Hulman & Company Clabber Girl Baking Powder Canadian Motorsport B2B Event Program

Hulman & Company owns the Indianapolis Motor Speedway and is a manufacturer of baking ingredients. During a time of limited growth opportunities in the USA for its baking powder, it turned its attentions to the Canadian market with its Clabber Girl baking powder brand, the number one brand of retail baking powder in the USA.

There were major challenges/barriers to entry in the Canadian market, including entrenched competition and strong existing vendor supplier/customer relationships within all channels of distribution. The company needed a way to better influence consumers and key stakeholders within three distinct market channels in order to produce volume sales within the country.

Discussing the challenges with Hulman & Company executives, and taking stock of value added properties Hulman & Company owned, it was suggested taking and utilizing its U.S. based NASCAR and IndyCar racing assets as a way to accomplish its goals in the Canadian market would be a way forward.


A major event was planned at the Molson Indy Toronto utilizing a VIP hospitality program, driver appearance by Canadian motorsports icon Jacques Villeneuve, customer ticket packages, public relations program to reach the baking trade, show cars on site, and the Indianapolis Motor Speedway Mobile Museum.

Key existing and potential customers in the retail and commercial sectors, along with VAR partners, were invited as guests to the event throughout the three day program, offering a professional and electric environment in which to entertain and influence key customer decision makers. And, pass through car branding rights were offered to a large Canadian retail chain that, in turn, agreed to national distribution of the brand.


The event was highly successful and an important part in ensuring Clabber Girl’s successful entry into the Canadian market. Access to key decision makers at commercial level was gained and leveraged moving forward. Lengthy and complex sales cycles were shortened. Along with the aforementioned national retail distribution gained, purchase commitments were made by multiple bakery product producers ultimately resulting in finished goods designed with the brand, leading to long term sales, profitable operating economies of scale, and a measured positive ROI.