Roll Up the Rim to Win is an annual promotional contest, held by Canada's Tim Hortons donut and coffee chain.
The contest is held from March until May of each year, and over twenty million prizes are available. Customers determine if they have won prizes by unrolling the rim on their coffee cup when they have finished their drink, revealing their luck underneath. A vehicle is always up for grabs, and now 20 cars can be won each year. Smaller prizes include free cups of coffee, free donuts, free lunches from the Tim Hortons sandwich and soup menu, etc.
Advertising for the contest has been quite effective, and "R-r-roll up the r-r-im to win" (with rolled Rs) is now a well-known (and well-practiced) phrase.
The contest has also been parodied on the Internet; one popular parody is a photograph of somebody rolling up the rim to reveal the phrase "I peed in your cup. Enjoy."
