TORONTO — Tim Hortons, the Canadian multinational restaurant and donut chain, has caught a case of “Bieber fever:” the brand is working with the popstar on menu innovations and co-branded merchandise.
Tim Hortons customers in Canada and the US will get their first taste of the collaboration on Nov. 29, with the launch of limited-edition Timbiebs Timbits, the brand’s version of donut holes, in chocolate white fudge, sour cream chocolate chip and birthday cake waffle flavors. Bieber, a Canadian and avid fan of Timbits, worked with chef Tallis Voakes, the brand’s director of culinary innovation, on the different flavor combinations.
“Doing a Tim Hortons collab has always been a dream of mine,” Bieber said. “I grew up on Tim Hortons and it’s always been something close to my heart.”
Hope Bagozzi, chief marketing officer for Tim Hortons, said Bieber has been all in on the partnership, including filming a TV commercial for the new product launch.
“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,” Bagozzi said. “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.”
A lineup of Timbiebs merch will also be available in participating restaurants in Canada and the US on Nov. 29. More details will be announced soon.
