Meat+Poultry - March 2023 - 50

MEAT MARKETING
NASCAR driver Aric
Almirola and Smithfield
Foods are entering their
12th year of partnership.
and Stewart-Haas Racing. 2023 marks the
12th consecutive year of the partnership with
Almirola, and Smithfield will be the anchor
partner of his No. 10 Ford Mustang for the
largest allotment of races since he joined
Stewart-Haas Racing in 2018.
The opportunity allows a spokesperson
to introduce the brand to viewers on the
national platform and develop a connection
with customers.
" But above all,
we imagine
ourselves in
the fans' seat
and if we can
see ourselves
cheering with
them, then we
know we are
on the right
track. "
- ROBERT LEARY
Online meat delivery company Good
Ranchers, Friendswood, Texas, is a sponsor
at the Indianapolis Motor Speedway in
2023 in addition to partnering with driver
Scott McLaughlin and the No. 3 Team
Penske Chevrolet.
Olli Salumeria, Oceanside, Calif., is the
official protein snack of Major League Rugby,
a partnership the two parties describe as built
on mutual values of history and tradition. The
partnership allows for the incorporation of Olli
products across the entire league in addition to
the day-to-day operations of teams.
Meat District has introduced The Chomp
Burger in partnership with the National
Football League's Los Angeles Rams. The
product is made from chuck, brisket, and
short-rib angus beef in co-branded packaging
with the football team's logo.
" We are a Los Angeles and Southern
California-based company, " said Erik
50 MEAT+POULTRY | 03.23 | www.meatpoultry.com
Litmanovich, chief executive officer of
parent company Golden West Food Group.
" Celebrating and supporting the communities
we serve is and will always be the most
important thing to us. "
As a part of the partnership, Meat District
will also be featured in Rams content on
digital, radio and social channels as well as at
training camp.
Other partnerships include Ambassador
Meats', a brand of Land O' Frost, sponsorship
of the US Pond Hockey Championship, and
Certified Piedmontese's association with
IRONMAN races. Brands are even venturing
into name, image, and likeness agreements
with Charqui Jerky Company using Ohio State
University left tackle Paris Johnson Jr. to
promote a new product called Paris' Cut.
These partnerships pave the way for more
to come as brands discover the potential of
tapping an established community for their
products with opportunities to build loyalty.
" We have a lot of fun when people say that
Old Trapper is the college football beef jerky,
but supporting all the athletes in the college
conferences by sponsoring television and
streaming exposure for them is a great way to
authentically support good causes while also
reaching our core fan base, " Leary said. " Put
simply, when our fan base and the partner fan base
is the same, it's an easy decision to make. "
Stewart-Haas Racing
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Meat+Poultry - March 2023

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