Wonder Bread

Wonder Bread car


Flowers Baking Co.’s media agency tasked Brewco Marketing Group with securing a partnership with a NASCAR team as a play on Wonder Bread’s involvement in “Talladega Nights.” Brewco Marketing Group worked with Furniture Row Racing and their driver Kurt Busch to secure sponsorship for the October Talladega race.

The Challenge

After purchasing the Wonder Bread brand from Hostess, Flowers Baking Co. was looking for a unique and fun way to support the brand’s re-launch in convenience and grocery store channels.

The Solution

Brewco Marketing Group secured sponsorship, handled race day logistics and coordinated a meet-and-greet between driver Kurt Busch and Wonder Bread executives. BMG also secured a suite at the track so the brand team could visit with partners in a private environment.

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