General Mills Kicks Off NASCAR Season With Promotional Give-Away

Sal Sigala Jr.Senior Analyst IFebruary 7, 2010

DAYTONA BEACH, FL - FEBRUARY 05:  Clint Bowyer drives the #33 Cheerios Chevrolet during practice for the NASCAR Sprint Cup Series Daytona 500 at Daytona International Speedway on February 5, 2010 in Daytona Beach, Florida.  (Photo by Todd Warshaw/Getty Images)
Todd Warshaw/Getty Images

With the 2010 NASCAR season officially underway, fans from around the country will once again look to add to their collections of memorabilia from their favorite drivers and teams.

The amount of money, time and effort that is put into searching for these NASCAR collectibles can sometimes be worth its weight in gold, depending on how rare the item is.

NASCAR fans are known to be some of the sporting world’s most dedicated and committed collectors. They are willing to rummage around for that perfect piece which will complement the rest of their collection.

NASCAR collectibles can be found just about anywhere, The most common places are on the Internet and at each racing venue.

Sponsors throughout the years have always looked for the most inventive ways to get the fan to purchase their products. Some of them use contests; others, like General Mills, give them away when you purchase their products.

General Mills has teamed up with Richard Childress Racing to give race fans the opportunity to "start their engines" before the green flag drops on the 2010 Sprint Cup Series season by launching their national “Rev Up for Savings” promotion.

Fans can purchase specially-marked packages of five General Mills Big G Cereals— Cheerios®, Cinnamon Toast Crunch®, Lucky Charms®, Reese’s Puffs® and Cookie Crisp®—that contain one limited-edition “Super-Fast Pull Back Racer” per box.

Four collectible race car premiums are available: the No. 33 Cheerios, No. 29 Shell-Pennzoil, No. 31 Caterpillar, and available for the first time in cereal boxes, RCR’s iconic black No. 3 RCR.

“We are thrilled to launch this partnership with Caterpillar, Shell and RCR,” said Alison Miller, General Mills senior marketing manager of corporate sponsorships.

“We know the Super-Fast Pull Back Racers will be fun for kids, toy car collectors and avid racing fans alike.”

As an added bonus, fans can receive a free Cheerios/Hamburger Helper® Hauler, which allows for one limited-edition pull back car to fit inside, with the purchase of two or more participating General Mills products at participating retailers.

“Back when I was a kid, I used to have a blast playing with my pull back cars,” said Clint Bowyer, driver of the No. 33 Cheerios/Hamburger Helper Chevrolet Impala.

“It’s pretty cool knowing that kids and race fans across the nation now have the chance to race my car against my RCR teammates. I just hope the 33 wins every time!”

Bowyer and the No. 33 Cheerios/Hamburger Helper Chevrolet will also appear on tens of millions of other General Mills products in grocery stores across the United States including Chex Mix Bars, Bugles, Hamburger Helper, Betty Crocker and Totino’s.

Cheerios, America’s No. 1 selling cereal, has been part of NASCAR since 1998.