Hellmann’s BBQ Season: Behind Every Homemade Burger - Giveaway Contest OFFICIAL CONTEST RULES AND REGULATIONS

 

1.  KEY DATES:

 

The Hellmann’s BBQ Season: Behind Every Homemade Burger Giveaway Contest (the “Contest”) has one entry period, starting June 6, 2025 starting 12:00 a.m. ET and ending June 28, 2025 at 11:59 p.m. ET (the “Contest Period”).

 

There are two primary phases of the Contest Period:

(a)   the “Submission Period”, which begins on June 6, 2025 at 12:00 a.m. ET and ends on June 19, 2025 at 11:59p.m. ET, and

(b)   the “Bracket Period”, which begins on June 25, 2025 at 12:00a.m. and ends June 28, 2025 at 11:59p.m.

 

Participants whose entries from the Submission Period are selected to advance to the Bracket Period will be notified by DM after the Submission Period and must reply promptly (as set out in these Rules) to advance.

 

 

2.  ELIGIBILITY TO ENTER:

 

The Contest is open only to residents of Canada who have reached the legal age of majority in their province/territory of residence at the time of entry, except employees, representatives and agents (and those with whom such persons are living, whether related or not) of Unilever Canada Inc. (the “Sponsor”) its parent companies, subsidiaries, affiliates, distributors, creator partners, prize suppliers, advertising/promotion agencies and any other individual(s), entity or entities involved in the development, production, implementation, administration or fulfilment of the Contest (collectively, the “Contest Parties”). Entrants must have a public Instagram account to be eligible to enter the Contest.

 

 

3.  AGREEMENT TO BE LEGALLY BOUND BY RULES:

 

By participating in this Contest, you are signifying your agreement that you have read and agree to be

legally bound by these Official Rules and Regulations (the “Rules”).

 

 

4.  HOW TO ENTER:

 

NO PURCHASE NECESSARY. MAKING A PURCHASE WILL NOT INCREASE YOUR CHANCES OF WINNING.

 

a.  ENTRY MAY ONLY OCCUR DURING SUBMISSION PERIOD

 

There is one (1) way to enter the Contest: during the Submission Period, submit an Instagram Post, Reel, or Story (the “Content”) that meets the following criteria: (a) the Content must prominently feature an all-ages-appropriate photo/video of your homemade burger; (b) @hellmannscanada must be tagged in the Content; (c) the hashtag #BehindEveryBurger must be tagged in the Content; and (d) the Content must otherwise comply with the Rules, including the CONTENT RESTRICTIONS set out below.

 

If a participant enters the Contest during the Submission Period as required by these rules, that will become their “Entry”.

 

b. TIME BETWEEN SUBMISSION PERIOD AND BRACKET PERIOD—SELECTION AND RESPONSE

 

i. Creator Selection—During the time between the Submission Period and the Bracket Period, Sponsor’s partner creator (the “Creator”) will select and seed/rank eight (8) Entries for a bracket-style competition (the “Bracket”). The Sponsor currently expects that selected entrants (each a “Finalist”) will be contacted by Instagram DM on June 15, 2025, between 12:00am and 11:59pm ET, subject to Finalist compliance with the Bracket entry protocol (which may necessitate later contact through this period).

 

The Creator will use the following criteria to determine the Finalists:

 

• The Creator’s favourite ingredients combination;
  • Based on Creator’s cooking expertise and flavour pairing skills
• ·The burger’s aesthetics;
  • Based on photography/videography angles, lighting, and clarity
  • Based on vibrancy and freshness of the ingredients, as observed through the photo
• The structural integrity of the burger;
  • Burger is staying together and is not falling apart, soggy, or covered in sauce
• The use of mayonnaise
  • Use of mayonnaise in any capacity for the burger is a mandatory for the evaluation criteria

 

ii.  Creator or Sponsor Contacts Entrant—Entrants whose Entries are selected for the Bracket Period will be contacted via Instagram Direct Message and must reply as directed within the message within forty- eight (48) hours.

 

Each potential Finalist is solely responsible for ensuring they are able to receive such notification messages, monitoring for such notification messages and following all instructions contained in such notification messages, failing which, their entry may be disregarded.

 

iii.  Selected Entrants Must Reply and Sign Declaration Form—With their reply within the required forty- eight (48) hour period, the selected entrant must electronically submit of a Declaration Form that will be sent to them in order to complete the Bracket Period contest entry process. The Form will at least:

 

(A) confirm that the Finalist is of the age of majority in your province/territory of residence and has read and accept the Rules;

 

(B)  indicates the Finalist’s contact information and whether the Finalist would like to receive future notifications regarding upcoming events and/or promotions from the Sponsor (for certainty, opting-in to receive such notifications is optional and will not impact your chances of winning in the Contest);

 

(C)  confirm ingredients for the Entry;

 

(D)  confirm that the Finalist, the Entry and the Content has abided by, and will abide by, the Rules (and that the Entry and/or Content will not be modified, directly or indirectly, by the entrant during the Contest Period),

 

(E) provide the correct answer, rendered without mechanical or computational aid by the entrant themselves, to a mathematical skill-testing question;

 

(F)  acknowledge that, if they are selected as the final winner, the Finalist will accept the Prize as- is and as-awarded;

 

(G)  confirms the release of the Released Parties from any and all liability in connection with this Contest, the Finalist’s participation therein and/or the awarding and use/misuse of the Prize or any portion thereof;

 

(H)  confirms the indemnity of the Released Parties against any and all claims, damages, liabilities, costs, and expenses arising from use of the Finalist’s Contest-Related Information or any portion(s) thereof;

 

(I)  agrees to the publication, reproduction and/or other use of the Finalist’s name, address, voice, statements about the Contest and/or photograph or other likeness without further notice or compensation, in any publicity or advertisement carried out by or on behalf of the Sponsor in perpetuity throughout the world in any manner or medium whatsoever, including print, broadcast or the internet; and

 

(J)  contain further likeness, liability, or personality releases as may be determined necessary by the Sponsor in its sole discretion.

 

“IMPORTANT NOTICE: To be eligible to win a Prize (defined below), an entrant must answer the math skill-testing question in the Declaration Form correctly; if the entrant fails to answer the skill-testing question correctly, the entrant will not be eligible to win a Prize in the Contest if even if they do advance.

 

c. ELIGIBLE WINNER SELECTED DURING BRACKET PERIOD

 

Those selected Finalists who comply with the above process will have “Bracket Entries” and become

 

“Bracket Entrants”. Every other entrant will no longer be participating in the Contest, but the Rules will still apply to their previous participation. If all eight (8) Bracket Entry spots have not been filled with compliant Finalists after the first round of communications, further entrants may be selected (at Sponsor’s sole discretion) to fill out the remaining brackets, or may be replaced by a “bye” entry, where the matched up Finalist is automatically advanced to the next round to accommodate the uneven number of participants. Byes will be given to the lowest ranking seed(s).

 

In the Bracket Period, Sponsor will pit the Bracket entries against each other in an Instagram Story that leverages the poll feature. An image of the burgers will be shared alongside a list of the ingredients and a poll sticker, asking viewers to vote for one of the two burgers. The burger with the highest poll percentage will move on to the next round. The 1 vs. 8 and 4 vs. 5 matchups will make up one side of the bracket. The 2 vs. 7 and 3 vs. 6 matchups will make up the opposite side of the bracket. In the event of a tie, the higher seeded burger will move on. This process will continue (1 vs 8 winner vs 4 vs 5 winner, 2 vs 7 winner vs 3 vs 6 winner; then first bracket winner vs second bracket winner) until a single winner has been voted on and selected the final winner.

 

As currently structured, this contemplates two (2) days with two (2) quarterfinal matchups per day, and one (1) day each per the semifinal and final stages of the Bracket.

 

5.  ENTRY LIMIT AND CONDITIONS:

 

There is a limit of one (1) Entry per person during the Submission Period. Entrants may only use one (1) Instagram account and/or email address to enter the Contest. 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) exceed any of the limits stated in these Rules; or (ii) use multiple names, identities, e-mail addresses, and/or use any automated, macro, script, robotic or other system(s) or program(s) to enter or otherwise participate in or to disrupt the Contest. The Contest Parties and each of their respective affiliates, agents, shareholders, employees, directors, officers, successors, and assigns (collectively, the “Released Parties”) are not responsible for, and accept no liability whatsoever in relation to, any late, lost, misdirected, illegible, falsified, damaged, mutilated, garbled, delayed, incomplete or incompatible Entries, Content, Declaration Forms and/or any other Contest-related information (collectively, “Contest-Related Information”), all of which are void. Proof of transmission (screenshots or captures, etc.) does not constitute proof of delivery. All Entries become the property of the Sponsor upon receipt, and none will be returned. An Entry may be rejected if, in the sole and absolute discretion of the Sponsor: (i) the Entry is not submitted and received in accordance with these Rules during the Contest Period; and/or (ii) the Entry is not in compliance with these Rules (all as determined by the Sponsor in its sole and absolute discretion).

 

6.  VERIFICATION:

 

All Contest-Related Information and entrants are subject to verification at any time and for any reason. 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): (i) for the purposes of verifying an entrant’s eligibility to participate in this Contest; (ii) for the purposes of verifying the eligibility and/or legitimacy of any Contest-Related Information and/or other information entered (or purportedly entered) for the purposes of this Contest; and/or (iii) for any other reason the Sponsor deems necessary, in its sole and absolute discretion, for the purposes of administering this Contest in accordance with the letter and spirit of these Rules. Failure to provide such proof to the complete satisfaction of the Sponsor within the timeline specified by the Sponsor may result in disqualification in the sole and absolute discretion of the Sponsor. The sole determinant of the time for the purposes of the Contest will be the official time-keeping device(s) used by the Sponsor.

 

7.  PARTICIPATION REQUIREMENTS:

 

By participating in this Contest, each participant agrees to release the Released Parties from any and all liability in connection with the contest and their participation therein and to indemnify the Released Parties against any and all claims, damages, liabilities, costs, and expenses arising from the participant’s participation in the contest. By participating in this contest, each participant also agrees that their Entry (and each individual component thereof) complies with all conditions stated in these rules. The Released Parties will bear no liability whatsoever regarding: (i) the use of any Entry (or any component thereof);

 

(ii) participation in any contest-related activities; (iii) any use, collection, storage and disclosure of any personal information; and/or (iv) if declared a winner, the prize (including any use or misuse of the prize). The Released Parties shall be held harmless by each participant in the event it is discovered that the participant has departed from or not otherwise fully complied with any of these rules and/or the applicable social platform rules (as applicable). This release and indemnity shall continue in force following the termination of the contest and/or awarding of any prize.

 

By participating in the Contest, each entrant hereby warrants and represents that any Contest-Related Information they submit does not contain any reference to any identifiable third parties, unless consent has been obtained from all such individuals and their parent/legal guardian if they are under the age of majority in their jurisdiction of residence, and will not give rise to any claims whatsoever, including, without limitation, claims of infringement, invasion of privacy or publicity, or infringe on any rights and/or interests of any third party. By participating in the Contest, each entrant grants to Sponsor the non-exclusive, royalty-free right and licence to use, reuse, reproduce, publish, display, edit and/or distribute, in any media, Entry materials submitted by entrant, for any purpose including but not limited to marketing, advertising and promotional efforts relating to Hellmann’s

 

8.  PRIZES:

 

There is one (1) limited edition Hellmann’s grill (the “Prize”) available to be won in the Contest. The Prize consists of a barbeque grill (the model and brand of the barbeque grill shall be determined by the Sponsor, in its sole and absolute discretion) with an approximate retail value of $2,000.00 CAD.

 

The following general conditions apply: (i) Prize must be accepted as awarded and is not transferable, assignable or convertible to cash (except as may be specifically permitted by the Sponsor in its sole and absolute discretion); (ii) no substitutions are permitted, except at the Sponsor’s option; (iii) the Sponsor reserves the right to substitute the Prize in whole or in part in the event that all or any component of such Prize is unavailable with a prize or prize component(s) of equal or greater retail value, including, without limitation, but solely at the Sponsor’s sole discretion, a cash award; (iv) all characteristics and features of the Prize, except as otherwise explicitly stated above, are at the Sponsor’s sole and absolute discretion; and, (v) Prize winner is solely responsible for all costs not expressly described herein. None of the Released Parties makes any representation or offers any warranty or condition, express or implied, as to the quality or fitness of any Prize awarded in connection with the Contest. To the fullest extent permitted by applicable law, each confirmed winner understands and acknowledges that he or she may not seek reimbursement or pursue any legal or equitable remedy from either the Sponsor or any of the other Released Parties should their Prize fail to be fit for its purpose or is in any way unsatisfactory. For greater certainty and the avoidance of any doubt, by accepting a Prize, a confirmed winner agrees to waive all recourse against the Sponsor and all of the other Released Parties if the Prize or a component thereof does not prove satisfactory, either in whole or in part. Limit one (1) Prize through entire Contest.

 

9.  ODDS OF WINNING

 

The odds of winning depend on the number of eligible entries during the Submission Period, as well as the chances that a particular entrant’s Content aligns with the selection criteria uses to determine Finalists; during the Bracket Period, the number of votes per bracket competition will determine the odds of winning.

 

10. ELIGIBLE WINNER CONFIRMATION PROCESS:

 

No one is a winner unless and until the sponsor officially confirms him/her as a winner in accordance with these rules. Before being declared a confirmed Prize winner, the potential winner’s Declaration Form will be reviewed to ensure it is fully compliant with these rules, and may be required to re-sign it.

 

Without limiting any of the foregoing, by accepting a Prize, the applicable winner hereby: (i) confirms that they have read, understood and are in compliance with these Rules; (ii) grants all consents required, and authorizes the Sponsor to publish, reproduce and/or otherwise use their name, address, voice, Entry materials and any other user generated content (“UGC”) submitted by the applicable winner, statements about the Contest and/or photograph or other likeness in perpetuity throughout the world without further notice or compensation, in any publicity or advertisement carried out by or on behalf of the Sponsor in any manner or medium whatsoever, including print, broadcast or the internet; (iii) accepts the applicable Prize as awarded; (iv) releases the Released Parties from any and all liability in connection with this Contest, their participation therein and/or the awarding and use/misuse of the applicable Prize or any portion thereof; and (v) agrees to indemnify the Released Parties against any and all claims, damages, liabilities, costs, and expenses arising from any use in accordance with these Rules of their Entry or any portion(s) thereof.

 

11. GENERAL CONDITIONS:

 

a. This Contest is subject to all applicable federal, provincial/territorial and municipal laws.

 

b. The decisions of the Sponsor with respect to all aspects of this Contest, including without limitation the eligibility of entrants or any Contest-Related Information, are final and binding on all entrants without right of appeal. Anyone deemed by the Sponsor to be in violation of the Sponsor’s interpretation of the letter and/or spirit of these rules for any reason is subject to disqualification in the sole and absolute discretion of the Sponsor at any time.

 

c.  All Contest-Related Information becomes the property of the Sponsor.

 

d. The Released Parties will not be liable for: (i) any failure of the Contest Website or any other any website, service or platform during the Contest, including any social media platform or internet service provider; (ii) any technical malfunction or other problems of any nature whatsoever, including, without limitation, those relating to the telephone network or lines, computer on-line systems, servers, access providers, computer equipment or software; (iii) the failure of any Contest-Related Information, winner notification message and/or other information to be received, captured or recorded for any reason whatsoever, including, but not limited to, technical problems or traffic congestion on the Internet or at any website; (iv) any injury or damage to an entrant’s or any other person’s computer or other device related to or resulting from participating in the Contest; (v) anyone being incorrectly and/or mistakenly identified as a winner or eligible winner; and/or (vi) any combination of the above.

 

e.  The Sponsor reserves the right, in its sole and absolute discretion, to withdraw, amend or suspend the Contest (or to amend these Rules) in any way, in the event of any (i) accident, printing, administrative, or other error of any kind, and/or (ii) cause beyond the reasonable control of the Sponsor that interferes with the proper conduct of the Contest as contemplated by these Rules, including, without limitation, any error, problem, computer virus, bugs, tampering, unauthorized intervention, fraud or failure of any kind whatsoever. Any attempt to undermine the legitimate operation of the Contest in any way (as determined by Sponsor in its sole and absolute discretion) may be 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; and/or (iii) for any other reason whatsoever.

 

f. The Sponsor reserves the right, in its sole and absolute discretion, to administer an alternate test of skill as it deems appropriate based on the circumstances and/or to comply with applicable law.

 

g. The Sponsor reserves the right, in its sole and absolute discretion, to adjust any of the dates, timeframes and/or other Contest mechanics stipulated in these Rules, to the extent deemed necessary by the Sponsor, for purposes of verifying compliance of any entrants, Contest-Related Information and/or other information with these 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 Rules, or for any other reason.

 

h. If due to printing, production, online, internet, computer or other error of any kind, more than one prize is claimed then, in addition to having the right to terminate the Contest immediately, in its sole and absolute discretion, the Sponsor reserves the right to conduct a random drawing from amongst all eligible Prize claimants whose claims have not yet been redeemed to award the correct, singular prize. The Prize may not be awarded in the event the Sponsor becomes aware of such an error. In no event will the Sponsor be liable to award more than one Prize, as provided in these Rules.

 

i.  By entering this Contest, each entrant expressly consents to the Sponsor, its agents and/or representatives, storing, sharing and using the personal information submitted only for the purpose of administering the Contest and in accordance with the Sponsor’s privacy policy (available at: https://www.unilevernotices.com/privacy-notices/canada-english.html).

 

j.  This Section 11 does not limit any other consent(s) that an individual may provide the Sponsor or others in relation to the collection, use and/or disclosure of their personal information.

 

k. In the event of any discrepancy or inconsistency between the terms and conditions of these English Rules and disclosures or other statements contained in any Contest-related materials, including, but not limited to, the French version of these Rules, point of sale, television, print or online advertising and/or any instructions or interpretations of these Rules given by any representative of the Sponsor, the terms and conditions of these English Rules shall prevail, govern and control to the fullest extent permitted by law (for greater certainty, in Quebec, the French Rules shall prevail, govern and control).

 

l.  The invalidity or unenforceability of any provision of these Rules shall not affect the validity or enforceability of any other provision. In the event that any provision is determined to be invalid or otherwise unenforceable or illegal, these Rules shall otherwise remain in effect and shall be construed in accordance with the terms as if the invalid or illegal provision were not contained herein.

 

m. To the fullest extent permitted by applicable law, all issues and questions concerning the construction, validity, interpretation and enforceability of these Rules or the rights and obligations of participants, the Sponsor or any of the other the Released Parties in connection with the Contest will be governed by and construed in accordance with the domestic laws of the Province of Ontario and the federal laws of Canada applicable therein, without giving effect to any choice of law or conflict of law rules or provisions that would cause the application of any other jurisdiction’s laws. The parties hereby consent to the exclusive jurisdiction and venue of the courts located in Ontario in any action to enforce (or otherwise relating to) these Rules or relating to the Contest.

 

n. For the purposes of this Contest, Instagram, Facebook and their respective owners hold all rights in and to their respective trademarks as registered or under common law, and will have no liability or responsibility for any claim arising in connection with participation in this Contest or any prize awarded, nor have they offered or sponsored this Contest in any way.