TABLE OF CONTENTS



What is Roll up to Win?


Roll Up To Win™ is a national Tim Hortons promotion where guests play in the Tim Hortons app for a chance to win prizes.

This year, and for the first time Pet Valu family of stores, are joining as a prize partner.


Why are we involved?


We want to leverage the Tim Hortons Roll Up To Win partnership to

  • Acquire high-value pet parents
  • Drive incremental in-store visits
  • Show expertise 
  • Convert prize winners into long-term loyal customers across all Pet Valu banners.


What type of prizes is Pet Valu offering?


There is two types of prizes offered in this collaboration:

Customers may win:


1. Pet Valu in-store eGift Cards – Value of $15.00

Won through the Tim Hortons app

Redeemable in Pet Valu family of stores at:

  • Pet Valu, Bosley’s, Paulmac’s, Tisol, Total Pet



2. “Dry Food for a Year” Grand Prizes

A limited number of Tim Hortons guests (15 winners) will win dry food fora year for their pet, fulfilled at Pet Valu family of stores.

*Please note all those gift cards will be sent to the winners loaded with the funds



What are the Key Dates for Roll up to win?


Contest window:

  • Tim Hortons Roll Up To Win™ runs from February 23 – March 22, 2026.
  • Last day for Tim's customer to claim a prize is April 17 , 2026.


When guests might show up with Pet Valu prizes

  • In-store eGift card winners may visit anytime during and after the contest period.
  • “Dry Food for a Year” winners may be contacted during the contest and may visit within the campaign or weeks after the campaign ends.


Important:

  • All contest timing, rules, and deadlines are set and managed by Tim Hortons.
  • Stores do not manage entries, Rolls, or contest deadlines


What to expect In-Store?


Things to expect in store during and after the contest !

  • Guests showing Pet Valu In store eGift cards won through Roll Up To Win™.
  • Your store being identified as the “home store” for a Dry Food for a Year winner.
  • Additional awareness and questions from customers about the Pet Valu x Tim Hortons partnership.


Things you will receive from Marketing regarding the contest


  • A store memo (this toolkit) outlining expectations.
  • Store Signage (POP) - Easel Sign to help guide conversations between ACEs and DPLs 
  • Instructions from Marketing/PR if your store is one of the “Food For a Year “Winners’ local stores . You may then be required or involved in photos, social content, or local PR. (Further instructions and communications will be applied once a winner is identified)
  • We will launch an FAQ page dedicated to the Tim Hortons collaboration to help ACEs answer questions and redirect customers.


What is the DPLs Journey?


Here is more information about the DPLs Journey through the Tim’s Roll up to Win contest :

1. Guests buy at Tim Hortons and play Roll Up To Win™ in the Tim Hortons app.

2. Some guests win Pet Valu prizes (In store eGift cards, Dry Food for a Year).

3. In-store eGift card winners are notified and receive their prize details from Tim Hortons.

4. Dry Food for a Year winners, on the other hand, are notified by email that they have won and they are then contacted by PV Marketing team to plan the delivery of their Gift cards.

4. Winners then visit Pet Valu or our family of stores to redeem their Pet Valu prize in-store.


Important for stores:

We do not handle contest entries or problems with the Tim Hortons app.

Our role is to fulfil Pet Valu prizes and give winners a great in-store experience.




How customers Redeem Pet Valu in-store eGift Cards


UPDATE: PLEASE READ 

DPLS will receive a Prize PIN in the app (short number and letter format), which must be used to claim their prize on the TH Roll up to win website. Once claimed, their actual Gift Card will be EMAILED to them. 


To receive this email, DPLs will have to complete the process on the TIMs app when winning. 

 

  1. In App, dpls will receive a PRIZE PIN CODE to claim their prize on the Tim Hortons Roll up to Win Prize Claim website.
    Example format: MR2JNAG36
  2. DPL must complete the Prize Claim process to redeem that code on the TH site.
  3. Once the process is complete, they will receive an email with their GC info like the below image. 



Gift Card Numbers will follow our standard length and number format, and will be received via EMAIL to the DPL. 

Example of email: 



When a guest presents a Pet Valu in-store eGift card from Tim Hortons:

  • Treat it like a standard Pet Valu gift card.
  • Steps for ACEs:

Enter the eGift card number at POS.

Apply the balance to the guest’s eligible purchase.

Any remaining balance stays on the card for a future visit.

Any amount over the card value is paid by the guest as usual (debit, credit, cash, etc.).

Reminders:

Appendix has step-by-step instructions on how to enter in-store eGift card numbers into POS

No special buttons or overrides are required.


***If the card doesn’t work, follow your normal gift card support process.


How winners Redeem Pet Valu Food For a Year Prize


If your store is linked to a Food for a Year winner, you will be notified by the PV marketing team with additional communications and steps.

What will the Food For a Year Winners receive:

  • A VIP Box with their physical gift cards inside

Store responsibilities:

  • Greet & congratulate the winner – this is a big moment.
  • Assign an Animal Care Expert (ACE) to:

Ask about the pet (age, breed, lifestyle, sensitivities).

Recommend suitable dry food options, if required.

  • Process their prize card like a regular gift card.
  • This is your opportunity to turn this customer into a loyal PV DPL. Make sure to take advantage of that and give them the experience that would make them want to shop with you even after their balance finishes.


Dry Food For a Year – VIP Box


Dry Food for a year winners will receive a VIP Box shipped from Pet

Valu HQ directly.

VIP Box inclusions:

  • 12 Physical Pet Valu gift card ( same as attached) inside a box
  • A Congratulations Letter from the Pet Valu team (handwritten)
  • An instruction letter explaining what their prize includes and how it works.
  • Dog/Cat treats - Performatrin Private Brand
  • Croissant Dog/Cat toy
  • Branded water bottle 
  • Branded Pen




Who Handles Which Questions?


If you are getting questions from our DPLs and your are confused on how to answerthem . Please make sure to refer the DPL to the right party :

Pet Valu / Store / Customer Care handles:

Questions about:

  • Which Pet Valu products can be purchased with the prize.
  • Food recommendations and pet needs.
  • How to redeem Pet Valu in store eGift cards and Food for a Year prizes.

Tim Hortons handles:

  • How to earn Rolls and play Roll Up To Win™.
  • Contest rules, eligibility, odds of winning.
  • Issues with the Tim Hortons app or prizes not showing.
  • Questions about why a guest did or did not win.

Guidance for ACEs:

If the question is about the contest or app, kindly direct guests to the Tim Hortons app or Guest Services.

If the question is about using a Pet Valu prize in our stores, help them or contact Store Support.



Signage & In-Store Experience


All stores will receive:

A special sign (Easel Sign showing - Pet Valu x Tim Hortons branding).

Please:

Place signage in a clean, visible area (at the Cashier or any other key focal point).

Keep it upright, clean, and in good condition during the campaign.

Remove it once the campaign period ends or when instructed by Head Office.

Tip:

Use this as a conversation starter: “Did you hear about the Tim Hortons Roll Up To Win™ Pet Valu prizes?”



Key Contacts and Support


For support, please use your existing Pet Valu channels:

Store Support / Customer Care

For questions about:

  • Prize redemption at POS
  • Gift card issues
  • Food for a Year conditions (from our side)

Marketing: Emily / Anna Maria Contact - emchoi@petvalu.ca, acalaminici@petvalu.ca

For:

  • Media or PR requests
  • Filming or photography in-store
  • Social content involving the promotion

[Marwa Hassan / mahassan@petvalu.ca]

For:

  • Questions about this toolkit
  • Any confusion about the collaboration with Tim Hortons

Reminder:

Please do not contact Tim Hortons directly from the store. Route questions through PetValu support.



Store FAQs – For your team


Q: Can ACEs or Pet Valu employees play Roll Up To Win™?

A: Yes, ACEs can participate like any other guest at Tim Hortons, However, for theintegrity of the contest we recommend not posting about it in Social Media.

Q: What if a guest insists we fix a Tim Hortons app issue?

A: Explain kindly that the contest is run by Tim Hortons, and direct them to the TimHortons app/Guest Services.

Q: What if a Pet Valu gift card doesn’t scan or work?

A: Follow the normal gift card troubleshooting steps and contact Store Support ifneeded.



Redeeming Pet Valu Gift Cards at Checkout - POS


During the Tim Hortons Roll Up To Win™ campaign, some customers may visit your store with a Pet Valu In storeegift card or digital gift card that they’ve won as a prize. 

From an in-store perspective, these cards are processed just like any other Pet Valu gift card.

When a DPL presents a physical or digital prize card at checkout, the ACE will:

  • Scan or enter all items in the transaction as usual
  • Select Gift Card as the tender type
  • Cancel the pin pad swipe prompt by pressing the Red Button
  • Manually enter the gift card number into the POS, and then enter the amount to be redeemed.

 

If the purchase total is greater than the card amount, the POS will automatically return to the tender screen so the remaining balance can be paid with another method (debit, credit, cash, etc.).

 

The following screenshots from our POS system show the step-by-step process an ACE should follow to redeem an in-store eGift card at checkout.






Food for a Year – Winner Communication Plan 


As part of our Tim Hortons Roll Up To Win™ collaboration, a small number of guests (15) will win the Pet Valu “Food for a Year” dry food prize. To make sure we deliver a consistent, premium experience for these winners, I’ve outlined below the communication plan and key steps once Tim Hortons shares winner details with us. 


Objectives 


Our goals for Food for a Year winner communications are to: 

  • Contact each winner within 1 day of receiving their information from Tim Hortons. 
  • Clearly explain what they’ve won, how it works over the year, and what they need to do next. 
  • Assign each winner a home store and connect them with our Animal Care Experts (ACEs). 
  • Create a memorable first touchpoint that reflects our Devoted Pet Lovers positioning and opens the door for potential PR/social storytelling where appropriate. 



Information We Receive from Tim Hortons 


For each Food for a Year winner, Tim Hortons will provide: 

  • Customer name 
  • Phone number 
  • Mailing address (and email, where available) 

Once received, each winner will be logged into an excel sheet with “Food for a Year Winners” tracker and assigned to: 

  • A Pet Valu internal owner (Customer Care) 
  • A recommended home store based on their address 



Contact Timeline & Touchpoints 


Day 1 (information received): 

  • Winner is added to the excel sheet and assigned a home store / customer service. 
  • Store is flagged that they may be linked to a Food for a Year winner (Store communication will be sent separately ). 

Days 1–5: 

  • Primary outreach: phone call from Pet Valu to congratulate the winner and verify details. 
  • If we can’t reach them on the first attempt, we will follow up with: 
  1. Voicemail (where possible) 
  2. email (if available) 
  • Up to 3 call attempts will be made within the first 5 days, each followed by a brief email prompt. 


First Conversation – Key Points to highlight 


On the first successful call, the Pet Valu representative will: 

  1. Introduce themselves and Pet Valu and mention the Tim Hortons Roll Up To Win Food for a Year prize. 
  1. Congratulate the winner and confirm we are speaking with the correct person. 
  1. Explain, in simple terms, what they’ve won: 
  1. A year’s worth of dry food for their pet, fulfilled by Pet Valu and our family of stores. 
  2. How their prize will be delivered (gift cards in a VIP box). 
  1. Confirm key details with DPL: 
  1. Pet type (dog/cat), name, basic info (age, any sensitivities). 
  2. Preferred Pet Valu family store location to act as their home store. 
  3. Best email and mailing address for follow-up communications and prize materials. 
  1. Outline next steps: 
  1. When they can expect to receive their VIP box + prize cards. 
  2. How to redeem their prize in-store and what to bring with them. 
  1. (Optional) Ask if they would be open to hearing from our PR team about potential media or social opportunities, with the understanding that this is completely optional. 


CALL SCRIPT TEMPLATE FOR CUSTOMER CARE:


Subject: CONGRATULATIONS!!! You have been selected as the Tim Hortons Roll Up To Win “Dry Food for a Year” Prize with Pet Valu! 


Hello, this is [Agent Name] calling from Pet Valu Customer Care. I hope you’re doing well today. I’m reaching out regarding the Tim Hortons Roll Up To Win contest — specifically the ‘Dry Food for a Year’ prize.


Before we continue, I just want to ensure I'm speaking with the correct person. Am I speaking with [Winner’s Name]?


If yes:

 “That’s wonderful — and Congratulations! I’m excited to let you know that you’ve been selected as a winner of a full year of dry food for your pet, fulfilled by Pet Valu and our family of stores.”

If no:

“I apologize — is [Winner’s Name] available?”


“To give you a quick overview, here’s exactly what you’ve won:

  • A year’s worth of dry food for your pet — either cat or dog.
  • The prize is fulfilled directly through Pet Valu, or any of our family of stores.
  • Your prize will arrive as a set of gift cards packaged inside a VIP box, which you can redeem in-store for the dry food of your choice. Each gift Card will have a value of $170.00.
  • The VIP box can be delivered to your home address or to your preferred store for pickup.”

“To make sure everything is accurate and personalized, I just need to confirm a few details with you.”


Pet Information

  • “Is your winning pet a dog or cat?”
  • “What is their name?”
  • “How old are they?”
  • “Do they have any food sensitivities or special dietary considerations we should be aware of?”
  • "What size is your pet?"

Preferred Store

  • “Which Pet Valu family store would you like to use as your home store for prize redemptions?”

Contact Details

  • “What is the best email address for follow‑up communications?”
  • “And can I confirm your mailing address for sending the VIP box with your Gift Card?”

“Perfect — thank you for that. Here’s what happens next:

  • You can expect to receive your VIP box and gift cards within approximately [timeframe: 1-2 weeks].
  • Once you have the cards, you can redeem them at your chosen home store for your pet’s dry food throughout the year.

“Before we wrap up, I have one optional question:


Sometimes our PR team reaches out to winners for potential media or social media opportunities — things like sharing photos of your pet or your experience. This is completely optional and there’s absolutely no obligation.”

  • Would you be open to being contacted by our PR team if any opportunities come up?”
  • (Record yes/no.)


“Thank you so much for your time today, and again, congratulations on winning dry food for a year! We’re thrilled to help keep [Pet’s Name] happy and healthy.


If you have any questions at all, please feel free to contact our Customer Care team.
 Have a wonderful day!”

 


After this call, a confirmation email will be sent summarizing the prize and next steps. 



Confirmation Email & Winner Materials 


Following the first call, we will send a short, clear email to the winner that includes: 

  • A warm congratulations and recap of the phone conversation. 
  • Confirmation of: 
  1. Their home store 
  2. The basic structure of their Food for a Year prize (monthly amount, dry food focus) 
  • Instructions on how to redeem the prize: 
  1. Bring their Food for a Year gift card(s) to their home store. 
  2. Ask for an Animal Care Expert for help choosing the right food. 
  • A link to the dedicated FAQ page on petvalu.ca for more details. 

 

CONFIRMATION EMAIL TEMPLATE: (include FAQ Link)

 

Subject: CONGRATULATIONS!!! You have been selected as the Tim Hortons Roll Up To Win “Dry Food for a Year” Prize with Pet Valu! 


Hello [Winner’s Name],


Thank you again for taking the time to speak with us today, and CONGRATULATIONS on winning the Tim Hortons Roll Up To Win “Dry Food for a Year” prize with Pet Valu!

As discussed on the phone:

  • Your prize will be fulfilled by Pet Valu and our family of stores. (Pet Valu, Bosley’s, Paulmac’s, Tisol, Total Pet)
  • You will receive a VIP Prize Box, which includes your gift cards to redeem for your pet’s dry food throughout the year. Each Gift Card will have a value of $170.00.
  • Your VIP Box will be sent to:
    [Confirmed Shipping Address]
    (or to your selected home store, if applicable)
  • Your home store has been noted as:
    [Home Store Name & Location]

We have also recorded the following details about your pet to help us support you if needed:


Pet Type: [Dog/Cat]

Pet’s Name: [Name]

Additional Notes: [Age, sensitivities, etc.]


You can expect your VIP Box to arrive within [1-2 weeks?]. Once you receive it, simply visit your selected home store and present your gift cards to redeem your dry food.

If you have any questions at all, or if anything changes with your contact information, please feel free to reach out to us at any time by calling our Customer Care Team at 1- 800-738-8258.

Additionally, please find a link to the dedicated FAQ page below for more details!


https://www.petvalu.ca/tim-hortons-roll-up-to-win-contest


Optional Media Opportunities:

 If you indicated interest in potential media or social features, our PR team may be in touch separately. Participation is completely optional.

Congratulations once again — we hope this prize helps keep [Pet’s Name] happy and healthy all year long!

Warm regards,


Prize materials (VIP box, cards, printed congratulations and instruction cards) will shipped to the winner’s mailing address, according to our fulfillment process. 


MONTHLY REMINDER EMAIL:


Subject: It’s Time for Your Next Food for a Year Visit! ?

Hello [Winner’s Name],

We hope you and [Pet’s Name] are doing well! This is your friendly monthly reminder that it’s time for your next Food for a Year redemption at your preferred Pet Valu family store.

As a reminder:

  • Your prize includes monthly dry food redemptions for your pet
  • You can visit [Home Store Name & Location] any time this month
  • Simply bring your VIP gift cards from your prize box to redeem your next bag of dry food

If you have any questions about your prize, need help choosing a formula, or if anything has changed with your contact information, feel free to reach out — we’re always happy to help!

Give [Pet’s Name] an extra treat from us, and enjoy your next visit!

Warm regards,


MID YEAR CHECK IN EMAIL:


Subject: A Quick Hello From Pet Valu — We Hope You’re Enjoying Your Food for a Year Prize!

Hello [Winner’s Name],

We hope you and [Pet’s Name] are having a wonderful year so far! Now that we’re about halfway through your Food for a Year prize, we wanted to check in and see how everything is going.

We hope you’ve been enjoying your monthly visits to [Home Store Name & Location], and that the dry food you’ve been selecting has been a great fit for [Pet’s Name]. Your satisfaction — and your pet’s health and happiness — are very important to us.

If you have a moment, we’d love to hear:

  • How your pet is doing
  • Whether you’ve found a favorite formula or brand
  • If you’ve had any challenges or questions about redemption
  • Anything we can assist with for the remainder of your prize period

Your feedback helps us make sure you and your pet get the best possible experience, and it also helps us continue improving programs like this for future winners.

If you need help choosing food, want nutritional guidance, or have changes to your contact information or preferred store, we’re always here to help.

Thank you again for being part of this year’s Tim Hortons Roll Up To Win celebration — and give [Pet’s Name] a scratch or cuddle from us! ??

Warm regards,


END OF YEAR EMAIL:


Subject: Thank You for Being Part of This Year’s Roll Up To Win Journey ?

Hello [Winner’s Name],

As your Food for a Year prize period comes to a close, we wanted to reach out one last time to say a heartfelt thank you!! It’s been a pleasure supporting you and [Pet’s Name] throughout the year, and we truly hope you enjoyed your monthly visits to [Home Store Name & Location].

Whether you discovered a new favorite dry food formula, found helpful guidance from our in‑store team members, or simply enjoyed a little extra convenience each month, we’re grateful to have been part of your pet’s journey this year.

If you ever need recommendations, have questions about nutrition, or are looking for new products to try, our team is always here to help. And of course, we’d love to continue seeing you and [Pet’s Name] in our stores anytime.

Thank you again for being part of this year’s Tim Hortons Roll Up To Win celebration.
We wish you and your furry family member a happy, healthy year ahead — and lots of treats, tail wags, and purrs. ?

Warm regards from the Pet Valu Customer Care Team,



Store & PR Coordination 


  • The home store will receive a notification including: 

Winner’s first name and pet name 

Timing expectations for when they might visit 

Links to the store toolkit and Food for a Year in-store procedures 

  • If the winner has indicated interest in PR/social: 

The PR team will be informed and can follow up with the winner to discuss: 

  • Consent forms 
  • Potential local or national storytelling 
  • Any in-store photo or video opportunities 


Ongoing Touchpoints (Optional) 


To make the full year feel guided and special, we may add: 

  • Monthly reminder emails (e.g., “It’s time for your next Food for a Year visit!”). 
  • A mid-year check-in to see how their pet is doing and whether they’d like to review their food choice with an ACE. 
  • An end-of-year “thank you” message, potentially including an offer to help keep them on their chosen food beyond the prize period. 

These touchpoints will help us build a long-term relationship with winners, not just fulfill a single prize. 


Roles & Responsibilities 


Campaign Lead / Customer Care: 

  • Manages winner tracker 
  • Oversees outreach, call scripts, emails, and follow-ups 

Store Operations: 

  • Ensures home stores understand the process and are ready to welcome winners 

Marketing / CRM: 

  • Supports email/SMS copy and integrates winner touchpoints into existing systems 
  • Updates and maintains the public FAQ page 

PR / Communications: 

  • Manages any storytelling, media outreach, or social content involving winners 
  • Handles consent and approvals for use of names, images, and stories