All the chain said was to find B次元官网网址渟omething with heartB次元官网网址� and that would reflect the relationship the fast-food eatery has with its customers, recalled the chainB次元官网网址檚 chief marketing officer Hope Bagozzi.

When she was pitched on a play, even she was surprised.

B次元官网网址淲hat on earth would we know about pulling something like this together B次元官网网址� in a really highly professional way,B次元官网网址� she said was her reaction.

B次元官网网址淥ur agency, thatB次元官网网址檚 not their specialty. ItB次元官网网址檚 certainly not ours.B次元官网网址�

Despite it being new territory and Tims having to wrangle talent well outside its comfort zone, she felt B次元官网网址渃autiously optimisticB次元官网网址� about the idea.

B次元官网网址淚tB次元官网网址檚 a little wacky but certainty it felt grand (and) of the kind of ambition we had,B次元官网网址� 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 B次元官网网址淐ome From Away.B次元官网网址�

B次元官网网址淲e didnB次元官网网址檛 imagine that he would actually come on board. We just thought we would try to pick his brain on, B次元官网网址楢re we crazy? Should we do this? How would we go about it?B次元官网网址橞次元官网网址� Bagozzi recalled.

Rubinoff wasnB次元官网网址檛 fazedby the unlikely caller. Though many would assume he was shocked to hear a fast-food brand wanted to jump into theatre, he didnB次元官网网址檛 find it unusual because B次元官网网址淭ims has been part of Broadway for many years.B次元官网网址�

B次元官网网址淭he Tims logo is on one of the backdrops in B次元官网网址楾he Book of MormonB次元官网网址� that people donB次元官网网址檛 realize and of course, in the musical IB次元官网网址檓 involved in, B次元官网网址楥ome From Away,B次元官网网址� Tims plays a really important part,B次元官网网址� Rubinoff said.

B次元官网网址淎fter the opening number, the first line is B次元官网网址業 start my day at Tim HortonsB次元官网网址� and we have a scene in the Tim Hortons and we come back to it, so Tim Hortons in musical theatre didnB次元官网网址檛 seem as outlandish to me as it might have to other people.B次元官网网址�

Alongside Rubinoff, other talent started flowing in.

Nick Green, the playwright behind B次元官网网址淐asey and Diana,B次元官网网址� wrote the script and Anika and Britta Johnson of B次元官网网址淟ife AfterB次元官网网址� created the music and lyrics, which include a song called B次元官网网址淲hat would you do for a Timbit?B次元官网网址�

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 B次元官网网址淪ort OfB次元官网网址� 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 B次元官网网址渢his is going to be something that theyB次元官网网址檙e excited to attach themselves to,B次元官网网址� 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, CanadaB次元官网网址檚 largest documentary film festival, has also warned its future is in jeopardy.

Such struggles have not been lost on Rubinoff, who called B次元官网网址淭he Last TimbitB次元官网网址� a B次元官网网址渕ajor investment.B次元官网网址�

B次元官网网址淲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,B次元官网网址� he said.

HeB次元官网网址檚 approaching the project with the same seriousness as he does any other theatrical production. ThereB次元官网网址檚 been months of perfecting the script and table reads and soon, rehearsals will begin.

The music has already become an earworm.

B次元官网网址淭hese songs have been on loop. I am telling you I canB次元官网网址檛 sleep without hearing the songs,B次元官网网址� he said. B次元官网网址淚 wake up hearing the song, so I know that itB次元官网网址檚 a great sign.B次元官网网址�

While he doesnB次元官网网址檛 want to give away too many hints about the tunes or the playB次元官网网址檚 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, B次元官网网址渘obody will dress up and dance like a Timbit, but I donB次元官网网址檛 want to say no to anything.B次元官网网址�

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 playB次元官网网址檚 wardrobe partner, and will likely find a concession stand of Tims favourites, including Timbits, Bagozzi said.

B次元官网网址淭hose wonB次元官网网址檛 dance away,B次元官网网址� Rubinoff chimed in. B次元官网网址淵ou can enjoy them.B次元官网网址�

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