For Safeway's 2011 summer grilling season campaign, part of the strategy was "nostalgia." What's more nostalgic than memories of running out to catch the Ice Cream Truck as kids. We proposed an interactive Ice Cream Truck feature where consumers could visit the website and learn to make cost effective ice cream truck treats at home. Rival and how2heroes partnered on this project to bring this idea to life from concept through to design, original recipe development, photography and digital advertising.