TYLER, Texas — Brookshire Grocery Co. has kicked off its first NASCAR promotion, featuring a sweepstakes, display contest and discounted products from Coca-Cola, Kraft Foods and others.
Each store has two high-traffic, endcap displays that hold 25 participating brands, including Coca-Cola, Powerade, Ritz, Oreo, Hellman's, Ragu, Lipton, and Snickers.
The five-week “Chase for the Savings” promotion — which kicked off Wednesday in all 125 Brookshire stores in Texas, Arkansas, Louisiana and Mississippi — is one of the chain's largest events involving CPG companies, according to Rick Ellis, senior vice president and chief marketing officer.
While Brookshire has sponsored the Texas Motor Speedway for the last four years, this is its first official NASCAR promotion.
Ellis said the goal is to show racing fans that it values their interests.
“This will bring NASCAR fans into our stores,” Ellis told SN.
The promotion lets shoppers enter a sweepstakes to win a VIP experience at NASCAR's Sprint Cup Series Champions Week in Las Vegas.
Also part of the promotion is the chance for shoppers to get two front-stretch race tickets for the Dickies 500 NASCAR Sprint Cup Series event for $99 when they purchase $15 worth of participating products.
Brookshire's store directors can win prizes via an in-store display contest.