RULES AND REGULATIONS

1. Safeway $1,000,000 Score & Win (the “Contest”) will commence October 1, 2009 and operate throughout the 2009-2010 NHL season in British Columbia, Alberta, Saskatchewan, Manitoba and Northern Ontario.

2. Customers will receive automatic Contest entry every time they shop at Safeway providing they swipe their free Safeway Club Card. Entries are valid for a period of two months, after which time the database may be cleared. Customers will receive a bonus entry for each Contest Participating Product purchased. Collection of entries will begin two weeks prior to Contest.

3. No purchase is required. Anyone fulfilling the conditions of Rule 8 can enter by sending their name, address, telephone number and Safeway Club Card number, with a label (or hand drawn facsimile) of any one Safeway $1,000,000 Score & Win Participating
Product to:

Safeway $1,000,000 Score & Win Contest
P.O. Box 67050
Toronto, Ontario M4P 3C8

To obtain a free Safeway Club Card visit customer service at any Safeway location. Limit one entry per envelope.

4. Should any Vancouver Canucks’, Calgary Flames’ or Edmonton Oilers’ player score five (5) goals in one (1) game (excluding goals scored during a shootout) during the 2009-2010 regular season or playoffs (as recorded by the NHL official game scorer), one contestant, through a Regionalized Random Draw of all entries received (as hereafter defined), will qualify to win an annuity paying $50,000 per year for 20 years. Regionalized Random Draw shall mean that: residents of British Columbia are eligible for the Canucks’ draws; residents of Northern Alberta are eligible for the Oilers’ draws; residents of Southern Alberta are eligible for the Flames’ draws; residents of Manitoba, Saskatchewan and Northern Ontario are eligible for Oilers’ and Flames’ draws relating to games televised on Sportsnet West. The payout is governed by Revenue Canada’s rules for Prescribed Annuities. Payment of any and all taxes, or other charges associated with the $1,000,000 prize are the sole responsibility of the potential prize winner.

Please note the special conditions of the $1,000,000 annuity prize:

One entry is drawn prior to each regular season and playoff Vancouver Canucks’, Calgary Flames’ and Edmonton Oilers’ game during the 2009-2010 NHL season. If five (5) goals are scored during one of the abovementioned games by a player of one of the abovementioned teams (excluding goals scored during a shootout), Promotivate LP, (hereafter sometimes referred to as the "Judges" or "Promotivate") will make all reasonable efforts to contact the person whose name was drawn. If the Judges, acting reasonably, cannot contact the selected entrant within ten (10) business days of the date of the relevant game, another name will be drawn. The Judges will then make reasonable efforts to contact that person within ten (10) further business days, failing which another name will be drawn, and so on, until a selected entrant is contacted. There can be only one (1) $1,000,000 annuity winner during the contest period.

5. In addition to the possibility of awarding the $1,000,000 prize in accordance with Rule 4, other prizes will be awarded through Regionalized Random Draws of all entries received. Prizes will be awarded for each goal scored by the Vancouver Canucks, Calgary Flames and Edmonton Oilers throughout the 2009-2010 regular season and playoffs (not including goals scored during a shootout). Furthermore, a Prize Pack consisting of one of each of the brand name prizes listed below will be awarded each time a hat-trick is scored during the games indicated above. (Goals scored during a shootout do not count towards a hat-trick.)

The prizes available are as follows:

All approximate values outlined in contest rules represent the approximate value of each prize on September 1, 2009 and are subject to fluctuation.

*May not be exactly as depicted on store signage and TV commercials.

Prizes must be accepted as awarded (maximum of one prize per winner). Odds of winning any one prize depend upon the number of entries/card swipes received and the number of goals scored during relevant games. Odds of winning a Prize Pack depend upon the number of entries/card swipes received and the number of hat-tricks scored during relevant games.

6.In addition, forty-five (45) 46” Sharp AQUOS LCD TV’s with full array LED backlight (approximate MSRP value $2,800) will be awarded during forty-five (45) NHL Telecasts on Sportsnet. One entry is randomly drawn prior to selected NHL telecasts on Sportsnet Pacific and Sportsnet West.

7. Potential winners will be judged and prizes awarded based on correctly answering, unaided, a time-limited, mathematical skill-testing question and signing a liability/publicity release. Potential winners that do not meet these conditions will not be eligible to receive a prize. Every eligible winner will receive his/her prize within eight (8) weeks after verification. If the $1,000,000 prize is awarded, the winner will be paid in accordance with the terms of Rule 4.

8. Only residents of British Columbia, Alberta, Saskatchewan, Manitoba and Northern Ontario who have reached the age of majority are eligible to win. Employees of Canada Safeway Limited, Promotivate, Rogers Sportsnet, The FAN 960, TEAM 1040 and 630CHED Radio, their agents and/or members of their immediate families residing in the same household are not eligible to participate in the Contest or win prizes.

9. No correspondence will be entered into except with winners and potential winners. The Judges decision about any aspect of this Contest shall be final and binding. The Judges and Canada Safeway Limited reserve the right to use the winners’ names and/or photographs in any advertising or publicity, with no compensation to the winners. Potential winner names may be televised on Sportsnet Pacific and Sportsnet West.

10.The Judges, at their option, may cancel or substitute any prize for equal or greater value.

11. Canada Safeway Limited and Promotivate shall not be responsible for any electronic network, computer problem or any other technical error of any kind. None of Canada Safeway Limited, Promotivate, nor any of their respective affiliates, agents, officers, directors or employees shall be responsible in any way for the use of or bear any liability whatsoever in any way attributable to the prizes awarded in this Contest. Not responsible for lost or misdirected entries, computer or printing errors.

12. Canada Safeway Limited and Promotivate will not be responsible for any adjustments in scheduling of NHL hockey games, Rogers Sportsnet telecasts and/or The FAN 960, TEAM 1040 and 630CHED radio broadcasts, or for any event which may affect store operations and thereby force the Contest to cease operations either temporarily or permanently. The Judges reserve the right to terminate or modify Safeway $1,000,000 Score & Win at any time without prior notification.

13. By shopping at Safeway and participating in the Contest, each participant agrees to abide by and be bound by these Contest Rules & Regulations.