Early one brisk Canadian morning, the beloved coffee chain Tim Hortons, in collaboration with the esteemed sports card company Upper Deck, unleashed a phenomenon unlike any seen before in the annals of promotional history. They called it the “Greatest Duos” hockey card promotion, and it hit the hockey-loving nation with the force of a well-timed slapshot. At the heart of the furor? Rookie cards featuring the young phenom Connor Bedard, which flew off the shelves faster than a breakaway goal, leading to a first-day sellout in numerous locations across Canada.
The concept was simple yet brilliant. The “Greatest Duos” collection wasn’t just another set of player cards—it was a celebration of iconic partnerships that defined and enriched the game of hockey. From dynamic pairings on the ice to legends linked by history and achievement, each card captured a unique story. The series featured novel insert categories like “Linked by Numbers” and “Bounded by Honour.” These special cards celebrated players who shared jersey numbers or were tied together through illustrious NHL accolades, making them instant collector’s items.
Adding to the allure were the ultra-rare autographed cards from hockey superstars such as Sidney Crosby paired with Nate MacKinnon, and the sibling revelry of Matthew and Brady Tkachuk. These signature offerings turned packs of cards into treasure chests, with fans eagerly tearing into foil wrappers in hopes of finding a golden ticket.
But Tim Hortons didn’t stop there. They seamlessly integrated the promotion with interactive opportunities that offered more than just cardboard memorabilia. Lucky collectors could find themselves the recipients of grand prizes like a shiny new Hyundai, an exclusive meet-and-greet with NHL star Nick Suzuki, or hefty gift cards—all hidden within the confines of the unassuming “Collect to Win Golden Prize” cards.
Priced affordably at $1.50 with any qualifying beverage or $1.99 on their own, the cards were positioned as collectibles that everyone could enjoy. This accessibility not only appealed to seasoned card collectors but also opened up the world of hockey collectibles to families and young enthusiasts, some of whom might be just beginning their collecting journey. For those looking for a bit of extra flair, a custom-designed binder was also available for $19.99, perfect for displaying and protecting these miniature pieces of hockey history.
As the promotion rolled on, its timing with the NHL Hockey Challenge and the mounting excitement of the Stanley Cup Playoffs only fueled the collecting fire, offering fans additional layers of engagement and reward. Prizes included trips to the 2025 Stanley Cup Final and even the seemingly mundane, yet highly coveted, free coffee for a year.
The “Greatest Duos” initiative succeeded not just as a promotional strategy but as a cultural event that resonated deeply with Canadians’ storied passion for hockey. It highlighted Tim Hortons’ deep roots in the national culture of Canada, serving as a reminder of the coffee chain’s role not just as a beverage provider, but as a community hub where generations come together over shared loves and freshly brewed coffee.
Through this innovative promotion, Tim Hortons has managed to do more than merely sell coffee and cards; they’ve reignited the collective spirit of hockey fandom, giving fans both young and old a new way to connect with the game and with each other. The promotion has set the bar high, not only for future campaigns by Tim Hortons but for how companies can engage with cultural passion points, weaving their brands into the fabric of everyday life and leaving a lasting legacy.
