FILE – Signage for Tim Hortons is seen outside a Tim Hortons restaurant in Toronto, Friday, March 6, 2020. THE CANADIAN PRESS/Cole Burston

FILE – Signage for Tim Hortons is seen outside a Tim Hortons restaurant in Toronto, Friday, March 6, 2020. THE CANADIAN PRESS/Cole Burston

Tim Hortons trims rim from iconic contest with all-digital ‘Roll Up to Win’

Usual prize pool of free coffees, donuts, electronics and vehicles has been expanded

One of Canada’s most recognized marketing campaigns is going fully digital as Tim Hortons swaps out printed messages under rolled up coffee rims for scanning a loyalty card or app.

The chain’s annual spring prize contest is now simply Roll up to Win – rather than Roll Up The Rim To Win – eliminating the fiddly work of rolling up a coffee cup rim with your hands or teeth to reveal a message like “win donut.”

Customers will now scan the Tim Hortons app on their smartphone at the time of purchase to earn a “roll” that could reveal a prize like “free donut,” or scan a loyalty card and later log into the contest’s website to see the rolls and prizes they’ve earned.

“This is such an iconic game,” said Hope Bagozzi, Tim Hortons chief marketing officer in an interview. “Even though it’s changing, we think it’s evolving to be even stronger and we hope guests will love it in its new iteration.”

Tim Hortons has added new menu items to the campaign, with cold beverages and breakfast sandwiches now eligible for prizes in addition to hot drinks.

The usual prize pool of free coffees, donuts, electronics and vehicles has also been expanded to include subscriptions to streaming services and reusable mugs – part of the company’s efforts to increase the sustainability of the contest.

Indeed, the new digital contest addresses past criticism that even customers with reusable mugs had to take a paper cup in order to play.

Meanwhile, Tim Hortons has retired the dreaded “please play again” message. Instead, the company said every roll is a winner, including reward points that can be collected and redeemed for almost anything you can buy at the fast-food restaurant.

Still, while the coffee chain said the rebranded campaign comes with more chances to win and the largest prize pool in its 36-year history, it’s also expecting the changes could take some getting used to for its most ardent fans.

Last year’s campaign kicked off just as the pandemic started and was quickly shifted digital to prevent staff from having to collect rims that had been in people’s mouths.

This served as a transition for customers, Bagozzi said.

“People had to adjust to the fact that their beloved tabs had gone away,” she said.

“It’s sort of a tradition. People are so used to rolling it up with their teeth or had different ways of doing it, so last year was an adjustment.”

Indeed, the rim-based contest was so popular it sparked the most Canadian of inventions – a coffee cup rim-rolling device known as the Rimroller – featured on CBC’s “Dragon’s Den.”

The interactive element hasn’t completely disappeared, Bagozzi said.

“We’ve designed the actual experience in the app to be fun,” she said. “We’ve made it as visceral as we can to mimic the experience of the tab. So there will be sort of a sensation and a noise.”

Tim Hortons parent company Restaurant Brands International Inc. said last week one-third of adult Canadians currently use the coffee chain’s loyalty program.

RBI chief corporate officer Duncan Fulton said the chain’s loyalty program gives the company a “powerful marketing tool” to be able to better tailor offers to customers.

“It allows us to send more targeted offers to people in the future that are more in keeping with what they like,” Bagozzi said. “It gives us the knowledge … to make it more relevant for Canadians.”

The contest will run March 8 to April 4, with an additional two weeks at the end to accept the prizes within the app or website.

READ MORE: Canadians launch petition urging Tim Hortons to remove freshly cracked eggs from breakfast sandwiches

READ MORE: In bid to win market share, Tim Hortons modernizing drive-thrus, upgrading menu items

Brett Bundale, The Canadian Press


Like us on Facebook and follow us on Twitter.

Want to support local journalism during the pandemic? Make a donation here.

Tim Hortons

Just Posted

Asymptomatic testing will now be available for "priority groups" who are most likely to spread the COVID-19 virus to vulnerable or at-risk populations. File photo by THE CANADIAN PRESS
Alberta adds 1,195 new COVID-19 cases Saturday

Red Deer has dropped to 760 active cases

Alberta’s chief medical officer of health Dr. Deena Hinshaw is asking Albertans to do their part by observing gathering limits, staying home if unwell, wearing masks and maintaining physical distance. (Photo by Chris Schwarz/Government of Alberta)
Three new Central zone COVID-19 deaths, Alberta adds 1,433 cases

Red Deer down to 802 active cases of COVID-19

During the summer at peak times and days, the angled parking lot and the small parking additional parking area north of the playground are congested due to visitors utilizing one of the few public boat launches on Pigeon Lake. Image/ Metro Creative Connection.
New parking lot to open in Mulhurst for the summer season

The paid parking lot will be able to accommodate 26 vehicles and trailers.

File photo
Maskwacis and Wetaskiwin RCMP requesting public’s assistance in shooting that left one male injured

The gun shot victim was transported to hospital by STARS Air Ambulance.

Alberta’a chief medical officer of health Dr. Deena Hinshaw said Thursday that there are more than 328,000 vaccine appointments booked over the next seven days. (Photo by Chris Schwarz/Government of Alberta)
Alberta surpasses 2 million doses administered of COVID-19 vaccine

Red Deer down to 835 active cases of COVID-19

Marc Kielburger, screen left, and Craig Kielburger, screen right, appear as witnesses via video conference during a House of Commons finance committee in the Wellington Building in Ottawa on Tuesday, July 28, 2020. The committee is looking into Government Spending, WE Charity and the Canada Student Service Grant. THE CANADIAN PRESS/Sean Kilpatrick
Trudeau didn’t violate conflict rules over WE Charity, watchdog says

Federal ethics commissioner Mario Dion found that former finance minister Bill Morneau did violate the rules

Welcoming cowboy boots at the historic and colourful Last Chance Saloon in the ghost town of Wayne near Drumheller, Alta., on Thursday, Sept. 19, 2019. The bar and hotel are up for sale. THE CANADIAN PRESS/Jeff McIntosh
‘It was a going concern’: Remaining bar and hotel in Alberta coal ghost town for sale

The historic Last Chance Saloon in the ghost town of Wayne in southern Alberta is up for sale

Chief Public Health Officer Theresa Tam listens to a question during a news conference, in Ottawa. THE CANADIAN PRESS/Adrian Wyld
Restrictions will lift once 75% of Canadians get 1 shot and 20% are fully immunized, feds say

Federal health officials are laying out their vision of what life could look like after most Canadians are vaccinated against COVID-19

Chris Scott, owner of The Whistle Stop Cafe, was put in handcuffs after an anti-restriction protest Saturday in the parking lot of the business. (Screenshot via The Whistle Stop Facebook page)
Alberta RCMP investigating possible threat to police after Mirror rally

Online images show RCMP members, vehicles in crosshairs of a rifle

An Israeli attack helicopter launches flares as he flies over the Israeli Gaza border, southern Israel, Thursday, May 13, 2021. (AP Photo/Ariel Schalit)
Singh calls for halt on Canadian arms sales to Israel as violence escalates in region

Government data shows Canada sent $13.7 million in military goods and technology to Israel in 2019

New homes are built in a housing construction development in the west-end of Ottawa on Thursday, May 6, 2021. THE CANADIAN PRESS/Sean Kilpatrick
Budget’s foreign-homebuyers tax could bring in $509 million over 4 years, PBO says

Liberals are proposing a one per cent tax on vacant homes owned by foreign non-residents

A Canadian flag patch is shown on a soldier’s shoulder in Trenton, Ont., on Thursday, Oct. 16, 2014. The Canadian Forces says it has charged one of its members in the death of an army reservist from British Columbia during a training exercise at a military base in Alberta last year. THE CANADIAN PRESS/Lars Hagberg
Canadian Forces member charged in death of army reservist during training exercise

Cpl. Lars Callsen has been charged with one count of negligence

A youth plays basketball in an otherwise quiet court in Toronto on Saturday April 17, 2021. The Canadian Civil Liberties Association is urging the federal and provincial governments to fight COVID-19 pandemic by focusing on proven public health policy interventions including paid sick leave, and education rather than punitive enforcement measures. THE CANADIAN PRESS/Chris Young
Provinces issued more COVID-19 tickets during 2nd wave: CCLA report

‘A pandemic is a public health, not a public order, crisis,’ reads the report

Most Read