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Racing/NASCAR

Nascar Has All The Cookies (And Crackers) In Kraft Foods Alliance

Kraft Foods said today it has extended its deal with Nascar for several of its brands to remain as the official cookies and crackers of the racing circuit.

In addition, Kraft said that its Oreo and Ritz brands would continue to serve as associate sponsors of Stewart-Haas Racing teammates Tony Stewart and Ryan Newman, respectively, in the Nascar Sprint Cup Series.

Financial terms were not disclosed.

Oreo, Nilla and Nutter Butter will remain the official cookies and Ritz and Wheat Thins the official crackers. Kraft Foods has been an official Nascar partner since 2000,

Kraft Foods said it again would create specially-marked packages of Oreo cookies and Ritz crackers for a national consumer sweepstakes in 2012. Next season, for the first time, Ritz will host a national digital and social media sweepstakes on its Facebook page, offering consumers the opportunity to win a prize package that includes a trip to the the 2012 Nascar Sprint Cup Series Awards Ceremony.

Marketing support also will include Nascar-themed retail programs, print, POP, Internet and on-site activation.

“Kraft Foods has been a valued Nascar partner for more than a decade, and thanks to powerful marketing programs from brands recognized by millions of Nascar fans – such as Nilla and Ritz – they’ve helped our sport grow,” Jim O’Connell, chief sales officer for Nascar, said in a statement. “Kraft Foods understands how to effectively engage our fans through creative activation programs, at both the sanctioning body and team levels, and we’re excited to have them renew their commitment to our sport.”

According to Michael Tilley, associate director of Kraft Foods consumer engagement, “Nascar has been one of our strongest strategic partnerships, and we are very pleased to continue our relationship with both the sanctioning body and with Stewart-Haas Racing. Nascar has been a much respected partner, aiding us in connecting with its many ardent fans across the nation. We look forward to a great year in 2012 with exciting activation plans.”

 

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