JTG Daugherty Racing unveils new sponsor strategy

Dustin Long
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JTG Daugherty Racing announced a new sponsor strategy Wednesday with Kroger that covers both of its Cup Series entries with rookie Ryan Preece and Chris Buescher.

Preece’s No. 47 Chevrolet will spotlight Kroger’s “Pickup, Delivery, Ship” features.

Kroger’s expanded services allow shoppers to order groceries online for curbside pickup, delivery from a nearby Kroger store to homes, and a ship to home service accessible from anywhere in the country.

Buescher’s No. 37 Chevrolet will feature seven monthly themes throughout the season in an effort to highlight different brands sold at Kroger more consistently.

The themes are:

  • Flavor Fill Up: the month of March focuses on when sporting events such as the NCAA Basketball tournament encourages a snacking occasion, and when Kroger is highlighting National Frozen Foods Month. Corporate partners include Unilever, Kraft-Heinz, Conagra, General Mills, and Kellogg’s.

 

  • Speedup Your Cleanup: the month of April will highlight the spring-cleaning season where shoppers are focused on buying from corporate partners such as such as Clorox, Procter & Gamble and Kimberly-Clark Corporation.

  • Personal Pit Stop: personal healthcare brands take center stage on the hood in May with corporate partners Procter & Gamble and Unilever.

  • Thrill of the Grill: June and July highlights everyone’s love for summer grilling with relevant brands from Clorox, Unilever, Kraft-Heinz, General Mills, BUSH’S Beans, and Southeastern Mills.

  • Fast Start: theme will occur during back-to-school timing when families are stocking up on partner product for their change of schedule and the new school year.

  • Fast Lane to Flavor: focuses on healthy meal solutions for families on the go with brands from General Mills, BUSH’S Beans, Clorox and Conagra.

  • Simmer Like a Winner:  as the weather turns cooler, fans will enjoy shopping for their crock pot recipes with brands from BUSH’S Beans, Kraft, Conagra and General Mills.

“I’m really excited about it because it actually simplifies it for me from where we have been,” Buescher said at the announcement at the NASCAR Hall of Fame. “The last two years we have had a different sponsor from week to week. Our paint scheme has changed completely week to week. It’s been hard for the spotter to keep up. For this to be able to go through stretches and for a month or a month-and-a-half, two months, have the same paint scheme with the same brands and be able to try and focus on getting them better coverage in their key times of the year, I think it’s brilliant.”

MORE: See the confirmed 2019 Cup paint schemes

JTG Daugherty Racing will also be going mobile with its advertising.

All JTG Daugherty Racing ads during each month throughout the season will encourage shoppers to text a key word that directs the fans to tips, sweepstakes and Kroger savings for the brands highlighted by the shopper themes.

“We are fortunate to work every day with innovators in the retail industry,” Tad Geschickter, JTG Daugherty Racing team owner, said a press release. “I’m excited about the new marketing plan we have developed together. I know that this new approach will deliver great engagement with our NASCAR fans and will create positive sales results for Kroger and our brand partners. I can’t wait to see the whole thing come to life on the racetrack. It’s time to win races and sell cases in 2019.”

The team showed off Buescher’s paint scheme for the Daytona 500 at the NASCAR Hall of Fame.

Photo: Dustin Long