Saturday, December 11, 2021

Tim Hortons LTO adds Music to the Menu


How do you drive new electricity into a brand that is an industry leader, country icon, and consumer staple? Well, if you are Tim Hortons, you are all of those things, but the best way to edify that relationship with consumers is add another global icon to the mix that is an icon that is a bit younger than your brand. According to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions® that is exactly what Tim Hortons.   

I’m sure you figured out that Tim Hortons and Justin Bieber officially launched their partnership to collaborate on menu innovations and co-branded merchandise, all inspired by Justin’s fanatical love of the Tims brand. It’s clear he could not wait to drive his fans and some new electricity into Tim Hortons menu.

According to Johnson, “Brand relevance is in part driven with innovation in new food products in combination with new avenues of distribution all of which are the platform for the new electricity.” 

Johnson stated “that in my minds-eye the new electricity must be very efficient for the supply and includes such things as fresh foods, developing brands, unique urban clothing, grocerant positioning, fresh food messaging, autonomous delivery, cashier-less retail, plates, glasses, cash-less payments, digital hand-held marketing.

All retailers to survive the next generation of retail must embrace the artificial intelligence revolution while simultaneously embracing fresh food that is portable, fresh, with differentiation that is familiar not different. 

So, the limited-edition lineup of Justin Bieber’s Timbiebs Timbits are now available at participating Tim Hortons restaurants in Canada and the U.S., along with a lineup of exclusive merch.

Participating Tim Hortons restaurants across Canada and the United States are now selling a limited-edition selection of Timbiebs Timbits in Chocolate White Fudge, Sour Cream Chocolate Chip, and Birthday Cake Waffle flavors.

It no surprise to regular Tim Horton customer that Justin shared with the Tims team that Timbits are his favorite item on the menu,(after all many of us love them too), which led to a multi-stage, iterative journey with Chef Tallis Voakes, Tim Hortons Director of Culinary Innovation, to experiment with different flavor combinations and collaborate on the recipes that guests can soon try for themselves.

Justin Bieber stated, "Doing a Tim Hortons collab has always been a dream of mine,”. “I grew up on Tim Hortons and it’s always been something close to my heart."

So, participating Tim Hortons restaurants are also now selling the Timbiebs merch lineup, which was developed in collaboration with Justin and features a cozy beanie, a fanny pack, and a tote bag. Tim Hortons is thrilled with how Justin has been all-in on this partnership, said Hope Bagozzi, Chief Marketing Officer for Tim Hortons, including filming a fun TV commercial for the Timbiebs launch.

Bagozzi continue, “What’s amazing about working with Justin is he has an authentic, lifelong relationship with Tims and he was so invested in working on Timbiebs and our future plans together,”.

“He knows exactly what our guests already love about the Tims brand and he’s helping us deliver new menu innovations that we know they’re going to love. We’re really looking forward to what’s next.”

You have through Dec. 28, guests who are a resident of Canada or the United States and who are registered Tims Rewards members can enter our contest for a chance to win a grand prize concert experience to see Justin. Guests can earn an entry for the contest by scanning for Tim Rewards in restaurant, or placing a mobile order in the Tim Hortons app, when purchasing a Timbiebs 10-pack. 

Are you looking for a new partnership to drive sales? Are you ready for some fresh ideations? Do your food marketing tactics look more like yesterday that tomorrow?  Visit for more information or contact: Remember success does leave clues and we just may have the clue you need to propel your continued success.

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