If you want to reach youth, you need a voice in the world of music and entertainment. Who better to break through the noise than the world’s biggest pop star, Justin Bieber. This campaign chronicles the story of Canada’s most iconic brand and Canada’s most iconic Canadian artist coming together to put a spin on a Tim Hortons classic, Timbits. Born of lifelong love of the brand, we were able to break through the noise and strike a chord with young Canadians.

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.

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 sent a wave of excitement throughout Canada and beyond. Sales exceeded the forecasted numbers and contributed to stronger than expected Q4 results. The campaign even inspired other Canadian icons, Michael Buble and Shay Mitchell to publicly ask for partnerships of their own.

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.

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