Market-leading milk brand Nurishment is set to ‘drive’ increased awareness and sales with its first ever motorsport partnership.
The UK’s number one nutritionally enriched milk drink* is teaming up with Speedworks Motorsport in this year’s British Touring Car Championship (BTCC), one of the world’s most popular motorsport championships, broadcast live on ITV.
Nurishment branding will feature prominently on Speedworks’ much-heralded Toyota Avensis driven by rising BTCC star Tom Ingram (pictured), bringing the fast-growing brand to the attention of millions of TV viewers and hundreds of thousands of race-track fans.
In addition, Nurishment will benefit from extensive race-day sampling, trade and consumer hospitality and use of Speedworks drivers as brand ambassadors.
Nurishment will also feature in a wide-ranging social media campaign, including links to and branding on one of the UK’s leading motorsport websites, F1.co.uk.
Nyree Chambers, Head of Marketing for Grace Foods UK, said the partnership would provide high visibility and a strong platform to support the continued growth of the brand.
“Motorsport, and the British Touring Car Championship in particular, is massive in the UK and will generate great exposure for Nurishment over many months, keeping the brand top of mind amongst our core target market,” she said.
“We’re really pleased to be partnering with Speedworks Motorsport and driver Tom Ingram – a strong team that’s widely predicted to make a major impression this season as it mounts its strongest ever challenge for podium places.”
Speedworks Motorsport principal Christian Dick added: “The BTCC is the perfect fit for a number one brand such as Nurishment. Motorsport fans match the profile of Nurishment consumers and everyone at Speedworks is delighted to have Nurishment on board.
“It’s given the team a huge lift and the added bonus is that Tom and our other drivers recognise the benefits of drinking a great-tasting, nutritionally enriched product such as Nurishment.”
This year’s British Touring Car Championship comprises ten rounds, including meetings at Thruxton, Brands Hatch, Silverstone, Donington and Oulton Park, culminating in the final round at Brands Hatch in October.
* IRI – MAT 52w/e 28th February 2015