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.

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 contest has grown into a global annual event at more than 3,500 restaurants in Canada, the U.S., 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 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," says Bill Moir, chief brand and marketing officer at Tim Hortons. "Roll Up the Rim to Win is not only an important part of Tim Hortons' history, it has become an annual rite of spring. We're excited to provide 16 million more prizes this year and improve the odds of winning to one in six."

In support of 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.

This year, Tim Hortons is also challenging Roll Up fans to pronounce its signature "Rrroll up the Rrrim" moniker and take the Longest RRRolling R Challenge by visiting Facebook.com/TimHortons to record their own rolling r's.

Marketing & Promotions, News, Tim Hortons