KANNAPOLIS, NC — Wonder Bread, a Flowers Foods brand, is returning to Talladega Superspeedway in Lincoln, AL, this weekend for the YellaWood 500 NASCAR Cup Series race.
Professional stock car racing team Stewart-Haas Racing will field two Ford Mustangs in Wonder Bread and Old Spice liveries. Both brands were featured in the 2006 sports comedy Talladega Nights and will return to the famed racetrack with Ryan Preece driving the No. 41 Wonder Bread Ford Mustang and Chase Briscoe behind the wheel of the No.14 Old Spice Ford Mustang.
“The Wonder team couldn’t be more excited to team up with Stewart-Haas Racing and Old Spice to give Talladega Nights fans a race to remember by recreating the beloved cars from the cult classic movie,” said John Steed, senior VP of legacy brands at Flowers Foods. “We know our Wonder Bread fans love the movie and we can’t wait to share in their delight this weekend at Talladega Superspeedway.”
Brand activations inside the track at the Talladega Garage Experience will include show cars imitating the actual vehicles spectators will see driven in the race. Wonder Bread is giving consumers a sneak peek of the promotion with 2,000 in-store displays throughout Alabama, Georgia and Florida featuring the Wonder Bread-branded Mustang.
“This is an entertaining promotion that allows us to work with two innovative brands in Wonder Bread and Old Spice where we can stand out together amid a very busy fall sports schedule,” said Brian McKinley, chief revenue officer of Stewart-Haas Racing. “Talladega Nights is a cult classic and Wonder Bread and Old Spice were savvy enough to be on board with the movie from the very beginning. For our sport, it’s the gift that keeps on giving, and it’s given Stewart-Haas Racing a great platform to have some fun and engage with our fans.”
