In today’s advertising world, celebrity endorsements are everywhere. However, for Canadian consumers, it’s not just any famous face that holds power—it’s the ones that feel like home.

From coffee chains to fashion brands, Canadian celebrities are helping fuel a sense of identity and national pride, says one young Canadian.

“Seeing a Canadian like Ryan Reynolds or Justin Bieber advertising for Canadian companies like Tim Hortons is definitely a bonus factor,” said 20-year-old University of Guelph student, Iysha Deol.

“If I wasn’t considering purchasing anything from there, I might start. And if I am already going to the place to make a purchase, I can definitely sit there and be proud of the identity I am proud of,” she said.

The power of familiar faces

Canadian actor, Ryan Reynolds, has worked with popular coffee chain, Tim Hortons, recently, starting with in the 2024 campaign promoting the brand’s breakfast menu.

In a video titled “Deadpool has a message for Tims” the Marvel character, Deadpool, (played by Reynolds) lounges in a plaid robe and thanks Canadians for “lending” Ryan Reynolds to make the multi-million dollar grossing Deadpool & Wolverine.

The ad teased a future collaboration between Reynolds and Tim Hortons, and closed with Deadpool encouraging Canadians to refuel Reynolds with coffee.

According to prandlattes.com the “partnership generated significant online buzz and social media engagement,” not only promoting the movie but also effectively boosting visibility for Tim Hortons’ breakfast items.

In 2025, Reynolds and Tim Hortons made good on the promise of a collaboration with “Ryan’s Scrambled Eggs” breakfast box, a limited edition breakfast menu item that riffs on the concept of a celebrity “rider,” or list of specific requirements an actor or performer has for when they’re on a movie or TV set.

Tim Hortons again promoted the item in another humourous ad spot featuring Reynolds.

Another notable example is Justin Bieber’s collaboration with Tim Hortons. According to Axios.com, the introduction of “Timbiebs” donut holes in November 2021 led to a 10.3 per cent increase in sales during the last quarter of that year.

Deol said it’s not just about being persuaded to buy—it’s about the pride of seeing someone who represents you and your values. “It’s about being able to connect,” Deol said.

Fashion has also seen strong collaborations. Since 2018, Shawn Mendes has partnered with Canadian apparel brand, Roots, for a series of campaigns. The brand’s pop-up activation reached 45,000 people in three days and sold out the entire line of co-branded merchandise, according to The Garden brand agency. This collaboration played a role in Roots’ revival, boosting sales and reinforcing its identity as a proud Canadian brand with global appeal.

Another young Canadian told the Observer that seeing a Canadian celebrity represent a Canadian brand feels more authentic.

“The advertisement feels more genuine when someone from my own country represents a company that is owned here, rather than mixing the brand and celebrity background,” said University of Toronto student Dhruti Bhatti, also 20. “If it’s an American celebrity promoting a Canadian brand, how can we be sure they truly mean what they say?”

Why marketers care

From a marketing standpoint, Sandra Hamilton, Marketing Director at International Automotive Group, told the Toronto Observer about the strategic value of such endorsements:

“Canadian celebrity collaborations with brands in the automotive space are very impactful and valuable for brand awareness,” she said. “Especially when it’s an authentic partnership. It’s very influential in helping individuals consider the brand or product in a more relatable way.”

Research supports these observations. A study by RetailMeNot.ca found that 76 per cent of Canadians believe people are strongly influenced by celebrity style choices, and 71 per cent agree that people are more willing to purchase an item if a celebrity has used or supported it.

However, trust varies. A Nielsen study found that only nine per cent of Canadians say celebrity‑endorsement messages resonate with them—while 54 per cent prefer humourous messaging and value‑oriented themes over celebrity-driven campaigns.

For younger Canadians like Deol and Bhatti, authenticity remains a critical element. They’re more likely to respond to endorsements that feel genuine and reflect the values or lifestyle they aspire to.

“Personally, I look at several things when I go to purchase an article. I look at things like is it Canadian? Is it authentic? Do I need the product? Is this purchase worth it?” Deol said.

“So, I wouldn’t say it’s just about the person advertising it, but again, if it’s a Canadian, it’s a bonus.”

With files from Lisa Yeung

This story is part of the Toronto Observer’s Our Canada feature package. Check out more stories and videos.