Every 2 years, Pillsbury posts the rules, and you have to develop a recipe in four or five categories (I always do desserts) in which you use at least one of several required products (ranging from Green Giant Mushrooms to Brownie Mix). The trick is to be as creative as possible. Last year a sandwich won that was made out of pizza dough. There are time constraints - the recipes had to be made in 20 minutes or less, not including cooking or baking times.
Pillsbury weeds out the prospects, and the whole process takes about 8 months from start to finish. I must say it was fun, but very expensive to buy baking ingredients all the time.