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

Get local stories you won't find anywhere else right to your inbox.
Sign up here

Just Posted

Mike Beaudoin, Cory Ross, Don Parker, Harpal Aulakh Bart Schneider, Charles McDevitt and Jordan Cook show off some of the equipment Aulakh donated to the Quesnel Fire Department (Karen Powell Photo - Quesnel Cariboo Observer)
Quesnel business donates rescue sled to fire department

The owner of AUL repair, Harpal Aulakh, supplied $5,000 worth of equipment

The City of Williams Lake is asking for public feedback on whether it should explore the opportunity to host a Greater Metro Hockey League team in Williams Lake. (Angie Mindus photo - Williams Lake Tribune)
City of Williams Lake seeks feedback on hosting junior hockey league team

A league expansion application in Quesnel is also pending

The campground will be inside Quesnel, where the public works building used to be. (City of Quesnel Riverfront Plan)
Quesnel municipal campground project receives $500K in provincial funding

$20 million in funding was given to shovel-ready tourism projects across the province

A timing board was set up so skiers could record their own times. Savannah Robinson, who competes in biathlon as well, got a chance to test her skiing power. She came in second in the 20km classic race. (Cassidy Dankochik Photo - Quesnel Cariboo Observer)
Cariboo Ski Touring Club ‘So-Lo-Ppet’ results

The Quesnel cross-country skiing group was forced to change because of COVID

Members of the Quesnel RCMP Detachment wore their best pink shirts to support anti-bullying efforts. (Back row – Constable Sean Terry, Sergeant Rirchard Weseen, Constable Bob Kalman, Constable Alyssa MacNeil Middle – Constable Doug Erickson, Patti Thompson, Cindy Osip, Constable Cody Brown Front – Dana Bouchard, Staff Sergeant Darren Dodge, Kellie Hipkin) (Karen Powell Photo - Quesnel Cariboo Observer)
Quesnel RCMP goes pink in effort to stop bullying

Officers and staff from the detatchment participated in Pink Shirt Day

Provincial health officer Dr. Bonnie Henry updates B.C.’s COVID-19 situation at the B.C. legislature. (B.C. government)
B.C. reports 10 additional deaths, 395 new COVID-19 cases

The majority of new coronavirus infections were in the Fraser Health region

A new survey has found that virtual visits are British Columbian’s preferred way to see the doctor amid the COVID-19 pandemic. (Unsplash)
Majority of British Columbians now prefer routine virtual doctor’s visits: study

More than 82% feel virtual health options reduce wait times, 64% think they lead to better health

Carolyn Howe, a kindergarten teacher and vice president of the Greater Victoria Teachers’ Association, says educators are feeling the strain of the COVID-19 pandemic and the influx of pressure that comes with it. (Nina Grossman/News Staff)
Stress leave, tears and insomnia: Island teachers feel the strain of COVID-19

Teachers still adjusting to mask and cleaning rules, pressures from outside and within

Captain and Maria, a pair of big and affectionate akbash dogs, must be adopted together because they are so closely bonded. (SPCA image)
Shuswap SPCA seeks forever home for inseparable Akbash dogs

A fundraiser to help medical expenses for Captain and Maria earned over 10 times its goal

The missing camper heard a GSAR helicopter, and ran from his tree well waving his arms. File photo
Man trapped on Manning mountain did nearly everything right to survive: SAR

The winter experienced camper was overwhelmed by snow conditions

Cory Mills, Eric Blackmore and A.J. Jensen, all 20, drown in the Sooke River in February 2020. (Contributed photos)
Coroner confirms ‘puddle jumping’ in 2020 drowning deaths of 3 B.C. men

Cory Mills, Eric Blackmore and A.J. Jensen pulled into raging river driving through nearby flooding

Castlegar doctor Megan Taylor contracted COVID-19 in November. This photo was taken before the pandemic. Photo: Submitted
Kootenay doctor shares experience contracting COVID-19

Castlegar doctor shares her COVID experience

Ashley Paxman, 29, is in the ICU after being struck by a vehicle along Highway 97 Feb. 18, 2021. She remains in critical condition. (GoFundMe)
Okanagan woman in ICU with broken bones in face after being struck by car

She remains in serious condition following Feb. 18 incident

Vancouver International Women in Film Festival kicks off March 5.
Women in Film Festival features two B.C. filmmakers

The 16th annual festival kicks off March 5, 2021

Most Read