TIM HORTONS ROLL UP THE RIM TO WIN® CELEBRATES 25 YEARS WITH BETTER ODDS - ONE IN SIX CHANCES - AND MORE PRIZES THAN EVER

Survey finds "rrr" becomes "argghh" as only half of Canadians can pronounce Rrroll Up the Rrrim

OAKVILLE, ON, Feb. 22 /CNW/ - Celebrating its 25th anniversary, Tim Hortons' Roll Up the Rim to Win® is back, with more than 47 million prizes and better odds of winning - one in six - than ever before. 

But rolling up the rim to win will apparently be a lot easier than "rrrolling up the rrrim." A new Harris/Decima study revealed that only 56 per cent of Canadians can roll their r's, making it difficult to pronounce Tim Hortons' signature moniker made famous by Canada's favourite spring time contest.

The study found that 40 per cent of Canadians can roll their r's for one to five seconds and only 20 per cent for more than 15 seconds.  And men can do it better than women. This year, Tim Hortons is putting loyal customers to the test by kicking off the Longest RRRolling R Challenge, encouraging Canadians from coast-to-coast to visit Facebook.com/TimHortons and record their own rrrolling r's.

Roll Up the Rim to Win® is one of the world's largest customer rewards programs. Created in 1986 as a "thank you" to Tim Hortons guests at 246 restaurants in Canada, the unique contest has grown into a global annual event at more than 3,500 restaurants in Canada, the United States and Afghanistan. The biggest prize in 1986 was a snack pack of Timbits. Since then, Tim Hortons has given away nearly 500 cars and hundreds of millions of coffee and donuts.

For 2011, guests who purchase a medium, large or extra large hot beverage have a chance to instantly win a grand prize of one of 40 Canadian-made 2011 Toyota Matrix XRS. Lucky rim rollers also have a chance at 100 Panasonic 3D TV Packages, 1,000 Napoleon Gourmet Grills, 5,000 Raleigh Mountain Bikes, 25,000 $100 Tim Cards, and more than 47 million free hot beverage, donut, muffin and cookie prizes.

"We've rewarded our loyal customers with more than 387 million prizes over the past 25 years," said Bill Moir, Chief Brand and Marketing Officer, Tim Hortons. "Roll Up the Rim to Win is not only an important part of Tim Hortons' history, it has become an annual Canadian tradition. We're excited to provide 16 million more prizes this year and the best odds ever of winning - one in six."

In support of Canadian military personnel serving in Afghanistan, Roll Up the Rim is also continuing in Kandahar, with chances to win one of five cash prizes of $2,500, 250 Roots leather backpacks, 2,500 special edition hats and 14,000 food and drink prizes.

Morrre rrrolling r's survey results:

  • Although 84 per cent of Canadians think it's easy to roll their r's, only 56 per cent can actually do it
  • The highest percentage of Canadians who can roll their r's are in Quebec - 62 per cent
  • Despite Halifax being the city that has the least amount of Canadians who can roll their r's, they can roll it the longest - 29 per cent can roll their r's for more than 15 seconds
  • More Albertans than any other Canadian region believe it's "sexy" to hear a man or woman roll their r's

The contest runs while cup supplies last. Prizes may be claimed until May 22, 2011. Contest rules, regulations, prizing information and winner counts can be found at participating Tim Hortons locations or at RollUpTheRimToWin.com.

For those looking for additional winning options, visit www.rolluptherimtowin.com for a Roll Up inspired game called RRRoll Up Roulette. Between February 21st and March 20th guests can enter every day for a chance to win one of 25 Tim Cards each worth $25 or one grand prize of free coffee for a year. Canadians can also download a RRRoll Up Ringtone for free at www.rolluptherimtowin.com.

 

Tim Hortons Overview

Tim Hortons is the fourth largest publicly-traded restaurant chain in North America based on market capitalization, and the largest in Canada. Operating in the quick service segment of the restaurant industry, Tim Hortons appeals to a broad range of consumer tastes, with a menu that includes premium coffee, flavored cappuccinos, specialty teas, home-style soups, fresh sandwiches, wraps, hot breakfast sandwiches and fresh baked goods, including our trademark donuts. As of November 2010 Tim Hortons had 3,649 systemwide restaurants, including 3,082 in Canada and 567 in the United States. More information about the Company is available at www.timhortons.com.

Did You Know?

Check out some interesting facts from the 25-year history of Roll Up the Rim to Win®:

Roll Up The Rim History

  • Odds of winning have always been 1 in 9, but this year odds are improved to 1 in 6
  • The iconic Roll Up The Rim To Win® cup hasn't  always been red - there has been a blue, brown and even a black cup
  • In 1986, only a few thousand prizes were awarded. In 2011, more than 47 million prizes are available
  • The most valuable prize in Roll Up the Rim's inaugural year was a snack pack of Timbits
  • First year a vehicle was introduced - 1988
  • Since 1986, Tim Hortons will have given away:

         
  • 465 vehicles prizes
         
  • 6,000 TV Prizes
         
  • 21,000 BBQs
         
  • 35,000 Bikes
         
  • $5,000,000 in Cash Prizes
         
  • $8,000,000 in Tim Cards
         
  • 387,000,000 Food & Hot Beverage Prizes

  • Prizes for 2011:

         
  • 40 2011 Toyota Matrix XRS vehicles
         
  • 100 Panasonic 3D TV Packages
         
  • 5,000 Raleigh Mountain Bikes
         
  • 1,000 Napoleon Gourmet Grills
         
  • 25,000 $100 Tim Cards
 
         
  • Over 47 million food prizes
  •  Tim Hortons has created a Roll Up Donut to celebrate the 25th anniversary - the RRRoll Up Raspberry Lemon Donut

For more details and fun facts, check out www.rolluptherimtowin.com

/NOTE TO PHOTO EDITORS: A photo accompanying this release is available at http://photos.newswire.ca. Images are free to accredited members of the media/

SOURCE Tim Hortons Inc.

For further information:

or to speak with a linguist who can teach you how to roll your r's properly, please contact:

Sheryl Davey     Alexandra Cygal
High Road Communications    Tim Hortons
sheryl.davey@highroad.com    cygal_alexandra@timhortons.com
416.644.2274      905.339.5960

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