Tim Hortons’ annual “Roll Up To Win” contest is back with new prize partners and a 360-degree campaign.

The QSR has partnered with SellOffVacations, Endy and TSN+ for this year’s contest, which encompasses a variety of prizes, including electric and off-road vehicles, vacations, electronic products and gift cards. The new partners join companies that have been collaborating with the restaurant for several years, such as Volkswagen, Samsung and SiriusXM.

Tim Hortons chief marketing officer Hope Bagozzi tells MiC that this is Tims’ most important campaign each year, so they always try to partner with brands from different industries to offer a variety of rewards to customers. She says that a big investment in media is also always key to getting the contest into as many households as possible and encouraging them to participate in the contest.

This year’s “Roll Up To Win” is supported by a 360-degree media plan that includes TV, OOH, radio, social media and other digital platforms, with PHD handling the buy. 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.

This year’s contest also differs from the previous ones by bringing back the option to physically roll up the rim on its cups.

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 key to the QSR today.

Despite a five-year absence, Bagozzi says 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 also inspired the team to bring back the classic cups for a limited time, complementing the existing in-app game play.

Also new this year is the option for Tims Rewards members to earn three digital “Rolls” for every eligible Tims at Home product purchased at a Tim Hortons restaurant or participating retailers. Members will also receive an extra digital bonus if they bring their own reusable cup to their local Tims and purchase an eligible hot or cold beverage.

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.

Gut is supporting the campaign with creative, and Craft is managing PR.

–with files from Christopher Lombardo