Tim Hortons is bringing back its beloved physical cups for the iconic “Roll Up to Win” contest, a move that marks a return to the game’s roots and aims to enhance customer engagement with a classic hands-on experience. The popular promotion, which officially kicks off on February 24, will once again feature hot beverage cups with rims that can be physically rolled up to reveal prizes, offering customers the tactile thrill that made the contest a household favorite for decades.
“Last year, we received a lot of feedback from our guests, and they told us they really missed the cup and the experience of rolling up the rim,” said Hope Bagozzi, Chief Marketing Officer at Tim Hortons. “As we looked at ways to make the game even better this year, the idea of bringing back the physical cups became a key focus.”
First launched in 1986, the promotion was originally known as “Roll Up the Rim to Win,” but underwent significant changes in 2020 when the contest was shifted entirely to a digital format. The transition was implemented as a health precaution during the COVID-19 pandemic, limiting the handling of cup rims by customers and staff.
This year, Tim Hortons has developed a system that addresses these concerns, allowing the return of the rollable rims while ensuring safety. Winning rims will now be presented to staff for verification before being dropped into a designated box, minimizing physical contact.
Despite the return of the classic cups, the digital component of the contest remains an integral part of the promotion. Customers will continue to earn “digital rolls” when purchasing select hot or cold beverages, breakfast sandwiches, wraps, and other menu items. Additionally, digital rolls can be earned when customers use a reusable cup, purchase Tims at Home products, or sign up for a Tims Mastercard.
The physical rim-rolling element will be exclusive to hot beverage cups and available in limited supply. To accommodate the dual nature of this year’s contest, there will be two separate prize pools—one for the digital rolls and another for the physical cups. Both pools will offer a variety of prizes, including vacations, vehicles, gift cards, coffees, and doughnuts, with the contest running until March 23.
While Tim Hortons has committed to bringing back the rollable cups for this limited-time promotion, the future of the cups will be determined by customer reception. “If the response is positive and meets our expectations, we’ll certainly consider continuing this feature in future Roll Up promotions,” Bagozzi added.
The return of the physical cups is expected to rekindle the nostalgia and excitement that originally made the Roll Up contest a staple in Canadian culture.