The campaign, in simple words, was all about having customers push a cardio-customized shopping cart around a grocery store as part of their shopping experience, and observing changes in their health and fitness-related behavior. The cart was placed in stores delivering an explicit brand encounter, while Milkshake produced a digital film as an online tool to further communicate Lipton Green Tea’s ‘Live Good’ message – a low-effort, high-benefit metaphor for its green tea product.