Marvel Studios is on a mission to ensure that everyone, everywhere, is aware of its upcoming film Deadpool & Wolverine. Over and above the deluge of OOH and online ads – which are typical for a summer blockbuster – there have been several brand collaborations vying for moviegoers’ attention.

Last week, the titular heroes starred in a spot for Kraft Heinz that compared the brand’s ketchup and mustard to the two heroes. And this week, Ryan Reynolds (the actor behind Deadpool and whose company, Maximum Effort, led production alongside Marvel and 21 Laps Entertainment) teamed up with Tim Hortons to mark the actor’s arrival in Canada for a special screening of the movie in Toronto.

Tim Hortons was a sponsor of the Canadian screening on Tuesday, with the film opening in theatres on Friday. To promote its partnership, the QSR posted a video on Tim Hortons’ TikTok, Instagram, Facebook and YouTube pages, featuring Deadpool relaxing with a Tim’s coffee after his movie’s shoot wrapped.

“Like Tims, this movie is so Canadian in so many ways – the Deadpool character is from Saskatchewan and Wolverine is from Alberta, and the movie is directed by Montreal-native Shawn Levy ­– and we all thought we could have some fun bringing Canada’s favourite coffee and Canada’s favourite Super Hero together,” said Hope Bagozzi, CMO for Tim Hortons.