Each year, during the grilling season, Safeway creates added value for consumers by providing them with recipes and inspirations. For several years, Rival has taken the lead on creating a sizzling online experience for consumers by creating fun, engaging ads that drive to a website that we design and develop. Highlights of the websites have included 4th of July party menus, an interactive Ice Cream Truck where visitors can learn to make their favorite treats, a Grillmaster game and weekly emails notifying users of special offers and new recipes added to the site. These types of surprises create stickiness on the website and encourage customers to stay around and ultimately keep Safeway top of mind next time they go grocery shopping.