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Last updated: December 6, 2011

LOBLAWS INC BABY AND YOU

TEXT TO WIN OFFICIAL RULES AND REGULATIONS

TO ENTER the Text to Win "Own the Day" contest (the "Contest"), text the word "Baby" to 104536 on Friday, December 9th, 2011 from 5:00 a.m. ET to 7:00pm ET. CHUM FM will broadcast a commercial message brought to you by Loblaws Inc. between the hours of 5:00 a.m. ET and 7:00 p.m.ET directing you to text the word "Baby" on your SMS-enabled mobile phone to short code 104536. A $0.50 charge will apply per SMS message as well as standard text messaging rates apply and may vary according to each entrant’s wireless telephone package and wireless service provider. You will receive a reply text indicating that your entry has been received. Standard text messaging rates apply. You will receive one entry for each SMS message received during each Entry Period. To enter the Contest without sending a text message, send an email (the "Email") during the Entry Period to: text@chumfm.com and include your name, telephone number and the word of the day "Baby". You will receive one entry for each Email that we receive during the Entry Period. Each SMS entrant will be identified by his or her mobile phone number and will be contacted at the applicable number if selected. Email entrants will be contacted at the telephone number provided in the email entry. In the event of a dispute, entries received on-line shall be deemed to be submitted by the "Authorized Account Holder" of the email address submitted at the time of entry. Authorized Account Holder" is defined as the natural person who is assigned to an e-mail address by an internet access provider, on-line service provider, or other organization (e.g. business, educational institution, etc.) that is responsible for assigning e-mail addresses for the domain associated with the submitted e-mail address. In the event of a dispute, entries received by text message shall be deemed to be submitted by the "Authorized Account Holder" of the mobile phone number used for entry. "Authorized Account Holder" is defined as the natural person who is assigned to a cell phone number by a wireless carrier that is responsible for assigning cell phone numbers. Entries will be rejected if entry is not fully completed and received during the Entry Period. Contest starts on December 9th at 5:00 a.m. Eastern Time ("ET") and closes on December 9th at 7:00 p.m. ET. (the "Contest Period"). There are ten (10) prizes (the "Prize") to be won from among all the eligible entries received during the Entry Period. No purchase necessary. Void where prohibited.

The contest sponsor is CHUM FM a division of Bell Media Inc. (hereinafter referred to as the "Contest Sponsor").

To enter and to be eligible to win, entrant must be a legal resident of Ontario, and be eighteen (18) years of age or older. Employees and their parents, siblings and children, and persons domiciled with an employee of the Contest Sponsor, their agents, parent, affiliated or related companies, subsidiaries, divisions, prize sponsors, and promotional and advertising agencies and administrators, are ineligible to enter. A winner of a CHUM FM Radio contest in the three (3) months preceding the start of this Contest (including persons designated by such winners to take ownership of prizes) are not eligible to enter.

Prizes - There are ten (10) Prizes to be won during the Contest Period. Each Prize consists of a $100.00 Loblaws Inc. gift card. Approximate retail value of the Prize is One Hundred Dollars ($100.00]) Cdn.

Prize must be accepted as awarded. The Prize may not be sold, transferred and is not convertible to cash. Contest Sponsors reserve the right to substitute the Prize in whole or in part in the event that all or any component of the Prize is unavailable. Prize winner is solely responsible for all costs not expressly described herein.

On December 9th between 5:00 a.m. ET and 7:00 p.m. ET, ten (10) random draws for a Prize will take place at CHUM FM in Toronto, Ontario by a CHUM FM Promotions representative from among all eligible entries received during that day’s Entry Period. The first ten (10) drawn will be eligible to win a Prize. The odds of winning the Prize will depend upon the total number of eligible entries received during that Entry Period. The Promotions representative of CHUM FM acting reasonably, will attempt to contact potential winner by telephone immediately after the draw. In the event the potential winner cannot be contacted immediately after the draw, or if an answering machine or voice mail box picks up the call, he or she will be disqualified and an alternate potential winner will be drawn. Further, if there is not a clear telephone connection between the CHUM FM representative and the potential prize winner, such that one or each other cannot hear the other, such potential prize winner is disqualified, and the Contest Sponsor will not be liable in any way for such failed connection. In conducting the contest, the CHUM FM representative has the full and absolute discretion to disqualify any potential prize winner who fails to respond on the phone or whose response cannot be heard by such CHUM FM representative, and the Contest Sponsor shall have no liability or responsibility to any caller so disqualified. Proof of identification must be provided upon request. In order to be declared a winner, potential winner must first correctly answer, unaided, a time limited mathematical skill testing question administered by CHUM FM. Before being awarded a Prize, potential winner will be required to sign and return within the time stipulated by the Contest Sponsor, a full release and indemnity form stating that he/she has read and understood these official rules and regulations ("Rules"), grants all consents required, authorizes the Contest Sponsor to broadcast, publish and disseminate his/her name, city of residence, photograph, likeness, sobriquet and voice, in connection with any promotion or publicity, and/or for general news, entertainment and information purposes at no additional compensation to the potential winner, beyond the awarding of or participation in the Prize, accepts the Prize as offered and releases the Contest Sponsor from any and all liability of any kind arising out of the potential winner’s participation in this Contest and receipt and use of the Prize. In the event that the potential winner does not comply with all the provisions as contemplated in these Rules, Contest Sponsors shall have the right to disqualify potential winner, and the prize will be forfeited and the Contest Sponsor shall be fully and completely released and discharged from any liability or responsibility in this regard.

By entering this Contest the entrants and participants automatically agree to accept and abide by these Rules. All decisions of the Contest Sponsor with respect to any aspect of this Contest, including without limitation the eligibility of entries, are final and binding on all entrants in all matters as they relate to this Contest.

All entries become property of Contest Sponsor who assumes no responsibility for garbled, lost, late, delayed, destroyed or misdirected mail, text-messages, voice messages, e-mail or any computer errors or malfunctions. No correspondence will be entered into except with entrants requesting Rules by mail or requesting names of prize winners (for which a self-addressed, postage paid envelope must be included). Contest Sponsor does not assume any responsibility for incorrect or inaccurate capture of entry information, technical malfunctions, human or technical error, seeding or printing errors, lost, delayed or garbled data or transmissions, omission, interruption, deletion, defect or failures of any telephone or computer line or network, computer equipment, software or any combination thereof. Entry materials-data that have been tampered with or altered are void. If for any reason, in the opinion of the Contest Sponsor, in their sole discretion, the Contest is not capable of running as originally planned, or if the administration, security, fairness, integrity or the proper conduct of the Contest is corrupted or adversely affected, including by reason of tampering, unauthorized intervention, fraud, technical failures or any other causes beyond their control, Contest Sponsor reserve their right to cancel, terminate, modify, amend, extend or suspend the Contest and select a winner from previously received eligible entries. Contest Sponsor reserves their right to modify the Rules without materially affecting the terms and conditions hereof. The Contest Sponsor reserves their right in their sole discretion to disqualify any individual they find to be tampering with the entry process or the operation of the Contest or to be acting in violation of the Rules or otherwise in a disruptive manner. Any attempts to deliberately damage the Contest web site 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 Contest Sponsor reserves their right to seek remedies and damages to the fullest extent of the law. Contest Sponsor shall not be held responsible for any errors or negligence that may arise or occur in connection with the Contest including any damage to an entrant’s computer equipment, system, software, mobile phone, or any combination thereof, from downloading any material from the Contest web site, where applicable.

Contest is subject to all applicable federal, provincial and municipal laws and regulations. By entering this Contest, each entrant consents to the collection, use and distribution of his or her personal information (information that identifies an entrant as an individual, such as home telephone number, mobile phone number, age and home address) by the Contest Sponsor for the purposes of implementing, administering and fulfilling this Contest, including sending a confirmation text message to text entrants. Contest Sponsor will not sell or transmit this information to third parties except for the purposes of administering this Contest. Any inquiry concerning the personal information held by the Contest Sponsor should be addressed to Bell Media Inc., 104.5 CHUM FM, 299 Queen Street West, Toronto, Ontario M5V 2Z5.

In the event of any discrepancy or inconsistency between the terms and conditions of the Contest Rules and disclosures or other statements contained in any Contest related materials, including but not limited to the Contest entry form, or point of sale, radio, television, print or online advertising, the terms and conditions of these Contest Rules shall prevail, govern and control.

All intellectual property, including but not limited to trade-marks, trade-names, logos, designs, promotional materials, web pages, source codes, drawings, illustrations, slogans and representations are owned by the Contest Sponsor and or their affiliates. All rights are reserved. Unauthorized copying or use of any copyrighted material or intellectual property without the express written consent of its owner is strictly prohibited.

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