Tim Hortons is preparing to launch this year’s edition of Roll Up To Win, with items eligible for rewards expanded to include lunch and dinner options to bring a boost a key area of focus on the QSR’s menu.
Also new this year to ramp up the excitement is a daily $10,000 jackpot, which begins on Monday and runs until April 2, as well as the option to earn a bonus roll if a user is placing an order through Roll Up to Win mobile ordering.
“Every year we try to make it bigger and better, and this year is no different,” explains Solange Bernard, senior director of marketing communications for the QSR.
Strategically, it wants to get winners across all dayparts, Bernard says, whether it’s coffee, lunch or dinner. Finding opportunities for people to roll and win, particularly beyond breakfast and beverage, is key. This is especially true this year, as Tim Hortons has made menu innovation with things like sandwiches, wraps and salads a major business priority to drive more business in the afternoons and evenings.
Bernard tells strategy the daily jackpot aspect is about changing the game and making things exciting for guests, which is also a key part of the integrated campaign behind this year’s contest, in market now. One of the main videos focuses on Mirimichi, New Brunswick, which had the most wins in last year’s contest. In line with the QSRs recent advertising, assets feature interviews with real people who have won prizes.
“The idea around the campaign, is all around winning and across the country, certain cities are winning more,” she says.
This year, Tim Hortons wanted to do things that are more customized, like a custom out of home board for the winningest city, and also some other opportunities and platforms like The Weather Network, where it has a prize counter.
Tim Hortons continues to invest in digital and social, key media where younger guests are spending time. However, it’s more about finding organic ways to use platforms where it feels bespoke.
Gut is supporting the campaign with creative, The French Shop does its French language work, MediaMonks is handling the digital buy and Horizon the traditional media.
Bernard says the spend this year is comparable to last year.