• PROMO Magazine, Tuesday, May 16, 2006 11:30 AM

ConAgra Foods is turning to sports and entertainment sponsorships as a way to promote several of its key brands this summer. For example, the marketer's Banquet brand will be linked to three separate NASCAR events while Orville Redenbacher popcorn, Hunt's Snack Pack, and Hunt's Ketchup will be tied to the company's Six Flags sponsorship. Meanwhile, Hebrew National Franks extends its baseball stadium concession reach with an in-stadium and in-store campaign pitching Hebrew National as a step above other ballpark fare. "By integrating our products into high-impact sports, entertainment and lifestyle properties and programs, we can turn the passion of these fans into a passion for ConAgra Foods brands," said ConAgra Vice President-Sponsorship & Event Marketing Michael Hargrave. "The fun part is tailoring programs to meet consumers where they eat and play, which gets us into all sorts of hot, action-packed pastimes--from baseball and NASCAR to action sports and chili-making." The chili connection is ConAgra's sponsorship of the World's Championship Chili Cookoff in its hometown of Omaha in October, in which the company offers a $5,000 prize for the best red chili using ConAgra brands.

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