Tim Hortons is one of the largest quick-serve restaurant in Canada which was founded in 1964 in Hamilton, Ontario. Tim Hortons is known for its coffee, donuts, fast food and a warm connection with the Canadian people. Every day, Tim Hortons sells over 5 million cups of coffee and despite his strong brand awareness in Canada, Tim Hortons very often launches various promotions and releases a new line of products. Tim Hortons uses a wide variety of different communication channels to popularize their products. On my opinion the purpose of using them is to attract more customers and increase sales. The company uses high quality promotion tools and expensive advertising. The main communications strategies include digital media, sales promotion, radio and TV, event sponsorship and public relations.
In November 2021 Tim Hortons launched a huge campaign with Justin Bieber, they launched a limited-edition lineup of Justin Bieber's Timbiebs Timbits which included 3 new flavors - Chocolate White Fudge, Sour Cream Chocolate Chip, and Birthday Cake Waffle. Jastin himself has clarified that he was happy to work with Tim Hortons because he is a long time fan and that Timbits is his favorite meal at Tim Hortons. The main goal of this collaboration was innovation in the menu, the development of new flavors continued for two years, and Jastin himself took part in the work on recipes and experiments with different flavor combinations. In addition, Jastin has released a new line of merch in collaboration with Tim Hortons, which includes a hat, fanny pack and a tote bag, as well as each Tim Hortons customer can participate in the drawing of Justin's concert tickets.
In my opinion, this collaboration has had a very good effect on Tim Hortons' activities in attracting new customers in the North America region, as well as strengthening brand awareness in the US, since Jastin is a very famous artist in North America and every fan would like to really try the product that he co-produced with Tim Hortons. Other than that, I think both sides benefited and Tim Hortons made the right choice in collaborating with Justin, because Justin has a good audience that is almost identical with Tim Hortons' target audience and Jastin has a very warm relationship with his fans who fully support him in all projects.
Work Cited:
Press, The Canadian. “Tim Hortons Partners with Justin Bieber in Effort to Appeal to Younger Consumers.” Globalnews.ca, Global News, 10 Nov. 2021, https://globalnews.ca/news/8364059/tim-hortons-partners-with-justin-bieber/amp/.
Hortons, Tim. “They're Here! 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.” Tim Hortons Newsroom, Tim Hortons Newsroom, 24 Jan. 2022, http://news.timhortons.ca/theyre-here-the-limited-edition-lineup-of-justin-biebers-timbiebs-timbits-are-now-available-at-participating-tim-hortons-restaurants-in-canada-and-the-u-s-along-with-a-lineup-of-exclusi/.
Sakellariou, Alexandra. “Justin Bieber Collaborates with Tim Hortons in a Huge Canadian Campaign.” TheRichest, TheRichest, 21 Nov. 2021, https://www.therichest.com/rich-powerful/justin-bieber-collaborates-with-tim-hortons-in-a-huge-canadian-campaign/amp/.
Hortons, Tim. Tim Hortons, https://www.timhortons.ca/about-us.
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