IHF and Joe Gibbs Make a Masterpiece

INTERNATIONAL HOME FOODS, INC. AND JOE GIBBS RACING MAKE A RACING MASTERPIECE (Concord, NC)— Looking at the side of a NASCAR Winston Cup car is like viewing a moving piece of contemporary art. The colors are bright, the design is...

INTERNATIONAL HOME FOODS, INC. AND JOE GIBBS RACING MAKE A RACING MASTERPIECE

(Concord, NC)— Looking at the side of a NASCAR Winston Cup car is like viewing a moving piece of contemporary art. The colors are bright, the design is eye-catching, but the messages on a Winston Cup car can be as abstract as an Andy Warhol painting.

For instance, take the No. 20 and 18 cars in Joe Gibbs Racing’s garage. It’s quite clear who the primary sponsors of Gibbs’ effort are, but a second look will show the logo of one very prominent food brand- Chef Boyardee. One may wonder why a company would place their logo on what seems to be a comparatively small space, but as in art, to understand the whole meaning you must delve deeper.

As an associate sponsor on one of the most successful NASCAR teams, Chef Boyardee gets much more than race day television exposure from Joe Gibbs Racing. Bobby Labonte, Tony Stewart and Joe Gibbs all star in three commercials promoting the popular product, as well as an internal promotional video. The trio also helps entertain VIPs, employees, and customers at race day hospitality tents.

The marketing team for Chef Boyardee said, "our partnership with Joe, Bobby, and Tony not only builds the Chef Boyardee brand among the powerful racing audience, but also supports motorsports and the Joe Gibbs Racing team with consumers and retailers. “We've effectively been able to do so by leveraging racing specific media, consumer contests, in-store programs, and at-track hospitality in addition to our basic associate sponsorship."

Like a fine masterpiece, the mutually beneficial relationship between Joe Gibbs Racing and IHF is sure to stand the test of time. Joe Gibbs Racing helps Chef Boyardee keep their customers and employees entertained, while Chef Boyardee helps keep Bobby Labonte and Tony Stewarts atop the NASCAR Winston Cup standings. Not even Picasso could have painted a better picture than that.

International Home Foods is the maker of the new Chef Boyardee Overstuffed™ Italian Sausage Ravioli, Spaghetti & Jumbo Meatballs, Homestyle Chicken Parmesan and Homestyle Chicken Alfredo.

International Home Foods, Inc. is a nationally prominent manufacturer, distributor and marketer of food products. Its significant established brands include Chef Boyardee? prepared foods, Bumble Bee?, Orleans?, Louis Kemp?, Clover Leaf? and Paramount? seafood, PAM? cooking spray, Libby’s? canned meats, Gulden’s? mustard, Crunch `n Munch? glazed popcorn and pretzels, Campfire? marshmallows, Ro*tel? tomatoes with green chilies, Dennison’s? chili, and Ranch Style? and Luck’s? beans.

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About this article
Series Automotive , NASCAR Cup
Drivers Bobby Labonte , Tony Stewart
Teams Joe Gibbs Racing