Kraft’s relationship with NASCAR racing is a merging of several popular entities. Kraft brings popular consumer brands to the nation’s second-most watched sport through its sponsorship of nine of NASCAR’s most prominent drivers. Through relationships with Matt Kenseth, Mark Martin, Jeff Burton, Greg Biffle, Dale Earnhardt Jr., Michael Waltrip, Martin Truex Jr., Carl Edwards and 2004 NASCAR Nextel Cup Series Champion Kurt Busch, Kraft is able to promote such brands as Oreo, Ritz, Fig Newtons, Nilla, Nutter Butter, Kraft Singles, Maxwell House, Post, Velveeta and Oscar Mayer.

In 2005, Kraft will launch the “Kraft Racin’ Station,” a mobile unit that will travel to Wal-Mart stores in each NASCAR Nextel Cup Series market. The Kraft Racin’ Station is an interactive experience that gives fans the opportunity to witness the inner workings and safety features of a race car, the activities involved in a pit stop and Kraft Racing’s successful NASCAR history.

Kraft leverages its motorsports presence through sponsorships, not only of the Team Kraft drivers, but of events, such as the Meijer 300 presented by Oreo at Kentucky Speedway. Kraft also conducts hospitality activities, trackside sampling and driver appearances at numerous venues each season. Kraft offers several consumer promotions in relation to its sponsorship endeavors, including the “Guess Who’s Got the Groceries?” promotion. In February 2005, fans may log onto kraftfoods.com and enter to win free groceries for life.

Special paint schemes on its sponsored cars enable Kraft to spotlight its vast array of products. Dale Earnhardt Jr. has taken Oreo and Ritz to victory lane three of the last four years in the season-opening NASCAR Busch Series event at Daytona International Speedway.