Post “Flip the Flap” Contest Rules 1. The Post Flip the Flap contest (the “Contest”) is being conducted by Post Foods Canada Inc. (the “Sponsor”) from 12:00:00 pm Eastern Time (“ET”) on March 26, 2014 to 11:59:59 am ET on July 31, 2014 (“Promotional Period”). 2. The Contest is open to Canadian residents over the age of majority in their province/territory of residence at the time of entry. Employees (and those with whom they are domiciled) of Post Foods Canada Inc., its affiliates, their advertising and promotional agencies, and the contest administrators (collectively the “Contest Parties”), are not eligible to enter. 3. To participate in the Flip the Flap contest, you can obtain a PIN in one of two ways: i) purchase any specially-marked box of Post cereal available while supplies last, and look on the inside carton for the PIN number. The following regular size Post cereals are participating: Shreddies, Honey Shreddies, Granola Almond Crunch Shreddies, Honey Bunches of Oats – Almond, Honey Bunches of Oats – Honey Roasted, Honey Bunches of Oats – Pecan, Honey Bunches of Oats – Greek Yogurt Honey Crunch, Honey Bunches of Oats – Greek Yogurt Mixed Berry, Honeycomb, Sugar Crisp, and Alpha-Bits, OR (ii) NO PURCHASE NECESSARY. To enter without purchase, mail a 50 word unique hand-written essay on why you love Post cereals along with a self-addressed postage stamped envelope in a sealed postage pre-paid envelope to: Flip the Flap Contest, 23 Prince Andrew Place, Toronto, Ontario M3C 2H2, and you will be mailed a unique PIN number. Maximum one request per outer envelope. No purchase required requests must be received no later than July 15, 2014, to allow adequate time for processing. PINs available while supplies last. 4. During the Promotional Period, visit postfoods.ca/fliptheflap (the “Website”), and register for the Contest by providing your contact information (name, address, email address and telephone number), create a password, and enter your PIN. You will then see if you are eligible to win a prize. All users who enter a PIN will receive 2 standard music or application downloads. Please note, app downloads are only available on supported devices. Apps are currently not available for iOS devices. In the event of device incompatibility, please download music instead. Please retain your original PIN code for verification. Limit of 3 unique PIN entries per person/email address per day. Each PIN may only be entered on the Website one time during the Promotional Period. In order to be declared a winner for any prize, you must first correctly answer a mathematical skill-testing question, without aid or assistance, to be administered via the Website. Potential winners of prizes will receive a Declaration and Release form by email and must complete and sign the Declaration and Release form and return it with the original PIN to the contest administrator at Flip the Flap Contest, 23 Prince Andrew Place, Toronto, Ontario M3C 2H2, within fifteen (15) business days of prize notification in order to be declared an official winner. In the case of the Grand Prize winners, each of their guests (and their parent or legal guardian if a minor) will be required to sign and return a Release form within the same time period. All eligible entrants who enter a PIN during the Promotional Period will be directed to the Hip Digital Store for 2 standard music or application downloads. Simply follow the on screen instructions to redeem your giveaway. All music or application downloads must be selected and downloaded by August 31, 2014. After the end of the Promotional Period, all

unclaimed PIN numbers and unused credits at the Hip Digital Store will be void and no unclaimed prizes or giveaways will be awarded. There is a maximum of five (5) prizes available per person throughout the Promotional Period. LIMITS: you can only use one (1) email address to enter the Contest. If it is discovered that any person has attempted to: (i) submit more than three unique PINs per day; and/or (ii) use (or attempt to use) multiple names, identities, and/or more than one (1) email address to enter the Contest; then (in the sole and absolute discretion of the Sponsor) he/she may be disqualified from the Contest and all of his/her entries/prize claims voided. Use (or attempted use) of multiple names, identities, email addresses, and/or any automated, macro, script, robotic or other system(s) or program(s) to enter or otherwise participate in or disrupt this Contest is prohibited and is grounds for disqualification by the Sponsor. All entries are subject to verification at any time. The Sponsor reserves the right, in its sole and absolute discretion, to require proof of identity and/or eligibility (in a form acceptable to the Sponsor – including, without limitation, government issued photo identification and original PIN) to participate in this Contest. Failure to provide such proof to the satisfaction of the Sponsor in a timely manner may result in disqualification. The sole determinant of the time for the purposes of a valid entry in this Contest will be the Contest server machine(s). 5. For any prize, if an entrant fails to correctly answer the skill-testing question or fails to return the executed Declaration and Release form within the specified time or otherwise fails to comply with the Contest rules, he/she will forfeit the prize and that prize will not be awarded. 6. There are approximately 2,575,050 prizes and giveaways available to be won. Prizes and giveaways consist of the following: Number of giveaways

2,575,050

Giveaway

 

2 standard music or application downloads In order to redeem and use a code, each entrant must have access to necessary computer hardware components and high-speed internet access. Each download code has a value of $2.58 and is sufficient to download 2 standard songs or applications. Standard data/text messaging rates apply and are consumer’s responsibility. All

Approx. value (CDN) of each giveaway ARV = $2.58

downloads are for promotional use only, not for resale, no cash value. Valid in Canada only. Subject to provider’s terms & conditions. Device compatibility varies by device and not all devices are supported. All music or application downloads must be selected and downloaded by August 31, 2014.

Number of prizes available to be won

Prize

Approx. value (CDN) of each prize

Approx. odds of winning a prize

50

Tablet

$300

≈1:51,501

$1,000

≈1:858,350

Tablet prize will be awarded as a $300 gift card (issuer to be determined by Sponsor in its sole discretion). Each winner will be responsible for using the gift card to purchase the tablet of his/her choice. Should the tablet chosen by a winner exceed $300 in value either before or after taxes, the winner will be solely responsible for paying any amount in excess of $300 out of his/her own funds. 3

HDTV  HDTV prize will be awarded as a $1,000 gift card (issuer to be determined by Sponsor in its sole discretion). Each winner will be responsible for using the gift card to purchase the HDTV of his/her choice. Should the HDTV chosen by a winner exceed $1,000 in value either before or after taxes, the winner will be solely responsible for paying any amount in excess of

$1,000 out of his/her own funds. 3

Grand Prize - Family Trip for 4 (see below for details).

$6,576 (based on a Vancouver departure)

≈1:858,350

There are three (3) Grand Prize trips each consisting of an all inclusive, 7 day family trip for four (4) people (limited to two (2) adults and two (2) children (under age 13) to the Melia Peninsula Varadero Elegance Club in Varadero, Cuba. Each trip includes airfare from the international Canadian airport that is serviced by Transat Holidays closest to the winner’s residence, accommodation (based on quadruple occupancy), transfers between airport and hotel at destination, and food and beverages for four (4) people. Approximate retail value of the trip is $6,576.00 based on a Vancouver departure example (including taxes). Actual retail value may vary depending on departure date and departure city. Travel must be taken August 2014 to July 31, 2015 BUT reservation needs to be done by April 30, 2015. Travel cannot be taken during Christmas / New Year’s, Spring Break and Easter. The winner and his/her travel guests must each have proof of valid travel documents prior to ticketing. The winner and his/her travel guests must be Canadian residents to qualify for the Prize. The winner and his/her travel guests must travel on the same itinerary. The winner and his/her travel guests must have the right to enter the Cuba. A minimum of one person, either the Grand Prize winner or one of the travel guests, must hold a valid credit card to cover any incidentals or any other requirement that may be required at the hotel. Ground transfers to and from the winner and/or travelling guest’s residence and designated airport and all other expenses not specified herein, including but not limited to telephone or fax, gratuities, optional tours, taxes and fees, insurance, medical travel documents, personal expenses, and any other costs not specifically stated herein as being included, are the sole responsibility of the winner and his/her guests. In the eventuality that the winner and his/her guests resides in a city that requires transportation to Transat Holidays departure cities, the costs associated with such transportation are the winner’s and his/her guests entire responsibility. No extensions will be permitted and the prize cannot be exchanged, transferred or substituted for cash except that Transat Holidays reserves the right to offer a comparable product in the event of a vacation package cancellation, Act of God or other unforeseen circumstances. The winner shall not be entitled to receive, in cash, certificate or otherwise, the balance of any amount representing the difference of the Grand Prize retail value and actual cost. No frequent flyer miles will be available. Flight dates and hotel accommodation are subject to change without notice or compensation. Travel must be booked through the Sponsor’s agent. It is recommended that Grand Prize winner and his/her travelling companions obtain sufficient personal insurance prior to departure. Without limiting the generality of the foregoing, the following general conditions apply to all of the Prizes: (i) Prizes must be accepted as awarded and are not transferable or convertible to cash (no substitutions except at Sponsor’s option); (ii) all travel related to the Grand Prize must occur within the dates specified above (otherwise the Prize will be forfeited in its entirety) and the

winner and his/her travel companions must: (a) travel on same itinerary; and, (b) have all necessary documentation to permit travel (e.g. Passports); (iii) the costs of everything not specifically stated above as included in a Prize are the responsibility of the winner (iv) if the winner (and/or his/her travel companions in the case of a Grand Prize winner) does not utilize any part(s) of the Prize, then any such part(s) not utilized will be forfeited in their entirety and nothing will be substituted in their place; (v) Sponsor reserves the right at any time to: (a) place reasonable restrictions on the availability or use of the Prize or any component thereof; and (b) substitute the Prize or a component thereof for any reason with a prize or a prize component of equal or greater value, including without limitation, but solely at the Sponsor’s sole discretion, a cash award; (vi) by accepting the Prize, the winner agrees to waive all recourse against the Releasees (as defined below) if the Prize or a component thereof does not prove satisfactory, either in whole or in part. 7. If due to a printing, production, online, internet, computer or other error, more prizes in any category of prizes or in total are claimed than intended to be awarded according to these Contest rules, or in the event that due to such an error, a valid prize claim is revealed, making the number of valid prize claims greater than the number of prizes per category or than the total number available under these Contest rules, this Contest will be terminated and a random draw will be held on August 31, 2014 in Toronto, Ontario at approximately 12:00 noon ET from amongst all eligible prize claimants to award the appropriate number of prizes. In no event will the Sponsor be liable for more than the stated number of prizes in each category and in total in these Contest rules. GENERAL CONDITIONS: All entries/requests/prize claims become the property of the Sponsor, who assumes no responsibility for lost, late, incomplete, illegible, postage-due, delayed, garbled, incomplete or misdirected entries/requests/prize claims. This Contest is subject to all applicable federal, provincial and municipal laws. Void where prohibited by law. The decisions of the Sponsor with respect to all aspects of this Contest are final and binding on all entrants without right of appeal. By participating, entrants and winners agree to be bound by these Contest rules and agree that: 1.) Sponsor shall have the right and permission to use their name, voice, city/province of residence, photograph, and/or likeness for advertising and/or trade and/or any other purpose in any media or format now or hereafter known without further compensation, permission, or notification; and 2.) the Contest Parties and each of their respective officers, directors, governors, employees, representatives, agents, successors, and assigns (the “Released Parties”) shall have no liability and will be held harmless by entrants and winners for any liability, loss, injury, claim, or damage to themselves or any other person or entity, including but not limited to, personal injury, death, or damage to personal or real property, to entrant, winner or any other person or entity due in whole or in part, directly or indirectly, by reason of the acceptance, possession, use, or misuse of a prize (including any travel or prize activity related thereto) or participation in this Contest. The Released Parties make no warranty (including implied warranty), guarantee, or representation of any kind concerning any prize.

Without limitation, the Released Parties will not be liable for any failure of the Website during the Contest; for any technical malfunction or other problems relating to the telephone network or lines, computer on-line systems, servers, access providers, computer equipment or software; for the failure of any entry or request to be received by the Contest Parties for any reason including, but not limited to, technical problems or traffic congestion on the Internet or at any website; or any combination of the above. Further, the Contest Parties will not be liable for any injury or damage to an entrant’s or any other person’s computer related to or resulting from participating or downloading any material in the Contest. In the event of a dispute regarding who submitted a entry, entries will be deemed to have been submitted by the authorized account holder of the email address submitted at the time of Entry. “Authorized account holder” is defined as the person who is assigned an email address by an internet provider, online service provider, or other organization (e.g. business, educational institute, etc.) that is responsible for assigning email addresses for the domain associated with the submitted email address. A selected entrant may be required to provide proof that he/she is the authorized account holder of the email address associated with the selected entry. The Sponsor reserves the right, subject to the approval of the Régie des alcools, des courses et des jeux (“Régie”), to withdraw or amend this Contest in any way, in the event of an error, technical problem, computer virus, bugs, tampering, unauthorized intervention, fraud, technical failure or any other cause beyond the reasonable control of the Sponsor that interferes with the proper conduct of this Contest as contemplated by these Contest rules. Any attempt to deliberately damage any website or to undermine the legitimate operation of this Contest is a violation of criminal and civil laws and should such an attempt be made, the Sponsor reserves the right to seek remedies and damages to the fullest extent permitted by law. The Sponsor, with the consent of the Régie, reserves the right to cancel or suspend this Contest in the event of any accident, printing, administrative, or other error or any kind without prior notice or obligation. CONDITIONS AND LIMITS OF LIABILITY: As a condition of participating in this Contest, each entrant agrees, to the fullest extent permissible by law: (1) under no circumstances will participant be permitted to obtain awards for, and hereby waives all rights to claim punitive, incidental and consequential damages, and any other damages, other than for actual out-ofpocket expenses as set forth in subsection 3 below, and any and all rights to have damages multiplied or otherwise increased; (2) this Contest is governed by the laws of the Province of Ontario, and the laws of Canada applicable therein without regard to its conflicts of law principles and any and all disputes, claims and causes of action arising out of or connected with this Contest, or any prize awarded, shall be resolved individually, without resort to any form of class action, and exclusively before a court of competent jurisdiction located within the city of Toronto. Notwithstanding the foregoing, for Quebec residents: Any litigation respecting the conduct or organization of a publicity contest may be submitted to the Régie des alcools, des courses et des jeux for a ruling. Any litigation respecting the awarding of the prize may be submitted to the board only for the purpose of helping the parties reach a settlement; and, (3) any and all claims, judgments and awards shall be limited to actual out-of-pocket costs incurred in participating in this Contest and in no event will participant be entitled to receive legal fees, or any other costs; and (4) participant shall be bound by these Contest rules.

The Sponsor reserves the right, in its sole and absolute discretion, and without prior notice, to adjust any of the dates and/or timeframes stipulated in these Contest rules, to the extent necessary, for purposes of verifying compliance by any entrant or entry with these Contest rules, or as a result of any technical or other problems, or in light of any other circumstances which, in the opinion of the Sponsor, in its sole and absolute discretion, affect the proper administration of the Contest as contemplated in these Contest rules, or for any other reason. The Sponsor is not responsible for typographical or other errors in the offer or administration of this Contest, including but not limited to errors in advertising, the Contest rules, the selection and announcement of winners or the distribution of the prizes. In the event of any discrepancy or inconsistency between the English language version, and the French language version of these Contest rules or disclosures or other statements contained in any Contest-related materials, including, but not limited to: packaging, website and/or point of sale, television, print or online advertising, as applicable, the terms and conditions of these English version of the Contest rules shall prevail, govern and control.   By entering this contest, each entrant expressly consents to the Sponsor, its agents, service providers, prize fulfillment agencies, prize suppliers and/or representatives, storing, sharing and using the personal information submitted with his/her entry only for the purpose of administering the Contest and delivery of prizing and giveaways, unless the entrant otherwise agrees. For information on Sponsor’s use of personal information in connection with this Contest, see the privacy policy available at http://www.postfoods.ca/privacy/.