Earlier this year, Justin Bieber’s social media strategy took a pasting when his Instagram account re-posted a fan account that encouraged fans to put comeback single ‘Yummy’ on repeat on Spotify and buy multiple copies from iTunes (and avail of VPNs) to game his US chart position.

The offending post was swiftly deleted but still left a bad taste in the mouth, although we are still included to believe it was an overzealous social media manager posting it by mistake.

Around the same time, Bieber joined TikTok to ensure he was running a fully modern campaign. As part of that, he partnered with Chipotle in a campaign that was tied into Sunday’s Super Bowl and played out on the video-sharing app.

“On the busiest day of the year for delivery, Chipotle is teaming up with TikTok’s biggest stars to create their very own Chipotle delivery ads that will showcase their personal content styles set to Justin Bieber’s hit song ‘Yummy’,” said the taco and burrito chain in a statement. (The link being, we presume, that they want people to think their food is, ummm, yummy.)

What that meant is that a number of major TikTok influencers – including @daviddobrik (9.5m followers), @zachking (33.2m followers), @ avani (10m followers) and @muslimthicc (1.9m followers) – posted Chipotle-sponsored clips during the ad breaks in the game using the #TikTokTimeout hashtag. This included @ zachking magicking up some food for his houseguests as ‘Yummy’ played and others ordering a Chipotle delivery and eating it to the strains of Justin Bieber.

According to AdWeek, Chipotle claims the campaign reached 95m people during the Super Bowl (roughly equivalent to the size of the total US TV audience for the game), generating 2.5m ‘engagements’.

This was a real Hail Mary pass by Bieber that didn’t quite result in a surprise touchdown but did advance the campaign that bit closer to the 10-yard line.