OAKVILLE — Tim Hortons has released a second “tragedy donut” commemorating the PR disaster that followed the release of a Humboldt Bronco’s donut.
The “PR Disaster” donut features miniature versions of the ill-advised Humboldt Broncos donut sprinkled on top.
All proceeds will go directly to the victims of the disaster: Tim Hortons’ CEO Daniel Schwartz and his board of directors.
The pastry commemorates the events of April 10th when Tim Hortons was forced to apologize for its Humboldt Broncos donut after being accused of exploiting the tragedy for brand karma.
When asked why the corporation chose donut sales over a direct donation to the victims, a representative for Tim Hortons said, “I think it’s important in times of tragedy to rally around what matters most: your local Tim Hortons franchise.”
“And what better symbol to capture the sombre mood of tragedy than a sticky, sweet confection covered in multi-coloured sprinkles?”
After the unfavourable response to the Humboldt Broncos donut, Tim Hortons has scrapped plans for its Halifax Fruit Explosion Muffin and Swiss Air Flight 111 Dip.
The PR disaster donut will be sold through the month of April and is the first in a line of tragedy donuts commemorating historical moments in the cratering of Tim Horton’s brand reputation.
