New Promotion, Powered by Several Highly Visual Marketing Vehicles, Give Race Fans a Piece of the Action
East Hanover, NJ – January 30, 2008 – Ritz crackers, the official cracker of NASCAR® and the brand that is always “Open for Fun,” has teamed up with Roush Fenway Racing and Ford Racing Technology to offer consumers the chance of a lifetime with the Kraft “Race to Win a Ride” Sweepstakes. Beginning February 4, 2008 through September 29, 2008, five lucky consumers will have a chance to win a trip to the NASCAR® Sprint Cup Series Championship Weekend at the Homestead-Miami Speedway® in November 2008 and will also have the opportunity to meet racing great Matt Kenseth, and other Roush Fenway Racing drivers at the race. From this group of five, one winner will also be randomly selected will win a 2009 Ford Racing equipped Mustang V6 sports car.
The Ritz cracker NASCAR®-themed campaign is powered by several highly visual marketing vehicles, including an on-pack promotion and in-store displays, as well as print, radio, television and online advertising. There will also be fun, interactive consumer events taking place throughout NASCAR® Speedweeks and The DAYTONA 500® February 10th to 17th, 2008.
Race fans can learn more about the sweepstake on specially marked packages of Ritz crackers, which will feature a limited-edition, cut-out of the Ritz NASCAR car on the back panels, which is the car Matt Kenseth will race in the DAYTONA® NASCAR Nationwide Series race in Daytona on February 16, 2008. These specialedition Ritz cracker boxes will be available in stores nationwide beginning in April.
To help generate additional consumer awareness for the program, Ritz crackers has created lobby displays and combo cards which will appear in more than 12,000 retailers nationwide from February through August. The lobby displays will consist of inflatable Ritz cars and racing graphics. In addition, the Ritz cracker NASCAR® show car will also appear at multiple retail locations throughout the year, which will be sure to get race fans’ excitement revving.
Beginning in February, there will be dedicated race specific advertising that is part of the new Ritz Cracker “Open for Fun” campaign. This will include television and print advertising throughout the NASCAR racing season appearing on the FOX and TNT networks. Race inspired print advertising will appear in publications such as People’s “Country edition” and TV Guide’s “DAYTONA® issue”. The advertising will also appear online at Kraftfoods.com and Fordracing.com.
The Ritz cracker brand will also support the program with promotional radio spots that give a call to action to participate in the sweepstake and drive traffic to the retailers for entry. Through these radio partnerships there will also be a chance for consumers to win an autographed Matt Kenseth Ritz Race fire suit. Ford Racing will also include the Ritz cracker promotion in their Ford Racing website, fan club e-mail blasts, Inside the Oval magazine, and direct mail information.
“The NASCAR®-themed promotion is one of the many marketing and communications elements supporting the new Ritz “Open for Fun” campaign,” said Jim Low, Senior Brand Manager, Ritz crackers. “As the official cracker of NASCAR, Ritz is thrilled to give race fans the chance to be right there in the heart of action with this sweepstake and bring fun to everyone through on-pack memorabilia.”
For more information on the Kraft’s “Race to Win a Ride” Sweepstakes and to learn more about other Kraft brands involved in this program, log onto www.nabiscoworld.com.
About Ritz “Open for Fun”
The Ritz cracker brand is launching an exciting new “Open for Fun” campaign, an integrated marketing program that extends beyond the tangible features of Ritz and expresses the underlying relationship – a relationship based on fun – that so many people share with the brand. The multifaceted, integrated campaign includes vibrant and playful TV spots, print ads, outdoor postings, dynamic light projections and in-store promotions, as well as an all-new “Open for Fun” Web site www.ritzcrackers.com/openforfun
About Kraft Foods
Kraft Foods is one of the world's largest food and beverage companies with annual revenues of more than $34 billion. For more than 100 years, Kraft has offered consumers delicious and wholesome foods that fit the way they live. Kraft markets a broad portfolio of iconic brands in 155 countries, including six brands with revenue of more than $1 billion, such as Kraft cheeses, dinners and dressings; Oscar Mayer meats; Philadelphia cream cheese; Nabisco cookies and crackers; Jacobs coffees and Milka chocolates. Kraft became a fully independent company on March 30, 2007, and is listed in the Standard and Poor’s 100 and 500 indexes. The company also is a member of the Dow Jones Sustainability Index and the Ethibel Sustainability Index. For more information, visit the company’s website at www.kraft.com.
About Ford Racing Technology
Ford Racing Technology, based in Dearborn, Mich., is responsible for major racing operations in North America, including NASCAR Sprint Cup Series, NASCAR Nationwide Series, NASCAR Craftsman Truck Series, Grand American sports car racing, NHRA drag racing and USAC midget car racing. Ford Racing also oversees development and marketing of Ford Racing performance parts, and the marketing of the Ford Racing brand through initiatives such as Team Ford Racing. For more information regarding Ford Racing’s activities, please visit www.fordracing.com.
About Roush Fenway Racing
Roush Fenway Racing is NASCAR’s largest team operating 13 motorsports teams. Five in the NASCAR Sprint Cup Series with drivers Matt Kenseth, Jamie McMurray, Greg Biffle, Carl Edwards and David Ragan; four in the Nationwide Series with Kenseth, Biffle, Edwards, McMurray, Ragan, Erik Darnell and Colin Braun; and three in the Craftsman Truck Series with Darnell, Braun and Joey Clanton; and one in the ARCA RE/MAX Series with Ricky Stenhouse Jr. For more information on any of the Roush Fenway Racing teams, log onto www.RoushFenway.com. For sponsorship inquiries please contact Robin Johnson at 704.720.4645.