MIAMI: Brunswick Group is aiding Burger King with communications surrounding its potential takeover of Canadian coffee and doughnut chain Tim Hortons.
A representative from RockOrange, the PR firm that handles global comms for the Burger King brand, confirmed Brunswick’s relationship with the fast-food chain. A Brunswick representative was not immediately available to comment.
Alison Brod Public Relations, Burger King’s PR AOR for US marketing communications since last year, continues to work with the burger chain, but is not helping with comms for the deal, Alison Brod VP Brooke Mogan told PRWeek.
It was not immediately clear if Tim Hortons is working with an external PR agency on communications for the deal.
Announced on Sunday, the deal would create a fast-food conglomerate with approximately $22 billion in sales and more than 18,000 restaurants in 100 countries worldwide.
Miami-based Burger King would also move its corporate headquarters to Canada as part of the transaction, allowing it to save on taxes.
Under the deal’s terms, Burger King’s majority owner 3G Capital would continue to own most of the new company’s shares, with the remainder held by Tim Hortons’ and Burger King’s existing shareholders.
Both restaurants would operate as standalone brands. A press release from the companies said the deal would allow them to leverage Burger King’s global footprint and accelerate Tim Hortons’ international growth.
The deal is subject to negotiation.