Rules and Regulations 

General Mills – Sobeys Scratch and Win Scene+ (the “Contest”)


The Contest is sponsored by General Mills Canada Corporation (the “Sponsor”). Contest begins on September 21, 2023, at 12:00:00 a.m. Eastern Time (ET) and ends on January 3, 2024, at 11:59:59 p.m. (ET) (the “Contest Period”). NO PURCHASE NECESSARY. Making a purchase will not increase chances of winning. The Contest is subject to all applicable federal, provincial, and local laws and regulations, and is void where prohibited.


The Contest is open to all residents of Canada who have reached the age of majority in their province or territory at the time of entry. The Contest is not open to: (i) employees, officers, directors, representatives or agents of the Sponsor, or the Contest’s administrator, or any of their respective parent companies, subsidiaries and affiliates; (ii) the spouse and any member of the immediate family (defined as biological, step or adoptive mother, father, daughter, son, sister or brother) of any person described in (i); and (iii) any person who resides with any person described in (i) or (ii).

Participation constitutes entrant’s full and unconditional agreement to these Rules and the Sponsor and administrator’s decisions, which are final and binding in all matters related to the Contest. In order to be eligible to win a Prize in the Contest, entrants must comply with these Rules.

If entering using the Online Entry option described below, please keep your original RECEIPT. In the event you are selected as an eligible winner, you may be required to present your original RECEIPT for verification purposes. Failure to complete any required verification to the complete satisfaction of the Sponsor may result in disqualification.


There are two ways to enter the Contest: (I) Online Entry, or (II) Mail-In Entry. It is possible that some product may be in market prior to the contest start date of September 21, so receipts dated after September 4 will be accepted for this contest, and should be saved until the website begins accepting entries on September 21.

Online Entry: To enter the Contest online, participants will need to:

a. Purchase at least one (1) participating product listed below (the “Participating Products”) shown on one (1) store RECEIPT (the “RECEIPT”) from participating Sobeys stores, including Sobeys, Safeway, FreshCo, Chalo! FreshCo, Foodland & Participating Co-Ops, Voilà, Thrifty Foods, IGA Western Canada, IGA Quebec, Les Marchés Traditions, or Rachelle Béry stores, (the “Participating Stores”) during the Contest Period. If enough participating products for more than one entry are purchased on the same receipt, that receipt may be submitted more than 1 time in a separate online transaction. The receipt must contain enough purchased participating products for the number of additional submissions in order to be valid each time. You must wait at least 24 hours between submissions.

Participating Products must be from the following list and are subject to availability:

Yellow Box CheeriosTM 1kg, Multi Grain CheeriosTM 1.01kg, or Honey Nut CheeriosTM 1.3kg.  

b. Enter via the Internet by going to (the “Contest Website”) and follow the link to the contest registration page.

c. Complete the entry form on the Contest Website by filling in all of the following information, accurately and completely (as failure to do so may disqualify the entry): your name, mailing address with postal code, e-mail address, telephone number, date of birth, store purchase, and provide a scan or photo of a single RECEIPT, clearly showing the retailer name (must be from a Participating Store – Sobeys, Safeway, FreshCo, Chalo! FreshCo, Foodland & Participating Co-Ops, Voilà, Thrifty Foods, IGA Western Canada, IGA Quebec, Les Marchés Traditions, or Rachelle Béry), the date and time of transaction and the purchase of at least one (1) Participating Product that was purchased during the Contest Period.  
Consumers will also be asked for their Scene+ account number in order to be able to have their winning points deposited into their account. Consumers who do not have an account should go to to register for a free account before entering the contest. Please keep your original RECEIPT. Receipts are not interchangeable after the fact. The photo of the receipt submitted with your entry is the RECEIPT associated with that entry – whether mistakenly submitted by you or otherwise.

d. Submit the entry form by clicking on the “Submit” button to play the Scratch and Win game for a chance to win a prize. The online Scratch and Win game and graphics portion of this Contest are purely for entertainment purposes and to enhance the entrant’s experience. The contest administrator’s (defined as representative(s) of the company working with General Mills to deliver this contest) computer is the official time keeping device for the Contest. Online entries must be received by 11:59 p.m. (ET) on Wednesday January 3, 2024. Entries submitted after the end of the Contest Period will not be accepted.

e.  RECEIPTS that cannot be validated for any reason will be rejected. Reasons for rejections include, but not limited to: (i) fails to pass anti-fraud detection system; (ii) is unauthorized, fake, not from a participating store or has been illegitimately obtained; (iii) contains any messages, or other markings not recognized by the administrator; (iv) is illegible, unreadable, not in focus or blank; (v) has been previously used; (vi) does not include at least one of the specifically listed Participating Products, or is not dated during the Contest Period; vii) Is not from a Participating Store; or (viii) is incorrectly or incompletely entered or submitted.

IMPORTANT NOTE: If enough participating products for more than one contest entry are purchased on the same receipt, that receipt may be submitted more than 1 time. Each subsequent submission must be in a separate online transaction. The receipt must contain enough purchased participating products for the number of additional entries in order to be valid each time. After you have submitted the receipt the first time to select your first bag, you must then wait at least 24 hours between each further submission. As well, there is a limit of one entry per household per day. That means if you have a second receipt from your household, you must wait at least 24 hours before trying with that second receipt.


Please retain the original RECEIPT for your records. All RECEIPTs submitted are subject to verification at the sole and absolute discretion of the Sponsor. Any RECEIPT that cannot be verified to the full satisfaction of the Sponsor, relating to these rules and regulations will cause an entry to be invalid and the entrant will be subject to immediate disqualification from the Contest (in which case any rights to any Prize associated with such invalidated RECEIPT will be forfeited in its entirety).


THERE IS A LIMIT OF FIVE (5) ENTRIES PER PERSON whether the entrant enters online or by mail.


Mail-In Entry: No purchase is necessary to enter the Contest by following these steps:

No Purchase Entry: Participants may write a unique 50-word essay on why the entrant loves General Mills Canada products (the “Essay”), hand print his/her name and complete mailing address, e-mail address, phone number, birth date, and Scene+ account number, on an 8.5" x 11" piece of paper (mechanical reproductions void) and mail the Essay to the address directly below. A Scene+ account is required in order to be able to have winning points deposited into winner’s account. Consumers who do not have an account should go to to register for a free account before entering the contest. Essays must be received by Wednesday December 13, 2023 in order to be eligible to enter Contest. Limit of 5 Essay entries per person or household. The Contest administrator will enter the contest on your behalf with the e-mail address you provided. An e-mail will be sent to that e-mail address notifying you if you have won a prize, pending verification and correctly answering the skill-testing question in the case of the 1,000 point level. If the e-mail address provided is not valid or is unreadable, or if your Scene+ account is not valid, then your entry will be void and you will not be notified.

General Mills Scratch and Win Contest                                                                                                                                                              

800 Somerville Terrace; Milton, Ontario, L9T 5T9


Mail-in entries will be entered by the contest administrator once they are received, and within 21 days. Once received, mail-in entries will be entered by the contest administrator in the same way an online entry is submitted, and the essay will count as their ‘receipt’.



THERE IS A LIMIT OF FIVE (5) ENTRIES PER PERSON whether the entrant enters online or by mail.


Each online entry must relate to a valid RECEIPT, and each mail-in entry must relate to a unique Essay. If it is discovered by the Sponsor (using any evidence or other information made available to or otherwise discovered by the Sponsor) that any person has attempted to: (i) use multiple names, identities, addresses, email addresses and/or any automated, macro, script, bot, robotic or other system(s), and/or any other means not in keeping with the Sponsor’s interpretation of the intent and spirit of these Official Rules to enter or otherwise participate in or to disrupt this Contest; (ii) falsely enter a RECEIPT without legitimately obtaining a RECEIPT in accordance with these Official Rules; (iii) re-enter a RECEIPT or Essay a subsequent time after its first use unless there are additional participating products on that receipt; and/or (iv) enter a RECEIPT that has been manipulated, faked, changed, or otherwise altered in any way (all as determined by Sponsor); then the entrant may be disqualified from the Contest at the complete discretion of the Sponsor.  An entry may be rejected if (at the full discretion of the Sponsor) the online entry form is not fully completed with all required information (including, but not limited to, providing a unique and valid RECEIPT legitimately obtained in accordance with these Official Rules) and submitted and received in accordance with these Official Rules.


Entrants attempting to contravene this limit with fraudulent entry methods will be immediately disqualified, may have a prior potential winning entry revoked, and possibly be disqualified from future contests. The Contest Administrator reserves the right to ask for proof of identification if it is felt that an entrant is trying to contravene these entry limits.


Prizes: Prizes available are as follows. Consumers must have a Scene+ account to be able to receive their prize. Consumers can go to to sign up for a free account if they do not already have one, and should do this before they enter the contest:

# of Prizes

Prize Details


200 Scene+ Points


300 Scene+ Points


400 Scene+ Points


500 Scene+ Points


1,000 Scene+ Points

All entrants who did not win one of the other prize levels

100 Scene+ Points


Scene+ points can be redeemed at 1,000 Scene+ Points for $10 at various partners. Please visit to learn more. Estimated total retail value of all of the Prizes is $23,625 (Canadian $).

The Prizes are non-transferable, and no substitution will be made unless Sponsor, in its sole discretion, determines otherwise. Sponsor reserves the right to substitute a prize for one of equal or greater value should it become unavailable for any reason. Winners are responsible for all taxes and fees associated with receipt of a prize and/or use. Scene+ points are subject to the terms and conditions of the Scene+ loyalty program, which are found at .


The odds of winning a specific Prize will depend on the total number and timing of entries received. For Scene+ prize levels of 200, 300, 400, 500, and 1,000 random times throughout the Contest Period will be generated, and the first eligible entrant after that time each will be selected as a potential winner. All other entries will receive 100 points.

Points will be deposited into winners Scene+ accounts following their entry, validation, and notification. Please allow up to 6 weeks following confirmation that you are a Prize winner for Prize delivery.

General Mills Canada is not responsible for any entries that are lost, late, incomplete, illegible, or misdirected.


Potential Prize Winners

All potential winners of the Scene+ points must correctly answer a skill-testing question in order to become a winner and claim a prize. This will be done on the entry page.


For Online entries that are selected for any of the 100, 200, 300, 400, 500  Scene+ points levels  prizes (by the timing method), upon completion of the entry process you will be informed immediately on the Contest Website and by email that you have potentially won a Prize, pending successful RECEIPT validation and verification as well as successful answer to the skill testing question. For Online entries that are selected for the 1,000 Scene+ level prize, upon completion of the entry process you will be informed immediately on the Contest Website and by email that you have potentially won a Prize, pending successful RECEIPT validation and verification as well as receipt by the Contest Administrator of the accurately completed Declaration and Release Form (including correctly answering the skill testing question).  

For Mail-in entries, your entry will be entered into the contest within approximately one month following receipt by the Contest administrator, and you will be informed if you are a winner of one of the 100, 200, 300, 400, or 500 point prizes by the Contest administrator through use of your contact information as provided in your entry. Please then allow up to 6 weeks for the points to show up in your account. If you are a winner of the 1,000 point prize, two (2) attempts will be made to contact the selected entrant at the email address provided on their entry form to secure the declaration and release form and/or correctly answer a skill-testing question. If the selected entrant cannot be contacted within seven (7) days, by either email or phone, the entrant will be considered to have forfeited the Prize.

You are not automatically a winner until your RECEIPT or Essay for Mail-In Entries has been validated and verified to contain ALL required information. Each selected entrant will also be required to correctly answer a mathematical skill-testing question.

c. If the selected entrant fails to submit a valid RECEIPT or Essay, cannot be reached within ten (10) business days of the date of being declared a potential winner, fails to accurately and completely submit the completed Declaration and Release within the time allotted, or fails to `correctly answer the skill-testing question, the Sponsor or Contest administrator shall conclude that the selected entrant has forfeited the Prize, which may then be awarded to an alternate eligible entrant at the Sponsor’s discretion.


All entries become the property of the Sponsor and will not be returned.

Any use of automated devices is prohibited. Entries attempted by methods other than those described in these Official Rules shall be deemed void. 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 may be disqualified. Use of any automated system to participate is prohibited and will result in disqualification.

In the event of a dispute as to any registration, the authorized account holder of the e-mail address used to register will be deemed to be the entrant. The “authorized account holder” is the natural person assigned an e-mail address by an Internet access provider, online service provider or other organization responsible for assigning e-mail addresses for the domain associated with the submitted address. A selected entrant may be required to provide Sponsor with proof that the entrant is the authorized account holder of the e-mail address associated with the selected entry. Proof of sending will not be deemed to be proof of receipt.

Sponsor also reserves the right at its sole discretion to disqualify from this Contest, and any future contest or other promotion Sponsor conducts, any individual that it finds or believes to be tampering with the entry process, or the operation of the Contest or Contest Website, to be acting in violation of the Official Rules or in an unsportsmanlike or disruptive manner, or with intent to annoy, abuse, threaten or harass any other person.



By entering the Contest and/or voluntarily providing his/her personal information, each entrant consents and agrees to the collection, use and disclosure of the entrant’s personal information by Sponsor and its third-party services’ providers for the purpose of administering the Contest and fulfilling Prizes. The Sponsor will not use an entrant’s personal information for any other reason, nor will the Sponsor otherwise disclose it to any third party without consent of entrant. Visit for additional information on how your personal information is being handled.


By entering the Contest, entrants agree that the Sponsor shall not be responsible or liable for any losses or injuries of any kind resulting from participating in the Contest or acceptance, possession and/or use or misuse of the Prizes, or any part thereof, and agree to release, discharge and hold harmless the Sponsor, and its respective officers, directors, parent companies, subsidiaries, affiliates, related companies, advertising and promotional agencies, Participating Retailers, which for clarity includes Sobeys Capital Incorporated, its parent company, subsidiaries, affiliates, and franchisees, Contest administrators, third party services’ providers and prize suppliers (collectively, the “Releasees”) from all claims or damages arising out of entrant’s participation in the Contest and/or acceptance, use or misuse of the Prizes, or any part thereof. By accepting a Prize, the prize winner agrees to the use of his/her name, city of residence, photograph and/or other likeness in any related publicity for Sponsor, in any medium, including presence on the Sponsor’s website, without further compensation or permission, worldwide and in perpetuity. Sponsor makes no representation or warranty that any identification, videotape, photograph and/or likeness of the winner will be broadcast or used otherwise in any manner.


All decisions of the Sponsor and the Contest administrator are final and binding in all matters relating to this Contest, and the Sponsor and the administrator shall not be held responsible for any accident, negligence, printing, administrative or other errors that may arise or occur in connection with the Contest. The Sponsor reserves the right to modify, amend, suspend, or terminate this Contest in whole or in part, at any time without notice and with no obligation or liability, subject to applicable law. If the Contest is terminated, in whole or in part, before the end of the Contest Period, the Sponsor reserves the right to select the winner in a random drawing from all eligible, non-suspect entries recorded and received by the Sponsor as of the date of the termination or the event causing or relating to the termination, as determined by the Sponsor in its own discretion.

The Contest Sponsor and affiliates are not responsible for: (a) any incorrect or inaccurate information, whether caused by entrants, printing errors or by any of the equipment or programming associated with or utilized in the Contest; (b) technical failures of any kind, including, but not limited to malfunctions, interruptions or disconnections in phone lines or network hardware or software; (c) unauthorized human intervention in any part of the entry process or the Contest; (d) technical or human error which may occur in the administration of the Contest or the processing of entries; (e) any injury or damage to persons or property which may be caused, directly or indirectly, in whole or in part, from entrant’s participation in the Contest or receipt  or use or misuse of any prize; (f) the security or privacy of information transmitted via computer networks; or (g) breaches of privacy due to interference by third party computer hackers or for any damage caused to or incurred by any eligible entrant or any other person by reason of any such event or occurrence. If for any reason an entrant's entry is confirmed to have been erroneously deleted, lost or otherwise destroyed or corrupted, entrant’s sole remedy is another entry in the Contest, unless it is not possible to award another entry due to discontinuance of the Contest, or any part of it, for any reason, in which case entrant will have no remedy against Sponsor. No more than the stated number of prizes will be awarded. In the event that production, technical, seeding, programming or any other reasons cause more than the stated number of prizes as set forth in these Rules to be available and/or claimed, Sponsor reserves the right to award only the stated number of prizes by a random drawing among all legitimate, unawarded, eligible prize claims. Entries are subject to verification and will be declared invalid if they are incomplete, garbled, forged, falsified, altered, or tampered with in any way.

  1. The Releasees shall not be liable to prize winners or any other person for failure to supply any Prize or any part thereof by reason of any acts of God, any actions, regulations, orders, or requests by any governmental entity, equipment failure, terrorist acts, war, fire, unusually severe weather, embargo, labour dispute or strike, labour or material shortage, transportation interruption of any kind, or any other cause beyond the reasonable control of the Releasees. 
  2. Sponsor reserves the right, subject only to the jurisdiction of the Régie des alcools, des courses et des jeux, where applicable, to cancel, modify, suspend or terminate the Contest, to change any Contest draw dates and to modify these Rules at any time without notice, for any reason, including, without limitation, if, in the opinion of the Sponsor, in its sole and absolute discretion:
  1. fraud, misconduct or technical failures destroy or threaten the integrity of any portion of the Contest;
  2. a computer virus, bug, or other technical problem corrupts the administration, security, or proper conduct of the Contest; or
  3.  there is any accident or printing, administrative or other error of any kind related to the Contest.

This Contest is in no way sponsored, endorsed or administered by Sobeys Capital Incorporated or its related banners and affiliates. All Sobeys trademarks are the property of Sobeys Capital Incorporated.


Any litigation or dispute respecting the conduct or organization of a publicity contest may be submitted to the Régie des alcools, des courses et des jeux for resolution. Disputes about the awarding of a prize may be submitted to the Régie only for the purpose of helping the parties reach a settlement.

All issues and questions concerning the construction, validity, interpretation and enforceability of these Official Rules, or the rights and obligations of the entrant and Sponsor in connection with the Contest, shall be governed by, and construed in accordance with, the laws of Ontario.

Sponsor: General Mills Canada Corporation