The partnership between Kroger and RFK Racing continues to gain momentum with the involvement of several prominent consumer brands for the 2024 NASCAR season. This collaboration, which has already proven to be a win-win for Kroger and RFK Racing, is now bolstered by brands including Kimberly-Clark, Bimbo Bakeries USA, General Mills, Coca-Cola, Oscar Mayer and Lunchables, CELSIUS, Blue Buffalo, Tree Top, Schwan’s, and Allegra.
Strengthening a Unique NASCAR Partnership
The Kroger-RFK Racing partnership leverages Kroger’s extensive retail footprint alongside RFK Racing’s on-track success to create unique promotional opportunities. The inclusion of these powerhouse brands further enriches the partnership by connecting NASCAR fans with everyday household products through targeted campaigns, innovative activations, and co-branded promotions.
Steve Cohlmia, Senior Director of Corporate Affairs for Kroger, expressed enthusiasm for the expanded collaboration:
“We’re thrilled to have these incredible brands join us in what has become one of the most dynamic partnerships in NASCAR. Together, we’re not only engaging fans but also driving value for our customers and partners.”
Key Brands Driving the Partnership
1. Kimberly-Clark: Featuring products like Huggies, Kleenex, and Cottonelle, Kimberly-Clark enhances the partnership with essentials that resonate with families.
2. Bimbo Bakeries USA: Known for brands like Sara Lee and Thomas’, Bimbo Bakeries connects with fans through its lineup of baked goods.
3. General Mills: With iconic products like Cheerios and Betty Crocker, General Mills brings pantry staples to the table.
4. Coca-Cola: A longstanding NASCAR supporter, Coca-Cola adds its global influence and expertise in fan engagement to the mix.
5. Oscar Mayer and Lunchables: With their connection to quick, family-friendly meals, these brands bring fun and flavor to the partnership.
6. CELSIUS: As a leader in the energy drink market, CELSIUS is poised to connect with the sport’s energetic and health-conscious fan base.
7. Blue Buffalo: By integrating its pet food offerings, Blue Buffalo taps into the family-centric appeal of NASCAR fans who are also pet owners.
8. Tree Top: Known for its apple juices and snacks, Tree Top promotes healthy snacking for fans of all ages.
9. Schwan’s: As a provider of frozen foods, Schwan’s expands the partnership’s reach into convenient meal solutions.
10. Allegra: The allergy-relief brand brings health and wellness to the forefront of the collaboration.
Engaging Fans Beyond the Track
Through this partnership, Kroger and RFK Racing will continue to deliver unique fan experiences, from in-store promotions and exclusive merchandise to sweepstakes and digital content. These activations will highlight the participating brands, creating a direct connection between NASCAR enthusiasts and the products they use every day.
Brad Keselowski, co-owner and driver for RFK Racing, shared his excitement about the expanded partnership:
“Our partnership with Kroger has been one of the most innovative in the sport, and adding these incredible brands takes it to another level. We’re proud to represent them on and off the track and look forward to bringing them success.”
As RFK Racing competes in the 2024 NASCAR Cup Series season, the Kroger-branded No. 6 and No. 17 cars will feature rotating logos from the participating brands, showcasing their commitment to the partnership. Fans can look forward to seeing these brands in action at NASCAR tracks across the country and in Kroger stores nationwide.
By combining the power of Kroger’s retail reach, RFK Racing’s on-track presence, and the influence of these leading brands, the partnership promises to deliver excitement for fans, success for the team, and value for the sponsors involved.
