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Ritz Crackers launches Kraft “Race to Win a Ride” Sweepstakes
Ritz crackers, the official cracker of NASCAR® and the brand that is always “Open for Fun,” has teamed up with Roush Fenway Racing and Ford Racing Technology to offer consumers the chance of a lifetime with the Kraft “Race to Win a Ride” Sweepstakes. Beginning February 4, 2008 through September 29, 2008, five lucky consumers will have a chance to win a trip to the NASCAR® Sprint Cup Series Championship Weekend at the Homestead-Miami Speedway® in November 2008 and will also have the opportunity to meet racing great Matt Kenseth, and other Roush Fenway Racing drivers at the race. From this group of five, one winner will also be randomly selected to win a 2009 Ford Racing equipped Mustang V6 sports car.

The Ritz cracker NASCAR®-themed campaign is powered by several highly visual marketing vehicles, including an on-pack promotion and in-store displays, as well as print, radio, television and online advertising.

There will also be fun, interactive consumer events taking place throughout NASCAR® Speedweeks and The DAYTONA 500® February 10th to 17th, 2008.

Race fans can learn more about the sweepstake on specially marked packages of Ritz crackers, which will feature a limited-edition, cut-out of the Ritz NASCAR car on the back panels, which is the car Matt Kenseth will race in the DAYTONA® NASCAR Nationwide Series race in Daytona on February 16, 2008. These special edition Ritz cracker boxes will be available in stores nationwide beginning in April.

To help generate additional consumer awareness for the program, Ritz crackers has created lobby displays and combo cards which will appear in more than 12,000 retailers nationwide from February through August. The lobby displays will consist of inflatable Ritz cars and racing graphics. In addition, the Ritz cracker NASCAR® show car will also appear at multiple retail locations throughout the year, which will be sure to get race fans’ excitement revving.

Race to Win a Ride Sweepstake
Beginning in February, there will be dedicated race specific advertising that is part of the new Ritz Cracker “Open for Fun” campaign. This will include television and print advertising throughout the NASCAR racing season appearing on the FOX and TNT networks. Race inspired print advertising will appear in publications such as People’s “Country edition” and TV Guide’s “DAYTONA® issue”. The advertising will also appear online at Kraftfoods.com and Fordracing.com.

The Ritz cracker brand will also support the program with promotional radio spots that give a call to action to participate in the sweepstake and drive traffic to the retailers for entry. Through these radio partnerships there will also be a chance for consumers to win an autographed Matt Kenseth Ritz Race fire suit. Ford Racing will also include the Ritz cracker promotion in their Ford Racing website, fan club e-mail blasts, Inside the Oval magazine, and direct mail information.

“The NASCAR®-themed promotion is one of the many marketing and communications elements supporting the new Ritz “Open for Fun” campaign,” said Jim Low, Senior Brand Manager, Ritz crackers. “As the official cracker of NASCAR, Ritz is thrilled to give race fans the chance to be right there in the heart of action with this sweepstake and bring fun to everyone through on-pack memorabilia.” For more information on the Kraft’s “Race to Win a Ride” Sweepstakes and to learn more about other Kraft brands involved in this program, log onto www.nabiscoworld.com.

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