Show Us Your Breakfast: My Morning Protein Contest

Are you getting enough protein in the morning? Pairing foods with milk can help you get the 25 to 30 grams that many nutrition experts now recommend getting at breakfast. Show us your breakfast with milk and you could win a year of milk plus an activity tracker to help you reach your fitness goals in 2016. One grand prize winner will win 8 years of milk! 

Visit to check out how milk can help power your mornings.


Milk Life “My Morning Protein” Challenge

Official Rules


The Milk Life My Morning Protein Challenge (the “Contest”) starts on Monday, January 4, 2016 at 12:00 AM Eastern Time (“ET”) and ends on Sunday, January 31, 2016 at 11:59 PM ET (“Contest Period”). The Contest Period will be divided into four (4) weekly entry periods on each Tuesday during the Contest Period (each, a “Weekly Entry Period”). For the purposes of these Official Rules, each Weekly Entry Period will begin at 9:00 AM ET and end at 8:59 AM ET the following Monday. Entries not received within the Contest Period will be void.

ELIGIBILITY: Contest is open to legal residents of the fifty (50) United States and the District of Columbia, who are 18 years of age or older. Employees of National Fluid Milk Processor Promotion Board (“Sponsor”), Weber Shandwick, their parent companies, subsidiaries, affiliates, promotion and advertising agencies, and members of their immediate family (spouse and parent, children and siblings and their respective spouses, regardless of where they reside) and persons living in the same household, whether or not related, of such employees, are not eligible to enter or win. Void where prohibited by law. Contest is subject to all applicable federal, state and local laws. This Contest is in no way sponsored, endorsed or administered by, or associated with, Facebook, Twitter or Instagram. The information you provide will be used for the purposes of Contest administration.

HOW TO ENTER: At a certain time during each Weekly Entry Period, Sponsor will post a challenge to the Milk Life social media channels on Facebook, Twitter and Instagram which you may participate in as further outlined below. The exact challenge to be posted each Weekly Entry Period and the exact time of each post will be determined by Sponsor, in their sole discretion.

1) Facebook: Log-in to your Facebook account and navigate to the Milk Life Facebook page at  Then, locate the challenge post for the applicable Weekly Entry Period and follow the instructions to post your execution of the challenge to the Milk Life Facebook page to receive one (1) entry for the applicable Weekly Entry Period, and include the hashtag #MyMorningProtein and #promo to receive one (1) entry for the applicable Weekly Entry Period, OR

2) Twitter: Log-in to your Twitter account and navigate to the Milk Life Twitter page at Then, locate the challenge tweet for the applicable Weekly Entry Period and follow the instructions to post a tweet with your execution of the challenge and include the hashtags #MyMorningProtein and #promo to receive one (1) entry for the applicable Weekly Entry Period, OR

3) Instagram: Log-in to your Instagram account and navigate to the Milk Life Instagram page Then, locate the challenge photo/post for the applicable Weekly Entry Period and follow the instructions to post a photo to your Instagram account of your execution of the challenge and include the hashtags #MyMorningProtein and #promo to receive one (1) entry for the applicable Weekly Entry Period.

Entries received from any person or email address in excess of the stated limitation will be void. A Facebook, Twitter or Instagram account is required to enter. A free account can be created at, or To enter the Contest using a mobile device, you must have a service plan for your web-enabled mobile device with your wireless service provider and a device that supports the Facebook, Twitter or Instagram application. Data rates may apply. See your wireless service provider for pricing plan details and capabilities.

REQUIREMENTS OF ENTRIES: Entry may not contain, as determined by the Sponsor, in its sole discretion, any content that:

  • is sexually explicit or suggestive; violent or derogatory of any ethnic, racial, gender, religious, professional or age group; profane or pornographic; contains nudity;
  • promotes alcohol, illegal drugs, tobacco, firearms/weapons (or the use of any of the foregoing); promotes any activities that may appear unsafe or dangerous; promotes any particular political agenda or message;
  • is obscene or offensive; endorses any form of hate or hate group;
  • defames, misrepresents or contains disparaging remarks about other people or companies;
  • contains trademarks, logos, or trade dress (such as distinctive packaging) owned by others (excluding Sponsor’s logos and trademarks which will be permitted);
  • contains any personal identification, such as personal names, e-mail addresses or street addresses;
  • contains copyrighted materials owned by others (including photographs, music, videos, sculptures, paintings, and other works of art or images);
  • contains materials embodying the names, likenesses, voices, or other indicia identifying any person, including, without limitation, celebrities and/or other public or private figures, living or dead;
  • contains look-alikes of celebrities or other public or private figures, living or deceased; or violates any applicable law.

Entry must be in English, be the original work of the entrant, may not have been previously published, may not have won previous awards, and must not infringe upon the copyrights, trademarks, rights of privacy, publicity or other intellectual property or other rights of any person or entity. If the Entry contains any material or elements that are not owned by the entrant, and/or which are subject to the rights of third parties, the entrant is responsible for obtaining, prior to submission of the Entry, any and all releases and consents necessary to permit the use and exhibition of the Entry by Sponsor in the manner set forth in these Official Rules, including, without limitation, name and likeness permissions from any person or any third-party who appears in or is identifiable in an Entry (or the parent or legal guardian of any minor who appears in or is identifiable in an Entry). Sponsor reserves the right to request proof of these permissions in a form acceptable to Sponsor from any entrant at any time. Failure to provide such proof may, if requested, render Entry null and void. By submitting, an Entry entrant warrants and represents that he/she and the person or third-party who appears in or is identifiable in the Entry consent to the submission and use of the Entry in the Contest and to its use as otherwise set forth herein.

By submitting an Entry, entrant hereby grants permission for the Entry to be posted on,,, or other websites and used in press materials. Entrant agrees that Released Parties (as defined below) are not responsible for any unauthorized use of Entries by third parties. Released Parties do not guarantee the posting of any Entry and may remove a posted Entry at any time.

JUDGING PERIOD: All eligible Entries received throughout each Weekly Entry Period will be judged by a panel of qualified judges based on the following criteria: (i) creativity and of entry and ability to grab the attention of the Milk Life campaign (40%), (ii) engagement of entrant in the entry with their social media fans and/or community (40%), and (iii) originality of entry; ability of entrant to create organic and original content (20%) (the “Judging Criteria”). The three (3) Entries with the highest scores for each applicable Weekly Entry Period will be deemed potential winners, subject to verification of eligibility and compliance with these Official Rules. In the event of a tie, an additional, “tie-breaking” judge will determine the applicable winner(s) based on the criteria listed herein. Sponsor reserves the right to award fewer than three (3) prizes for any Weekly Entry Period if, in its sole discretion, it does not receive a sufficient number of eligible and qualified entries for any applicable Weekly Entry Period.

WINNER NOTIFICATION: Judges’ and Sponsor’s decisions are final and binding on all matters relating to this Contest. Potential winners will be notified by Facebook comment, direct message on Twitter or via comment on a photo on Instagram approximately two (2) business days following each applicable Weekly Entry Period and will be asked to respond within one (1) business day and provide their full name, telephone number (including area code), date of birth, mail and/or email address. Potential winners may also be required to complete an Affidavit of Eligibility, Liability and Publicity Release (unless prohibited by law) and any other documents required by Sponsor, which must be returned within three (3) business days of initial notification. Return of notification as undeliverable, failure to sign and return requested documentation within the specified time period, the inability of Sponsor to contact potential winner within a reasonable time period or noncompliance with these Official Rules by a potential winner will result in disqualification and, at Sponsor’s sole discretion, a runner-up may be notified for the applicable Weekly Entry Period prize in question.

PRIZES: Five (5) total prizes available; one (1) prize awarded per Weekly Entry Period, and one (1) Grand Prize awarded at the conclusion of the Contest Period, as specified below.

One (1) Grand Prize [One (1) awarded upon conclusion of the Contest Period] as follows: Milk for 8 Years, awarded in the form of a gift card good for approximately four-hundred and sixteen (416) gallons of milk. Approximate Retail Value (“ARV”) of each Grand Prize gift card: $1,872.00.

Four (4) First Prizes [One (1) awarded per Weekly Entry Period] as follows: Milk for 1 year, awarded in the form of a gift card good for approximately fifty-two (52) gallons of milk plus one (1) personal fitness tracker. ARV of each First Prize gift card: $234.00. ARV of each personal fitness tracker: $99.99.

PRIZE CONDITIONS: Prizes are awarded “as is” with no warranty or guarantee, either express or implied by Sponsor. Winners may not substitute, assign or transfer prize or redeem prize for cash, but Sponsor reserves the right, at its sole discretion, to substitute any prize (or portion thereof) with one of comparable or greater value. All prize details are at Sponsor’s sole discretion. Prizes will be mailed to winners within eight (8) weeks following receipt of completed and verified Affidavit of Eligibility, Liability and Publicity Release. All federal, state and local taxes and all other costs associated with prize acceptance and use not specified herein as being provided are the sole responsibility of the winners. Winners may not substitute, assign or transfer prize or redeem prize for cash, but Sponsor reserves the right, at its sole discretion, to substitute prize (or portion thereof) with one of comparable or greater value. Total ARV of all prizes: $3,207.96.

LICENSE/USE OF ENTRIES: By submitting an entry, and to the extent allowed by law, you grant the Released Parties a perpetual, worldwide, royalty-free, non-exclusive, sub licensable, unconditional and transferable license to edit, modify, cut, rearrange, add to, delete from, reproduce, encode, store, modify, copy, transmit, publish, post, broadcast, display, adapt, exhibit and/or otherwise use or reuse your entry, name, photo, caption, and biographical material including, but not limited to, all materials submitted in connection with the Contest in any and all media, throughout the world, and in any manner, for trade, advertising, promotional, commercial, or any other purposes without further review, notice, approval, consideration, or compensation to entrant or any third party.

GENERAL CONDITIONS:  By participating, each entrant agrees: (a) to abide by these Official Rules and decisions of Sponsor and judges, which shall be final and binding in all respects relating to this Contest; (b) to release, discharge and hold harmless Sponsor, Weber Shandwick, Facebook, Twitter, Instagram, their parent companies, affiliates, subsidiaries, and advertising and promotion agencies, and the respective officers, directors, shareholders, employees, agents and representatives of the forgoing (collectively, “Released Parties”) from any and all injuries, liability, losses and damages of any kind to persons, including death, or property resulting, in whole or in part, directly or indirectly, from entrant’s participation in the Contest or any Contest related activity or the acceptance, possession, use or misuse of any awarded prize; and (c) to the use of his/her name, voice, performance, photo, social media account ID, prize information, image and/or likeness for programming, advertising, publicity, trade and promotional purposes in any and all media, now or hereafter known, worldwide and on the Internet, and in perpetuity by Sponsor and its designees, without compensation (unless prohibited by law) or additional consents from entrant or any third party and without prior notice, approval or inspection, and to execute specific consent to such use if asked to do so. By participating, participant also agrees not to release any publicity or other materials on their own or through someone else regarding their participation in the Contest without the prior consent of the Sponsor, which either may withhold in its sole discretion.

MISCELLANEOUS: Released Parties are not responsible for lost, late, incomplete, damaged, inaccurate, stolen, delayed, misdirected, undelivered, or garbled entries, captions, posts, photos or videos; or for lost, interrupted or unavailable network, server, Internet Service Provider (ISP), website, or other connections, availability or accessibility or miscommunications or failed computer, satellite, telephone or cable transmissions, lines, or technical failure or jumbled, scrambled, delayed, or misdirected transmissions or computer hardware or software malfunctions, failures or difficulties, or other errors or difficulties of any kind whether human, mechanical, electronic, computer, network, typographical, printing or otherwise relating to or in connection with the Contest, including, without limitation, errors or difficulties which may occur in connection with the administration of the Contest, the processing of entries, captions, posts, photos, videos, the announcement of the winners, or in any other Contest-related materials. Released Parties are also not responsible for any incorrect or inaccurate information, whether caused by site users, tampering, hacking, or by any equipment or programming associated with or utilized in the Contest. Released Parties are not responsible for injury or damage to any person's computer related to or resulting from participating in this Contest or downloading materials from or use of the website. Persons who tamper with or abuse any aspect of the Contest or website, who act in an unsportsmanlike or disruptive manner or who are in violation of these Official Rules, as solely determined by Sponsor, will be disqualified and all associated entries/photos will be void. Should any portion of the Contest be, in Sponsor’s sole opinion, compromised by virus, worms, bugs, non-authorized human intervention or other causes which, in the sole opinion of the Sponsor, corrupt or impair the administration, security, fairness or proper play, or submission of entries, Sponsor reserves the right at its sole discretion to suspend, modify or terminate the Contest and, if terminated, at its discretion, select the potential winners for the Weekly Entry Period(s) at issue from all eligible, non-suspect entries received for the applicable Weekly Entry Period(s) prior to action taken using the Judging Criteria identified above. In the event of a dispute regarding entries received from multiple users having the same email account, the authorized subscriber of the email account at the time of entry will be deemed to be the entrant and must comply with these Official Rules. Authorized account subscriber is the natural person who is assigned to the applicable account by the applicable email service provider. CAUTION: ANY ATTEMPT TO DELIBERATELY DAMAGE THE WEBSITE OR UNDERMINE THE LEGITIMATE OPERATION OF THE CONTEST MAY BE IN VIOLATION OF CRIMINAL AND CIVIL LAWS AND SHOULD SUCH AN ATTEMPT BE MADE, SPONSOR RESERVES THE RIGHT TO SEEK ANY AND ALL REMEDIES AVAILABLE FROM ANY SUCH INDIVIDUAL TO THE FULLEST EXTENT OF THE LAW, INCLUDING CRIMINAL PROSECUTION.

ARBITRATION: Except where prohibited by law, as a condition of participating in this Contest, participant agrees that (1) any and all disputes 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 by final and binding arbitration under the rules of the American Arbitration Association and held at the AAA regional office nearest the participant; (2) the Federal Arbitration Act shall govern the interpretation, enforcement and all proceedings at such arbitration; and (3) judgment upon such arbitration award may be entered in any court having jurisdiction. Under no circumstances will participant be permitted to obtain awards for, and participant hereby waives all rights to claim, punitive, incidental or consequential damages, or any other damages, including attorneys' fees, other than participant's actual out-of-pocket expenses (i.e., costs associated with participating in this Contest), and participant further waives all rights to have damages multiplied or increased.

CHOICE OF LAW: All issues and questions concerning the construction, validity, interpretation and enforceability of these Official Rules, or the rights and obligations of participant and Sponsor in connection with the Contest, shall be governed by, and construed in accordance with, the substantive laws of the District of Columbia, USA.

WINNER’S NAMES: For the names of the winners, available after February 15, 2016, send a self-addressed stamped envelope by April 1, 2016 to: Milk Life My Morning Protein Challenge, Weber Shandwick, 875 N Michigan Avenue, Suite 2400, Chicago, IL 60611.

Sponsor: National Fluid Milk Processor Promotion Board, 1250 H St NW, Suite 950, Washington, DC 20005.