Tim Hortons is celebrating its rich heritage by bringing back its beloved Roll Up to Win contest – and this year, it’s all about the cup. The iconic hot beverage cups, which allow customers to literally “roll up” the rim to reveal a hidden prize, are making a limited-time return starting February 24, 2025, and running until March 23, 2025. This reintroduction marks a nostalgic nod to the contest’s original charm while blending it with modern digital gameplay.
The popular contest, which first launched in 1986, had shifted to a completely digital format in 2020 as health precautions during the COVID-19 pandemic led Tim Hortons to eliminate physical cup interactions. However, customer feedback proved overwhelming: many missed the tactile excitement of rolling up the cup rim. Chief Marketing Officer Hope Bagozzi explained that after hearing guests’ pleas, the company found a safe way to reintroduce the physical element by having winners show their cup’s rolled rim to staff before depositing it in a prize box.
In addition to the revived rollable cups, Tim Hortons is offering a dual contest experience. Customers can still collect digital “rolls” through the Tims app by making eligible purchases—from beverages and breakfast sandwiches to wraps and lunch/dinner items. Extra bonus rolls are awarded when customers bring their reusable cups or purchase Tims at Home products, with even more opportunities for rewards when signing up for a Tims Mastercard.
With prizes ranging from electric vehicles and vacations to gift cards and free coffees, the contest is designed to captivate longtime fans and attract new participants. Although the physical cup element is available only while supplies last, Tim Hortons is already considering future returns of the classic cup if it meets guest expectations. This blend of nostalgia and innovation is sure to have Canadians rolling with excitement all contest long.
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