Win a Racecar. Eat BBQ. Meet the King.

Smithfield Foods wanted to celebrate their sponsorship of Richard “The King” Petty Racing while also promoting their delicious pork products to NASCAR fans. Luckily, JACKSON loves both racing and pork products, not necessarily in that order and depending upon the time of day. 

Consumers could win a (working) 1970 Superbird tribute car by shopping at Albertsons grocery stores, and they could also win a replica 1967 Plymouth Belvedere that honored the year Richard Petty won 27 races in one season driving the famous No. 43. Yes, you read that right: 27 race wins!

The Travelling Smithfield Smokehouse

The SMOKEHOUSE featured a giant archway, the 1967 Belvedere on display with a custom-illustrated trailer, branded tents, a stage area, games such as the grill toss and spin the wheel, a good, ol’ fashioned “grill off,” a Richard Petty hat display and loads of free meat. 

From the concept to the branding to the logistics, the JACKSON team rolled up their BBQ-stained sleeves for 13 NASCAR events. 

• Full logistics coordination and activation setup for Smithfield at every NASCAR race event
• Richard Petty show car — design, storage, transport and setup for show vehicle (and activation elements)
• Concept to execution — JACKSON concepted, created and managed complete consumer activation, from CRM support to giveaway management
• Custom creative development — design and production of all event assets and branded materials