Int'l Home Foods links its brands to Nascar, WWF

Thompson, Stephanie
November 1999
Advertising Age;11/29/1999, Vol. 70 Issue 49, p24
Trade Publication
This article reports on the expansion of International Home Foods' (IHF) alliances in the sports arena, linking its brands to the Nascar Winston Cup and the World Wrestling Federation (WWF) in 2000. The company is aiming for its core young male target with a sponsorship of a Nascar Winston Cup racing team and an extension of its WWF program that includes eight new TV spots. IHF kicks off Chef Boyardee's new status as the official canned pasta of the Joe Gibbs Racing Team in the second quarter of 2000. Armed with research showing that 72% of Nascar fans are loyal to sponsors' brands, IHF will link its Chef Boyardee brand to the team through TV spots and in-store promotions. Two new spots touting the WWF tie-in break during the first quarter. But the big push comes in the third quarter, when IHF focuses in earnest on its WWF relationship, which it is using to create awareness among new and lapsed consumers of Chef Boyardee, specifically males between the ages of 12 and 17.


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