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 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.