SECOND CUP, PIPER HEIDSIECK TO SPONSOR TORONTO FILM FEST
By Adnews Staff
Coffee retailer Second Cup has signed-on as the official coffee sponsor of the Toronto International Film Festival. Second Cup coffee will be served at various festival events. Also, the chain's Toronto-area locations will carry festival programs, posters and other materials. Second Cup will also continue to sponsor Talk Cinema, a series of six monthly film screenings followed by discussions between the audience and filmmakers, which will begin in November. "Coffee culture and movie magic are a perfect match," said Second Cup marketing director Mike Arseneault. "They cater to unique tastes, have international flavour and a style all their own."
In related news, Piper-Heidsieck, the official champagne sponsor of the festival, will have the logo of its Baby Piper single-serving bottle displayed on the red carpet leading into gala screenings at Roy Thompson Hall. According to the company, this will be the first time the carpet has borne a sponsor's logo. "Piper is sipped by stars at festival parties, galas and special events every year, so it made perfect sense for it to walk the red carpet with them too," said Gabriela Baillargeon, the national marketing manager for Maxxium Canada, which distributes the product in this country. Piper will also donate two six-litre Mathusalem bottles of champagne to a festival auction. The Toronto International Film Festival will take place between Sept. 5 and Sept. 14.