Coming off of a successful foray into NASCAR team sponsorship at Darlington Raceway, McCall Farms has partnered with Front Row Motorsports (FRM) for six additional races of primary sponsorship in the 2012 season. The sponsorship will feature three McCall Farms brands: Margaret Holmes™, Peanut Patch™, and Glory Foods™.
"Darlington gave us the opportunity to try NASCAR," said McCall Farms' sales manager, Woody Swink. "It was a natural fit for us, since the track is only miles from our headquarters. Front Row Motorsports did a great job of educating us on the various assets available through their organization and how we can use those assets to achieve our goals. NASCAR allows us to strengthen our relationships with the retailers that sell our product, raise awareness for our portfolio of brands and energize the 700+ men and women that work for our company. We are genuinely enthusiastic about our partnership with Front Row Motorsports."
While McCall Farms will continue to utilize David Ragan as the representative for its Margaret Holmes and Peanut Patch brands, the company will also utilize David Gilliland and his No. 38 Ford to carry the colors of its Glory Foods brand.
"David Ragan is a great fit for our Peanut Patch and Margaret Holmes brands," continued Swink. He is a driver with strong southern roots and is an excellent representative of two strong southern brands. We look forward to our continued partnership with him and his fans. Our partnership with David Gilliland allows us to keep the Glory Foods and Margaret Holmes brands distinct, as each possesses its own unique attributes. Furthermore, as a California native, David Gilliland allows us to have a presence in an emerging market for our brand. Both of these drivers come from families that feature multiple generations of racing talent, making them a perfect fit for our fifth generation family company."
David Ragan will sport Margaret Holmes colors in three remaining 2012 events: Bristol Motor Speedway (8/25), Atlanta Motor Speedway (9/2), and Charlotte Motor Speedway (10/13)
David Gilliland will race the No. 38 Glory Foods entry for three races as well: Daytona International Speedway (7/7), Talladega Superspeedway (10/7), and Charlotte Motor Speedway (10/13).
"The package of races we've selected allows us to be a part of some of the most prestigious events and race on some of the most historic tracks on the NASCAR schedule. Moreover, the program allows us to target a variety of key markets for our brands. We're going to do something really cool with both cars running at Charlotte, so fans can keep their eyes open for an announcement on that event in the coming weeks," said Swink.
"McCall Farms has been a great partner for our race team," Front Row Motorsports' marketing director, Mike Laheta commented: They were very pleased with the program and activation strategy we were able to put together for them at Darlington. We've spent the last few weeks working with their marketing team to build a program for the rest of 2012 and I'm happy to be here today announcing a six race primary sponsorship extension."
"We have a unique value proposition here at Front Row Motorsports, as well as a commitment to making our programs work for our partners." continued Laheta. We have brought five new companies on as multi-race primary sponsors this season. I think that is a testament to what we're doing here at FRM. McCall Farms gave us the chance to show them how NASCAR could work for their company at Darlington. Here we are two weeks later announcing what is now a seven race program. This is a company that has immersed themselves in our sport and understands the importance of a strong activation program."
McCall Farms' program will feature Front Row Motorsports driver displays at retail, special edition product packaging, driver appearances, client hospitality, in-race-market signage, social media promotions, a national sweepstakes, a significant cause marketing program and an employee appreciation day at the company's Effingham, S.C. headquarters.