Through the Target Racing relationship, partner Kellogg’s will activate their relationship away from the race track for the first time with driver imagery on packaging that will include driver images, tidbits, fun facts and games – all tying into an on-pack sweepstakes where one lucky fan will win the “Ultimate Racing Experience” prize package and attend a NASCAR or INDYCAR race in 2013.
Notes of interest:
FRONT AND CENTER: The Target Racing drivers will be featured on the following Kellogg’s foods: Kellogg’s Frosted Flakes cereal (15oz.) with Dario Franchitti, Rice Krispies Treats (10ct.) with Juan Pablo Montoya, Vrooms cereal (10.9oz.) with three versions that feature each of the drivers individually, Pop-Tarts Frosted Strawberry (12ct.) with Juan Pablo Montoya and Pop-Tarts Brown Sugar Cinnamon (12ct.) with Scott Dixon. Vrooms cereal is a unique cereal/box that was created specifically for the Target drivers.
WINNER, WINNER: On-pack sweepstakes will allow consumers to win a multitude of race-exclusive items. Entrants have a chance to win driver autographed merchandise, gift cards, race tickets or an ultimate grand prize which sends one lucky person and a guest to a NASCAR or INDYCAR race in 2013. Please visit www.kelloggsinsidetrack.com for more information.
THE RELATIONSHIP: The partnership with Chip Ganassi Racing Teams and Target began in 1990 and has been one of the longest running sponsorship based programs in motorsports. Kellogg’s joined the race program two years ago and is displayed on all three Target Racing teams throughout the season.
WHERE THEY STAND: 2012 Indianapolis 500 Winner Franchitti has one win and three pole positions to date this season. He has led 97 laps this year and is currently eighth in the IZOD IndyCar Series championship point standings. Dixon has won one race this year in Detroit and has four podium finishes. He has led 405 laps this season and is fourth in the championship standings. Juan Pablo Montoya is currently in his sixth full-time season in the NASCAR Sprint Cup Series. He has two top-10 finishes and currently sits 21st in the point standings.
Dario Franchitti, Driver of the No. 10 Target Honda: “It’s a lot of fun for me personally to have a partnership with Kellogg’s. I love their products and it’s really cool and exciting to be on the cover of a cereal box!”
Scott Dixon, Driver of the No. 9 Target Honda: “I think it’s great that Kellogg’s is stepping out of the box and using Dario, Juan and myself in their packaging this season. The Target race program continues to run strong now at 23 years and counting. The Kellogg’s partnership is just another way companies are able to leverage their investments in our racing programs.”
Juan Pablo Montoya, Driver of the No. 42 Target Chevrolet: “As soon as I found out about the Kellogg’s promotion I told my kids and they were so excited. To see their father on a cereal box or pop-tarts makes me a pretty cool dad (laughs). I’m pretty excited too. It’s great to see our sponsor partners do stuff like this and I’m looking forward to seeing me on the shelves of Target.”
Source: Chip Ganassi Racing Media