Reser’s Fine Foods, Portland, Ore., teamed up with Joe Gibbs Racing (JGR), Huntersville, N.C., to sponsor five races in the NASCAR Nationwide Series with driver Matt Kenseth in 2013.
Refrigerated & Frozen Foods spoke exclusively with Peter Sirgy, senior vice president of sales and marketing for Reser’s to discuss the details of this sponsorship. With the sponsorship brings on-track activities, sampling, couponing, online contests, a bigger social media presence and more foot traffic in the deli area.
“We not only want to increase brand awareness, but also ‘drive’ the growth of the product category,” says Sirgy, “and what better way to do so than dipping our toes into racing. I can’t think of a more perfect fit than racing and potato salad.”
Plus, the partnership will “drive distribution and bring in new ways to ‘accelerate’ the usage of this product category,” he adds. “This isn’t going to be a one-time thing. We’re hoping for a long-term, multi-year effort.”
Reser’s will be an associate sponsor for the entire NASCAR Nationwide series, and the No 18 Reser’s Toyota will appear in five races in 2013 beginning with the March race in Phoenix.
Reser’s complete 2013 racing schedule is as follows:
March 2 in Phoenix
April 26 in Texas
May 25 in Charlotte
Sept. 6 in Richmond
Oct. 5 in Kansas (Events are subject to change.)
Kenseth has Nationwide Series career wins in Phoenix, Texas and Charlotte, but has yet to visit victory lane in Richmond or Kansas. However JGR has won four and three times respectively at each of those tracks.
“It’s good to be back in the Nationwide Series,” says Kenseth. “I’m proud to represent Reser’s. Although I know it won’t be easy for me with so much great competition in the Series, I’m hoping I can deliver some fun times with a few wins on the track.”