Justin Bieber has partnered with Canadian fast food chain, Tim Hortons, to launch a limited-edition selection of 'Timbiebs' Timbits in various flavours.
As well as branded merchandise, 'all inspired by Justin's fanatical love of the Tims brand'.
The celebrity endorsement deal marks a departure from the coffee and doughnut chain's usual lineup of professional hockey players, a marketing strategy that could help attract a different demographic.
RELATED: Christina Aguilera for Nintendo
The Peaches hitmaker commented, "Doing a Tim Hortons collaboration has always been a dream of mine. I grew up on Tim Hortons and it's always been something close to my heart."
The partnership aligns with the Canadian singer's frequent social media posts about the restaurant, which have ranged from snapshots of a holiday-themed Tims cup to complaints about a new lid.
Hope Bagozzi, chief marketing officer for Tim Hortons, said Bieber's genuine lifelong love of the brand made the collaboration authentic.
Indeed, the Stratford, Ont.-raised performer has shared posts as far back as a decade ago about missing Tim Hortons while travelling outside Canada.
"Justin is so fervent in how much he loves Tims," Bagozzi said in an interview. "That is the perfect recipe for a collaboration. It's not forced."