Tim Hortons has partnered with Justin Bieber for its holiday ad campaign, to launch three new Timbit flavors, called Timbiebs, as well as co-branded merchandise.

The commercial, available in English and French, features the pop star brainstorming new Timbit flavors in an office boardroom. He comes up with the three flavours, which a Tim Hortons employee writes down on the white board as he names them. He also has a great idea on how to name them: Timbiebs.

The three new limited-edition Timbit flavors are chocolate white fudge, sour cream chocolate chip, and birthday cake waffle and will be rolled out on November 29, exclusively in Canada and the US. There will also be three merchandise items for sale, but details about them will be released in the coming weeks.

The coffee and doughnut chain has enlisted, so far, professional hockey players to promote its products. This new celebrity endorsement is expected to attract new, younger, customers. “Justin Bieber is a good opportunity to connect with Gen Z and young millennials,” said in a press statement retail analyst Bruce Winder, who also mentioned that this is something they (Tim Hortons) desperately need to do”.

The Canadian singer said he grew up on Tim Hortons and it’s always been something close to his heart and “Doing a Tim Hortons collab has always been a dream of mine”.