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    In-store Bakeries Can Get 'Race Ready' With GM Bakeries/FS Promo

    The manufacturer is rolling out a unique ISB cross-promotion.


    General Mills Bakeries & Foodservice is bringing the excitement of stock car racing to the in-store bakery with its new "Be Race Ready" promotion, which seeks to leverage the power of the No. 33 Cheerios/Hamburger Helper Chevrolet Impala SS race car to help bakery managers drive consumer traffic and increase sales in the bakery through a special consumer offer.

    Minneapolis-based General Mills is offering in-store bakery managers merchandising tools to successfully execute Be Race Ready. In-store bakeries can employ peel-off stickers for use on participating bakery items and counter cards featuring Cheerios/Hamburger Helper driver Clint Bowyer, who drives the No. 33 Chevrolet for Richard Childress Racing. Consumers who collect two peel-off coupons by purchasing multiple bakery items can redeem them through the mail to receive a free, limited-edition Lego Racer.

    The high-visibility bakery promotion promises to be unique as a result of combining "the consumer appeal of Lego with…Cheerios/Hamburger Helper driver Clint Bowyer to drive increased purchases in the bakery," said Heather Johnson, in-store bakery promotion associate, General Mills Bakeries & Foodservice.

    For more information, or to obtain Be Race Ready merchandising materials, in-store bakery managers should contact a General Mills Bakeries & Foodservice sales representative at 1-800-882-5252.

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