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Ruiz Foods’ Tornados frozen snack line will roll out an on-pack consumer racing promotion featuring the No. 39 Tornados Chevrolet driven by NASCAR Sprint Cup Series driver Ryan Newman. From May 1 through mid-August 2010, shoppers will be able to buy a limited-edition product box containing one of 10 Tornados Racing collector cards.
Each limited-edition product box includes a collectible card featuring Newman or other aspects of the No. 39 Stewart-Haas Racing Team. Additionally, each card bears a code that can be entered for hundreds of prizes. Consumers can complete registration on mytornados.com.
The grand “Ticket to Ride” prize will consist of a VIP trip for two to Charlotte, N.C.; hot laps with Newman; rookie driving lessons at the Richard Petty Driving Experience; and a tour of the NASCAR Hall of Fame. Among the many other prizes are autographed No. 39 Tornados die-cast car replicas, Team Tornados hats, Team Tornados T-shirts and collectible Newman hero cards.
“The response to Tornados by the retail consumer has been excellent,” said Bryce Ruiz, president and CEO of Dinuba, Calif.-based Ruiz Foods. “Our Tornados sponsorship of the No. 39 Stewart-Haas Racing Team and Ryan Newman has proven to be right on target. Both NASCAR fans and our Tornados consumers have voiced their excitement … and support. Our Tornados consumer loves convenience, convenience and more convenience. They also want bold, new and exciting flavors that challenge their taste buds — offering excitement and variety to what was becoming a ho-hum’category. This same desire for boldness and excitement holds true for fans of NASCAR and Ryan Newman.”
The promotion will be supported by national FSIs, television, Facebook and mytornados.com to include continual Facebook contests and promotions; a mytornados.com Web site; a Tornados/Ryan Newman NASCAR wrapped 18-wheeler that houses a Tornados show car for displays; a fully equipped kitchen Tornados truck that serves product samples at military bases, raceways, speedways and outdoor music festivals, among other venues; and a top NASCAR/IRI market television buy through the end of July, with the commercial to air on a mix of national and spot television programs, among them Speed Channel, “Saturday Night Live,” “The Late Show with David Letterman,” “The Tonight Show,” late news and sports recaps.
“Fans always ask, ‘What’s it like to be the driver of the No. 39 Tornados Chevrolet?’ and this is their chance to win a ride around the racetrack with me — and they better hang on,” said Newman. “Tornados has really been a perfect fit for me and our race team. Time-wise and, obviously, taste-wise, Tornados are an ideal snack because we are always on the run, but we don’t have to sacrifice taste for speed. With this promotion, race fans can enjoy the same quick snack we do each weekend at the track, and get the chance to speed around the track with me, too.”
Retail flavors taking part in the national promotion are Ranchero Beef & Cheese, Grilled Chicken & Cheese, Chicken Club, Southwest Chicken, Cheesy Pepper Jack and Cheesy Pepperoni.