NSCS: General Mills and Kroger team up with Elliot Sadler and RCR for Daytona 500

January 25, 2012 No Comments

Credit: Mike Ehrmann/Getty Images for NASCAR

WELCOME, N.C. (January 25, 2012) – General Mills and The Kroger Co. announced today it will partner with Richard Childress Racing and veteran driver Elliott Sadler on the No. 33 Chevrolet for the 54th annual Daytona 500 on February 26, 2012 at Daytona International Speedway.

“It’s great to be back in the Daytona 500. I’ve had a lot of success in this race in the past and want to thank General Mills, Kroger and Richard Childress for this opportunity,” said Elliott Sadler. “When we started putting this program together the first thing that came to mind is how strong RCR’s plate program has always been. We’re going to go out and have a legitimate chance to win the race. Speedweeks can’t get here soon enough!”

General Mills, entering its fourth year of partnership with the Welcome, N.C.-based organization, is teaming up with The Kroger Co. for a special paint scheme celebrating the great brands from both organizations.  The special red, white and blue paint scheme adorning Sadler’s Chevrolet for “The Great American Race” will feature the Kroger Co. Family of Stores, Fred Meyer Jewelers and several General Mills brands. The Minneapolis, Minn.-based General Mills also sponsors RCR’s No. 31 Wheaties Chevrolet in the NASCAR Sprint Cup Series with driver Jeff Burton.

“General Mills is excited to partner with the Kroger Company and Richard Childress Racing to put the No. 33 car back on the track for this year’s Daytona 500.  Kroger and General Mills have been strong partners over the years and I am pleased that we are continuing to advance the partnership in a whole new way,” says Pat Simmons, VP General Mills Motorsports.

“Kroger is excited to partner with General Mills and Richard Childress Racing at the Great American Race, the Daytona 500.  We think this is a strong partnership that shows off the great brands and great values that our companies offer to shoppers throughout the US, said Evan Anthony, Vice President of Corporate Marketing and Advertising at Kroger.  Add RCR and Elliott to the mix and you’ve got a recipe for success. We’re looking forward to a great race.”

Leading the effort for the No. 33 team will be veteran crew chief Gil Martin, RCR’s NASCAR Nationwide Series program team manager. Martin has been at RCR since 2000 and has served as crew chief for Kevin Harvick, Clint Bowyer, Casey Mears, Kerry Earnhardt and Robby Gordon. He is one of a select few crew chiefs to win races in NASCAR’s Sprint Cup, Nationwide and Camping World Truck Series.

“We’re looking forward to having Elliott, Kroger and General Mills team up on the No. 33 Chevy with Gil serving as crew chief for this year’s Daytona 500,” said Richard Childress, president and CEO of Richard Childress Racing. “General Mills has been a terrific partner over the years, through both its Wheaties and Cheerios brands, so it’s great to expand their overall 2012 program by having a car in the Great American Race. We’re also excited to have Kroger on board given all their support and strong activation around our sport.”

Childress, a two-time Daytona 500 champion car owner, will use owner points accumulated during the 2011 Sprint Cup Series season to field the No. 33 Chevrolet entry. RCR’s No. 33 team finished 13th in the final 2011 owner point standings on the power of one win, four top-five and 16 top-10 finishes.

For additional information on today’s announcement, and all that’s happening at RCR, please visit http://www.rcrracing.com.

About General Mills
General Mills is one of the world’s leading food companies, operating in more than 100 countries.  Its consumer brands include Cheerios, Fiber One, Häagen-Dazs, Nature Valley, Yoplait, Betty Crocker, Pillsbury, Green Giant and Old El Paso.  Headquartered in Minneapolis, Minnesota, USA, General Mills had fiscal 2011 net sales of US$14.9 billion.

About Kroger
Kroger, the nation’s largest traditional grocery retailer, employs more than 338,000 associates who serve customers in 2,439 supermarkets and multi-department stores in 31 states under two dozen local banner names including Kroger, City Market, Dillons, Jay C, Food 4 Less, Fred Meyer, Fry’s, King Soopers, QFC, Ralphs and Smith’s. The company also operates 796 convenience stores, 363 fine jewelry stores, 1,067 supermarket fuel centers and 40 food processing plants in the U.S. Kroger was recognized by Forbes as the most generous company in the U.S. The company focuses its charitable efforts on supporting hunger relief, breast cancer awareness, the military and their families, and more than 30,000 schools and grassroots organizations in the communities it serves. Kroger contributes food and funds equal to 125 million meals a year through its partnership with more than 80 Feeding America food banks. For more information about Kroger, please visit www.kroger.com.

About Richard Childress Racing
Richard Childress Racing (www.rcrracing.com) has earned more than 200 victories and 14 championships, including six in the NASCAR Sprint Cup Series with the legendary Dale Earnhardt. RCR was the first organization to win championships in the Sprint Cup Series, Nationwide Series and Camping World Truck Series. Its current Sprint Cup Series lineup includes Paul Menard (No. 27 Menards Chevrolet), Kevin Harvick (No. 29 Budweiser/Rheem/Jimmy John’s Chevrolet) and Jeff Burton (No. 31 Caterpillar/Wheaties/BB&T Chevrolet). Its Nationwide Series program includes Elliott Sadler (No. 2 One Main Financial Chevrolet), 2011 Camping World Truck Series champion Austin Dillon (No. 3 Advocare/Bass Pro Shops/American Ethanol Chevrolet) and Kevin Harvick/Brendan Gaughan/Paul Menard/Max Papis (No. 33 South Point Hotel & Casino/Menards/Hunt Brothers Pizza/Armour/Fast Fixin’/ Chevrolet). Tim George Jr. and Brendan Gaughan (No. 2 Potomac Family Dining Group/South Point Hotel & Casino Chevrolet), Joey Coulter (No. 22 RCR/Armour Chevrolet) and 2011 ARCA Racing Series champion Ty Dillon (No.3 Bass Pro Shops Chevrolet) compete in the 2012 Camping World Truck Series season.

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