We are now well into the month of February and that means that Tim Hortons Roll up the Rim Campaign is back in action. For people who don’t know, this is a marketing exercise, that once a year when you buy Tim Horton’s coffee each single-use cup gives you the chance to win a variety of prizes. It is a cool and fun program but obviously has some inherent issues.
Primarily, I was astonished to see that the coffee giant hadn’t adopted a more sustainable option. As highlighted in this initial article I saw on News 1130. Highlighted in this article was the need for not just Tim Horton’s but also other coffee giants like Starbucks, to find a solution to single-use cups. Considering how much people enjoy the roll up the rim game I doubt it will be successful in changing without consumer support.
That’s why it is my belief that for Tim Horton’s to successfully switch away from this outdated marketing campaign that promotes consumer waste, we need to as consumers choose to take a stand that will force the Tim Horton’s corporate team to rethink this marketing campaign and solve their issue of waste related to excessive cup purchasing. After doing some more research I found that Tim Horton’s has done a lot in the past to set up a framework for creating sustainable change. Particularly with Reducing the impact of the packaging of there products.While also allowing for more access to cup recycling bins. This is included in its 2014 circular product lifecycle infographic. 
However, Tim Hortons hasn’t done much in the way of improving these practices or continued reporting on these in the years following 2014. Further, on that point, their packaging lifecycle could do more to reincorporate the products back into the life cycle.
In order for Tim Hortons to improve consumers need to hold them to their own standards and urge their corporate team to take modern day action to this evolving issue. What do you think? Have you ever bought a coffee from Tim’s just to roll up the rim?
Thanks!
Sources:
OUR INITIATIVES: ENVIRONMENTAL STEWARDSHIP View Our Performance. (n.d.). Retrieved from http://sustainabilityreport.timhortons.com/planet-environmental-stewardship.html#restaurants
Circular Economy System Diagram. (n.d.). Retrieved from https://www.ellenmacarthurfoundation.org/circular-economy/infographic
Tim Horton’s Roll up the Rim campaign kicks off amid growing calls for environmental reboot
