OBJECTIVE: Create a promotional campaign that leveraged Banquet's NASCAR properties, encourage cross-sell amongst Banquet's nine product categories, and support brand equity.

An online instant-win promotion was developed around the Banquet 400 Race and Banquet's driver, Bobby LaBonte. By racing branded cars online, consumers could win one of 400 prizes during the promotion, including the opportunity to wave the starting flag at the Banquet 400 race in 2006. This was Banquet's first integrated online promotion, and results exceeded all expectations.