ConAgra Foods signed country singer Lee Ann Womack to pitch Banquet Homestyle Bakes meal kits.
Womack’s first appearance on behalf of Banquet was the Oct. 5 Banquet 400 race in Kansas City. Womack was honorary Grand Marshal of the race—ConAgra’s first title sponsorship of the NASCAR Winston Cup series race—and sang during the event. She’ll appear in Banquet Homestyle promos, handled in-house, and TV and radio spots via Fogarty Klein Monroe, Dallas.
This is Womack’s second stint as a brand spokesperson courting working moms: She has promoted Georgia-Pacific’s Sparkle paper towels since 1998 (September 2002 PROMO).
Omaha, NE-based ConAgra also leveraged its NASCAR sponsorship with a sweeps on 30 million packages, awarding a ride in the Banquet 400 pre-race pace car; a stint as honorary starter for the race; and an overnight stay at the Kansas Speedway infield in a recreational vehicle, including a “Banquet” dinner with Winston Cup winner Bobby Labonte.
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