Widgetized Section

Go to Admin » Appearance » Widgets » and move Gabfire Widget: Social into that MastheadOverlay zone

Tim Hortons heads to the big screen

Tim Hortons on Homeland

Tim Hortons cups are cropping up in high-profile film and movies and it’s not by accident. With a recent push into the United States, Canada’s darling coffee shop is looking to raise its brand’s profile on the big screen. The recognizable coffee cup appears in a scene from the series Homeland.

Fans of the hit American series Homeland may have noticed last month when Quinn and Saul, CIA agents monitoring a stakeout, did something decidedly Canadian.

They went on a Timmy’s run.

The cameo was a high-profile media coup for Canada’s darling coffee shop, and it’s part of a marketing strategy that hopes to put Tim Hortons cups into the hands of some of Hollywood’s biggest stars.

If all goes according to plan, Jake Gyllenhaal will be sipping a double-double in his new movie Prisoners, Robert De Niro will pick up a box of Timbits in Grudge Match and Vin Diesel will roll up the rim in The Fast and the Furious 6. Navy Seal Team six might even grab a Timmy’s in Zero Dark Thirty, Kathryn Bigelow’s upcoming film about the mission to kill terrorist leader Osama bin Laden. But we won’t know if Tim’s will make it into the final cut until the movies are released.

Tim Hortons is moving aggressively into the United States, but suffers from a lack of brand recognition. With product placements on big TV shows and movies, the company hopes to win new fans looking to imitate the stars.

Their first placement happened almost by accident, when a Canadian writer for the series How I Met Your Mother called up and asked to use the brand in a Canadian coffee shop scene.

“It opened our eyes to the possibilities of product placement,” said Alexandra Cygal, a spokesperson for Tim Hortons.

The company hired a California ad agency to make connections in the film industry and met with studio executives in Los Angeles earlier this year.

Whatever was said in those meetings must have worked since Tim Hortons quickly landed appearances in Resident Evil: Retribution and Animal Practice.

“Product placement puts a spin on traditional advertising in a way that gets our guests really excited about seeing a coffee cup on the big screen,” Cygal said.

Since the Homeland appearance, Cygal said there has been a big reaction on Facebook and Twitter.

thestar.com – Business