Hulman & Company, manufacturers of baking ingredients, was transitioning the name of one of its secondary brands of baking powder into its top selling Clabber Girl brand name in the southeast U.S. market and was looking for a way to assist in executing this tricky process.
The company, as part of being a primary sponsor of a NASCAR team, had this powerful existing marketing asset to utilize at the race tracks in the southeast U.S. markets. It also had the appealing use of a replica show car.
A show car program was suggested and ultimately utilized at select events across the southeast that coordinated sales brokers, distributors, and retailers in race markets. It leveraged the program with the goal to gain product listings, educate the consumer, and achieve brand awareness that would be key to introducing the Clabber Girl brand to consumers in this specific geographic market.
Multiple regional retail accounts agreed to participate in the program and it proved to be a definite benefit to solidifying the Clabber Girl brand on retailers’ shelves and consumers’ minds in this market.
