Tim Hortons Roll Up To Win is Back to Celebrate its 40th Anniversary
Michael Hemsworth — February 22, 2026 — Marketing
References: timhortons & timhortons
The Tim Hortons Roll Up To Win contest is back in celebration of the promotion's 40th anniversary in Canada to encourage consumers to pick up their favorite coffee for a chance to win big.
The promotion revives the classic Roll Up The Rim To Win experience, which will see some cups with their prize hidden under the lip. The contest also incorporates a digital element via the Tims app for fans to play any way they wish. The promotion boasts an array of prizes that range from big to small and will be on offer from February 23 through March 22, 2026 for customers to find.
President of Tim Hortons Axel Schwan spoke on the Tim Hortons Roll Up To Win contest saying, "When we brought Rolling Up The Rim back last spring, the response was incredible and we were reminded how important this iconic Tims tradition is for our guests. So, we’re thrilled to share that Rolling Up The Rim of our cups is coming back – starting on Feb. 23 – and not just for this year, but for years to come.”
The promotion revives the classic Roll Up The Rim To Win experience, which will see some cups with their prize hidden under the lip. The contest also incorporates a digital element via the Tims app for fans to play any way they wish. The promotion boasts an array of prizes that range from big to small and will be on offer from February 23 through March 22, 2026 for customers to find.
President of Tim Hortons Axel Schwan spoke on the Tim Hortons Roll Up To Win contest saying, "When we brought Rolling Up The Rim back last spring, the response was incredible and we were reminded how important this iconic Tims tradition is for our guests. So, we’re thrilled to share that Rolling Up The Rim of our cups is coming back – starting on Feb. 23 – and not just for this year, but for years to come.”
Trend Themes
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Hybrid Physical-digital Promotions — Integration of cup-based contests with mobile apps creates systems that link on-premise purchases to personalized digital rewards and real-time data insights.
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Nostalgic Brand Revivals — Bringing back iconic promotions taps into legacy brand equity and enables premium limited-edition offerings and deeper emotional engagement among lapsed customers.
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Gamified Purchase Incentives — Embedding chance-based and skill-based mechanics into transactions increases visit frequency and opens pathways for tiered loyalty and secondary monetization models.
Industry Implications
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Quick-service Restaurants — Chains can leverage seasonal promotional mechanics to drive traffic spikes, broaden menu attachment rates, and integrate loyalty data across locations.
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Retail Technology Platforms — Providers of loyalty and mobile wallet solutions can enable seamless redemption, fraud-resistant prize validation, and advanced customer segmentation.
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Promotional Merchandise Manufacturing — Producers of cups and packaging can innovate with embedded NFC, QR-linked experiences, and sustainable materials that carry interactive campaign functionality.
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