"Doing a Tim Hortons collab has always been a dream of mine,” said Canadian pop superstar Justin Bieber. “I grew up on Tim Hortons and it’s always been something close to my heart."
Tim Hortons and Bieber launched their partnership this week to collaborate on menu innovations and co-branded merchandise, all inspired by Justin’s fanatical love of the Tims brand.
Tim Hortons restaurants across Canada and the United States are now selling a limited-edition selection of Timbiebs Timbits in Chocolate White Fudge, Sour Cream Chocolate Chip, and Birthday Cake Waffle flavours.
Sharing with the Tims team that Timbits are his favourite item on the menu, Bieber embarked on a multi-stage journey with Chef Tallis Voakes, Tim Hortons director of culinary innovation to experiment with different flavour combinations, and collaborate on the recipes that guests can now try for themselves.
The co-branded merch lineup was developed in collaboration with Bieber too, and includes a cozy beanie, a fanny pack, and a tote bag.
Tim Hortons is also giving guests a chance to win a trip to see Justin live in concert and is organizing an auction of autographed merchandise that will benefit the Tim Hortons Foundation Camps.
“What’s amazing about working with Justin is he has an authentic, lifelong relationship with Tims and he was so invested in working on Timbiebs and our future plans together,” said Hope Bagozzi, chief marketing officer for Tim Hortons. The star also filmed a tv commercial for the Timbies launch.
“He knows exactly what our guests already love about the Tims brand and he’s helping us deliver new menu innovations that we know they’re going to love. We’re really looking forward to what’s next.”
Through December, Tims Rewards members can enter to win a trip to see Bieber in concert. Guests can earn an entry for the contest by scanning for Tim Rewards in restaurant, or placing a mobile order in the Tim Hortons app, when purchasing a Timbiebs 10-pack. See timhortons.ca/timbiebs-promotion for all the details and rules.