Today, the Restaurant Brands International (RBI) -owned brand, known for its coffee and ‘Timbits’ donut holes, is jumping on the bandwagon of the celebrity collaboration trend with one of the most famous names in Canada. have never emerged from its borders: Justin Bieber. On November 29, Canadian and U.S. locations will offer a limited edition selection of Timbiebs Timbits in cflavors of white chocolate fudge, sour cream chocolate chips and birthday cake waffles, plus a collection of Timbiebs products that has yet to be revealed.
In a statement, the Biebs said, “Collaborating with Tim Hortons has always been a dream of mine. I grew up with Tim Hortons and it has always been close to my heart. There are three Tim Hortons locations in Bieber’s hometown of Stratford, Ontario.
Bieber teased the partnership – created with advertising agency Gut – in an Instagram post on Monday, which also revealed his new corporate email address.
This is just the latest in a growing string of celebrity fast food collaborations, which began when McDonald’s launched its first celebrity ordering partnership with Travis Scott last year. The success of this led to subsequent collaborations with J Balvin, BTS, and Saweetie. In May, the Sweetgreen salad chain announced a partnership with tennis star Naomi Osaka that included a personalized salad bowl; then in August, Taco Bell named Lil Nas X their new Impact Manager.
Burger King, another RBI brand, brought its own twist to the concept with “Keep It Real Meals”, using the real names of artists like Lil Huddy, Nelly and Anitta. Last month, another RBI brand, Popeyes, introduced Megan Thee Stallion Hottie Sauce to spice up their chicken sandwich and new nuggets in the US and 14 other countries.
Bieber is obviously a Tim Hortons fan, and there’s no doubt that RBI is hoping this will help build the brand’s profile in the United States, where she barely fits as a blip to her near-religious entourage. north of the border. Given the appetite for food and by-products from these collaborations, this won’t be the last, just the last.