Gut Retained Creative Account for Tim Hortons
The advertising agency successfully navigated a three-firm competitive review to keep the Tim Hortons account.
Updated on Sept. 24, 2026 in Advertising
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Gut has officially retained the creative account for Tim Hortons following a competitive review process involving three agencies. The two companies have maintained a creative partnership since 2018.
Why it matters
The decision to remain with Gut follows years of consistent collaboration, as the agency has served as the brand's agency of record since 2021. This continuity allows the restaurant chain to maintain its established marketing trajectory during a period of international growth.
Tim Hortons recorded $2 billion in U.S. sales last quarter, marking a 4% year-over-year increase, while Canadian sales grew by 0.1%. The brand currently operates approximately 70 franchise locations in the United Kingdom.
The players
Gut
Gut is an advertising agency that has served as the creative partner and agency of record for Tim Hortons.
Tim Hortons
Tim Hortons is a multinational coffee and doughnut restaurant chain with a significant presence in Canada, the United States, and the United Kingdom.
The details
Gut participated in a competitive selection process that weighed its past performance against two other unnamed agencies. The agency has held the official agency of record status for the chain since July 2021.
Timeline
2018: Gut and Tim Hortons began creative collaboration.
July 2021: Gut became the agency of record for Tim Hortons.
September 24, 2026: Gut officially retained the creative account.
Market Landscape
This retention underscores a preference for continuity in the competitive food and beverage advertising sector. It signals that Tim Hortons prioritizes long-term brand identity stability over the industry-wide trend of rotating agencies after short-term contract cycles.
The renewal of this partnership suggests that customers can expect continued consistency in the brand's creative messaging and advertising campaigns. There are no immediate changes to retail pricing or product availability resulting from this corporate decision.
The takeaway
Maintaining long-term agency partnerships often helps brands sustain clear communication with their core consumer base. Consistency in creative direction is a key strategy for companies looking to preserve brand loyalty across international markets.
Further reading
For more on industry shifts, visit our Advertising section.
Source note: This article includes information reported by Adweek.
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