Promotion period at participating locations is from 12:00:01 AM PST September 25, 2017 to 11:59:59 PM PST December 1, 2017 inclusive (“Promotion Period”). A maximum of 1,000,000 Milk Rewards scratch cards will be available for distribution in all participating locations. One scratch card will be issued to each purchaser of a fluid milk product through participating food service locations in British Columbia, Alberta and Saskatchewan during the Promotion Period, and to each entrant through no purchase entry submissions (see Section 4), while supplies last. This may exclude products bought through vending machines and/or organized school milk programs.

No purchase necessary (see section 4 for detailed criteria).

  1. How to Play
    There will be a total of 100,000 Free Milk prizes available to be won instantly during the Promotion Period. Scratch the instant win play area on your scratch card, and if the text ‘CONGRATULATIONS! YOU’VE WON A FREE MILK’ is revealed under the scratch area you are eligible to win a Free Milk, provided that you comply with these Rules, answer the skill-testing question correctly (without mechanical or other aid), and follow the directions on how to redeem the prize. Free Milk prizes will be distributed in participating locations and must be claimed no later than December 1, 2017 (subject to the hours of each location). Prizes may not be exactly as shown. Prizes must be accepted as awarded, without substitution or transfer and cannot be converted into cash. The Contest Sponsor and Contest Administrator reserve the right to substitute a prize with one of equal or greater value for any reason.

    Odds of winning an instant prize are approximately 1 in 10.

    By participating in the Contest (whether through purchase or non-purchase entry), each participant agrees to be bound by these Rules and Regulations (the “Rules”).
  2. Who Can Play
    This contest is open to legal and/or temporary residents of British Columbia, Alberta and Saskatchewan who, as of September 25, 2017, have reached the age of majority in their respective provinces/territories of residence or who are under the age of majority but at least THIRTEEN (13) years of age and have their parent or legal guardian’s consent and acknowledgement that both the Youth and the parent/guardian shall be bound by these Rules.

    The Contest Sponsor and Contest Administrator reserve the right, in either of their sole and unhindered discretion, to audit and at any time or for any reason contact the parent or legal guardian of a contestant for the purpose of verifying his/her: (a) agreement to be legally bound by these Rules on their and the contestant’s behalf; (b) their consent to the contestant’s participation in the Contest; (c) personal information necessary for the award of a prize if applicable; (d) the acceptance of any releases necessary for the award of a prize if applicable. The failure of an applicable contestant’s parent or legal guardian to complete any such required verification to the complete satisfaction of the Contest Sponsor and Contest Administrator in their sole and unhindered discretion may result in disqualification of the applicable contestant.

    Employees, officers, directors, shareholders, partners, contractors, and other members or representatives of the Contest Sponsor and Contest Administrator (The Activation Group Inc.), and their respective, affiliates, subsidiaries, advertising and promotion agencies, participating dairies, promotional partner companies (collectively, “Promotion Parties”), and the immediate family members, and persons residing with any of the above are not eligible to enter. For the purposes of these Rules, “immediate family” means husband, wife, spouse, mother, father, brother, sister, son, and/or daughter, whether or not they reside in the same household.

    All participants must follow and abide by the Rules and Regulations provided for or referenced herein.

    The Contest Sponsor and Contest Administrator reserve the right to ask for proof of age and residence from any entrant.
    Free 237 mL serving of milk (the “Prize”)
    At the start of the promotion, there will be 100,000 prizes of 237 mL servings of milk randomly distributed among all valid scratch cards (approximate retail value $0.85 each, odds of winning are approximately 1:10). Where 237 mL sizes are not sold, a larger size may be substituted. Milk prizes are only redeemable at the winner’s participating purchase location.

    To claim the “Prize”:
    Fill in the back of the scratch card, correctly answer the mathematical skill-testing question (without the use of mechanical or other aid) and present the completed winning card to the participating location on or before location closing on December 1, 2017.
  4. No Purchase Necessary
    In order to obtain a scratch card without purchase, handwrite a unique and original (no facsimiles) 25 word essay about “why you love milk”. Include your name, address and the name of the school or post-secondary institution where you attend and mail it along with a self-addressed stamped envelope with sufficient return postage to:

    Milk Rewards No Purchase Entry
    1111 Davis Drive, PO Box 93130
    Newmarket, ON L3Y 8K3

    Submissions must be original, not duplicated and be received before 5:00:00 PM EST November 20, 2017. Limit one essay and self-addressed stamped envelope per submission. A randomly chosen scratch card will be returned to you, allowing you to participate in the contest, while supplies of scratch cards last.

    Contest Sponsor and Contest Administrator are not responsible for any failure of the scratch card to reach the no purchase entry participants. Scratch cards will be deemed to be delivered to the no purchase entry participant on the SIXTH (6th) business day following the card being posted in the self-addressed stamped envelope provided by the no purchase entry participant.
  5. Releasees
    By entering, all entrants agree to release the Contest Sponsor, the promotional partner companies and the prize suppliers, including, without limitation each of the foregoing entities’ respective parent companies, affiliates, subsidiaries, franchisees and advertising and promotion agencies, and all of those entities’ respective officers, directors, employees, shareholders, contractors, agents, representatives, successors, legal representatives, heirs executors, transferees and assigns (collectively, the ‘Releasees’) from all liability in any way related to the Contest and/or the cancellation or termination, or interference with the operation of the Contest, and the award, accuracy, use, or misuse of any prize.
  6. Limitation of Liability
    By entering the Contest the entrant accepts and agrees to these Rules and the decisions of the Contest Sponsor, which, subject to legal limitations and requirements, shall be final in all matters.

    By accepting a prize, the entrant agrees to indemnify and hold Releasees harmless against any and all claims, losses, damages, judgements, liability, costs, expenses (including reasonable legal expenses), arising out of use or redemption of such prize or participation in the Contest.

    Releasees are not responsible for lost or late entries or Declaration and Releases, or for any typographical, or other error in the printing or reproduction of the offer, administration of the Contest, or announcement of the prize, or for technical, hardware, or software malfunctions, computer virus, bugs, tampering, unauthorized intervention, fraud, lost or unavailable network connections, or failed, incorrect, inaccurate, incomplete, garbled, or delayed electronic communications whether caused by the sender or by any of the equipment or programming associated with or utilized in this Contest, or by any human error which may occur in the processing of the entries in this contest, or any other cause beyond the reasonable control of the Contest Sponsor or Contract Administrator which interferes with the proper conduct of the Contest as contemplated by these Rules.

    If, in the Contest Sponsor’s opinion, there is any suspected or actual evidence of tampering with any portion of the Contest, or if technical difficulties or any other factor including accident, printing, reproductions, administrative, or any error of any kind compromises the integrity, administration, or conduct of the Contest, the Contest Sponsor reserves the right to modify, cancel, or suspend this Contest without prior notice or obligation.

    Any attempt to deliberately undermine the legitimate operation of this Contest may amount to a violation of criminal and civil laws, and should such an attempt be made, the Contest Sponsor reserves the right to seek remedies and damages to the fullest extent permitted by law, including without limitation or exclusion criminal prosecution.

    The Contest Sponsor reserves the right to disqualify a person if he/she enters the Contest or tries to do so by any means contrary to these Rules, which would be unfair to other entrants, or where contest entries are generated by any mechanical or automated means. Entry materials which have been tampered with, reproduced, falsified, or altered are void. In the event of any dispute concerning the operation of any element of this Contest or these Rules, the decision of the Contest Sponsor will be final.

    Currency is in Canadian dollars unless otherwise stipulated.

    Each prize must be accepted “as is” and may not be exchanged for an amount of money, bartered, sold, raffled, substituted, or transferred, and is non-refundable. In the event the stated prize is unavailable due to reasons beyond the control of the Contest Sponsor a prize of equivalent or greater nature and value will be available to be won, or the Contest Sponsor, in its sole option, may award the winner the equivalent monetary value in lieu of prize. A prize will be awarded only to the confirmed winners.

    Refusal to accept a prize releases the Promotion Parties, as well as their respective directors, officers, and employees, of all responsibility and obligations toward the winner of such prize. In no event shall the Contest Sponsor be held to award more prizes than are mentioned in these Rules or to award prizes otherwise than in compliance with these Rules.
  7. Conditions of Entry
    Acceptance of a prize constitutes permission for the Contest Sponsor, and their agencies to use winners’ names, location of residence, likenesses, and biographical materials for purposes of advertising and publicity in any and all media and languages now known or hereafter discovered throughout the universe (physical and virtual) in perpetuity, without further compensation, notification, or permission, unless prohibited by law.

    All information requested by and supplied by each entrant must be truthful, accurate, and in no way misleading. The Contest Sponsor reserves the right to disqualify any entrant from the contest in their discretion, should the entrant at any stage supply untruthful, inaccurate, or misleading details and/or information or should the entrant be ineligible to participate in the Contest pursuant to these Rules.
  8. Privacy
    For a copy of the Contest Sponsor Privacy Policy, please visit
  9. Official Rules
    By entering, participants agree that all issues and questions concerning the construction, validity, interpretation and enforceability of these Rules, participant’s rights and obligations, or the rights and obligations of the Contest Sponsor or Releasees in connection with the Contest, shall irrevocably be governed and construed solely and exclusively in accordance with the laws of British Columbia, Canada, and any matter will irrevocably be brought exclusively before the courts of Canada located in the Province of British Columbia.

    These Rules are subject to change without notice. The most current version is available on the website or on request by calling 1 (888) 315-9664 or emailing

    All entrants, by participating in this Contest acknowledge having read, understood, and agreed to these Rules, and have either sought legal advice on the Rules or have waived such right on their own and unhindered accord after having ample opportunity to seek such advice.

The 2017 Milk Rewards Contest is managed and administered on behalf of the Contest Sponsor by the Contest Administrator, The Activation Group Inc. [].

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Please allow 4-6 weeks for delivery.

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