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Tim Hortons’ most famous game returns with new name and new prizing system

Tim Hortons’ most famous game will relaunch as the fully digital Roll Up To Win, with every chance resulting in a win.
Tim Hortons’ most famous game will relaunch as the fully digital Roll Up To Win, with every chance resulting in a win.

Tim Hortons is celebrating the start of a new era for Roll Up The Rim with a new name for the annual event, more ways to play, and a new prizing system that means every turn is a winner.

In this year’s newly named Roll Up To Win game, the ‘please play again’ message has been retired and every roll wins. The largest prize pool ever includes exciting grand prizes, free coffees and donuts, and new this year, digital prizes like Tims Rewards points and subscriptions to popular streaming services.

Guests will earn one or more rolls on each eligible purchase by scanning for Tims Rewards using their Tim Hortons app or physical card. New this year, guests can also earn prize chances by purchasing select cold beverages, breakfast sandwiches, and breakfast wraps, in addition to purchases of hot beverages.

Last year marked 35 years of Roll Up The Rim. On March 7, 2020, days before it was to launch, Tim Hortons announced changes to the contest due to the emergence of COVID-19.

“It became clear to us in the months that followed the ongoing pandemic was likely to impact Roll Up again this year. As we began evaluating the plan for this year’s contest and making it our most exciting game ever, we focused on two ideas,” said chief marketing officer Hope Bagozzi. “First, the growth of Tims Rewards and the Tim Hortons app were clear signals Canadians are ready for a fully digital contest—and going digital opens up all kinds of new exciting possibilities to evolve the game. And second, we thought what better way to reinvent Roll Up than to retire ‘please play again’ and make every play a win.”

Last year’s contest was to include a sustainability campaign with plans to give away 1.8 million reusable cups as part of a 10-year commitment to change consumer perceptions and habits toward reusable cups. Those cups will be part of this year’s Roll Up prize pool.

Also new this year, guests who place an order for delivery directly through the Tim Hortons app will receive a roll for each eligible item they purchase.

Roll Up To Win kicks off on March 8 and runs through April 4.

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