Saint John, NB, Canada / The Wave Feb 17, 2021 1:35 PM Tim Hortons® is going all-digital in this yearâs exciting refreshed Roll Up contest with our largest prize pool ever â and every Roll wins! (CNW Group/Tim Hortons) An annual contest for coffee lovers, is going digital. The tradition of Rolling Up the Rim of a Tim Hortons cup is being retired. Instead, the contest will be offered digitally this year. “It became clear to us in the months that followed that the ongoing pandemic was likely to impact Roll Up again this year. As we began evaluating the plan for this year’s contest and making it our most exciting game ever, we focused on two ideas,” said Chief Marketing Officer Hope Bagozzi.