Tim Horton’s brings back roll-up-the-rim cups

Hot beverage cups with rims that can be rolled up to reveal a prize when the promotion gets underway on Feb. 24.

Chief marketing officer Hope Bagozzi said that last year’s roll-up was all digital and so many Canadians missed the act of rolling up the rim. (Teeth or thumbs?)

The promotion was first launched in 1986 but was known as Roll up the Rim to Win until 2020 when the company moved the contest to a completely digital format. The shift was meant to keep staff from having to handle rims gripped and sipped by customers during the COVID-19 pandemic.

Tims has been able to bring cups with rollable rims back, in part because it found a way to navigate health concerns; winners will now show Tims staff their winning rims before dropping them in a box.

Related: Tim Hortons Celebrates 60 Years with a Musical Extravaganza: "The Last Timbit"

But the return of physical rim rolling won’t kill the digital element of the promotion.

Customers will be able to earn “digital rolls” when they buy select hot or cold beverages, breakfast sandwiches, wraps and other lunch and dinner food items, or when they bring a reusable cup to fulfil their order, buy Tims at Home products or sign up for a Tims Mastercard.

Only hot beverage cups will be able to physically be rolled up, but they’ll come in limited supply.

Because of the promotion’s digital and physical nature, there will be two prize pools, but both will offer customers the chance to win vacations, vehicles, gift cards, coffees and doughnuts until March 23.

PHOTO CREDIT: Tim Horton's "Roll Up the Rim to Win" branded cups, which have a rim that can be rolled upwards to reveal a prize, are seen in an undated handout photo. THE CANADIAN PRESS/HO-Tim Horton's...