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
/ Print / Reprints /
ShareMore
/ Text Size+
Trans

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.

 

Did you enjoy this article? Click here to subscribe to Food and Beverage Packaging

You must login or register in order to post a comment.

Multimedia

Videos

Image Galleries

2014 Beverage Breakthroughs of the Year

Beverage packaging innovations huff, puff and blow traditional packaging down.

Food and Beverage Packaging

FBP October 2014 cover

2014 October

Check out the October 2014 issue of Food & Beverage Packaging, with a special PACK EXPO preview, and much more!

Table Of Contents Subscribe

Packaging Innovation

Which segment do you see the most innovation in packaging?
View Results Poll Archive

The Food and Beverage Packaging Store

M:\General Shared\__AEC Store Katie Z\AEC Store\Images\FBP\modified-atmosphere.gif
Modified Atmosphere and Active Packaging Technologies

Many factors are relevant in making the proper choice of food packaging material, including those related to shelf life and biodegradability.

More Products

FBP Buyer's Guide

2013 FBP Buyers Guide

 

 

Food and Beverage Packaging's Buyer's Guide provides a list of suppliers of food and beverage packaging solutions. 

STAY CONNECTED

 Facebook iconTwitter iconYoutube icon LinkedIn icong+icon

Clear Seas Research

CS-OflRGBhomepage.jpgWith access to over one million professionals and more than 60 industry-specific publications, Clear Seas Research offers relevant insights from those who know your industry best. Let us customize a market research solution that exceeds your marketing goals.