Tim Hortons: Timbiebs

Tim Hortons, a quick-service restaurant, partnered with singer Justin Bieber to launch Timbiebs, three new flavours of timbits, and generate value through earned media efficiencies, drive traffic and earn reappraisal with younger Canadians, boost sales and turn the brand into a source of pride for young Canadians.

Campaign details

Title: TimbiebsBrand: Tim HortonsProduct: Tim HortonsIdea: GutCountry: Canada

Duration of CampaignLocation/RegionGenderTarget audienceSocio-economic LevelBudget
3 months or lessNorth AmericaNon-specificOtherMiddleThe budget of $4.2M includes celebrity fees, talent fees, pre-production and shoots for TV and social, and post production for TV, Social (paid and organic), Radio, Spotify, OOH and DOOH assets, and celebrity influencer packages.

Objectives

Tim Hortons was in need of a boost in the form of younger guests.

In Canada, Tims isn't just a quick-service restaurant; it's an...

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