Cereal brand partners with grocery store to support Daytona 500 drive

Special Cheerios packaging featuring the legacy of the no. 3 available to shoppers at Kroger Stores nationwide

February 20, 2014
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In conjunction with the 56th running of the Daytona 500 and to further showcase their long-standing partnership with NASCAR, General Mills, Inc. has teamed up with The Kroger Co. to produce a limited edition Cheerios box to commemorate the return of the No. 3 to NASCAR’s premier series with NASCAR champion Austin Dillon at the wheel.

Beginning this week, shoppers will be able to purchase the collectible Cheerios box, which required rare brand approval to replace the traditional red heart with the iconic No. 3, exclusively at the 1,200 The Kroger Co. Family of Stores nationwide.

“As a proud supporter of NASCAR, Kroger is thrilled to partner with General Mills to share in the excitement of the return of the No. 3 to the sport with fans and consumers nationwide,” says Keith Dailey, Director, Corporate Communications at Kroger. “The Daytona 500 is always a very exciting race and we’re looking forward to cheering Austin and the No. 3 on the track!”

Consumers will see branded billboards near Daytona International Speedway and in Kroger’s hometown of Cincinnati, featuring Dillon, his No. 3 Chevrolet and the celebratory Cheerios box while shoppers will notice Austin Dillon standees and No. 3 branded pallet holders featuring General Mills products on display in Kroger stores.

A branded television commercial featuring Dillon and the No. 3 Cheerios Chevrolet will air in various markets, including Atlanta, Cincinnati, Columbus, Dallas, Houston, Los Angeles, Louisville, Nashville, Indianapolis, Memphis, Richmond, Knoxville, Phoenix, Las Vegas, Salt Lake City and Lexington, Kentucky.

Dillon, who captured the pole for the 2014 Daytona 500, visited Kroger’s headquarters and its West Chester, Ohio store last month and revealed an over-sized version of the special Cheerios box to employees and fans. He will embark on his first full NASCAR Sprint Cup Series season when he leads the 43-car field to the green flag in the 56th annual Daytona 500 driving the No. 3 Chevrolet.

 

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