How Crock-Pot got cooking in Nascar
When Crock-Pot hired Sports & Sponsorships to develop its sports marketing plan, the focus was licensing. Sports & Sponsorships negotiated exclusive licensing rights to 17 top Nextel Cup drivers, plus rights to NASCAR.
Crock-Pot activated its program by integrating event marketing and public relations. It sponsored the inaugural Race to the Taste dinner at Homestead-Miami Speedway to kickoff Ford Championship Week at the track. And Crock-Pot worked with Nascar Champion Tony Stewart's mother, Pam Boas, as a celebrity spokesperson for the Nascar line of Crock-Pot slow cookers.
The Crock-Pot marketing slogan of "Race Fast, Cook Slow" soon took on a life of its own.