Tim Hortons’ “Roll Up the Rim to Win” is more than just a marketing campaign; it’s a cherished Canadian tradition that exemplifies the brand’s deep connection with its customers and its innovative spirit. This iconic campaign has a fascinating history, evolving from a simple concept to a digital marvel.

Introduced in 1986, “Roll Up the Rim to Win” began as a straightforward yet ingenious marketing strategy. Customers would buy a cup of coffee and roll up the rim to see if they had won a prize. This instant-win game quickly became a hit, turning a routine coffee run into an exciting experience filled with anticipation. Prizes ranged from free coffees and donuts to bigger items like electronics, cars, and cash, appealing to all kinds of customers. The physical act of rolling up the rim added a fun, tactile element that made the campaign a beloved springtime tradition.

Over the years, “Roll Up the Rim to Win” evolved into a cultural phenomenon. It was more than just a contest; it was an event that Canadians eagerly awaited each year. Tim Hortons promoted the campaign through TV, radio, and print ads, reaching a vast audience and embedding the event into daily conversations. The campaign strengthened brand loyalty, drawing customers for the chance to win prizes as well as their daily coffee fix. Sharing stories of wins and losses became a part of Canadian life, further cementing the campaign’s place in the national fabric.

Despite its enduring success, Tim Hortons recognized the need to modernize the campaign to keep up with changing consumer behaviors and technology. By the late 2010s, the rise of digital platforms and mobile apps offered new ways to engage customers. The COVID-19 pandemic in 2020 hastened this shift. With health and safety concerns paramount, Tim Hortons transitioned the campaign from a physical experience to a digital one, ensuring a contactless and convenient way to participate.

In 2020, the rebranded “Roll Up to Win” campaign made its debut. Instead of physically rolling up the rim, customers now used the Tim Hortons mobile app. By scanning their app during a purchase, they could digitally “roll up” a virtual rim to reveal their prize. This digital shift brought numerous benefits. It attracted a younger, tech-savvy audience and allowed for personalized rewards and promotions. Additionally, the digital format provided Tim Hortons with valuable consumer data, offering insights into customer preferences and behaviors.