Tim Hortons is rolling back the clock on its famous Roll Up to Win contest, reintroducing paper cups with rollable rims for the first time since 2020.
The contest returns on February 24 with prizes from free coffee to vacations up for grabs until March 23.
Both physical cups and digital entries will be used for this year’s content.
Tim Hortons announced on Monday that it would bring back cups featuring peelable rims after customers requested the nostalgic experience.
"Last year after Roll Up, we did hear some feedback from guests that they really love the game, but were missing the cup, the really tactile rolling up the rim," said Hope Bagozzi, Chief Marketing Officer of Tim Hortons.
"When we took stock of last year's game and said, how do we make it even better ... could we bring the cups back in some shape or form? That sort of became part of the impetus."
Originally called Roll Up the Rim to Win when it launched in 1986, the contest went fully online in 2020 due to COVID-19.
Physical cups were scrapped as staff avoided handling rims touched by customers.
Tim Hortons said it has addressed health concerns as winners will show staff their rolled-up rims before tossing cups into designated boxes.
While hot beverages will come in limited-edition rollable cups, the contest keeps the digital contest as well.
Customers can earn “digital rolls” by purchasing select drinks, food items, Tims at Home products, or reusable cups, or by signing up for a Tim Hortons Mastercard.
Both physical and digital entries offer chances to win vehicles, vacations, gift cards, coffee, and donuts.
Bagozzi said the company will assess whether to keep physical cups beyond this year’s contest.
"If it's really well received, guests really like it, and things go to expectation, that's something we'll evaluate at the end of this year's game and then determine if it makes sense to bring it back," said Bagozzi.
The contest runs until March 23, with rollable cups available while supplies last.
