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CHARLOTTE, N.C. -- Several supermarket operators in the Charlotte, N.C. area are gearing up this week for a special NASCAR promotion tied to Homestyle Chili produced by Knoxville, Tenn.-based Bush Brothers.
The Bush Bean's Chili Craving Promotion is a multi-pronged marketing program from Harrisburg, N.C.-based ST Motorsports, running Oct. 8-12. Participating grocers include Lowe's Foods, MDI Galaxy (a wholesaler to independents), and local IGA operators.
Program components include:
-- No. 21 Bush Brothers Race Truck was converted to a "Homestyle Chili" truck via a special decal wrap and run the Talladega Superspeedway event on Oct. 6.
-- Bush's Homestyle Chili is being sampled at 30 Lowe's Foods stores in the Charlotte Metro-area.
-- Sixty radio spots will run on the local MRN (NASCAR Race broadcast) affiliate in Charlotte, featuring testimonials from Bush Bean's sponsored drivers Marcos Ambrose and Jon Wood. Customized POS graphics will be seen in Lowe's Food Stores.
-- $1-off coupons will be available in-market and at the Wood Brothers/JTG Racing shop in Harrisburg, N.C.
Wholesaler MDI's Galaxy and IGA stores will be running contests to win one of 300 driver-autographed Chili Craving Racing T-shirts.
Bush Brothers has been a long-time partner with ST Motorsports. ST Motorsports is on track to execute more than 60 programs with individual grocery retailers in 2007, according to a company spokesman.