Justin Bieber Inspired 3 New 'Timbits' Flavors at Tim Hortons

Toronto-based fast-feeder Tim Hortons is rolling out special versions of its Timbits donut treats inspired by super-fan and Ontario native Justin Bieber.

You can taste a little Bieb in every bite!

Not really. They’re called Timbiebs, though, available for a limited time in three flavors: chocolate white fudge, sour cream chocolate chip, and birthday cake waffle.

Below, Justin dons a hockey-helmet thinking cap for a goofy Hortons “brainstorming session” from creative agency GUT:

Way to work that whiteboard, Biebs!

“If you go through some of Justin’s old tweets, you can see him posting about missing Tims while he’s on the road, or using hashtag #CANADA and hashtag #CANADIAN while talking about Tims,” brand CMO Hope Bagozzi tells Muse. “Timbits are his favorite menu item, so we set out to design some new flavors that spoke to his tastes, but that our guests would also love.”

There’s an amusing French-language promo clip, too. Spoiler: Bieber’s the star, but he doesn’t actually communicate en français.

“You can tell Justin was willing to have fun with us on the shoot and be goofy and not take himself too seriously,” says Bagozzi. “It was largely unscripted and improvised.”

The artist’s involvement could draw younger diners, though Hortons views Timbiebs as a cross-generational play, given Bieber’s wide-ranging popularity. While the teamup isn’t as all-encompassing as, say, Megan Thee Stallion’s deal with Popeyes, Hortons will also introduce a line of Timbiebs merchandise on Nov. 29 across a select number of its 5,100 shops in the U.S. and Canada. 

Here’s one of Bieber’s social teasers that generated a lot of brand buzz in recent days:

 

 

 

 

View this post on Instagram

 

 

 

 

 

 

 

 

 

 

 

A post shared by Justin Bieber (@justinbieber)

Timbiebs represents another savvy move for Hortons, which previously scored with campaigns about Toronto Raptors fandom, Canada’s cultural diversity, and that time a young Wayne Gretzky met the chain’s namesake and got an autograph.

As for Bieber, he’s keeping it real, choosing promo partners that smartly leverage his personality and interests. For example, he’s a huge hockey fan and recently narrated the story of ESPN’s iconic NHL theme song.

CREDITS

TIM HORTONS
Regional President: Axel Schwan
Chief Marketing Officer: Hope Bagozzi
Senior Director, Marketing Communications: Solange Bernard
Senior Manager, Marketing Communications: Dibba Iran-Parasti 
Senior Manager, Media: Anthony Campos
Senior Manager, Communications: Michael Oliveira
Senior Manager, Quebec Marketing Communications: Kevin Albert
Manager, Communications: Meghan Giffin
Manager, Marketing Communications: Nishtha Sharma
Senior Analyst, Marketing Communications: Ashley Hum
Senior Analyst, Marketing Communications: Michael Plewak
Director, US Marketing Communications: Rebecca Eidelstein
Manager, US Marketing Communications: Pamela Estupinan

GUT AGENCY
Accounts
Ryan O’Hagan: Business Director 
Laura Cavalcanti: Account Supervisor 
Ali Joyaa: Account Executive 
Gurpriya Seth: Account Coordinator 

Production 
Kelly Mark: Senior Producer 
Athena Kouverianos: Director of Production 
Vivian Poon: Producer 

Strategy 
Dino Demopoulos: CSO 
Will Ramos: Social Strategy Director 
Gvantsa Datuashvili: Senior Strategist 
Emily Barnes Senior: Content Strategist 
Chantal Legge: Content Supervisor 

Creative 
Brynna Aylward: Executive Creative Director, Creative Lead 
Matthew Kenney: Creative Director 
Frederick Nduna: Creative Director
Alex Allen: Associate Creative Director 
Andy Tamayo: Associate Creative Director 
Sophia Kossoski: Senior Art Director 
Laura De Santis: Senior Copywriter 
Daniel Zhang Art: Director 
Chris Vena: Copywriter 
Monica Herrera: Designer 
Beth Barnes: Creative Resource Manager 
Junia Parodi: Creative Manager 

THE FRENCH SHOP
Client Service 
Émilie Maranda: Account Director 
Sabrina Desjardins: Account Manager 

Creative Team
Joëlle Fournier: Managing Director, Adaptation 
Valérie Forget: Adaptation Director 
Brigitte Hébert-Carle: Adaptation Copywriter 

Production 
Julie Lorazo: Producer 

MTL Vendors 
La Majeure: Sound Recording and Mixing
Denise Charest: Casting 

MEDIAMONKS
Christina Ho: Team Lead 
Lajor Cole-Etti: Senior Account Manager 
Gustavo Manrique: Project Lead 
Tiffany Ko: Account Manager 

HORIZON BUSINESS SOLUTIONS 
David Mear: Director 
Robyn Van Driel: Supervisor 
Daniel Sekulovski: Supervisor, Media Investment & Activation 

ABMC 
Adrianna Lauricella: Vice President 
Erika Berg Henty: Account Supervisor 
Tatum Treffeisen: Senior Account Executive
Kate Beeks: Account Coordinator 

CRAFT PUBLIC RELATIONS
Lisa Pasquin: President 
Ali Azzopardi: Vice President 

REDAPPLECREATIVE 
Nik Postinger: Audio Producer 
Luke McPeake: Engineer 
Holly Williams: Interim Client Success Executive 

BOY IN THE CASTLE
Production Crew 
Colin Tilley: Director 
Jamee Ranta: EP/Producer 
Cora Johnson: Head of Production 
Clark Jackson: Line Producer 
Elias Talbot: Director of Photography 
David Cho: Production Supervisor 
Kevin Chang: Production Coordinator 
Colleen Smith: Improv Coach 
Niko Phillipides: 1st AD 
Mitchell Dillon: 2nd AD 
Kyle Schifflett: 2nd 2nd AD 

Camera Department 
Quaid Baca: 2nd Unit DoP 
Travis Montgomery: CAM OP 
Trevor Taylor: 1st AC – A cam 
Sharla Cipicchio: 1st AC – B cam 
Bryce Platz: 1st AC – C cam 
Seth Craven: 2nd AC – A cam 
Andy Kennedy: 2nd AC – B cam 
Sam Petrov: DIT 

Electric Department 
Brian “Red” Hickman: Gaffer 
Adam Flores: BB Electric 
Matt Hall: Electric 
Michael Koepke: Electric 
Alfredo Rodriguez: Electric 
Tomas Magana: Driver 

Grip Department 
Adam Shambour: Key Grip 
Jay Lopez: BB Grip 
Richie Warren: Grip 
Marissa Castrejon: Grip 
Randy Crisco: Grip 
Issac Cedano: Grip 

Art Department 
Brandon Mendez: Production Designer 
Duane Russell: Construction Coordinator 
Crystal Griego: Art Coordinator 
Dean Styers: Art Director 
Robb Duncan: Prop Master 
Benjamin Minty: Art Lead 
Richard Roraback: Set Dresser 
James Enrich: Set Dresser 
Armando Nunez: Set Dresser 
Joshua Ponce: Set Dresser 
Alfonso Ariana: Art Driver 
Jevon Dismuke: Art PA 
Priscilla Medina: Art PA 
Tim Madison: FX Operator 

VTR and Audio 
Rul Yacob: Boom Operator 
Ignacio C. Martinez: VTR 
Ignacio Martinez: Mixer 

Talent
Eileen O’Connell: English Team Member 
Thomas Derasp-Verge: French Team Member 
Pierce Mayer: Stand-In 
Mike Fishbein: Talent Solutions Rep 

GRAYSON MUSIC 
Ryan Kondrat: DIrector 
Chris Masson: Engineer 
Kelly McCluskey: Executive Producer 
Rich Hamilton: Music Supervisor 

ROOSTER POST PRODUCTION
Jordan Giles: Editor 
Paul Proulx: Editor 
Mariam Fahmy: French Editor 
Melissa Kahn: Executive Producer 
Soch Nwakaeze: Assistant Editor 
Austin Blackmore: Assistant Editor 

THE VANITY
Color Facility 
Andrew Exworth: Colourist 

VFX/ Online Facility 
Sean Cochrane: VFX Artists 
Kaelem Cahill: VFX Artists 
Adam Silcox-Vanwyk: VFX Artists 
Andrew Farlow: VFX Artists 
Noah Matikainen: VFX Artists 
Nicole Labbe: Producer 
Stephanie Pennington: Executive Producer