General Mills

Austin Dillon during cup practice


Brewco Marketing Group assisted General Mills by executing Cheerios Racing’s at track hospitality and retail events supporting their partnership with Richard Childress Racing, NSCS driver Austin Dillon and the introduction of the No. 3 Chevrolet back into NASCAR Sprint Cup Racing.

The Challenge

Brewco Marketing Group was tasked with developing several at track and in-market Cheerios Racing programs during race weekends, while creating a unique race experience for all General Mills customers and executives.

The Solution

When managing multiple race weekend events, BMG’s expert staff utilized their strong partnerships to successfully plan and execute all activations. Activations included in-market driver appearances at retail locations, General Mills’ customer VIP race day experiences, race day hospitality services and hosting sweepstakes winners.

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