Inspiring healthy lifestyles through live, interactive cooking competitions.

Aetna sought to deepen consumer engagement beyond traditional health insurance messaging. The challenge was to translate Aetna’s commitment to wellness into a tangible, emotional experience that inspired healthier habits while reinforcing trust in the brand.
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• Coordinated a multi-city cook-off competition with full production management.
• Provided extensively trained, client-approved brand ambassadors to educate attendees on Aetna’s programs and services.
• Managed inventory, budget reporting, and expense tracking exceeding $80,000.
• Delivered seamless on-site execution including setup, breakdown, and tour logistics.
• Ensured consistent brand representation through hands-on supervision and strong team leadership.
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Attack! designed and executed a high-energy experiential tour that combined live entertainment, health education, and brand storytelling. The Healthy Food Fight competition invited local chefs and home cooks to showcase nutritious recipes, creating a fun and memorable platform for Aetna to promote healthy living and preventive care in a relatable way.
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Managed

Over a three-month national tour, Attack! managed every facet of production and field execution across 10 major U.S. markets.
Responsibilities included travel and logistics supervision, footprint production, on-site kitchen management, and brand ambassador staffing. Each event was supported by professional kitchen runners, production assistants, and a tour management team ensuring smooth execution and brand consistency nationwide.
Attack! also oversaw budget management, performance tracking, reporting, and long-term travel logistics, delivering operational excellence from start to finish.

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Duration: 3-month tour
Markets: 10 major U.S. cities

‍Key Learnings

• Experiential education creates lasting connections for service-based brands.
• Immersive, competition-style activations help translate corporate wellness values into consumer action.
• Rigorous training and logistics planning are key to delivering consistent multi-market success.
• Community-driven events provide powerful storytelling opportunities for healthcare and insurance brands.
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