(Photo: CNW Group/Tim Hortons) Tim Hortons’ Roll Up The Rim To Win is going to look different this year. The company is back with a new, all-digital version of its popular yearly contest. Last year, the contest had to swiftly pivot due to health concerns over the emergence of COVID-19. This year, with the pandemic still very much a part of our lives, Tim’s has announced a new, revised, more-COVID-friendly version. Here’s what you need to know about Tim Hortons’ new ‘Roll Up To Win’ for 2021. What’s new this year? For one thing, the name. The contest is no longer Roll Up The Rim To Win, but simply Roll Up To Win—signifying the end of the formerly essential act of rolling up a coffee cup rim in hopes of winning a prize. Last year, the company scrapped paper cups from the contest at the last minute in response to public health concerns about COVID-19, and this year, the contest is permanently implementing that change. In a press release, the company announced its two main goals this year were to pivot to digital, and to retire the “Please Play Again” message, which means