OFFICIAL RULES. NO PURCHASE NECESSARY TO ENTER OR WIN.

1. Promotion Period: The “Bake It To Believe It!” Sweepstakes (the “Promotion”) begins at 12:00 p.m. Eastern Time (“ET”) on March 16, 2009 and ends at 11:59 a.m. ET on May 18, 2009 (the “Promotion Period”).

2. Eligibility: Open to legal residents of the 50 United States and the District of Columbia, 18 years of age and older as of date of entry. Employees of Conopco, Inc., d/b/a Unilever, Don Jagoda Associates, Inc., their respective parents, subsidiaries, divisions, affiliates, suppliers, distributors and advertising, promotional and judging agencies (collectively “Sponsor and its Administrators”) and the immediate family members of each, are not eligible to participate or win. Void where prohibited or restricted by law.

3. How to Enter the Sweepstakes Drawing and Play the “Bake It To Believe It! Cooking & Baking game (the “Game”): During the Promotion Period, you may register by visiting www.BakeItToBelieveIt.com (the “Site”). Once you register you will receive one entry into the Sweepstakes Drawing. Subsequent to registering, you may receive additional entries into the Sweepstakes Drawing and receive opportunities to find out if you are an instant winner by logging in at the Site and playing a Game. You will receive one entry and one opportunity to find out if you are an instant winner for each Game you play. You may play as often as you wish, however, each day there is a limit of up to seven entries (except for the day you register, when you may receive eight entries) and seven opportunities to find out if you are an instant winner.

Refer a Friend Entry: To receive additional entries into the Sweepstakes Drawing, use the online refer a friend form to submit the names and email addresses of friends who you think will be interested in the Promotion. For each friend who subsequently clicks on the link provided in the email he/she receives, you will receive one entry into the Sweepstakes Drawing. Please note, you may not enter your own name and email address for the refer a friend method of entry. There is a limit of up to ten (10) Sweepstakes Drawing entries per person per day via the refer a friend method of entry.

Entry Guidelines: For the purposes of this Promotion, a “day” is defined as a 24-hour period, beginning at 12:00 a.m. ET and ending at 11:59 p.m. ET, except for the first “day” of the Promotion, which begins at 12:00 p.m. ET and ends at 11:59 p.m. ET and the last “day” of the Promotion, which begins at 12:00 a.m. ET and ends at 11:59 a.m. ET. All eligible Sweepstakes Drawing entries and all instant win Game plays must be received by 11:59 a.m. ET on May 18, 2009 to be eligible. There is a total limit of seventeen (17) Sweepstakes Drawing entries per person per day, except for the day you register when there is a total limit of eighteen (18) Sweepstakes Drawing entries. Normal Internet access, phone/usage charges imposed by your on-line/phone service will apply. All entries become property of the Sponsor.

4. Sweepstakes Grand Prize, Approximate Retail Value (“ARV”) and Sweepstakes Drawing: Grand Prize (1): A 4-day/3-night trip for two (2) to Savannah, GA to attend a meet and greet and a behind the scenes tour of The Lady & Sons with Bobby and Jamie Deen, and VIP service with an all inclusive lunch or dinner at The Lady & Sons. Sweepstakes Grand Prize includes round-trip economy-class air transportation from the major United States airport nearest to Grand Prize winner’s home to Savannah, GA, round trip ground transportation between the airport and hotel, three (3) nights hotel accommodations in Sponsor-selected hotel, a meet and greet and a behind the scenes tour of The Lady & Sons with Bobby and Jamie Deen, and VIP service with an all inclusive lunch or dinner at The Lady & Sons, a Sponsor-selected city tour, a Sponsor-selected dinner cruise, $1,000 spending money, awarded in the form of a check and a $1.00 off coupon for I Can’t Believe It’s Not Butter!® Cooking and Baking sticks (ARV: $6,000). All travel must be completed on dates specified by Sponsor before June 30, 2010. Dates of departure and return are subject to change. In the event the Grand Prize winner lives within a 150-mile radius of Savannah, GA, round-trip limousine transportation will be provided in lieu of air transportation and no additional compensation will be provided. Actual retail value of Grand Prize may vary due to winner’s state of residence and fares at time of travel. The Grand Prize winner will be selected randomly on or about July 21, 2009, from among all eligible Sweepstakes Drawing entries received. The Sweepstakes Drawing will be conducted by Don Jagoda Associates, Inc., an independent judging organization whose decisions are final on all matters relating to the Sweepstakes Drawing. The Grand Prize winner will be notified by mail, e-mail and/or phone. Odds of winning the Sweepstakes Grand Prize depend upon the total number of eligible Sweepstakes Drawing entries received.

5. Instant Win Prizes, Approximate Retail Values (“ARV”) and Approximate Odds of Winning: Instant Win Prize One (64 – 1 per day): A KitchenAid® 5-Quart Artisan™ Stand Mixer and a $1.00 off coupon for I Can’t Believe It’s Not Butter!® Cooking and Baking sticks (ARV: $299.99 each). The approximate odds of winning an Instant Win Prize One are 1:9,770. Instant Win Prize Two (320 – 5 per day): A Le Creuset Mixing Bowl and a $1.00 off coupon for I Can’t Believe It’s Not Butter!® Cooking and Baking sticks (ARV: $40.00 each). The approximate odds of winning an Instant Win Prize Two are 1:1,960. Instant Win Prize Three (640 – 10 per day): An AirBake cookie sheet and a $1.00 off coupon for I Can’t Believe It’s Not Butter!® Cooking and Baking sticks (ARV: $14.99 each). The approximate odds of winning an Instant Win Prize Three are 1:980. Instant Win Prize Four (128 – 2 per day): A Sponsor selected 25 Piece Cake Decorating Set and a $1.00 off coupon for I Can’t Believe It’s Not Butter!® Cooking and Baking sticks (ARV: $12.99 each). The approximate odds of winning an Instant Win Prize Four are 1:4,890. Limit one (1) instant win prize per person/email address. All Instant Win Prizes or prize notification will be sent approximately 6 – 8 weeks after the conclusion of the Promotion.

6. Second Chance Drawing: All participants automatically will be entered into a Second Chance random drawing for any unclaimed Instant Win Prizes each time they enter the Sweepstakes. Second chance random drawing will be conducted by Don Jagoda Associates, Inc., on or about July 21, 2009, from all eligible entries received. Odds of winning a second chance prize depend upon the number of eligible entries received and number of unclaimed Instant Win Prizes (if any).

7. Verification: All winners are subject to verification of eligibility. All material submitted becomes the sole property of the Sponsor and will not be returned. If, due to an error of any kind, more winning names are determined as instant winners, or more instant win prizes are claimed than are intended to be awarded according to Rule #5, the intended instant win prizes will be awarded in a random drawing from among all verified instant win prize claims received. In no event will the Sponsor be obligated to award more than the stated number of prizes. Use of automated entry devices or programs is prohibited. The Sponsor and its agencies assume no responsibility for any injury or damage to participants’ or to any other person’s computer relating to or resulting from entering or downloading materials or software in connection with the Promotion.

8. General Rules: Potential Grand Prize Winner will be required to execute and return an affidavit of eligibility, liability/publicity release (where legal) within ten (10) days of notification attempt or prize will be forfeited and an alternate winner selected. Return of Grand Prize notification as undeliverable will result in disqualification and alternate selection. Affidavit package will be mailed Priority Mail or sent via email. Grand Prize winner must travel on dates specified by Sponsor. Grand Prize winner must be able to attend the Deen Brothers meet and greet on date/time specified by Sponsor before June 30, 2010. Grand Prize winner airline tickets are for travel from major airport in the United States nearest Grand Prize winner’s home to Savannah, Georgia. Airline carrier's regulations and conditions apply. Grand Prize trip may not be combined with any other offer and travel may not qualify for frequent flyer miles. Grand Prize winner and travel companion must travel together on the same itinerary. Travel companion of Grand Prize winner (who must be 18 years of age or older) will be required to execute a Release of Liability prior to departure. Grand Prize winner and travel companion must possess valid travel documents (i.e., photo ID) in order to travel. Certain travel restrictions apply. Seat selection and timing of trip subject to availability and confirmation of reservations. In the event the Bobby and Jamie Dean portion of the Grand Prize is cancelled or postponed due to circumstances beyond Sponsor’s control, that portion of the prize will not be awarded and no additional compensation will be provided. No refunds or credit for changes are allowed. All other expenses and costs, not expressly listed above, including, but not limited to, taxes, tips, entertainment, transfers, and transportation to airport to and from Grand Prize winner’s home residence are Grand Prize winner’s sole responsibility. No substitution or transfer of prize permitted except at the sole discretion of the Sponsor who reserves the right to substitute a prize (or portion of prize) of equal or greater value in the event the prize is unavailable. Prizes are awarded “as is” with no warranty or guarantee, either express or implied by Sponsor. Return of any Instant Win prize or prize notification as undeliverable may result in forfeiture of prize and an alternate may be selected via Second Chance drawing. All federal, state and local taxes on the Grand Prize are the sole responsibility of Grand Prize Winner (or the parent/guardian if Grand Prize winner is a minor in his/her state of residence). By participating in the Promotion, participants (and their parents or legal guardians, if participant is a minor in his/her state of residence) agree to be bound by the official rules and the decisions of the judges. Sponsor and its Administrators are not responsible for technical, hardware, software or telephone malfunctions of any kind, lost or unavailable network connections, or failed, incorrect, incomplete, inaccurate, garbled or delayed electronic communications caused by the user or by any of the equipment or programming associated with or utilized in this Promotion or by any human error which may occur in the processing of the Game plays/Sweepstakes Drawing entries in the Promotion. The Sponsor reserves the right at its sole discretion to disqualify any individual that tampers or attempts to tamper with the Game play/Sweepstakes entry process or the operation of the Game or Site; violates the official rules; or acts in an unsportsmanlike or disruptive manner, or with intent to annoy, abuse, threaten or harass any other person. Entries generated by script or bot are not eligible. In the event of a dispute as to the identity of a participant, the authorized account holder of the email address used to enter, will be deemed to be the participant. “Authorized account holder” of an email address is defined as the natural person who is assigned to an email address by an Internet Access provider, on-line service provider, or other organization (e.g., business, educational institution, etc.) that is responsible for assigning email addresses for the domain associated with the submitted email address. The Sponsor reserves the right, in its sole discretion, to cancel, modify or suspend the Promotion if it is not capable of running as planned, including, but not limited to, infection by computer virus, tampering, unauthorized intervention, fraud, technical failures or any other problems beyond the control of the Sponsor and award all Instant Win Prizes claimed and Sweepstakes Grand Prize from among all eligible entries/Game plays received prior to cancellation. Sponsor and its Administrators and each of their respective affiliates, officers, directors, agents, and employees will have no liability or responsibility for any claim arising in connection with participation in the Promotion or any prize awarded. Grand Prize winner (or the parent/guardian if Grand Prize winner is a minor in his/her state of residence) assume all liability for any injury or damage caused, or claimed to be caused, by participation in the Promotion or use or redemption of any prize. Acceptance of any prizes constitutes permission to use winners’ names and likenesses for promotional purposes without further compensation except where prohibited by law. Sponsor is not responsible for any typographical or other error in the printing of the Promotion materials or the offering or announcement of the prizes. As a condition of entering the Promotion, participant (or parent/legal guardian if participant is a minor) agrees that: 1) under no circumstance will participant be permitted to obtain awards for, and participant hereby waives all rights to claim, punitive, incidental, consequential or any other damages, other than for out-of-pocket expenses; 2) all causes of action arising out of or connected with this Promotion or the prize awarded, shall be resolved individually, without resort to any form of class action; and 3) any and all claims, judgments, and award shall be limited to actual out-of-pocket costs incurred, but in no event attorneys fees. You hereby represent and warrant that you have read these rules and are fully familiar with its contents.

9. Winner: For the names of the winners, available after August 31, 2009, send a stamped, self-addressed envelope by September 15, 2009, to: The “Bake It To Believe It!” Sweepstakes, P.O. Box 7999, Melville, NY 11775-7999.

10. Sponsor/Administrator: The Sponsor of the Promotion is Conopco, Inc., d/b/a Unilever, 800 Sylvan Ave., Englewood Cliffs, NJ 07632. The Administrator of the Promotion is Don Jagoda Associates, Inc., 100 Marcus Drive, Melville, NY 11747.