Tim Hortons: Timbiebs

Tim Hortons, a restaurant chain, collaborated with Justin Bieber to launch a fully integrated campaign in English and French to revitalise the brand and reconnect with the younger audience.

Background

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...

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