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Mondelēz International Extends Long-Standing Official Partnership with NASCAR

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By Paul Johnson

DAYTONA BEACH, Fla. (KMVT-TV / KSVT-TV) — NASCAR and Mondelēz International, one of the world’s largest snacks companies, jointly announced today a three-year extension to its long-standing Official Partnership. The newly signed extension will designate Mondelēz International as the Official Cookies (OREO, Nilla Wafers, Nutter Butter) and Crackers (RITZ, Wheat Thins) of NASCAR.

“We couldn’t be more thrilled to continue our long-term partnership with NASCAR,” said Stephen Chriss, senior director, North America Consumer Engagement and Marketing Services at Mondelēz International. “After a quarter century of being a sponsor in the sport and having been the Official Cookie and Cracker of NASCAR since 2000, we continue to view this as a valuable way to reach our customers and influence purchasing behavior.”

According to a 2013 study conducted by independent research company Sponsorship Research International (SRi), NASCAR-themed packaging for the iconic OREO brand is both more engaging and enhances consumer attention by 30 percent over standard packaging among NASCAR fans. The same research indicates that NASCAR-themed packaging leads to brand advocacy (a 32 percent lift) and has a positive impact on purchase decisions (an 8 percent lift).

“Mondelēz International has been a valued NASCAR Official Partner for more than a decade and we’re excited to have their renewed commitment to our sport,” said Norris Scott, NASCAR vice president of partnership marketing. “The company’s marketing programs are not only powerful, but they also put the NASCAR brand in retail and into the homes of millions of Americans who enjoy OREO and RITZ.”

Mondelēz International will continue its long tradition of creating NASCAR-themed, specially-marked packages of OREO cookies and RITZ crackers for a national consumer sweepstakes. During the 2014 NASCAR Sprint Cup Series season, Nabisco will give fans a chance to win a VIP, all-access experience to take in all the roaring action on race day. Fans can enter to win a trip to the ultimate place to watch a NASCAR race – the Nabisco “Snack & Go” Sweepstakes and Instant Win. Fans can visit http://www.NabiscoRacing.com/ starting in February 2014 for more information.

Mondelēz International is comprised of the global snacking and food brands of the former Kraft Foods. NASCAR and Kraft Foods’ official partnership dates back to 2000.

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