True to his Canadian roots, Justin Bieber is launching a new collaboration with fast-food chain Tim Hortons.
According to Cision, the campaign will launch on November 29th with the release of three new donut hole flavors - Chocolate White Fudge, Sour Cream Chocolate Chip, and Birthday Cake Waffle – which are fittingly being referred to as 'Timbiebs Timbits'.
It's also being reported that Tim Hortons x Justin Bieber merchandise is expected to be released later in the year.
Justin reportedly expressed interest in working with Tim Hortons after being a long-time fan of the company's food. The collaboration has been in the works for two years, during which Justin tested various recipes in order to curate the new Timbit flavors.
Tim Hortons has also released a commercial featuring the pop star, which was uploaded to YouTube earlier this month. In the commercial, a marketing employee meets with Justin in order to brainstorm new flavors for the upcoming campaign.
"Justin, we know you've always loved Tim's," she says while showing off a photo of the singer holding a Tim Hortons coffee cup. "Obsessed," Justin replies in agreement.
Since announcing the launch, Justin has shared a variety of promotional posts from his social media accounts. In a press statement, the singer said he's always dreamed of collaborating with Tim Hortons.
"Doing a Tim Hortons collab has always been a dream of mine," Justin explained. "I grew up on Tim Hortons and it's always been something close to my heart."
It's unclear if the new Timbit flavors will become regular additions to Tim Hortons' menu or if they'll only be available for a limited time. It's also unknown what sort of merchandise will become available.
Global News explains that Tim Hortons' decision to partner with the musician represents a new marketing strategy for the chain, which typically partners with professional hockey players. The outlet speculates that it may be an attempt to appeal to a younger audience as well as expand brand awareness in the United States.
So far, the financial terms of the collaboration haven't been made public. It's not known how much Justin is being paid for the collaboration or how much Tim Hortons hopes to make in profits from the high-profile campaign.
Hope Bagozzi, Tim Hortons' chief marketing officer, declined to reveal the cost of the collaboration when asked by Global, but she did say that it was a "worthwhile investment" for the company.
With a net worth of approximately $305 million, Justin reportedly collects at least $700,000 per sponsored Instagram post. Given the multiple social media posts already made, a minute-long commercial, and merchandise on the way, it's safe to assume Tim Hortons may be dishing out six figures to retain the likes of the Bieber.
Sources: Cision, YouTube, Global News, Man of Many,