Arby's, Nascar Racer To Give Away Fries Today
As part of the effort for the new menu item, which the Atlanta-based company launched in June, Kenseth will work the drive-through at one of Arby's 3,600 restaurants nationwide today between noon and 2 p.m., where he and restaurant staff will hand out samples.
The sponsorship includes "Matt's Monday," in which every time Kenseth wins a Busch or Nextel race, Arby's gives away medium curly fries on the Monday following the race.
An Arby's rep says the effort is part of a much larger, integrated marketing push that includes national TV ads--which launched last week, starring Kenseth--as well as point-of-purchase material, posters, grassroots efforts and corporate goodwill efforts related to Big Brothers and Big Sisters, all leveraging Arby's relationship with Kenseth.
Arby's became a first-time Nascar sponsor in December, when the company signed as backer of Roush Racing's Kenseth and his No. 17 Ford Fusion, which races in the Nascar Busch Series.
As part of the deal, Arby's is primary sponsor of 13 of Kenseth's races, and the car has an Arby's paint scheme. Arby's is promoting the relationship at arbysracing.com, which details various promotions, including a sweepstakes in which consumers who up-size to a 32-ounce drink and a large order of fries can vie for prizes, including a 2008 Ford Fusion.
The company is a relative latecomer to the Nascar circuit. Hardee's was the first of the fast feeders; in fact, it was the first restaurant chain to link up with Nascar with its sponsorship of Cale Yarborough, followed by the likes of McDonald's and Pizza Hut, which sponsored Terry LaBonte of Hendrick Motorsports.
Recent Marketing Daily Articles
-
Beer Category Grows Most In Brand Rankings May 23, 12:40 a.m.
Beer was the highest growth category in this year’s BrandZ rankings, up 36% year-over-year, according to ... -
Saks Soars; Target Misses May 22, 6:10 p.m.
It’s a buzzy week for retailers. While mass chains such as Target and Lowe’s say the ... -
Cricket Makes More From Less May 22, 4 p.m.
Prepaid wireless carrier Cricket Communications is taking direct aim at customers of the larger, post-paid companies ... -
Seattle's Best Promos New Drive-Thru Format May 22, 3:43 p.m.
Seattle’s Best Coffee has simultaneously opened 10 “drive-thrus” in the Dallas/Fort Worth area. This marks the ... -
Balance Bar Unveils 1st National TV Ads In 10+ Years May 22, 6:26 a.m.
Balance Bar -- one of America’s first nutrition/energy bar products (launched in 1992) -- is looking ... -
Crowne Plaza Measures PGA Tour Sleep Habits May 21, 11:21 p.m.
Just in time for the Crowne Plaza Invitational at Colonial tournament this week, Crowne Plaza Hotels ... -
Dodge Goes Social With 'Defiance' May 21, 4:44 p.m.
Chrysler LLC's Dodge, which has category-exclusive sponsorship of the "Defiance" TV show and online game for ... -
Microsoft Unveils Xbox One May 21, 2:34 p.m.
For a presentation that was obstensibly about a new gaming console, Microsoft’s unveiling of its next-generation ... -
Telematics Ecosystem Booming, But Caution Advised May 21, 2:05 p.m.
The head of marketing for, say, Starbucks, is probably thinking about cars. Specifically, how to go ... -
Sony Touts Ultra High-Definition TVs May 21, 12:19 p.m.
We’ve been through the HDTV era and the 3DTV era -- now get ready for the ...
Be the first to comment on "Arby's, Nascar Racer To Give Away Fries Today "
Leave a Comment