Win $5,000 for your school from Purity Dairies!

Win $5,000 for your school from Purity Dairies! (Image 1)

Titans of Taste Milk Contest

Save the dates for the Titans of Taste Milk Contest, and register your school today.  Sponsored by Tennessee Titans, Purity Dairies and Southeast Dairy Association, your school could win:

A cash prize of $5,000 to the first place school!
Three cash prizes of $3,000 and a Vitamix XL smoothie blenders to 3 second place
Tennessee Titans tickets with sideline passes and other great prizes for Teachers and Administrators

Contest Dates: September 17, 2012 – October, 26, 2012

2012 Milk Contest Official Rules

No Purchase Necessary To Enter Or Win

Eligibility: The contest is open to any accredited public, private or parochial school grades K-
12 within the Tennessee Titans/Purity region that serves Purity milk in its student cafeterias.
The school must also be actively participating in the National Dairy Council's and National
Football League's (NFL) “Fuel Up To Play 60” wellness program (

Rules: The following are the official rules of the Purity Dairies, the Tennessee Titans, and SUDIA's Fuel Up to Play 60 “Titans of Taste” School Milk Contest. This contest allows your school to win prizes by having the greatest increase percentage in milk sales per student. Please check for any updates or changes to the contest. A school cannot win the Grand Prize category more than one time.

School Site Coordinator: For enrollment, each participating school must designate a school site
contest coordinator who will register the school to participate in the contest. Deadline to register is September 14, 2012 at 12:00 p.m. CST.

Register your school here.

Fax: Completed registration forms should be faxed to Joan Benton at 615-469-3068 or emailed to

Submissions of awareness campaign entries for Bonus Points: All entries must be received by
SUDIA by midnight (CST) on September 21, 2012. Mail to Attention: Joan Benton, SUDIA, 330
Franklin Road, Suite 135-440, Brentwood, TN. 37027.

Grand Prize Winner/First Place Winner: The school with the highest percent, per student,
milk consumption over all will win the Grand Prize. Only one Grand Prize will be awarded.

Cash prize of $5000.00 and a Pep Rally with a Tennessee Titans player or celebrity, T-Rac,
and Tennessee Titans Cheerleaders at a date TBD in 2012 or early 2013.
Cash prize is to be used to support the implementation of Fuel Up to Play 60 school
program. Specifically, 50% of the funds should go to support a nutrition initiative and
50% to support a physical activity initiative in your school.
Suggestions for acceptable use of funds can be found in the scoring section of the

Second Place Winner: A total of three (3) Second Place prizes will be awarded. The
elementary, middle and high school with the second highest percent, per student, consumption
for the contest period after extra credit ** is added will win the following:
Cash prize of $3,000.00 and a Vitamix XL Smoothie/Blender Machine
Distribution of funds is the same as above for the $5000 cash award.
Contest Scoring: During the contest period, school milk consumption will be tracked by
contest officials at Purity Dairies. The elementary, middle and high school with the highest
percent per student consumption for the contest period after extra credit ** will be the winners.

Milk inventory sales must be for milk consumed during the school day or at school functions on
school grounds. Milk cannot be resold for home use or outside school grounds. Milk inventory
movement per capita (student) is being used as a measurable indicator of consumption of nutrient rich foods. Total milk consumption per student will be calculated by dividing the total number of school milk 8 oz. containers by the total number of the school's enrolled students, to give equal advantage to all size schools. For schools with a la carte program selling pint milk, one pint will equal two 8-oz. cartons of school milk. In the event that there is a question of integrity of the intent of the contest, a milk consumption audit will be requested and a school could forfeit their standings in the contest. School Site Coordinators will be responsible for coordinating all contest activity within the school (e.g. implementing the in-school awareness campaign for the contest, and submitting campaign photos for extra credit [described below]), as well as, administering the use of any awarded funds.

Suggested ideas for acceptable use of Prize Money:
Purchase Fuel Up to Play 60 promotional materials.
Improve student awareness and attitudes about the importance of eating nutrient rich
foods and getting 60 minutes of physical activity each day.
Increase availability and consumption of nutrient-rich foods, including low-fat and
fat-free dairy, fruits, vegetables and whole grains.
Increase opportunities for and participation in physical activity before, during and
after school. (Please note: not more than 50% of the funds can be used to
purchase physical activity equipment).

**Earn Extra Credit for your school!:
Schools can automatically earn 20% extra credit to their final per-student consumption total at
the conclusion of the contest by simply creating a unique awareness and promotion campaign
that will motivate students to drink Purity milk in school and be active for 60 minutes each day.
By creating an awareness campaign at your school promoting the Fuel Up To Play 60 “Titans of
Taste” Purity Milk Contest you can accomplish two goals:
1. Help increase student milk consumption and improve student nutrition.
2. Increase your opportunity to win the overall contest.

What Do You Need to Do NOW To Earn 20% Extra Credit?
Creating an awareness and promotion campaign is a fun and creative way for students to work
together as a team – so starting planning NOW! Then, send us your campaign slogan or
messages by September 21, 2012. Include a written description of the campaign in 250 words
or less. Tell how the campaign will be incorporated into daily school activities, and how you
plan to measure the campaign's effectiveness. You can include any photographs or examples
of materials you plan to use during the contest period.
Deadline to submit campaigns for extra credit is midnight on September 21, 2012 (one week after the contest starts). Encourage students to work together and be creative! For information on submitting campaigns via mail or courier delivery, please contact Joan Benton, SUDIA at or call 615 815-1008.

**For High Schools Only – More Ways to Win:
Video Contest
Contest open to all high schools in the Tennessee Titans/Purity Milk region that serves Purity milk in their school. Schools must be a registered FUTP60 School. Contest runs from September 17, 2012 –October 26, 2012. All videos must be received by 5:00 p.m. CST on October 30, 2012. Mail toAttention: Joan Benton, SUDIA, 330 Franklin Road, Suite 135A-440, Brentwood, TN. 37027. The high school should send videos on a CD or DVD to SUDIA. Video contest winner will be selected by the following criteria: creativity; representation of Tennessee Titans, FUTP60 and representation of low-fat and fat-free milk, fruits, vegetables and whole grains which are food groups to encourage; health benefits of drinking 3 servings of milk daily with Purity milk prominently featured; Purity milk as a healthier beverage choice than soft drinks, sports drinks, energy drinks, or other sweetened beverages; and, representation of physical activity. Winners announced by November 21. 2012. Entry form and video contest information can be found on One high school will be selected by selection committee to win the First Place prize.

Cash prize of $1,500.00 and 4 tickets to Tennessee Titans Home Game.
Final Decision: Winning schools will be determined by Purity Dairies, Tennessee Titans, and SUDIA.All decisions will be final. The winners will be announced before or the week of November 26, 2012.The intent of the contest is to increase consistent sustainable consumption of milk at school. No cash or other substitution may be made, except by Sponsors in the event that a prize (or part thereof) cannot be awarded, in which case Sponsors will at their sole discretion award a prize (or part thereof) of equal or greater value. Taxes are the sole responsibility of the winners. Winner understands that he/she must claim a prize award on their tax return that is valued at $600.00 or greater.

Pep Rallies for the Grand Prize Winning Schools: NFL player appearances will be provided by
SUDIA. SUDIA reserves the right to make adjustments to any appearances based on player
availability. An appropriate replacement player may be named in the event the winning school(s) falls outside of the player's acceptable traveling distance. Assembly date(s) will be based on player's availability and cannot be changed.

Rule/Winner List: To receive a list of winners, mail a self-addressed, stamped envelope to:
Joan Benton
School Marketing Account Manager
Southeast United Dairy Industry Association, Inc.
330 Franklin Road, Suite 135A-440
Brentwood, TN. 37027

Employees of the Southeast United Dairy Industry Association (SUDIA), Purity Dairies/Dean
Foods, Tennessee Titans, NFL Entities (as defined below), their respective parents, affiliates,
subsidiaries, advertising or promotion agencies or other individuals engaged in the
development, production, or distribution of promotion materials and persons who are
immediate family or who reside in the same household as persons in the preceding categories
are not eligible to win the individual school prizes. Void where prohibited.

Sponsors: This contest is sponsored by Dairy Management Inc., 10255 W. Higgins Rd., Suite
900, Rosemont, IL. 60018 and Southeast United Dairy Industry Association, Inc. 5340 West
Fayetteville Road, Atlanta, Georgia 30349-5416.

Indemnification: By entering, participants agree to release, discharge, and hold harmless,
Purity Dairies, Inc., Dairy Management Inc., Southeast United Dairy Industry Association, the
NFL Entities (as defined below), NFL Players Association, NFL Players Inc., their respective
partner, affiliates, subsidiaries, advertising or promotion agencies or other individuals engaged
in the development or production, from all claims or damages arising out of participation in
both this offer and/or contest and/or acceptance of any prize or offer. Subject to applicable
federal, state, and local laws and regulations.

The NFL, its member professional football clubs, NFL Ventures, Inc., NFL Ventures, L.P., NFL
Properties LLC, NFL Enterprises LLC, NFL Productions LLC, NFL International LLC and each of
their respective subsidiaries, affiliates, shareholders, officers, directors, agents, representative sand employees (collectively, the “NFL Entities”), as well as the NFL Players Association and NFL PLAYERS INC., will have no liability or responsibility for any claim arising in connection with participation in this contest or any prize awarded. The NFL Entities have not offered or sponsored this contest in any way © 2012 National Dairy Council®. Fuel Up is a service mark of National Dairy Council. © 2012 National Football League Players Incorporated.

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