NHL brings doughnuts, signs Dunkin’ deal Group builds platform for hockey award Lefton Report: CAA Sports joins search BCBS’s game-day formula Bush’s beans added to MiLB’s roster Earnhardt open to career in broadcasting Yormark, Cooper form naming-rights venture Snickers renews WrestleMania deal Xfinity: NASCAR deal shows benefits Bubbly brand will celebrate with Bolt
SBJ/July 30-August 5, 2012/Marketing and Sponsorship
Ganassi drivers racing to breakfast table
Published July 30, 2012, Page 3
WANT MORE GREAT STORIES LIKE THIS?
CLICK ON ONE OF THESE BUTTONS
The driver-branded products will be featured in displays at Target stores across the country beginning Aug. 19. They also will be promoted in Target’s national circular ads.
In addition to putting drivers on cereal and Pop-Tarts boxes, Kellogg’s will run a sweepstakes that offers a grand prize trip to the Indianapolis 500 or the Brickyard 400. The sweepstakes winner will get a trip to the Indy race of his choosing, a $1,000 stipend, breakfast with Ganassi drivers, pit passes and more.
“This was about leveraging our brands [Kellogg’s, Target and Ganassi] to the fullest,” said Rick Simington, Kellogg’s senior national account executive. “We have very strong brands together that can create awareness in the marketplace.”
Dan Griffis, Target’s director of strategic partnerships, lifestyle marketing and events, added, “Target always looks to create a differentiated product on its shelves. To get a Juan Pablo Montoya box of cereal, that exclusivity is something we try to go after.”
The promotion was developed by Kellogg’s Target brand team. The company became an associate sponsor of Ganassi Racing’s Target teams two years ago. It also sponsors Carl Edwards, who drives the No. 99 car for Roush Fenway Racing.