Nature's Bakery Activating Around Racing Deal With Fan Contest

Nature's Bakery this morning will announce the first component of its '16 activation campaign around NASCAR driver Danica Patrick's No. 10 Chevy. The fig bar maker's Fantern Program will see the brand select one "Fantern" at each of the 26 Sprint Cup races where it will activate. Contestants will apply at Nature's Bakery's website either via a one-minute video or a 500-word essay accompanied by photos. The person selected and a guest will get a tour of the garage, a meeting with Patrick, the chance to watch the race from pit road and the ability to generate social content along the way.

The program will start around the Kobalt 400 on March 3 at Las Vegas Motor Speedway and will be part of a wider sampling strategy to get the fig bars in fans' hands. JMI won the bid to manage Nature's Bakery's top-line strategic planning for its motorsports program. Stewart-Haas Racing will manage at-track sampling and PR internally.