Founded over 58 years ago, Tims is Canada's most iconic brand. With over 4200 restaurants, we are a national institution and a part of Canadians' daily rituals. Despite being the symbol of Canada, the brand has been losing touch with younger Canadians. Over the last decade, Tims was starting to be seen as old-fashioned, stuck in the past and appealing only to older audiences. The truth is, Canadian culture, especially youth culture has been rapidly evolving, and Tims has not been keeping pace. This, combined with a downturn for QSR business due to COVID, meant that Tims needed to revitalise the brand and reconnect with the younger audience.

The answer was found in bringing together a Canadian celebrity with an authentic connection with the brand, Justin Bieber, and a truly iconic Tims product, Timbits. The result was more than a collaboration. It was a co-creation of the most memorable new product in recent Canadian history - Timbiebs.

The new limited edition Timbiebs, included 3 new flavours developed with Justin himself. The partnership was more than a product, extending into a fully-scaled lifestyle launch with a limited edition toque, fanny pack, and tote bag.

Tims has always been a brand that creates products that become iconic markers of Canadian identity. Products like the iconic Canadian coffee order "double-double," the culture-shaping craze of "Iced Capp," or everyone's childhood favourite treat - "Timbits." To re-establish a connection with young Canadians, we needed to do what we've always done: draw on our heritage to create Canada's next iconic, identity-defining product - one that could spark a new wave of Canadian culture.

Insight: The sum can become greater than its parts.

The answer was found in bringing together a Canadian celebrity with an authentic connection with the brand, Justin Bieber, with a truly iconic Tims product, Timbits. "Timbiebs" featured three new co-created flavours, inspired by all of Justin's childhood favourite flavours from Tims.

Key Message: Two Canadian icons come together to create the most Canadian collaboration ever.

Target audience: Mass, skewing 18-34, Bieber fanbase, music lovers, Tims fanbase.

The fully integrated English and French campaign launched across TV, OOH, Radio, Social, In-store, and Digital with over 300 digital channel placements, from customised social content to performance driven media takeovers. There was exclusive content created for Tim Hortons Team Members and a BTS video available only to Tims app users. There was also a contest to win signed merch and tickets to one of Justin’s shows. A full takeover of Yonge & Dundas square supplemented the campaign during the launch week. But the key to the campaign’s success was staying rooted in Justin’s genuine love and admiration for the brand, taking it from “just a celebrity partnership” to a reflection of modern Canadian culture.

Timbiebs drove traffic to restaurants, created excitement for the brand, and generated incremental visits among 18-34 year olds. Sales exceeded the forecasted numbers by five times.

Positive Sentiment was driven by Canadian pride, Timbiebs love and wanting to get in on the craze. 36% of people felt "much" or "somewhat better" about the brand and 38% of them were between the ages of 18-34.

Other highlights include:

? Over 2.1 billion earned impressions.

? #3 on Global trending Twitter and #1 on Canada trending.

? #9 on YouTube Trending

? Featured in publications like The New York Times, CNN, Billboard, People, Fast Company, Hypebeast, TMZ, and more.

? Other Canadian icons, Michael Buble and Shay Mitchell publicly asking for partnerships of their own driving 200K+ engagements.

But most importantly, Tims continues to be flooded with praise from young Canadians who can’t wait to see what Canada’s favourite brand will drum up in 2022.