Country Pride Teams with NASCAR to Help Speed Profits

This fall, Country Pride brand chicken is teaming up with NASCAR racing to increase brand awareness and drive trial and repeat business in supermarkets.The two-pronged promotion is aimed at both consumers and supermarket meat managers. It comprises a consumer sweepstakes for VIP tickets and NASCAR wearables, and a retail display contest using trade kits of pennants, banners, channel strips and danglers. Three separate retail display contests -- including largest display, most facings, and the most race-relevant display -- provide several opportunities for meat managers to win tickets to their local NASCAR event."We selected P-O-P as the primary promotional vehicle because we believe it best drives impulse sales," says Steve Berman, marketing manager for ConAgra Poultry Co. of Duluth, Ga., which markets the Country Pride retail brand. He says this campaign is a big step up from previous P-O-P efforts."The NASCAR fan is extremely loyal," says Berman, explaining why the company chose NASCAR for the promotion. "We felt it was time to evaluate whether tapping into that loyalty would have a positive impact on our category. If it does, we will consider tying into all 30-plus races NASCAR has scheduled for 1999."To draw NASCAR fans to the in-store promotion, participating supermarket meat managers are encouraged to build a display from a retail trade promotion kit about one month prior to the local race. Each kit includes a 100-foot pennant-style string of checkerboard racing flags; a 3-foot by 6-foot four-color banner for above the cold case; two channel strip clips with two pads of "take one" sweepstakes entry form holders, four entry pads, and two danglers announcing the sweepstakes and prizes.Brokers in each of the race markets monitor the P-O-P and photograph the displays for consideration by ConAgra. One prize in each of the three retail contest categories is awarded to the winning meat managers in each race market.The consumer prize in each race market is four tickets to the NASCAR event. There are 50 second prizes (Country Pride racing golf shirts) and 50 third prizes (racing caps).A promotion run by ConAgra for NASCAR fans and meat managers in the Michigan market last summer indicated initial success for the program, says Berman.Garner and Nevins Marketing Group helped design the promotional materials for ConAgra and managed the production of the 1,500 kits.

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