Tim Hortons is bringing back the option to physically roll up the rim on its cups for its annual “Roll Up To Win” contest. After a five-year absence, the QSR reintroduced the roll up cups for a limited time this year, complementing the existing in-app game play.
Tim Hortons chief marketing officer Hope Bagozzi tells strategy that the cups have become a tradition for “Roll Up To Win” players, and reinforce the contest’ long-standing message that anyone can win without needing a cellphone.
“Tims guests told us they love to play ‘Roll Up’ in the app and want the opportunity to play on the iconic ‘Roll Up’ cup,” Bagozzi says, adding Tim Hortons’ 60th anniversary last year inspired the team to bring back the classic cups for a limited time.
During the pandemic, “Roll Up The Rim” became totally digital and was renamed “Roll Up To Win.” In addition to the social isolation and the inability to physically go to stores, Tim Hortons removed the cups in response to environmental concerns about the waste generated by the contest. By then, its elimination also accelerated the adoption of Tims’ mobile app and loyalty program, both of which are key for the QSR.
Also new this year is the addition of SellOffVacations, Endy and TSN+ as prize partners. They are joining companies that have been collaborating with the restaurant for several years, such as Volkswagen, Samsung and SiriusXM.
In addition, Tims Rewards members can earn now three digital “Rolls” for every eligible Tims at Home product purchased at a Tim Hortons restaurant or participating retailers. Tims Rewards members will also receive an extra digital bonus when they bring their own reusable cup to their local Tims and purchase an eligible hot or cold beverage.
Just like last year, after making an eligible purchase, customers who scan their Tim Hortons app or Tims Rewards card will receive a digital “roll up” to play. Customers must be Tims Rewards members to access their rolls and, to encourage registration, the company is giving users bonus points when they sign up during the roll up contest period and make an eligible purchase.
Bagozzi says this is Tims’ most important campaign each year and is supported by a robust 360-degree media plan that includes TV, OOH advertising, radio, social media and other digital platforms. This year, the brand has created a video about the contest, which will be shared on TikTok to capture the interest of young people. It also intends to generate buzz around the prize winners and run DOOH ads displaying the amount of roll up winners from each city to highlight the breadth of winners across the country.
Gut is supporting the campaign with creative, PHD is handling the media buy and Craft PR.
–with files from Christopher Lombardo
