• February 12, 2007

Oreo Double Stuf is teaming up with NASCAR for the first time in a campaign to get consumers racing to the last bite of a cookie and the bottom of a glass of milk.

A TV ad featuring NASCAR Nextel Cup driver Greg Biffle will continue on network and cable TV through the first quarter. In the ad, Biffle goes up against a resident of a retirement home, who beats him to the finish and takes off in his car.

Mobile marketing units will tour the country, making "pit stops" at races and retailers. Visitors to NabiscoWorld.com/oreo can take part in an online version of the game (by choosing an answer to "My favorite part of Double Stuf Racing is: the twist, the lick or the dunk,") and enter the sweepstakes.

Five winners will compete at Homestead-Miami, Fla. Speedway in November for a grand prize of $10,000. Biffle will help officiate the final race.

On Feb. 17, Biffle will drive the specially designed Oreo Double Stuf #26 Ford Fusion racecar in the season opener Daytona 300 NASCAR Busch Series race.

In addition, the Oreo Double Stuf is the Official Cookie of NASCAR, and limited edition cookies will be on store shelves this month.

Oreo Double Stufs account for nearly a third of all Oreo sales. From January to November of 2006, ad spending* for all variations of Oreos were $60.6 million, according to Nielsen Monitor-Plus. Sales during that time frame of Double Stufs were $19.5 million. -- Nina M. Lentini

* This sentence was modified after posting.