IMPERIAL OIL AND TIM HORTONS MAKE TEN YEAR DEAL
By Adnews Staff
Toronto-based Imperial Oil and Oakville, ON-based Tim Hortons have formed a ten-year deal during which Imperial Oil's Esso retail outlets will sell Tim Hortons' full menu of coffee, pastries, soups and sandwiches. Tim Hortons coffee kiosks have been located in a number of Esso outlets since the early 1990's. "This alliance is part of Imperial's long term strategic plan to reinvent our convenience retail offering to provide the best experience for drivers on the move," said Simon Smith, vice-president of fuels marketing for Imperial Oil. "We no longer see ourselves as just sellers of gasoline who happen to have convenience stores on the property, but rather leading convenience retailers who sell gas." Up to 300 Esso outlets will begin carrying the full Tim Hortons menu over the next three years. The companies have indicated that during that time they will also align many of their marketing strategies. Advertising for Tim Hortons is done by Enterprise Creative Selling of Toronto. Advertising for Imperial Oil's Esso chain is done by Palmer Jarvis DDB.