NASCAR, Planters team up NEW YORK (Feb. 11, 1999) The National Association for Stock Car Auto Racing today announced a marketing partnership designating Planters as the "Official Snack of NASCAR." Planters' NASCAR marketing programs will launch...
NASCAR, Planters team up
NEW YORK (Feb. 11, 1999) The National Association for Stock Car Auto Racing today announced a marketing partnership designating Planters as the "Official Snack of NASCAR." Planters' NASCAR marketing programs will launch in February with print advertising, point-of-sale and on-package promotions.
Planters also will be offering consumer sweepstakes and limited-edition premium racing merchandise for motorsports enthusiasts.
In addition to its contract as an Official Sponsor of NASCAR, Planters will be an associate sponsor of the No. 88 Ford Quality Care Ford Taurus driven by NASCAR Winston Cup Series veteran Dale Jarrett and owned by Robert Yates Racing. Jarrett finished third in the NASCAR Winston Cup Series point standings in 1998.
Planters also has secured driver sponsorships with NASCAR Winston Cup Series drivers Bobby Labonte and Ricky Rudd. Labonte, driver of the No. 18 Interstate Batteries Pontiac Grand Prix, finished sixth in the NASCAR Winston Cup Series point standings last year. Rudd, driver of the No. 10 Tide Ford Taurus, has recorded a win in each of the last 16 seasons. In addition, Planters also will sponsor several tracks.
Planters will sponsor several tracks.
NASCAR's New York office served as the liaison between Planters and the drivers, teams and tracks.
"Some say to take on these top-3 drivers, we'd have to be nuts," said Michelle Buck, Planters marketing vice president. "But race fans have been enjoying Planters peanuts and snacks since NASCAR racing began 50 years ago. With our American icon Mr. Peanut and these top-tier drivers -- Jarrett, Labonte and Rudd -- this sponsorship is the perfect vehicle to bring race fans closer to the action and to Planters snacks."
"We are excited to team up with Planters and Dale Jarrett, Bobby Labonte and Ricky Rudd as we work together to grow the sport," said George Pyne, vice president of marketing for NASCAR. "With its broad array of snack foods, Planters offers NASCAR tremendous exposure to fans nationwide."
The Planters Company is an operating company of Nabisco Inc., an international manufacturer of biscuits, snacks, and premium grocery products. Among Nabisco's well-known U.S. brands are Oreo, SnackWells, Chips Ahoy!, Ritz crackers, and Air Crisps snacks, A-1 steak sauces, Grey Poupon mustards, Life Savers confections and Planters nuts and snacks.
Source: NASCAR Online