Rival has created Thanksgiving campaigns for Safeway for several years to create value for customers and to drive traffic into the stores. Components included a website destination with recipes, videos & decor ideas as well as engaging online advertising campaigns to drive awareness and engagement with the site. Rival created a variety of tradition and rich media takeover ad units that tapped into target audience interests that ranged from value through to inspiration. Safeway licensed many of how2heroes' recipes and photographs for the website.