FoodFlex® is a free web-based application available exclusively to Safeway Club Card customers. It tracks purchases and helps customers make healthy food choices. Rival was asked to develop an online advertising campaign to promote FoodFlex and help establish Safeway as a Health & Wellness destination. The banners and emails drove engagement and encouraged sign-up for the FoodFlex application.

The banner called "Know Your Food" was the best performing unit with an average CTR of .18%, and we found that it had its highest CTR (.24%) on WebMD.com.