Oscar Mayer plans to promote different products for each of its six primaries on the No. 6 this seasonroush fenway racing
Oscar Mayer is promoting its bacon on Ryan Newman's No. 6 car during this week's Monster Energy NASCAR Cup race in Phoenix, causing Smithfield to lightheartedly remind the Roush Fenway Racing sponsor what pork products have had the most success in the garage. The official Oscar Mayer Twitter feed earlier this week posted a picture of the bacon paint scheme going on Newman's car with the text, "Oscar Mayer Bacon has found a new place to sizzle." That caused Smithfield, the long-time sponsor of driver Aric Almirola, to reply, "Nice bacon car @OscarMayer. Ours is still parked in the winner’s circle at Talladega." Almirola claimed his second career Cup series victory at the track last October. Oscar Mayer came back with, "We’re new here… How come you left your car behind??? Aren’t you supposed to take it home after the race??? 🤔We were looking forward to sizzling with you on the track in Phoenix. 🥓Maybe next time?" Smithfield previously had been the only bacon company to activate in the sport.
SLOWLY INCREASING ITS PRESENCE: This year marks a regular return to the sport by Oscar Mayer, which has six primaries this year on the No. 6 ride and is planning to utilize different products for each of the different paint schemes. Oscar Mayer used the Daytona 500 to activate around its deli fresh meat brands. The company also is bringing its Weinermobile to tracks for fans to experience. The Kraft-Heinz brand first returned to NASCAR last year with a one-off paint scheme for the Southern 500. Oscar Mayer Associate Dir of Marketing Matt Riezman said, “We dipped our toe in the water at Darlington last year, loved the reaction from our fans, so we decided to invest a little more this year. ... A lot of NASCAR fans love our categories with bacon and cold cuts, so we want to interact with them in this space.” Oscar Mayer works with mcgarrybowen on its brand marketing and ICF Next for PR, but Riezman credited RFR for helping with its activation in NASCAR.
