TORONTO – Canada’s beloved tradition of “Roll Up the Rim to Win” is making a significant comeback, with Tim Hortons confirming that its iconic hot beverage cups featuring rim rewards will be a staple in future Roll Up to Win contests.

Originally initiated in 1986, the promotion has been a favorite among Canadians for decades, allowing customers to peel back the rim of their cups to reveal prizes ranging from free drinks to larger rewards. However, during the COVID-19 pandemic, the contest transitioned to a digital-only format. This was done to minimize physical interactions, ensuring the safety of both customers and staff by avoiding the handling of physical rims that had been used by customers.

The traditional paper cups were reintroduced during last year's contest, allowing customers to once again enjoy the hands-on experience while still retaining the digital element of the game. This strategic blend of physical and digital engagement aimed to cater to a broad customer demographic, harnessing the nostalgic appeal of peeling rims while also embracing the conveniences of modern technology.

The next iteration of “Roll Up to Win” is set to commence on February 23, 2026, and customers will be able to participate in the promotion both in stores and through the Tim Hortons app. This year is particularly noteworthy as it marks the fortieth anniversary of the contest, a milestone that highlights its enduring popularity and cultural significance within Canada.

Tim Hortons, a brand synonymous with Canadian culture and community, continues to evolve its marketing strategies while staying true to its roots. As the excitement builds for the upcoming contest, customers are eagerly anticipating the thrill of participation and the chance to win a variety of prizes, reinforcing the promotional campaign's position as a staple in the Canadian coffee shop experience.

As the Roll Up to Win promotion gears up for its fortieth anniversary, Tim Hortons not only celebrates a long-standing tradition but also demonstrates an ability to adapt and innovate in response to changing circumstances. With plans firmly in place, the company aims to attract both loyal patrons and new customers, ensuring that the joy of winning remains a part of the Tim Hortons experience for years to come.