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CONTEST RULES

A Million Ways to Eat All-Bran Recipe Contest

HOW TO ENTER

1.

The A Million Ways to Eat All-Bran* Recipe Contest (the “Contest”) commences at 12:01am EST on August, 23 2010 and concludes at 11:59 pm EST on October 20, 2010 (the “Contest Period”). The time at which the Contest concludes is referred to in these Contest Rules as the “Contest Closing Time”. This Contest is sponsored by Kellogg Canada Inc. (the “Contest Sponsor”).

2.

To enter the Contest go to www.allbran.ca (the “Website”) and follow the online instructions to submit an original recipe using the official online entry form. Complete the Contest entry form in full and submit it as instructed by the Contest Closing Time. Entries can be submitted by mail to: A Million Ways to Eat All-Bran Recipe Contest, c/o Rogers Marketing Solutions, One Mount Pleasant Rd., 11th Flr, Toronto, ON M4Y 2Y5.

a.: The recipe submitted must include one or more of the following as an ingredient: All-Bran Buds* cereal, All-Bran Original* cereal, All-Bran* Bran Flakes cereal. Recipe must be original (an original recipe is one's own creation and not copied from another source). Your recipe must include: recipe name, a complete list of ingredients, exact measurements, the number of servings and preparation instructions. Ingredients must be readily available in Canada. The Contest Sponsor reserves the right to modify or edit the recipe, and may publish in any media whatsoever without the consent of the entrant, or:
b.: Submit a quick tip (“Tip”) for adding an All-Bran* cereal into your meal, snack or a food. The Tip submitted must include one (1) or more of the following: All-Bran Buds* cereal, All-Bran Original* cereal, All-Bran* Bran Flakes cereal, All-Bran* Strawberry Medley cereal, All-Bran* Strawberry Bites cereal. The Contest Sponsor reserves the right to modify or edit the quick tip, and may publish in any media whatsoever without the consent of the entrant.
c.: Entries are not eligible and will be disqualified if entrants are food professionals, such as a chef, food writer or someone who creates recipes for pay.

3.

No purchase necessary. Unlimited entry per person. Any use of robotic, automatic, programmed or entry methods not authorized by these rules, shall be deemed as tampering and will void all such entries. Only entries submitted via the electronic entry form or by mail as indicated above will be acceptable.

4.

You must confirm that you have read and agree to the Contest Rules, and submit your entry online or by mail. All entries become the property of the Contest Sponsor and will not be returned.

ELIGIBILITY

5.: The Contest is open to legal residents of Canada who have reached the age of majority in their Province/Territory of residence, excluding (a) residents of the Province of Quebec, (b) employees, directors, officers, representatives and agents of (i) the Contest Sponsor (ii) its advertising and promotional agencies, and (iii) participating retailers, and (c) all persons with whom those in (b) are domiciled. An entrant must meet the eligibility criteria set out in these Contest Rules from the time of entry until the time he/she is confirmed a winner (if he/she becomes a winner). Without limiting any other provision of these Contest Rules, an entrant will not be confirmed a winner until the completed and signed Prize Claim Form is received at the address, and within the time period, set out in paragraph 26 of these Contest Rules (see below for details respecting Prize Claim Form and other Contest requirements).
6.: The Contest Sponsor reserves the right to require proof of eligibility, which proof shall be in the form required by the Contest Sponsor.
7.: By entering this Contest, entrants consent to the use of their entry, name, city of residence and any photograph of or that may be taken in publicity carried out by the Contest Sponsor and its advertising agencies, without further notice or compensation.
8.: No communications will be entered into except with selected entrants unless they have opted to receive future Kellogg communications.

PRIZES & ODDS OF WINNING

9.

There is one (1) Grand Prize, two (2) Secondary Prizes and ten (10) quick mixing tip prizes (“Quick Tip Prizes”) available to be won at the outset of this Contest.

10.

The Grand Prize consists of:

●: A cheque in the amount of Ten Thousand Canadian Dollars ($10,000.00), towards a kitchen makeover.
●: Winning recipe will be featured within an All-Bran* ad campaign with Rogers Publishing Limited. Actual in-market timing to be determined at the discretion of the Contest Sponsor.
●: Winning recipe may be featured on www.allbran.ca.
●: Potential promotion of Grand Prize winner and recipe to local media via a targeted media relations campaign.

Approximate retail value of the Grand Prize is Ten Thousand Canadian Dollars ($10,000.00).

11.

The Secondary Prize consists of:

●: One (1) gift card, each having an approximate retail value of Five Hundred Canadian Dollars ($500.00), towards purchases made at the Hudson's Bay Company.

Approximate retail value of each Secondary Prize is Five Hundred Canadian Dollars ($500.00).

12.

All entrants who entered a Tip as opposed to a recipe, will be eligible to win one (1) of ten (10) Quick Tip Prizes, consisting of:

●: One (1) gift card, each having an approximate retail value of Fifty Canadian Dollars ($50.00), towards purchases made at the Hudson's Bay Company.
●: Winning Tips may be featured on www.allbran.ca.

Approximate retail value of each Secondary Prize is Fifty Canadian Dollars ($50.00).

13.

Approximate odds of winning the Grand Prize, the Secondary Prizes and Quick Tip Prizes depend on the total number of eligible entries received by the Contest Closing Time. All entries that are incomplete, illegible, damaged, irregular, have been submitted through illicit means, or do not conform to or satisfy any condition of the rules may be disqualified by the Contest Sponsor.

14.

All taxes and other costs relating to the Contest and the Grand Prize not expressly covered by the Contest Sponsor are the responsibility of the individual winner.

HOW GRAND PRIZE AND SECONDARY PRIZES ARE AWARDED

15.: The Grand Prize will be selected by a judging panel consisting of expert Chef David Lee, and at least one (1) representative from each of the Contest Sponsor, Starcom Worldwide and Rogers Publishing Limited (the “Judging Panel”), according to the judging criteria set out below, subject to these Contest Rules (including without limitation the Prize Claim Form). This will occur on or around Thursday, November 4th 2010 at 12:00pm EST in Toronto, Ontario from all eligible entries received by the Contest Closing Time.
16.: Initial judging will be done by Rogers Publishing Limited and a total number of twenty (20) Semi-Finalists will be chosen. These Semi-finalist recipes will be assessed by the Judging Panel and narrowed down to 10 recipes which will be prepared and tasted by the Judging Panel who will determine the potential Grand Prize winner and the potential Secondary Prize winners.
17.: Contest entries will be evaluated against a series of judging criteria (appropriate use of eligible products in addition to Taste, Appearance, Creativity, Consumer Appeal, nutrition considerations). Furthermore, to be eligible for the contest the recipe submission must include a minimum of a ½ cup of All-Bran Original* cereal or ½ cup All-Bran Buds* cereal or 1 ½ cups of All-Bran* Bran Flakes cereal for every 4 servings of the recipe).

HOW QUICK TIP PRIZES ARE AWARDED

18.: A random draw by an agent of the Contest Sponsor, from all tips received as of the Contest Closing Time will be made at approximately 12:00pm EST on October 29th 2010, in Toronto, Ontario.
19.: Judges will disqualify previously published recipes, such as but not limited to those in cookbooks, in magazines, from food companies, on food or recipe websites and winners in cooking contests, unless the recipe features changes considered significant by the judges. Judges reserve the right to assign entries to the Recipe Category they deem appropriate. Decision of the judges is final in all matters relating to this Contest.
20.: If your entry is selected as the winner of the Grand Prize, Secondary Prizes, or Quick Tip Prizes you will be notified by phone, e-mail or regular mail to confirm eligibility.
21.: Prior to being declared a winner, a Prize Claim Form will be e-mailed to you for completion (see below for details regarding the Prize Claim Form and the skill-testing question requirement).
22.: If a selected entrant cannot be contacted within five (5) days of being selected (including, where an e-mail or regular mail is sent, if a response is not received within such five (5) day period), or if a selected entrant is ineligible or does not comply with the Contest Rules, such entrant will have forfeited his/her opportunity to win a prize and an alternate entrant will be selected to win, subject to these Contest Rules.
23.: The winners may be required to certify, on information and belief, that his or her recipe is his or her original creation which has not been published, or won a prize previously. By entering the Contest and uploading a recipe or tip, each entrant: (i) grants to the Contest Sponsor, in perpetuity, a non-exclusive license to publish, display, reproduce, modify, edit or otherwise use the recipe/tip, in whole or in part, for advertising or promoting the Contest or for any other reason; (ii) waives all moral rights in and to his/her recipe/tip in favour of the Contest Sponsor; and (iii) agrees to release and hold harmless the Contest Sponsor and its advertising and promotion agencies, the contest judges and each of their respective agents, employees, directors, successors, and assigns against any and all claims based on publicity rights, defamation, invasion of privacy, copyright infringement, trade-mark infringement or any other intellectual property related cause of action. For greater certainty, the Contest Sponsor and/or the contest judges reserve the right, in their sole discretion, to modify, edit or remove any recipe or tip, or to request an entrant to modify or edit his or her recipe/tip if a complaint is received with respect to the recipe/tip, or for any other reason.
24.: If a selected Semi-Finalist cannot be reached within five (5) days following the selection, incorrectly answers the skill-testing question, declines the prize, or fails to return a Release of Liability as specified below, another entrant will be selected from all remaining entries received. To be declared a winner, selected entrants must first correctly answer, unaided, a time-limited, mathematical skill-testing question posed by telephone at a mutually convenient time; and may also need to return a signed release of liability and acknowledgment form. Contest judges' rulings are final and without appeal in all matters related to the Contest and the awarding of prizes.

PRIZE CLAIM FORM

25.: Prize Claim Forms will include an ownership and originality declaration respecting the recipe, publicity consent, and release/waiver in the form required by the Sponsor, in which a winner will certify that: (i) they are the owner of the recipe submitted.
26.: Completed and signed Prize Claim Forms must be sent to: A Million Ways to Eat All-Bran Recipe Contest, c/o Rogers Marketing Solutions, One Mount Pleasant Rd., 11th Flr, Toronto, ON M4Y 2Y5. THE SIGNED PRIZE CLAIM FORM MUST BE RECEIVED AT THE ADDRESS INDICATED ABOVE NO LATER THAN 5:00 pm EST on Monday November 8th 2010 OR PRIZE WILL BE FORFEITED. It is recommended that Prize Claim Forms be sent by registered mail with return receipt requested and that a photocopy of your completed Prize Claim Form be kept for your records. All Prize Claim Forms become the property of the Sponsor and none will be returned.
27.: Prize Claim Forms obtained from unauthorized sources or which are illegible, mutilated, altered, and forged, counterfeited or irregular in any way are void.
28.: All deliverable prizes will be delivered to the address on the Prize Claim Form. Please allow six (6) to eight (8) weeks for delivery.

PRIVACY

29.: The Contest Sponsor respects your privacy. Personal information provided on entry forms and otherwise provided in connection with the Contest is being and will be collected, used and disclosed by the Sponsor and/or by third-party service providers on behalf of the Sponsor, only for purposes of administering and conducting this Contest (including determining eligibility), including awarding and delivering prizes (collectively, the “Purposes”), and for no other purpose. For a copy of our Privacy Policy, please visit www.kelloggs.ca.
30.: In connection with the Purposes, your information may be processed and stored in one or more jurisdictions outside Canada (which may include the United States), and may be subject to access by regulatory authorities in those jurisdictions.
31.: If an entrant becomes a winner of this Contest, his/her name, the fact that he/she is a winner of this Contest, his/her voice/statements and/or any photograph/likeness/video of him/her, may be used, without notice or compensation, in any subsequent publicity or advertising by or on behalf of the Sponsor relating to this Contest or any similar contests that may be conducted in the future by or on behalf of the Sponsor.
32.: No communications will be entered into except with potential prize claimants unless they have opted to receive future Kellogg communications.

RECIPE OR TIP REQUIREMENTS

33.

By participating in the Contest, each entrant agrees to be bound by these Contest Rules and by the interpretation of these Contest Rules by the Sponsor, and further warrants and represents that his/her Recipe or Tip:

i.

is original to him/her and that the entrant has all necessary rights in and to the Recipe or Tip and all of its components (if applicable) to enter the Recipe or Tip in the Contest;

ii.

does not and will not violate any law, statute, ordinance or regulation;

iii.

does not contain any reference to or likeness of any third parties, unless consent has been obtained from all such individuals (NOTE: if a Recipe or Tip contains any third parties who are under the age of majority in their province or territory of residence, then consent must also be obtained from any such persons parent or legal guardian);

iv.

will not give rise to any claims of infringement, invasion of privacy or publicity, or infringe on any rights and/or interests of any third party, or give rise to any claims for payment whatsoever; and

v.

is not defamatory, trade libellous, pornographic or obscene, and further that it will not contain, depict, include, discuss or involve, without limitation, any of the following:

●: Nudity;
●: Explicit, graphic or excessive sexual activity;
●: Crude, vulgar or offensive language and/or symbols;
●: Derogatory characterizations of any ethnic, racial, sexual or religious groups;
●: Content that endorses, condones or discusses any illegal, inappropriate or risky activity, behaviour or conduct;
●: Personal information of individuals, including without limitation, names and addresses (physical or e-mail);
●: Conduct or other activities in violation of these Contest Rules;
●: Commercial messages, comparisons or solicitations for products or services;
●: Any identifiable third party products and/or trade-marks, brands or logos;
●: URLs or links to any websites; and
●: Any other content that is or could be considered inappropriate, unsuitable or offensive, all as determined by the Sponsor and/or the Contest Management Organization in their sole discretion.

The Sponsor and/or the Contest Management Organization will respond to all submissions that indicate the presence of inappropriate content. Any Recipe or Tip that the Sponsor and/or the Contest Management Organization deem, in their sole discretion, to violate the terms and conditions set forth in these Contest Rules will be removed.

By entering the Contest and uploading a Recipe or Tip, each entrant: (i) grants to the Sponsor, in perpetuity, a non-exclusive license to publish, display, reproduce, modify, edit or otherwise use the Recipe or Tip, in whole or in part, for advertising or promoting the Contest or for any other reason; (ii) waives all moral rights in and to his/her Recipe or Tip in favour of the Sponsor; and (iii) agrees to release and hold harmless the Sponsor and its advertising and promotion agencies, the contest judges and each of their respective agents, employees, directors, successors, and assigns against any and all claims based on publicity rights, defamation, invasion of privacy, copyright infringement, trade-mark infringement or any other intellectual property related cause of action. For greater certainty, the Sponsor and/or the contest judges reserve the right, in their sole discretion, to modify, edit or remove any Recipe or Tip, or to request an entrant to modify or edit his or her Recipe or Tip, if a complaint is received with respect to the Recipe or Tip, or for any other reason.

GENERAL

34.: Any attempt by any participant to obtain more than the stated number of entries by using multiple/different e-mail addresses, identities, registrations and logins, or any other methods will void that participant's entries and that participant maybe disqualified. Use of any automated system to participate is prohibited and will result in disqualification.
35.: All decisions in all matters relating to this Contest shall be made in the sole discretion of the Judging Panel and/or the Sponsor and all such decisions are final and binding on all entrants.
36.: The Contest Sponsor's computer or the computer of its designated advertising and promotional agency is the sole determinant of time of receipt of an entry. For clarity, if an entry is received at the Contest Closing Time, it is considered to be received by the Contest Closing Time for purposes of these Contest Rules.
37.: In the event of a dispute as to whose entry a potential winning entry is, the potential winner will be the person identified on the potential winning entry form as the entrant.
38.: Proof of sending (regardless of method of sending) is not proof of receipt by the Contest Sponsor or its advertising or promotional agency.
39.: Persons eligible to win the prizes in this Contest may not transfer such prizes or substitute such prizes for cash or otherwise and must accept such prizes as awarded. The Contest Sponsor reserves the right in its absolute discretion to make substitutions of equivalent kind or value in the event of the unavailability of all or part of any prize for any reason whatsoever.
40.: Except to the extent prohibited by applicable legislation, each entrant: (a) releases the Sponsor, its advertising and promotional agency, and their affiliates (including their respective successors and assigns), and all of their respective employees, directors, officers, agents and representatives (collectively, the “Released Parties”) from and against any and all claims and liability (including costs and expenses related thereto) in any way relating to or arising in connection with the Contest, and (b) agrees not to make any claim against any of the Released Parties, or any claim against any third party which may result in a claim against any of the Released Parties, in respect of any matter in any way relating to or arising in connection with the Contest. Without limiting the generality of the foregoing and except to the extent prohibited by applicable legislation, each entrant agrees that the Released Parties are not responsible for: (a) lost, stolen, late, damaged, destroyed, illegible, incomplete, improperly completed, misdirected or postage-due correspondence (including e-mail transmissions), Contest entries or Prize Claim Forms, as applicable; (b) any failure or slowdown of the Website or any failure or slowdown of any Contest programs or software supporting, connected to or related to the Contest; (c) any problem, technical malfunction or slowdown of or relating to any telephone network or lines, computer online systems, servers, access providers, equipment or software; (d) any faulty electronic data transmission; (e) any other difficulties of whatever nature in the conduct and administration of the Contest; and (f) any injury or damage to an entrant or any other person or their computer or other property in any way relating to or arising in connection with participating in this Contest or downloading any material related thereto.
41.: The Contest Sponsor reserves the right to modify, cancel, suspend and/or terminate this Contest at any time and for any reason, without notice. In the event of Contest cancellation, any remaining prizes still to be won will, in the Contest Sponsor's sole discretion, be deemed expired and void and will be ineligible for Contest play, and, without limiting any other provision of these Contest Rules, the Released Parties shall not have any further liability with respect thereto.
42.: The Contest Sponsor may, in its sole discretion and without notice, terminate the right of any participant in the Contest or user of the Website to participate in the Contest or use the Website.
43.: Any attempt to deliberately damage or undermine the Website and/or the legitimate operation of this Contest is a violation of criminal and civil laws, and should such attempt be made, the Contest Sponsor reserves the right to seek remedies and damages to the fullest extent permitted by law, including criminal prosecution.
44.: All content on the Website is the property of the Contest Sponsor, or the property of Kellogg Company and used under licence by the Contest Sponsor. The Contest Sponsor grants a limited licence to each user of the Website for personal use only. Any non-personal use, including reproduction, modification, distribution, transmission or display, of the content on the Website is strictly prohibited. The Released Parties are not responsible for the availability or content of any other website to which the Website is linked.
45.: This Contest is subject to all applicable federal, provincial and municipal laws and regulations. Any dispute shall be adjudicated in the Courts sitting in Toronto, Ontario. A copy of the Contest Rules is available by sending in a request for a copy, together with a postage-paid self-addressed envelope, to A Million Ways to Eat All-Bran Recipe Contest, c/o Rogers Marketing Solutions, One Mount Pleasant Rd., 11th Flr, Toronto, ON M4Y 2Y5, or online at www.allbran.ca.