Editing Timbits (section)

== Timbiebs ==
In November 2021, Tim Hortons announced a collaboration with Canadian pop star [[Justin Bieber]] to release three limited time flavours along with collaborative merchandise.<ref>{{Cite web |last=The Canadian Press |date=November 10, 2021 |title=Tim Hortons teams up with Justin Bieber to launch Timbit flavours called 'Timbiebs' |url=https://www.cbc.ca/news/entertainment/bieber-tim-hortons-deal-1.6243865 |website=CBC}}</ref> The November 29th release saw chocolate white fudge, sour cream chocolate chip, and birthday cake waffle Timbiebs become available in Canadian and American Tim Hortons. Participating Tim Hortons franchises also sold the Timbiebs branded tote bag, toque, and fanny pack. A French and English television ad also released at the time of the announcement in mid-November.

According to Tim Hortons Chief Marketing Office Hope Bagozzi, the collaboration talks began after Bieber took to Instagram discussing the coffee chain’s lid change in 2019.<ref>{{Cite web |last=Harris |first=Aleesha |date=November 29, 2021 |title=Justin Bieber's Timbiebs Timbits have launched at Tim Hortons  — and the Internet is very into them |url=https://vancouversun.com/entertainment/celebrity/justin-bieber-timbits-have-launched-at-tim-hortons |website=The Vancouver Sun}}</ref> Bieber said "Doing a Tim Hortons collab has always been a dream of mine" in a statement following the collaboration announcement, and that Timbiebs were his “go-to” Tim Hortons item.<ref>{{Cite web |last=Belmonte |first=Lisa |date=February 16, 2022 |title=Timbiebs Were So Successful That Tim Hortons Is Planning More With Justin Bieber In 2022 |url=https://www.narcity.com/timbiebs-were-so-successful-at-tim-hortons-that-there-more-plans-with-justin-bieber-in-2022 |website=Narcity}}</ref>

The collaboration garnered media and fan attention, with many expressing their love for the new flavours. Then-CEO of Restaurant Brands International, Tim Hortons’ parent company, José Cil called the collaboration “one of the more successful traffic-driving initiatives in recent memory” which generated “unprecedented social engagement” in RBI’s Q4 2022 results.<ref>{{Cite web |last=Borzykowski |first=Bryan |date=November 18, 2021 |title=Justin Bieber Might Just Make Tim Hortons Relevant Again |url=https://canadianbusiness.com/people/justin-bieber-timbits-tim-hortons/ |website=Canadian Business}}</ref>