SBJ/July 30-August 5, 2012/Marketing and Sponsorship

Ganassi drivers racing to breakfast table

Kellogg’s plans to feature Ganassi Racing’s top drivers on the cover of five breakfast products at Target stores nationwide during the next two months.

The point-of-sale promotion is the first of its kind since the company became an associate sponsor of Ganassi Racing’s Target-sponsored NASCAR and IndyCar teams. Kellogg’s will put driver Dario Franchitti on the cover of Frosted Flakes, Scott Dixon on the cover of brown sugar Pop-Tarts, Juan Pablo Montoya on the cover of Rice Krispies and strawberry Pop-Tarts, and all three drivers on the cover of a special-edition cereal called Vrooms that’s being released as part of
the promotion.

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.

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