Thrilling Quest of Caramilk Key to the Secret Contest Comes to a Close with Final Three Key Holders Revealed

Caramilk rewards its Facebook community by giving away three undiscovered keys; all ten finalists will try their luck at unlocking Caramilk vault on October 7

TORONTO, Sept. 22, 2011 /CNW/ - Will it be the bingo-playing grandma from Burnt Church, New Brunswick? The factory worker from Kitchener, Ontario? Maybe the whale watcher from Saint-Adolphe-d'Howard, Quebec?  It is only a matter of time before Canada meets its next Protector of the Caramilk Secret now that the hunt for the golden keys is over and the 10 key holders in the Caramilk Key to the Secret contest have been declared!

From the shores of the east to Canada's capital to the prairies of Alberta, a gripping summer of sleuthing uncovered seven of the ten golden keys hidden in Caramilk bars across the country. The remaining three undiscovered keys were given away at random to members of the Caramilk community on Facebook.

Who are the final three key holders?

The lucky Facebook winners include Penny B. from Etobicoke, Ontario, a retired elementary school teacher who purchased contest bars all summer hoping to find a key; however, it wasn't until she entered the Facebook contest that her key-searching efforts paid off. Penny deems herself the "Best Secret Keeper Ever" and promises she won't disappoint should she become the next Protector of the Caramilk Secret.

Joining Penny as the second Facebook key winner is Jennifer J. from Portage la Prairie, Manitoba. Jennifer is a 24-year-old university student who has been a Caramilk Facebook fan for over a year.  She says her loyalty will endure, should her key be the lucky one to unlock the Caramilk vault.

The final and third winner is Jacinthe B. from Laval, Quebec. Jacinthe is the second golden key holder from the province this year and she can't wait to arrive in Toronto in October for the chance to win up to $250,000.

The final Caramilk golden key holders are:

            Chris B. from Leduc, Alberta

            Colleen S. from Orleans, Ontario

            Nora W. from Burnt Church, New Brunswick

            Jamie G. from Riverview, New Brunswick

            Jeanne S. from Saint-Adolphe-d'Howard, Quebec

            Julia P. from Ottawa, Ontario

            Chris B. from Kitchener, Ontario

            Jacinthe B. from Laval, Quebec (Facebook winner)

            Jennifer J. from Portage la Prairie, Manitoba (Facebook winner)

            Penny B. from Etobicoke, Ontario (Facebook winner)

What happens next?

All ten key winners, plus a guest, will travel to Toronto on October 7 to try their key in the famed Caramilk Vault at the Cadbury Chocolate Factory. The person whose key opens the vault will be named the second ever Protector of the Caramilk Secret, and be rewarded $125,000.  If they keep the secret safe for six months and return it unharmed, untouched and unopened, they will receive another $125,000 for a total of a quarter of a million dollars.

The exclusive ceremony will be attended by Caramilk officials and the Secret Squad Agents who have travelled to the homes of the Canadians who found a key inside a contest bar to verify their identity, and confirm the winning key.  Videos of their visits to the hometowns can be seen on the Caramilk Facebook page at Facebook.com/Caramilk.com

"We've shown up at the doorsteps of all seven people who found keys in the bars, to gauge their ability at keeping and protecting secrets," said Agent Q, a 10-year veteran of the squad. "I can't give too many details at this time, but let's just say we'll be watching no matter who is deemed Protector of the Secret. We're always watching."

In 2010 the Secret was trusted into the hands of Lisa Landry, the first winner of the Caramilk Key to the Secret Contest and the first Canadian challenged to keep Canada's most loved and best kept secret…a secret!

"Last year was the first time Cadbury ever let the secret leave the Caramilk Vault, and thankfully Lisa Landry from Sault Ste. Marie was up to the task," said John Phillipson, Vice President, Confectionery, Kraft Canada. "We hope this year the winner does Canada proud by protecting the country's best kept secret like Lisa did - after all there's a quarter of a million dollars up for grabs."

Be sure to follow breaking news about the winner of the Caramilk Key to the Secret contest on facebook.com/caramilk or on Twitter @caramilksecret. Stay tuned for the announcement on who will be named the next Protector of the Secret.

About Caramilk
Caramilk is a proud made-in-Canada story, and the Caramilk secret has been tightly guarded for more than 40 years.  The exact date of when Caramilk was created is a mystery - but the Caramilk Secret itself was developed in the 1960s. Today, there are hundreds of online urban myths about the Caramilk Secret and how the soft, flowing caramel finds its way into those delicious bars of chocolate!

The original Caramilk bar has evolved to include additional varieties, including most recently new Caramilk Secrets.  For more information, visit facebook.com/caramilk.

About Kraft Foods

Kraft Foods Inc. (NYSE: KFT) is a global snacks powerhouse with an unrivaled portfolio of brands people love. Proudly marketing delicious biscuits, confectionery, beverages, cheese, grocery products and convenient meals in approximately 170 countries, Kraft Foods had 2010 revenue of $49.2 billion. Twelve of the company's iconic brands - Cadbury, Jacobs, Kraft, LU, Maxwell House, Milka, Nabisco, Oreo, Oscar Mayer, Philadelphia, Tang and Trident - generate revenue of more than $1 billion annually. On Aug. 4, 2011, Kraft Foods announced plans to divide and create two independent public companies: a high-growth global snacks business with estimated revenue of $32 billion and a high-margin North American grocery business with estimated revenue of $16 billion, based on 2010 financial results, adjusted for divestitures. The transaction will take at least 12 months to complete, during which time plans regarding the structure, management, governance and other matters will be announced. A leader in innovation, marketing, health & wellness and sustainability, Kraft Foods is a member of the Dow Jones Industrial Average, Standard & Poor's 500, Dow Jones Sustainability Index and Ethibel Sustainability Index. Visit kraftfoodscompany.com and facebook.com/kraftfoodscorporate.

SOURCE Kraft Foods

For further information:

Jennifer Zed
jennifer.zed@edelman.com
416.849.2839

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