Contest Rules & Regulations

Phase 1

September 23rd - January 5th

Create your original recipe using Pillsbury or Betty Crocker products.
For a full list of eligible products, please see Official Rules and Regulations

Post a picture or video of your creation on Instagram or Twitter with #BakeItPossible

(It's okay if it's something you've made and shared before as long as it's your own creation!)

- OR -

Submit your entry using our online form.

To qualify for Phase 2, your recipe must show:





Takes Less Than 60 Minutes To Prepare

Phase 2

50 semi finalists recipes will be chosen and contestants will be contacted by February 25th.
You'll be competing with the same recipe you submitted in Phase 1.

Semi Finalists must complete qualifier form for Phase 3 by March 5th.

To qualify for Phase 3, your recipe must show:




Takes Less Than 60 Minutes To Prepare



Phase 3

10 Finalist recipes will be chosen and those participants contacted by April 23, 2018.

Details for Phase 3 will be announced at a later date.

Finalists recipes will be judged on:




Takes Less Than 60 Minutes To Prepare





Official Contest Rules & Regulations

What can I win?
10 Finalists will each win a trip to the greater Toronto area to compete for cash and possible merchandise prizes. Trip includes round-trip coach air transportation for finalist from major airport nearest finalist's home, hotel accommodations consisting of one double occupancy room for two nights at a hotel of General Mills’ choice, and daily meals or a per diem amount for daily meals.  Approximate retail value of each Finalist prize package is $1,200.



One (1) Grand Prize Recipe Winner receives $10,000 cash prize.  


Other Awards:

Additional prizes may become available.


All contest prizes are not transferable except at the sole discretion of General Mills. General Mills reserves the right in its sole and absolute discretion, to substitute a prize or prize component with a prize of equal or greater value. All taxes and other expenses, if any, are the sole responsibility of the winners. This contest is void where prohibited or otherwise regulated. All federal, provincial and local laws apply.


Who can enter?
You are eligible if you are have reached the age of majority in your province of residence (18 years old in Alberta, Manitoba, Ontario, Prince Edward Island, Quebec, and Saskatchewan; 19 years old in British Columbia, New Brunswick, Newfoundland, Northwest Territories, Nova Scotia, Nunavut, and Yukon) as of September 23, 2017, and are a legal Canadian resident residing in Canada at the time of the Contest Finals. 

You are not eligible to enter and will be disqualified if you or a member of your immediate family (parent, children, siblings, spouse, regardless of where they live) are an employee of General Mills Canada Corporation or any other sponsor of the Contest or any of their respective parents, subsidiaries and affiliated companies, or any promotion, advertising, judging or public relations company doing business with any of the above, or any of their respective parents, subsidiaries and affiliated companies, or you live in the same household of such employees (whether related or not).


How do I enter?

Between September 23, 2017, starting at 10:01 p.m., and January 5, 2018, ending at 11:59 p.m. EST, post a photo and the name of your original recipe that uses at least one participating Pillsbury or Betty Crocker baking product available in Canada on a public Twitter, Instagram or Google Plus account using the #BakeItPossible hashtag, or submit online at or

Recipe must take no more than 60 minutes to prepare including chopping, mixing, stirring (frequently or occasionally), baking, and cooking time. This time limit does not include cooling or chilling time after the entire recipe has been prepared.

Hashtag entries coming from a private account will not be considered valid.

Entries containing profanity or inappropriate content will be disqualified.

Entries can only be submitted by individuals and not teams.

The following are eligible Pillsbury and Betty Crocker products for use in recipes. Please note that licensed products incorporating third party equities, such as Cinnabon, Hershey’s, or any other third-party license, are not eligible for this contest. All product components (i.e. Cinnamon roll & icing) must be used in the recipe:

  • Pillsbury Crescent Rolls
  • Pillsbury Pizza Crust
  • Pillsbury Country Biscuits
  • Pillsbury Flaky Dinner Rolls
  • Pillsbury Wiener Wraps
  • Pillsbury Cookie Dough
  • Pillsbury Ready-to-Bake Cookies
  • Pillsbury Pie Crust
  • Pillsbury Cinnamon Rolls
  • Pillsbury Turnovers
  • Pillsbury Toaster Strudel
  • Betty Crocker Brownie Mixes
  • Betty Crocker Angel Food Cake Mixes
  • Betty Crocker Super Moist Cake Mixes
  • Betty Crocker Gluten-Free Cake Mixes
  • Betty Crocker Cookie Mixes
  • Betty Crocker Cupcake Mixes
  • Betty Crocker Frostings
  • Betty Crocker Banana Bread Mix
  • Betty Crocker Bisquick
  • Betty Crocker Gluten-Free Mixes (cakes, cookies, brownies, Bisquick)

      All approved, public entries and posts with the correct hashtag will be displayed on the Canada BakeItPossible Contest official microsite within 5 business days, along with the entrant’s name as indicated on the social media site used to enter the Contest.


      Each entry should be submitted only once, but you may submit as many original recipes as you want.  Use of automated processes and devices to submit electronic entries is not permitted. Contest Sponsors are not responsible for any changes or effects caused to the entrant's computer system as a result of submitting electronic entries.


      Only entries submitted as described above will be accepted. Entries submitted via any other method, including but not limited to Canadian Postal Service, facsimile or other express delivery services, will NOT be accepted.  Contest Sponsors and their promotion agencies are not responsible for phone, network, electronic or computer hardware or software failure, or technical failures of any kind, lost or unavailable network connections, fraud, incomplete, garbled or delayed computer transmissions, whether caused by Contest Sponsors, entrants or by any of the equipment or programming associated with or utilized in the promotion or by any technical or human error which may occur in the processing of submissions which may damage a user’s system or limit a participant’s ability to participate in the promotion.


      General Mills may prohibit any individual from participating in the contest or winning a prize if, in its sole discretion, it determines that said individual is attempting to undermine the legitimate operation of the contest by cheating, hacking, deception, or other unfair practices; violates the Official Rules; or acts in an unsportsmanlike or disruptive manner at any time during the Contest, or with intent to annoy, abuse, threaten or harass any other person.  By submitting your recipe, you accept all contest rules and agree to be bound by the decisions of the judges, which will be final. You also agree that your recipe(s) becomes the sole property of General Mills, and General Mills reserves the right to edit, adapt, copyright, publish, transfer and use any or all of them, without compensation.   


      How will recipes be judged?

      There are three phases to the judging of recipes in this Contest, as further described in this section, and each Phase will have judging criteria as follows:

      Phase 1 Judging Criteria

      All recipes must take 60 minutes or less to prepare

      Taste Appeal

      • Does it make your mouth water?
      • Do you crave it when you see it?
      • Does it look absolutely delicious?

      Wow Factor

      • Does it look and/or sound impressive?
      • Does it make you go Wow! Cool! Awesome!
      • Would you want to watch the video of this recipe being made?
      • Would you want to share that video?


      • Is it different from most of the recipes you see day-to-day?
      • Is it a novel or unique way to use the Pillsbury and/or Betty Crocker ingredients?
      • Does it show you how to use the Pillsbury and/or Betty Crocker ingredients in a way you wouldn’t have thought of otherwise?


      Phase 2 Judging Criteria

      You’ll be competing with the same recipe you submitted in Phase 1

      All of the above from Phase 1 PLUS:


      • Is the recipe short and easy to follow?
      • Could a novice baker make this?
      • Does it use ingredients and/or tools that are easily accessible to most Canadians?

      Phase 3 (Grand Prize) Judging Criteria

      You’ll be competing with the same recipe you submitted in Phase 1 & 2

      All of the above from Phases 1 and 2, PLUS:


      • Does it taste amazing?
      • Would you eat this again?
      • Would you be proud to serve this?



      PHASE 1

      All accepted, public, posted entries meeting the requirements of the contest will be judged by a panel of General Mills employees and food professionals on the Phase 1 criteria outlined in the table above (and weighted equally).


      Recipes not meeting contest entry criteria will be disqualified.  Entries must be the original recipe of the entrant.


      Judges will select 50 recipes from all eligible entries posted and those entrants will be invited to enter Phase 2 of the Contest. In the event that fewer than 50 eligible recipes are posted, the judges may select fewer than 50 semi-finalist recipes. General Mills is not required to share the judging scores or rationale for selection of the 50 semi-finalists.


      PHASE 2

      If your recipe is one of the 50 semi-finalist recipes (“Semi-Finalist”), you will be notified on February 25, 2018  via the social media platform on which you posted your recipe, and will be sent a link to the entry form in which to enter Phase 2 of the Contest. The entry form must be completed and submitted by March 5, 2018. In addition, General Mills may ask you to participate in a phone/skype interview to discuss your recipe. With completion of th entry form, Semi-Finalists give General Mills and their promotional partners the right to use Semi-Finalists’ names, identities and recipes in marketing communications, in-store promotions and programs, flyers, and other sales materials.


      Those Semi-Finalists who have successfully entered Phase 2 of the contest will have their recipes re-judged by a panel made up of General Mills employees and outside food professionals to confirm entry requirements have been met in addition to consideration of the Phase 2 criteria outlined in the table above (and weighted equally). General Mills reserves the right to conduct background checks and disqualify contestants on the basis of a criminal record.


      Judges will select 10 recipes from all of the Semi-Finalist recipes, and the entrants whose recipes are selected by the Judges will become finalists (each, a “Finalist”) and eligible to enter Phase 3 of the Contest. Semi-Finalist and Finalist recipes may be subject to minor adjustments to account for any potential food safety issues.


      Judges will disqualify previously published recipes, such as but not limited to those in cookbooks, in magazines, from food companies, on food blogs or recipe websites and winners in cooking contests, unless the recipe features changes considered significant by the judges in their sole and absolute discretion. Finalists will be required to certify, on information or belief, that their recipes are their original creation and have not been published or publicized and have not won a cooking contest. Decisions of the judges are final in all matters relating to this Contest.


      Phase 3

      Once confirmed by General Mills as one of the 10 official Finalists, you will be invited to participate in the Contest Finals where you will prepare your recipe yourself and present it to a panel of food experts (the “Judging Panel”) for judging. The Contest Finals will take place in the spring 2018, at either General Mills’ test kitchen in Mississauga, Ontario, or at an alternate location in the Greater Toronto Area. The final event may be recorded for broadcast online and/or on television. Footage from the final event may be used in advertising or sales materials. Reasonable accommodations will be provided for substantiated disabilities at the sole discretion of General Mills. General Mills will select and supply the ingredients and cooking equipment to be used at the Contest Finals. General Mills reserves the right to substitute comparable products at its sole discretion. Except where prohibited by law, each Finalist will be required to sign a release giving General Mills and its nominees full rights to use the Finalist's name, likeness, image and voice for Contest-related advertising and publicity, including such usage on the Internet.


      General Mills may advise Finalists of further Contest procedures and policies, and all Finalists agree to comply with such procedures. Finalists may be required to make themselves available for additional promotional appearances during the Contest Finals and up to 6 months following the announcement of The Grand Prize Winner. The Grand Prize Winner may be required to make additional promotional appearances up to 1 year after the Grand Prize Winner announcement.  Method of travel and accommodations for such appearances shall be chosen by General Mills and at its expense.  Any Finalist who does not comply with these requirements, cannot be easily located at the address or phone number provided, or who is unable to attend the Contest Finals or any subsequent promotional appearances required by General Mills will not be eligible for any prize and will not be allowed to compete. If a Finalist becomes unable to compete for any reason, General Mills may attempt to replace that Finalist with an alternate, provided that the alternate can comply with the conditions stated above.  General Mills in its sole discretion may also choose not to replace any Finalist(s). 

      If Finalist resides within a one hundred and fifty (150) kilometer radius of the location of the Contest Finals (a “local resident”), in lieu of the round trip air transportation portion of the trip, the Finalist will receive round-trip ground transportation of General Mills’ choice between Finalist’s residence and the hotel.  No compensation will be awarded in lieu of the difference in the approximate retail value for the trip. Travel must be made through General Mills’ agent, on a carrier of General Mills’ choice.  Travel is subject to availability. Finalist must possess Canadian government-approved travel documents.  General Mills is not responsible for any cancellations, delays, diversions or substitutions, or any act or omission whatsoever with respect to the trip.  Except as indicated, all taxes, gratuities, travel insurance, bag check fees, parking fees, laundry service, food, alcoholic beverages, incidentals (including mini-bar), phone charges, merchandise, souvenirs and other expenses not specifically identified are solely the responsibility of the Finalist. Finalist must comply with all hotel check-in requirements, including the presentation of a major credit card.  Unused components of the trip have no redeemable cash value. All airline tickets issued in connection with the trip are not eligible for frequent flyer miles or upgrades and cannot be used in conjunction with any other promotion or offer. Lost or stolen tickets, travel vouchers or certificates or similar items, once they are in a Finalist’s possession, will not be replaced.  Travel must be roundtrip.  Any unclaimed and/or unused trip elements will be forfeited by and will remain the property of General Mills. Travel is subject to the terms and conditions set forth in these official rules and those set forth by General Mills’ air travel prize supplier, as detailed in the passenger ticket contract issued by such supplier.  In the event a Finalist and/or his or her guests engage in behavior that (as determined by General Mills in its sole discretion) is obnoxious or threatening, illegal or that is intended to annoy, abuse, threaten or harass any other person, General Mills reserves the right to terminate the trip or other applicable experience early, in whole or in part, and send the Finalist and/or his or her guests home with no further compensation and Finalist may forfeit his/her chance to participate in the Contest.



      The Judging Panel will select the best recipe from the 10 Finalist recipes based on the Phase 3 criteria outlined in the table above (and weighted equally). General Mills will have final say in choosing the Grand Prize Winner.


      The winning recipe will be declared the winner of the Contest and will be given the Grand Prize.


      All issues and disputes regarding any aspect of the Contest, including, but not limited to the construction, interpretation and enforceability of these official rules, shall be governed by the laws of the province of Ontario, without regard to principles of conflicts of laws.  General Mills reserves the right to cancel this promotion and/or modify these Official Rules at its sole discretion. Winners will be posted on the Internet at and


      The Pillsbury/Betty Crocker Bake It Possible Contest is sponsored by General Mills Canada Corporation.


      This Contest is in no way sponsored, endorsed or administered by, or associated with Twitter or Instagram. By entering, you understand that you are providing your information to Sponsor and not to Twitter or Instagram.