There’s nothing new about celebrities endorsing goods and services, or food companies partnering with celebrities to promote new menu items.
But it’s not every day that a company gives Justin Bieber credit for breathing new life into it.
Tim Hortons, the Canadian coffee chain, says sales at stores open for at least a year jumped 10.3% in the fourth quarter, from an 11% drop a year earlier.
One key reason: The company partnered with Bieber last November to introduce a line of bite-sized donuts it says the pop star helped create.
The limited-time “Timbiebs Timbits” were available in the flavors of White Chocolate Fudge, Sour Cream Chocolate Chip, and Birthday Cake Waffles. Oh, and you could also tag Bieber merch.
The promotion “was one of the most successful traffic generation initiatives in recent memory and exceeded our internal expectations,” Jose Cil, general manager of Tim Hortons parent company Restaurant Brands International, told financial analysts. .
He described the chain’s Bieber deal as an example of “unprecedented social engagement and increased appeal to younger customers.”
“I’m a Belieber,” Cil said. “You can expect to see more of this exciting partnership in the coming year.”
In one Press releaseTim Hortons said the Biebster had a “fanatic love of the Tims brand”.
“Doing a collaboration with Tim Hortons has always been a dream of mine,” he said, quoting Bieber. “I grew up with Tim Hortons and it’s always been close to my heart.
While that suggests modest life goals on Bieber’s part, the key takeaway is that celebrity food deals and endorsements aren’t going away anytime soon.
McDonald’s launched it in 2020 and a number of other fast food chains have jumped on the bandwagon. Apparently, there’s no shortage of proud celebrities to recognize the lifelong ambitions of being a corporate pitchman.
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