KERNERSVILLE, N.C. (March 12, 2010) — Pinnacle Foods LLC and Kevin Harvick Inc. announced today a continued partnership for the 2010 NASCAR season with Armour Canned Meats serving as the primary sponsor on the No. 33 entry in the Nationwide Series for two events and as an associate sponsor for the entire season.
"Once again, we at Armour look forward to teaming up with such a winning team as KHI," said Mark Parker, Senior Vice President of Customer Strategy and Operations. "The organization Kevin (Harvick) has built and the commitment he demonstrates to this great sport is admirable and we are honored to be a participating member of that effort. The Armour brand appeals to a wide range of the population, but we are particularly popular among avid race fans - we attribute a significant portion of that to our relationship with KHI and the winning combination we are now taking into our second year."
The 2010 season will mark Pinnacle Foods second season with KHI representing the Armour brand. The recognizable Armour blue and gold car will be on track at Nashville (Tenn.) Superspeedway on April 3 and Richmond (Va.) International Raceway on September 10, both with KHI co-owner Harvick behind the wheel.
"The Armour brand is very excited to continue our partnership with KHI for the 2010 NASCAR season," said Eric Hintz, Executive Vice President of Marketing. "Kevin Harvick and his team have been great stewards in representing our brands at Pinnacle Foods, particularly Armour Vienna Sausage and we look forward to cheering for their racing success in2010. This sponsorship affords us great opportunities to reach our consumers and extend partnerships with key grocery retailers across the country. We thank Kevin and KHI for their support and are excited for even more success in 2010."
In their only primary event of 2009, Armour became a part of one of Harvick’s most memorable Nationwide Series races. At Bristol (Tenn.) Motor Speedway in March, Harvick led 46 laps behind the wheel of the No. 33 Armour Chevrolet on his way to his first career Nationwide Series win in a KHI-owned car and fifth career Nationwide Series win at the famous short track.
"We’re excited to have Armour foods back with the Nationwide program this year," said Harvick. "Last year they were a part of a very special weekend for me in my racing career as I got my first Nationwide Series win in a KHI car. The Pinnacle Foods brands have become a part of the KHI family in both the Nationwide and Truck Series, and I look forward to continuing our success this season both on and off the track."
Armour will also be represented all season as an associate sponsor on the No. 33 KHI car in the Nationwide Series.