Objective – Secure stronger retail support and drive sales back to Harris Teeter while engaging with fans. Build awareness of Cargill’s sponsorship with Ricky Stenhouse Jr. and Roush Fenway Racing.
Solution – Offer NASCAR fans a chance to make their mark at Darlington Raceway by submitting their favorite burger recipe and distribute samples with coupons to help drive sales back to retail. The recipe contest was promoted via social media and the top five recipes were selected for the celebrity cook-off on race day. Brand ambassadors were also on-site at the track to blanket the campgrounds engaging with fans, distributing coupons and inviting them to the Cargill footprint for samples and to watch the celebrity judging of the pre-submitted recipes.