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Tim Hortons resumes Roll Up The Rim contest

Tim Hortons has resumed its annual “Roll Up The Rim To Win” contest promotion for a 33rd year. During the promotion, consumers can instantly win prizes by checking under the rim of a hot beverage cup. Prizes this year include 40 Jeep Compass sport utility vehicles, 100 $5,000 prepaid cards from CIBC, 1,000 GT bicycles from Sport Chek and 50,000 Tim Hortons gift cards, as well as 40 million coffee and food prizes. This is the first time Jeep has participated in the contest, which will run until April 17.

The contest is being accompanied by an advertising campaign developed by Zulu Alpha Kilo of Toronto. It consists of a series of documentary-style videos called “Roll Up Legends” that depict the contest as a professional sport. The national campaign also includes out-of-home advertising. In addition, consumers who post images of themselves with a contest cup to Instagram or Twitter will be entered into a draw for a Jeep Compass.

“Unconventional work only happens when you have a client who wants to do something breakthrough for their category,” said Zak Mroueh, chief creative officer at Zulu Alpha Kilo. “Together with our partners at Tims, we wanted to take a modern creative approach to this year’s ‘Roll Up’ campaign. We believe the mockumentary videos will get Canadians both laughing and rolling up the rim.”

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