# Hockey-Star Coffee Chain Ads Tim Hortons and Wayne Gretzky Recently Debuted The Autograph Campaign By Grace Mahas | Published 2019-12-12 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/the-autograph References: [timhortons](http://www.timhortons.com/?sssssg) Wayne Gretzky, a [famous Canadian hockey player](https://www.trendhunter.com/trends/performance-enhancing-canadians) recently joined forces with the renowned coffee chain [Tim Hortons](https://www.trendhunter.com/trends/snowplace-like-tims) to launch The Autograph campaign. The Autograph commercial is inspiring and heartfelt and tells the story of a young Wayne meeting his childhood idol -- pro hockey player Tim Horton, the founder and namesake of the coffee chain. “To us, the story of Tim Horton and a young Wayne is extraordinary – when I heard it, I knew it was a beautiful and touching story,” says Paloma Azulay, Chief Marketing Officer, Tim Hortons. “The true story about the meeting between a Canadian hockey icon and a young boy who we would one day call The Great One was the start of something bigger than great – it was the start of something legendary. We’re so proud to have played a small part in such an important moment in hockey, and Canadian, history. We’re excited to share this story with a generation of Canadians who have been inspired by Wayne.” Image Credit: Tim Hortons ## Trend Insights (Trend Hunter) - Score: 0.8/10 - Popularity: 2% | Activity: 14% | Freshness: 9% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Gen Alpha, Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Commercials](https://www.trendhunter.com/commercials) ## Key Themes ### Key Themes Behind This Trend - **Influencer Marketing:** The Autograph campaign showcases the power of influencer marketing by partnering with Wayne Gretzky to tell a compelling story. - **Nostalgia Marketing:** The heartfelt story of a young Wayne Gretzky meeting his idol taps into nostalgia marketing, appealing to audiences who remember his legendary career. - **Branded Content:** Tim Hortons' collaboration with Wayne Gretzky demonstrates the effectiveness of branded content in creating emotional connections with consumers. ### Where This Applies - **Food and Beverage:** The Autograph campaign highlights the impact of storytelling in the food and beverage industry, enhancing brand identity and customer loyalty. - **Sports and Entertainment:** The partnership between Tim Hortons and Wayne Gretzky showcases the intersection of sports and entertainment industries, creating unique marketing opportunities. - **Advertising and Marketing:** The Autograph campaign exemplifies the potential for innovative advertising strategies that blend storytelling and celebrity endorsements. ## Related on Trend Hunter - [Branded Hockey Card Sets](https://www.trendhunter.com/trends/greatest-duos-trading-card-set.md) - [Hockey-Centric QSR Partnerships](https://www.trendhunter.com/trends/tim-hortons-x-the-pwhl.md) - [Hockey Hero-Celebrating Campaigns](https://www.trendhunter.com/trends/hockey-heroes.md) - [Anniversary Edition Hockey Cards](https://www.trendhunter.com/trends/nhl-hockey-card.md) - [Cheeky Coffee Ads](https://www.trendhunter.com/trends/starbucks-new-ads.md) - [Iconic Sports Drink Campaigns](https://www.trendhunter.com/trends/gatorade-canada.md) - [Cafe Brand Musical Promotions](https://www.trendhunter.com/trends/tim-hortons-60th-anniversary.md) - [Motivational Takeaway Cups](https://www.trendhunter.com/trends/national-coffee-day-cups.md) - [Barista-Inspired Holiday Cup Spots](https://www.trendhunter.com/trends/drawn-together.md)