Editing Tim Hortons (section)

==Marketing==
[[File:Tim Hortons in Winnipeg, MB, Canada.jpg|thumb|An outlet featuring the classic slogan "Always Fresh", in [[Winnipeg]], [[Manitoba]]]]
Tim Hortons' advertising slogans have included "You've Always Got Time for Tim Hortons" and starting in the mid-2000s, "Always Fresh. Always Tim Hortons."

''[[Canadian Business]]'' named Tim Hortons as the best-managed brand in Canada in 2004 and 2005.<ref>{{cite news | title = Tim Hortons Raises {{CAD|783&nbsp;Million}} in Initial Offering | publisher = Bloomberg | date = March 23, 2006 | url = https://www.bloomberg.com/apps/news?pid=10000103&sid=aVbau_WUTixk | first1 = Josh | last1 = Fineman | first2 = David | last2 = Scanlan | url-status = dead | archive-url = https://web.archive.org/web/20090626182130/http://www.bloomberg.com/apps/news?pid=10000103 | archive-date = June 26, 2009 | df = mdy-all }}</ref><ref name="investing-in-an-icon"/><ref name="timbit-nation">{{cite news|title=Timbit Nation |work=Toronto Star |date=March 26, 2006 |url=https://www.thestar.com/NASApp/cs/ContentServer?pagename=thestar/Layout/Article_Type1&c=Article&cid=1143327032563&call_pageid=968332188492 |archive-url=https://web.archive.org/web/20060614182719/http://www.thestar.com/NASApp/cs/ContentServer?pagename=thestar%2FLayout%2FArticle_Type1&c=Article&cid=1143327032563&call_pageid=968332188492 |archive-date=June 14, 2006 |first=Keneth |last=Kidd |url-status=dead }}</ref><ref>{{cite news | title = Troops in Kandahar to get a Tim Hortons shop | date = March 7, 2006 | url = http://www.ctv.ca/servlet/ArticleNews/story/CTVNews/20060306/afghan_timhortons_06030y | archive-url = https://web.archive.org/web/20091227040332/http://www.ctv.ca/servlet/ArticleNews/story/CTVNews/20060306/afghan_timhortons_06030y | url-status = dead | archive-date = December 27, 2009 | work=[[CTV.ca]]}}</ref>

From 2005 to 2023, Tim Hortons was the title sponsor of [[Tim Hortons Brier|the Brier]],<ref name="curling-sponsors">{{cite magazine |last=Burns |first=Michael |date=November 29, 2022 |title=Curling's Iconic Brier Seeks Corporate Home |url=https://www.si.com/curling/news/curlings-iconic-brier-seeks-corporate-home |access-date=December 20, 2023 |magazine=Sports Illustrated |publisher=[[Sports Illustrated]]}}</ref> the annual Canadian men's curling championships, along with the [[Canadian Ringette Championships]].

Shortly before December 2007, Tim Hortons gift certificates were discontinued and replaced with the Quickpay Tim Card.<ref>{{cite web |title=Quickpay Tim Card |url=http://www.timhortons.com/ca/en/timcard/index.html |access-date=February 1, 2010 |publisher=Tim Hortons |archive-date=February 3, 2010 |archive-url=https://web.archive.org/web/20100203141221/http://www.timhortons.com/ca/en/timcard/index.html |url-status=dead }}</ref>

In September 2006, Tim Hortons courted controversy by mandating that employees were not to wear red as part of the [[Red Fridays]] campaign by families of the military to show support for Canadian troops. Within a few hours, Tim Hortons partially reversed its position and has allowed staff in Ontario stores to wear red ribbons or pins to show support for the wear red on Fridays campaign.<ref>{{cite news | title = Tim Hortons relents, workers join 'Red Friday' | work=[[CTV News]] | date = September 29, 2006 | url = http://www.ctv.ca/servlet/ArticleNews/story/CTVNews/20060929/timhortons_reddays_060929}} {{dead link|date=July 2021|bot=medic}}{{cbignore|bot=medic}}</ref>

In June 2009, Tim Hortons USA created Twitter and Facebook pages to drive online traffic.<ref>{{cite web | url = https://twitter.com/timhortonsus | title = Tim Hortons USA | work=Twitter}}</ref><ref>{{cite web | url = http://www.facebook.com/TimHortons | title = Tim Hortons | work=Facebook}}</ref> After Tim Hortons had agreed to provide 250 cups of free coffee in 2009 for a "Marriage and Family Day" hosted by the [[National Organization for Marriage]], the company removed its sponsorship after it was revealed that the NOM was an organization that campaigns against gay marriage.<ref name="Robson">{{cite news | url = https://www.thestar.com/news/gta/article/679214 | title = Tim Hortons withdraws donation to anti-gay event |work=Toronto Star | date = August 11, 2009 | first = Dan | last = Robson}}</ref> The company stated the sponsorship was a violation of the company's policy not to sponsor events "representing religious groups, political affiliates or lobby groups."<ref name="Robson"/><ref>{{cite web | url = http://www.timhortons.com/us/en/about/2759.html | title = Tim Hortons responds to inquiries about Rhode Island event sponsorship | publisher = Tim Hortons | url-status = dead | archive-url = https://archive.today/20120913041740/http://www.timhortons.com/us/en/about/2759.html | archive-date = September 13, 2012 | df = mdy-all }}</ref><ref>{{cite news | url = https://www.cbc.ca/news/tim-hortons-backs-out-of-anti-gay-marriage-event-1.843571 | title = Tim Hortons backs out of anti-gay marriage event | publisher=[[CBC News]] | date = August 10, 2009}}</ref>

On July 12, 2013, it was announced that Tim Hortons had acquired the naming rights to the stadium being built in [[Hamilton, Ontario]]. In 2014, [[Tim Hortons Field]] became the home stadium of the [[Hamilton Tiger-Cats]].<ref>{{cite news|url=http://www.thespec.com/news-story/3889891-goodbye-ivor-wynne-hello-tim-hortons-field/|title=Goodbye Ivor Wynne, hello Tim Hortons Field|newspaper=The Hamilton Spectator|publisher=TheSpec.com|date= July 12, 2013|access-date=July 14, 2013}}</ref>

In June 2015, Tim Hortons pulled a four-week advertising campaign by energy company [[Enbridge]] from its in-store "Tims TV" service after three weeks following a petition by the advocacy group, [[SumOfUs]]. Despite the ads being part of a general "Life Takes Energy" campaign introduced by Enbridge the previous year, the group argued that Tim Hortons' airing of the ads implied an endorsement of controversial projects under development by Enbridge, such as the [[Enbridge Northern Gateway Pipelines|Northern Gateway pipeline]], going on to say that "Enbridge's ad campaign uses attractive actors, cute kids and high production values to hide the real truth—its tar sands project will put ecosystems, salmon and wildlife in danger, create virtually no local jobs, and accelerate climate change." The decision to pull the ads, however, resulted in a boycott of Tim Hortons led by [[Wildrose Party]] leader [[Brian Jean]], who felt that the decision was an attack on Alberta's oil industry because Enbridge is one of the province's top-employing companies.<ref name="cbcnews-brianjean">{{cite web|title=Brian Jean, Wildrose leader, boycotts Tim Hortons after Enbridge ads pulled|url=http://www.cbc.ca/news/canada/calgary/brian-jean-wildrose-leader-boycotts-tim-hortons-after-enbridge-ads-pulled-1.3101820|publisher=CBC News|access-date=June 5, 2015}}</ref><ref name="vice-timhortonsenbridge">{{cite web|title=Tim Hortons Stops Running Enbridge's Ads Following Public Backlash|url=https://www.vice.com/en/article/tim-hortons-enbridge-kill-their-ad-partnership-following-public-backlash-831/|website=Vice News|date=June 4, 2015 |access-date=June 5, 2015}}</ref><ref name="cbc-timhortonsenrdige">{{cite web|title=Tim Hortons yanks Enbridge ads, sparks Alberta backlash|url=http://www.cbc.ca/news/canada/calgary/tim-hortons-yanks-enbridge-ads-sparks-alberta-backlash-1.3100676|publisher=CBC News|access-date=June 5, 2015}}</ref>

In November 2021, the chain began a promotion with Toronto singer [[Justin Bieber]], which included the release of limited edition "Tim Biebs" Timbits and accompanying merchandise.<ref>{{Cite web|title=Review: We tried the three new Justin Bieber 'Timbiebs' flavours and here's what we thought|url=https://vancouversun.com/life/food/local-food-reviews/review-we-tried-the-three-new-justin-bieber-timbiebs-flavours-and-heres-what-we-thought|access-date=2021-11-30|website=vancouversun|language=en-CA}}</ref>

Tim Hortons is also the primary sponsor of [[Forge FC]] a Canadian professional soccer club based in Hamilton, Ontario. The sponsorship aligns with Tim Hortons' commitment to supporting Canadian sports, particularly soccer, which has seen increasing popularity in the country<ref>{{Cite web |date=2025-01-30 |title=Tim Hortons Menu Evolution |url=https://timshortonmenu.com/tim-hortons-menu-evolution/ |access-date=2025-02-02 |language=en-US}}</ref>

As part of the brand's 60th anniversary celebrations in 2024, a musical titled ''The Last Timbit'' was produced at the [[Elgin and Winter Garden Theatres]] in Toronto.

===Canadian cultural fixture===
[[File:Face off (4107858335).jpg|thumb|Parade float featuring the logo for [[Timbits]], a Tim Hortons product, on the raccoon playing ice hockey at the [[Toronto Santa Claus Parade]]]]
Tim Hortons is popularly known as "Timmies" or "Timmy's".<ref>{{Cite web |date=2016-03-05 |title=Canadian Slang Words You Need To Know |url=https://theculturetrip.com/north-america/canada/articles/how-to-speak-like-a-torontonian |access-date=2023-12-24 |website=Culture Trip |language=en}}</ref><ref>{{Cite web |title=25 Canadian slang words you should learn before visiting |url=https://www.contiki.com/six-two/article/canadian-slang-words/ |access-date=2023-12-24 |website=six-two by Contiki |language=en-GB}}</ref><ref>{{Cite web |date=2023-06-20 |title=Canadian Slang: A Guide To Bunny Hugs, Loonies, And More |url=https://www.dictionary.com/e/canadian-slang/ |access-date=2024-03-28 |website=Dictionary.com |language=en}}</ref>  The ubiquity of Tim Hortons, through the wide expansion of its outlets, makes it a prominent feature of Canadian life; Canadians eat more donuts per capita and have more donut outlets per capita than any other nation.<ref>{{cite web|url=http://archives.cbc.ca/IDC-1-69-1371-8375/life_society/canadian_food/clip8 |title=The unofficial national sugary snack|date=September 1, 1994|access-date=April 14, 2006 |url-status=live |archive-url=https://web.archive.org/web/20080303182540/http://archives.cbc.ca/IDC-1-69-1371-8375/life_society/canadian_food/clip8 |archive-date=March 3, 2008 |df=mdy }}</ref><ref>{{cite news|url=https://www.boston.com/lifestyle/food/articles/2008/04/12/canadas_holey_icon_our_eyes_glaze_over/ |title=Canada's holey icon: Our eyes glaze over |newspaper=Boston.com |date=April 12, 2008 |access-date=March 6, 2009 |url-status=live |archive-url=https://web.archive.org/web/20140826230125/http://www.boston.com/lifestyle/food/articles/2008/04/12/canadas_holey_icon_our_eyes_glaze_over/ |archive-date=August 26, 2014 |df=mdy |last1=Beam |first1=Alex }}</ref> Tim Hortons' prevalence in the coffee and donut market has led to its branding as a Canadian cultural icon. The media routinely refer to its iconic status, despite this being a relatively recent development; there were only a few outlets before the chain's expansion in the late 1990s and 2000s.<ref name="investing-in-an-icon">{{cite news | title = Investing in an icon: Why everyone wants a piece of Tim Hortons | work = Ottawa Citizen | date = March 19, 2006 | url = http://www.canada.com/ottawacitizen/news/story.html?id=f695c530-37cd-4b7f-988c-d7c1ab7f964a | url-status = dead | archive-url = https://web.archive.org/web/20110407103531/http://www.canada.com/ottawacitizen/news/story.html?id=f695c530-37cd-4b7f-988c-d7c1ab7f964a | archive-date = April 7, 2011 | df = mdy-all }}</ref><ref name="timbit-nation" /><ref name="icon">{{cite news | title = Tracing the roots of a Canadian icon | work=[[The Gazette (Montreal)|The Gazette]] | date = March 21, 2006 | url = http://www.canada.com/montrealgazette/news/business/story.html?id=42d96107-6b0b-4293-b4f0-020187d1c734 | archive-url = https://web.archive.org/web/20070313175524/http://www.canada.com/montrealgazette/news/business/story.html?id=42d96107-6b0b-4293-b4f0-020187d1c734 | archive-date = March 13, 2007}}</ref><ref>{{cite news | title = Tims holds gains |work=The Globe and Mail |location=Canada | date = March 24, 2006 | url = https://www.theglobeandmail.com/servlet/story/RTGAM.20060324.wtims0324/BNStory/Business | archive-url = https://web.archive.org/web/20070321183931/http://www.theglobeandmail.com/servlet/story/RTGAM.20060324.wtims0324/BNStory/Business | archive-date = March 21, 2007 | first = Tavia | last = Grant}}</ref><ref>{{cite news|title=Bay Street Week Ahead-Tim Hortons serves up hot IPO to go |agency=Reuters News |date=March 26, 2006 |url=http://yahoo.reuters.com/stocks/QuoteCompanyNewsArticle.aspx?storyID=urn:newsml:reuters.com:20060326:MTFH34388_2006-03-26_15-31-02_N24386856&symbol=WEN.N&rpc=44 |url-status=dead |archive-url=https://archive.today/20060428074926/http://yahoo.reuters.com/stocks/QuoteCompanyNewsArticle.aspx?storyID=urn:newsml:reuters.com:20060326:MTFH34388_2006-03-26_15-31-02_N24386856&symbol=WEN.N&rpc=44 |archive-date=April 28, 2006 }}</ref><ref>{{cite news|title=But can iconic coffee chain sustain growth, analysts wonder |work=Winnipeg Free Press |date=March 20, 2006 |url=http://www.winnipegfreepress.com/subscriber/business/story/3391448p-3922704c.html }} {{dead link|date=May 2016|bot=medic}}{{cbignore|bot=medic}}</ref> A series of Tim's television commercials promotes this idea by showing vignettes of Canadians abroad and their homesickness for Tim Hortons. Canadian author [[Pierre Berton]] once wrote: "In so many ways the story of Tim Hortons is the essential Canadian story. It is a story of success and tragedy, of big dreams and small towns, of old-fashioned values and tough-fisted business, of hard work and of hockey."<ref name="investing-in-an-icon" />  Commentator [[Rex Murphy]] posited that the reason Tim Hortons "transmuted into a hallowed piece of [[Canadiana]]" was perhaps consumers' "reverse-preference" against the sudden penetration of [[Starbucks]] in the 1990s.<ref>{{cite web|url=https://www.starbucks.ca/careers/CanadianStory/|title=Our Canadian Story|author=[[Starbucks]]|date=2024}}</ref><ref>{{cite book|title=Canada and other matters of opinion|author=[[Rex Murphy]]|date=2009|isbn=978-0-385-66727-2|page=223|publisher=Doubleday Canada, Limited }}</ref>

Other commentators have bemoaned the rise of Tim Hortons as a national symbol. Rudyard Griffiths, director of [[The Dominion Institute]], wrote in the ''[[Toronto Star]]'' in July 2006 that the ascension of the chain to the status of a cultural icon was a "worrying sign" for Canadian nationalism, adding, "Surely Canada can come up with a better moniker than the Timbit Nation."<ref name="griffiths">{{cite news | url = http://www.winnipegfreepress.com/historic/31792939.html | title = Timbit Nation? |work=Winnipeg Free Press | date = August 15, 2006 | first = Rudyard | last = Griffiths}}</ref>

The recognition of Tim Hortons as a Canadian icon has permeated into American culture as the result of product placement efforts in conjunction with a marketing agency.<ref name=priestly>{{cite web |url=http://o.canada.com/2013/02/06/how-tim-hortons-won-the-internet-with-the-priestley/ |title=How Tim Hortons won the Internet with The Priestley &#124; canada.com |publisher=O.canada.com |access-date=March 3, 2013 |archive-date=February 12, 2013 |archive-url=https://web.archive.org/web/20130212072451/http://o.canada.com/2013/02/06/how-tim-hortons-won-the-internet-with-the-priestley/ |url-status=dead }}</ref> In the American situational comedy ''[[How I Met Your Mother]]'', while standing in a Tim Hortons "just around the corner from the Hockey Hall of Fame", [[Robin Scherbatsky|Robin]], played by Canadian actress [[Cobie Smulders]], called the location the "most Canadian place in the universe". The chain has embraced this comment as an unofficial slogan and has used it in promotional advertisements to emphasize its fixture in modern Canadian culture. The chain has been featured in the TV series ''[[Homeland (TV series)|Homeland]]''.<ref name=priestly /> Another TV show that has Tim Hortons products making an appearance is ''[[The Last Ship (TV series)|The Last Ship]]''.<ref>{{Cite news |date=September 1, 2016 |title=Why you might see 'Tim Hortons' in your town (clue: doughnut holes) |work=[[BBC News]] |url=https://www.bbc.com/news/newsbeat-37242506 |access-date=December 20, 2023}}</ref>

Stan Mikita's Donuts from the movie ''[[Wayne's World (film)|Wayne's World]]'' is supposed to be a parody of Tim Hortons.<ref>Banford, Tab, and Same as source. "96: Big Screen Blackhawks." 100 Things Blackhawks Fans Should Know &amp; Do before They Die, Triumph Books, Chicago, IL, 2014, pp. 246–247.</ref>

==={{anchor|Partnership with Tim Hortons}} Partnerships===
====Cold Stone Creamery====
[[File:TimHortons_NY.JPG|thumb|Shared location with [[Cold Stone Creamery]] in New York City in 2013]]
[[Kahala Brands|Kahala]], the parent company of [[Cold Stone Creamery]], announced in February 2009 that it had reached an agreement with Tim Hortons to open up to 100 co-branded stores in the United States after successfully testing two locations in [[Rhode Island]].<ref>{{cite news |url=https://www.thestar.com/article/583399 |title=Tim Hortons, Cold Stone to create new stores |work=Toronto Star |date=February 6, 2009 |agency=[[Associated Press]]}}</ref> The most notable co-branded store opened in August 2009 when Tim Hortons moved into three Cold Stone Creamery locations in New York City, including its flagship [[Times Square]] location.

In June 2009, Cold Stone Creamery started testing the Canadian market by opening its six co-branded locations with Tim Hortons in Ontario,<ref>{{cite news |url=http://www.amherstdaily.com/index.cfm?sid=260024&sc=498 |title=Tim Hortons to co-brand six stores in Ontario with Cold Stone Creamery |agency=[[The Canadian Press]] |work=Amherest Daily News |date=June 11, 2009 |access-date=September 15, 2009 |archive-url=https://web.archive.org/web/20090615081423/http://www.amherstdaily.com/index.cfm?sid=260024&sc=498 |archive-date=June 15, 2009 |url-status=usurped |df=mdy-all }}</ref> and began expanding its test markets in Canada, including Alberta, Nova Scotia, Ontario, New Brunswick, and British Columbia, and in the summer of 2010, Cold Stone Creamery moved into six Tim Hortons locations in Quebec and one in each of Charlottetown, and Summerside, PEI. However, in February 2014, Tim Hortons chief executive Marc Caira announced that they will be pulling Cold Stone Creamery from all its Canadian restaurants, although Tim Hortons would maintain its locations in the United States.<ref>{{cite news |url=http://www.ctvnews.ca/business/tim-hortons-pulling-cold-stone-creamery-ice-cream-from-canadian-stores-1.1695303 |title=Tim Hortons to co-brand six stores in Ontario with Cold Stone Creamery |last=David Friend |first=David |date=February 20, 2014 |agency=The Canadian Press |publisher=CTV News |access-date=July 11, 2014}}</ref>

====Military partnerships====
[[File:GIs celebrate reenlistment at Kandahar's Tim Hortons.jpg|thumb|A United States Army sergeant making a speech in front a Tim Hortons coffee shop in Kandahar]]
Tim Hortons has outlets on at least seven [[Canadian Forces Base]]s.<ref>{{cite news | url = http://www.timhortons.com/us/en/about/2874.html | title = Tim Hortons strikes gold at Fort Knox| work=Tim Hortons Press Release | date = October 13, 2009}}</ref> TDL Group announced in March 2006, in response to a request by Chief of the Defence Staff, General [[Rick Hillier]], its commitment to open a franchised location at the Canadian Forces operations base in [[Kandahar]], Afghanistan. The new Kandahar location opened on July 1, 2006, in a {{convert|40|ft|m|adj=on}} trailer on the military base.<ref>{{cite news | url = https://www.cbc.ca/news/canada/kandahar-tim-hortons-faces-doughnut-deficit-1.611438 | title = Tim Hortons comes to Kandahar | publisher=[[CBC News]] | date = June 12, 2006}}</ref> The 41 staff members of the Kandahar outlet have been drawn from the [[Canadian Forces Personnel Support Agency]] who received training on such matters as how to handle a potential nuclear weapons or biological weapons attack before working at the military base.<ref name="survival">{{cite news | url = https://www.cbc.ca/news/canada/kandahar-tim-hortons-faces-doughnut-deficit-1.611438 | title = Hopefuls for Tim Hortons Kandahar outlet get survival training | publisher=CBC News | date = May 5, 2006}}</ref> The Canadian Federal government subsidized the operation of the Kandahar outlet in the order of CAD$4–5&nbsp;million per year.<ref>{{cite news|title=Ottawa foots bill for Afghan Tim Hortons: Canadian taxpayer foots nearly $4-million bill |work=[[Canada.com]] |year=2006 |url=http://www.canada.com/globaltv/national/story.html?id=886b7564-148b-4414-b9b2-74d625bef02alink |url-status=dead |archive-url=https://web.archive.org/web/20110407081745/http://www.canada.com/globaltv/national/story.html?id=886b7564-148b-4414-b9b2-74d625bef02alink |archive-date=April 7, 2011 }}</ref> The Kandahar Tim Hortons closed on November 29, 2011, after serving four million cups of coffee and three million donuts over five years.<ref>{{cite news | url = http://news.nationalpost.com/2011/11/24/tim-hortons-closes-up-shop-in-kandahar/ | title = Tim Hortons closes up shop in Kandahar|work=National Post |location=Canada | date = November 24, 2011}}</ref>

The first Tim Hortons outlet at a U.S. military base was opened in 2009 at Fort Knox.<ref>{{cite news | url =https://www.theglobeandmail.com/globe-investor/tims-breaks-into-fort-knox/article1321116 | title = Tims breaks into Fort Knox |work=The Globe and Mail |location=Canada | date = October 13, 2009}}</ref> The following year, a second Tim Hortons outlet was opened at Naval Station Norfolk.<ref>{{cite news | url =http://www.prnewswire.com/news-releases/tim-hortons-opens-on-naval-station-norfolk-82245347.html | title = Tim Hortons opens on Naval Station Norfolk | work=Tim Hortons Press Release | date = January 21, 2010}}</ref> {{As of|2011|November}}, Tim Hortons has five outlets open on four U.S. military bases. Besides the first two, they are also at [[Naval Air Station Oceana]] and two locations at the [[Aberdeen Proving Ground]].<ref>{{cite news | url =http://www.prnewswire.com/news-releases/tim-hortons-cafe--bake-shop-honors-all-us-veterans-with-free-donut-133144598.html | title = Tim Hortons Cafe & Bake Shop Honors All U.S. Veterans With Free Donut | work=Tim Hortons Press Release | date = November 3, 2011}}</ref>

===Roll Up the Rim to Win campaign===
[[File:Tim-horton-lose.jpg|thumb|An example of a losing Roll Up the Rim to Win cup in 2007]]
Each February, Tim Hortons holds a marketing campaign titled "Roll Up the Rim to Win". As of 2007, over 31 million prizes were distributed each year,<ref name="Prizes">{{Cite press release|url=http://www.timhortons.com/ca/en/about/news_archive_2007a.html|title=Rrroll Up The Rim To Win Is Back at Tim Hortons!|access-date=March 10, 2007|publisher=Tim Hortons|date=February 26, 2007|archive-date=February 12, 2009|archive-url=https://web.archive.org/web/20090212215408/http://www.timhortons.com/ca/en/about/news_archive_2007a.html|url-status=dead}}</ref> including cars, televisions, and store products. Customers determine if they have won prizes by unrolling the rim on their paper cups when they have finished their drink, revealing the result underneath. Prizes are not distributed randomly country-wide; each of the company's distribution regions has distinct prize-winning odds.<ref name="rim1">{{cite news | title = Not all rims rrroll up equally |publisher=Canadian Broadcasting Corporation | date = March 15, 2006 | url = https://www.cbc.ca/amp/1.629561}}</ref> The idea for the campaign began in 1985 when Roger Wilson of one of Tim Hortons' supplier of cups, Lily Cup company, approached Tim Hortons with a new idea to increase their sales. Wilson explained his company had created a new cup design that allowed a message to be printed under the rim; the cup type cost no more than the current one and could enable a promotion or contest.<ref>{{cite news|last1=O'Reilly|first1=Terry|title=Small Move, Big Gain: An Encore Presentation|url=http://www.cbc.ca/radio/undertheinfluence/small-move-big-gain-an-encore-presentation-1.3432927|access-date=February 18, 2017|agency=Pirate Radio|publisher=CBC Radio One|date=February 16, 2017}}</ref> Recognizing the opportunity to promote coffee in the normally weak sales period in the spring, the Roll Up the Rim to Win campaign was first held in 1986 when the biggest prize was a snack box of Timbits.<ref>{{cite web|title=Tim Hortons Roll Up The Rim 2012: 5 facts you should know about this iconic promotion |website=HuffPost |date=August 17, 2013 |url=http://www.huffingtonpost.ca/2012/02/22/tim-hortons-roll-up-the-rim-2012_n_1293654.html}}</ref> In 2008, over 88% of major prizes were redeemed.<ref>{{cite web | url = http://www.rolluptherimtowin.com/en/funfacts.php | title = RRRoll Up Fun: Fun Facts | work = RRRoll up the rim to win! | url-status = dead | archive-url = https://web.archive.org/web/20090312141517/http://www.rolluptherimtowin.com/en/funfacts.php | archive-date = March 12, 2009 | df = mdy-all }}</ref>

The contest is popular enough that Paul Kind invented the Rimroller (as seen on ''[[Dragons' Den (Canada)|Dragons' Den]]''), a device for rolling up the rim mechanically.<ref name="rim2">{{cite news | url = http://www.winnipegfreepress.com/historic/32135644.html | title = Finally! A Rimroller!! |work=Winnipeg Free Press | date = March 11, 2007}}</ref>

The contest has seen several controversies including the theft of unrolled cups.<ref>{{Cite web|url=https://ca.news.yahoo.com/history-tim-hortons-roll-rim-related-controversy-181515945.html|title=A history of Tim Hortons' Roll Up the Rim-related controversy|website=ca.news.yahoo.com|date=February 5, 2019 }}</ref> In March 2006, two families were fighting over a [[Toyota RAV4]] [[Sport utility vehicle|SUV]] prize of {{CAD|32,000}} value when their daughters found a winning "roll up the rim" coffee cup in a garbage bin of an elementary school in [[Saint-Jérôme]], [[Quebec]]. The younger girl had found a cup in the garbage bin and could not roll up the rim, so she requested the help of an older girl. Once the winning cup was revealed, the older girl's family stated that they deserved the prize. Tim Hortons originally stated that they would not intervene in the dispute. A further complication arose when Quebec lawyer Claude Archambault requested a DNA test be done on the cup. He claimed that his unnamed client had thrown out the cup and was the rightful recipient of the prize.<ref name="cbc1">{{cite news |date=March 10, 2006 |title=Lawyer wants DNA test on 'Roll up the Rim' cup |work=CBC News |publisher=Canadian Broadcasting Corporation |url=https://www.cbc.ca/news/canada/lawyer-wants-dna-test-on-roll-up-the-rim-cup-1.621961 |url-status=live |archive-url=https://web.archive.org/web/20070216085009/http://www.cbc.ca/canada/story/2006/03/10/hortons060310.html |archive-date=February 16, 2007}}</ref><ref>{{Cite web |title=Families spar over coffee cup prize - UPI.com |url=https://www.upi.com/Odd_News/2006/03/09/Families-spar-over-coffee-cup-prize/27101141925547/ |access-date=2023-09-30 |website=UPI |language=en}}</ref><ref>{{Cite news |date=2006-03-18 |title=Opinion: Only in Canada: Roll up the rim to lose? |language=en-CA |work=The Globe and Mail |url=https://www.theglobeandmail.com/opinion/only-in-canada-roll-up-the-rim-to-lose/article728497/ |access-date=2023-09-30}}</ref> On April 19, 2006, Tim Hortons announced that they had decided to award the prize to the younger girl who had initially found the cup.<ref name="cbc2">{{cite news |date=April 19, 2006 |title=Finders, keepers: Tim Hortons puts a lid on cup contest controversy |work=CBC News |publisher=Canadian Broadcasting Corporation |url=https://www.cbc.ca/news/canada/finders-keepers-tim-hortons-puts-a-lid-on-cup-contest-controversy-1.574977}}</ref> The company has also faced concerns over the amount of additional litter generated by the promotion.<ref>{{Cite web|url=https://www.cbc.ca/news/canada/nova-scotia/roll-up-the-rim-environmental-concerns-1.5023903|title=Tim Hortons urged to green up its roll up the rim contest|work=CBC News|language=en|access-date=2019-03-26}}</ref>

In honour of [[150th anniversary of Canada|Canada's sesquicentennial]], a special edition of the Roll Up the Rim promotion was held in July 2017, with prizes including an "Ultimate Canadian Vacation" valued at $10,000.<ref>{{Cite web |last=Dunham |first=Jackie |date=2017-06-28 |title='Roll Up The Rim' returns: Tim Hortons contest back for Canada 150 |url=https://www.ctvnews.ca/canada/roll-up-the-rim-returns-tim-hortons-contest-back-for-canada-150-1.3479791 |access-date=2020-03-08 |website=CTVNews |language=en}}</ref> In 2018, Tim Hortons began to add digital components to the promotion, via the "Scroll Up the Rim" feature (which gave players a chance at food prizes) on the chain's mobile app.<ref>{{cite news|url=https://mobilesyrup.com/2018/02/07/tim-hortons-roll-up-the-rim-to-win-mobile/|title=With Scroll Up To Win, Tim Hortons re-imagines Roll Up The Rim for the mobile age|date=2018-02-07|work=MobileSyrup|access-date=2018-02-07|language=en-US}}</ref> In 2020, as part of environmental initiatives and to promote the chain's new Tims Rewards loyalty program, Tim Hortons announced that it would only distribute Roll Up the Rim cups during the first two weeks of the campaign. Each eligible purchase by a Tims Rewards member during the first half of the promotion was to earn two electronic entries, and one electronic entry in the second two weeks, redeemable via the Tims Rewards mobile app. Any purchase using a reusable cup was to award three entries.<ref>{{Cite web|url=https://www.thestar.com/business/2020/02/18/tim-hortons-moves-toward-a-digital-roll-up-the-rim-contest.html|title=Tim Hortons moves toward a digital Roll Up the Rim contest|date=2020-02-18|website=Toronto Star|language=en|access-date=2020-03-08}}</ref><ref>{{Cite web|url=https://www.ctvnews.ca/business/how-does-the-new-tim-hortons-roll-up-the-rim-contest-work-1.4818524|title=How does the new Tim Hortons' 'Roll Up The Rim' contest work?|last=Rodriguez|first=Jeremiah|date=2020-02-19|website=CTV News|language=en|access-date=2020-03-08}}</ref>

On March 7, 2020, due to the [[COVID-19 pandemic in Canada|COVID-19 pandemic]], Tim Hortons announced that it had cancelled the distribution of physical cups for the promotion due to concerns that the virus could be spread by returned cups, and that the promotion would be conducted solely via the app. The chain had also joined others in temporarily prohibiting the use of reusable cups for similar reasons.<ref>{{Cite web|url=https://www.thestar.com/news/gta/2020/03/07/covid-19-prompts-tim-hortons-to-get-rid-of-roll-up-the-rim-paper-cups-before-iconic-annual-giveaway.html|title=Tim Hortons gets rid of Roll Up The Rim paper cups amid coronavirus outbreak|date=2020-03-07|website=Toronto Star|language=en|access-date=2020-03-08}}</ref> The changes from 2020 remained in use through 2024, with the promotion therefore being renamed to "Roll Up to Win". In addition, Tim Hortons announced that every electronic entry would be guaranteed to win Tims Rewards points at a minimum.<ref>{{Cite web|date=2021-02-16|title=Tim Hortons' 'Roll Up The Rim' contest goes fully digital in 2021|url=https://www.cp24.com/news/tim-hortons-roll-up-the-rim-contest-goes-fully-digital-in-2021-1.5310553|access-date=2021-03-02|website=CP24|language=en}}</ref> In February 2025, Tim Hortons announced that physical cups would return to the promotion alongside digital entries for a limited time.<ref>{{Cite web |agency=The Canadian Press |date=2025-02-04 |title=Tim Hortons brings back the cups for Roll Up to Win contest |url=https://www.ctvnews.ca/business/article/tim-hortons-brings-back-the-cups-for-roll-up-to-win-contest/ |access-date=2025-03-04 |website=CTVNews |language=en}}</ref>