It would cost the public at least $4 million, but it was seen as a boon to morale. As Canada prepared to go to war in Afghanistan, the Canadian Chief of Defence Staff, General Rick Hillier, insisted that Canadian troops should have access to a Tim Hortons at Kandahar Airfield. It was in 2004 that the term double-double entered the Canadian Oxford Dictionary, recognition of its importance to everyday speech. "That's half the story, then you've got the other half, which is enterprising, entrepreneurial, startup Canada." "He was not just good at the national game but he embodies some of the best Canadian qualities, he's a stalwart, he's calm under pressure, he's fantastically gifted, but he wasn't a showoff," said Grant McCracken, a cultural anthropologist and author. He wasn't a flashy player, but he was strong and reliable, traits in keeping with Canadian narratives of solidity and self-effacement. Tim Horton himself, the former Toronto Maple Leaf defenceman killed in a car crash in 1974, was in many ways an ideal personification of the brand. "What pops into my mind when I think of Tim Hortons is Canada.
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