Tim Hortons, the iconic Canadian café chain, is embracing celebrity influence in its breakfast offerings by launching new scrambled egg boxes in collaboration with actor Ryan Reynolds. The partnership was announced on Monday and includes two varieties of egg boxes: one with bacon and another with sausage. Each box contains two scrambled eggs, hash browns, and chipotle sauce, designed to reflect a hearty breakfast reminiscent of what Reynolds typically enjoys with his family.
As Tim Hortons celebrates its 60th anniversary, the focus on breakfast comes as part of a broader strategy aimed at attracting afternoon and evening diners with distinctive menu items such as rice bowls and flatbread pizzas. Hope Bagozzi, the chief marketing officer of Tim Hortons, revealed that Reynolds specifically sought to develop a breakfast option that aligns with his family’s breakfast habits. Reynolds playfully recounted his experience at the Tim Hortons Test Kitchen, stating, “I ate an irresponsible amount of eggs. And honestly? I regret nothing,” highlighting his enthusiasm for the product.
Reynolds' love for eggs was so pronounced during the filming of advertisements that Tim Hortons' chefs struggled to keep up with his appetite as he shot TV and social media spots promoting the egg boxes. These ads humorously depict an assistant catering to Reynolds' eccentric requests, which include a newspaper devoid of references to birds, Vancouver air, a left-handed cane, and a nearly complete jigsaw puzzle alongside his cherished breakfast box.
The competition in the breakfast market has intensified, with various new entrants, such as the European chain Pret A Manger, and an increasing number of restaurants serving all-day breakfast options. The introduction of Reynolds' egg boxes aims to enhance Tim Hortons' competitive edge, potentially attracting new customers who are fans of the Hollywood actor. Reynolds has previously been involved in diverse marketing efforts, including narrating an Air Canada advertisement and promoting Mint Mobile, a telecommunications company he formerly owned, along with fundraising initiatives for Sick Kids Hospital and the Terry Fox Foundation in Toronto.
The collaboration with Reynolds marks a transition for Tim Hortons after a successful partnership with pop star Justin Bieber, which occurred between 2021 and 2022. This previous collaboration resulted in the launch of a cold brew, three Timbit flavors, and branded merchandise such as tote bags and fanny packs. When questioned about the financial details of Reynolds' partnership, Bagozzi only remarked, “It’s worth every dollar, every bit of Vancouver air,” hinting at the value of their collaboration.
The night before Tim Hortons disclosed the Reynolds collaboration to franchisees, the actor humorously announced the partnership via video, mentioning that he was “thrilled” to be chosen over other potential candidates like Robert Goulet. The reaction from franchisees was overwhelmingly positive, with Bagozzi recalling an eruption of excitement during the presentation. Despite the hype, franchisees were kept in the dark about the details until the official announcement.
Although specific details about the next phase of the Reynolds partnership remain under wraps, Bagozzi indicated that more exciting developments are forthcoming. As Tim Hortons continues to innovate its menu and leverage celebrity endorsements, the collaboration with Ryan Reynolds positions the brand strategically to capture a larger share of the breakfast market in an evolving culinary landscape.
