For several years, Rival has taken the lead on creating awareness and engagement with the Safeway brand online during the Holiday season by designing and developing ar fun, informative website experience as well as the advertising that drives to the website. Features have included recipes, how-to videos, a wildly successful Gingerbread Man game (average engagement time was over 10 minutes) and a Cookie Swap feature where most of the recipe content was licensed from our sister company, how2heroes.