Tim Hortons begins inclusive hockey campaign
Tim Hortons has begun a new hockey-themed campaign called “Let's Up Our Game,” intended to highlight stories of diversity in the sport. It consists of television and online advertising, as well as social media content. The creative depicts the experiences of seven Canadian hockey players who have “overcome prejudice to play the game they love.”
Participating players include Paralympian James Dunn, Team Canada player Sarah Nurse, Canadian Women's Olympic hockey team player Bridgette Lacquette, Canadian Para Ice Hockey captain Tyler McGregor, world and Olympic gold medalist Marie-Philip Poulin, retired NHL player Georges Laraque, and vision impaired hockey palyer Mark DeMontis.
“Given the conversations that Canadians have been having in recent months about the future of hockey and how to improve the game's culture, we believe there's no time like the present to help promote a positive change in the game across Canada that is reflective of the diversity that belongs in hockey,” said Hope Bagozzi, chief marketing officer at Tim Hortons.