With gas prices moving towards $5 per gallon at the peak of the oil crisis, the prizes in this sweepstakes offering would generate interest of current and new Safeway customers by themselves. After all, who wouldn't want a chance to win a 45 mile per gallon Prius, especially since dealers were charging premiums over their MSRP sticker prices and had long customer waiting lists?

The main challenge from the client was that this promotion had to stand out from the over abundance of the usual holiday promotional clutter that normally filled the store floors, fixtures and print advertising. With bright primary colors, dynamic shapes and a promotional logo lock-up tying offered prizes together, make this in-store signage easy to identify and stand out from the rest of the seasonal signage program. This program succeed in achieving the visual impact the client desired and proved to be one of their most successful meat department promotions.