Hershey’s NASCAR® sponsorship program focuses largely on its relationship with Richard Childress Racing. REESE’S is the primary sponsor of one of RCR’s NASCAR Busch Series teams, which has Nextel Cup star Kevin Harvick and Busch Series rookie Brandon Miller sharing driving duties for the No. 21 REESE’S Chevrolet. The team captured the 2003 Busch Series Owners’ Championship with the sponsorship of Hershey’s PAYDAY peanut and caramel bars. Hershey’s REESE’S product line also serves as associate sponsor of Harvick’s No. 29 Nextel Cup Series car. Hershey has been able to utilize Harvick’s high profile as one of the sport’s most popular stars to reach its target demographic.

Hershey further piques consumer interest through online and retail promotions. “Take 5 Laps with Kevin Harvick at Daytona” will be executed in 2005. Hershey leveraged its sponsorship of the Busch Series season-opening event at Daytona International Speedway to offer a chance for five fans to take five laps at the famed speedway with Harvick at the wheel. One of the five finalists will also win a 2005 Chevrolet Corvette.

The No. 21 REESE’S Chevrolet show vehicle will make more than 100 appearances in numerous markets this season. Hershey also will offer its customers hospitality opportunities at various tracks this year and give customers a chance to participate in racing driving schools. Hershey’s team, driver and track sponsorship position enables the chocolate maker to reach out to fans and customers alike in various ways.