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Safeway's Eating Right

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project challenge

Safeway's partnering agency was looking for a way to drive awareness of “healthy diet alternatives” and create a positive buzz around Safeway's “Eating Right” line of products.

winning strategy

Attack! created an interactive experience to extend brand awareness to athletes and spectators at the 2008 San Jose Rock 'n' Roll Half-Marathon. Brand ambassadors provided personalized photo keepsakes to thousands of expo attendees in exchange for email addresses and other consumer data. On race day, brand ambassadors donned colorful “Eating Right: Spot Your Needs" costumes and joined the race.


  • Eating-Right-Safeway-Costumed-Characters-for-Event-Marketing
  • Eating-Right-Safeway-Professional-Photographers-and-Brand-Ambassadors
  • Eating-Right-Promotional-Staff-and-Spokesmodels

Case Studies