Objective – Launch of Wheat Thins Big Bag Bold Flavors in 7-Eleven stores nationwide, while promoting Nabisco’s official partnership with NASCAR and Stewart-Haas Racing.
Solution – Create a store takeover in a high traffic 7-Eleven store and rebrand it with only Wheat Thins. Use Nabisco driver, Ryan Newman’s, driver star power to pull in media and consumers. Brand ambassadors were on-site to distribute product while Ryan sampled the new flavors for media and engaged with consumers.
