Southern Strategy Group’s Tallahassee client, Richard Petty Motorsports, team up to offer a new fan experience.

This Summer, Smithfield and Waffle House will team up to leverage the power of NASCAR and digital consumer loyalty programming – a first for both companies – to bring Waffle House loyalists to the track.

Alongside Richard Petty Motorsports (RPM), Smithfield and Waffle House are launching a new custom mobile app that race fans can download to earn and track reward points for a chance to win a VIP raceweekend experience surrounding the October 11th Charlotte Cup Race, which will include tickets to the race, a pit and garage tour, and a Ridealong Experience with the Richard Petty Driving School.

Representatives from Smithfield and Waffle House, together with RPM No. 43 driver Aric Almirola, will host a press conference at 10:30AM on July 1st at the Waffle House located at 5565 Northside Drive, Atlanta, GA to announce and discuss the details of the promotion. During this time, the team will also unveil a new paint scheme for the No. 43 Smithfield Ford, featuring Waffle House, to run during the October Charlotte Cup Race. Attending media will be invited to join Smithfield, Waffle House, and Almirola for breakfast and interviews onsite following the press conference.

App users can earn points by voting for their favorite Waffle House location, tracking their purchases at any Waffle House restaurant – earning bonus points with purchase of Smithfield menu items – and by participating in the app’s Fantasy Racing League. Points can also be redeemed for various prizes ranging from a key chain to an autographed racing helmet.

“We know that there is a strong connection between race fans and the Waffle House brand and we are excited that our friends at Smithfield were able to bring this opportunity to us,” said Greg Rollings, Waffle House Vice President of Marketing. “The new mobile app developed to support this promotion will offer both race fans and Waffle House fans the opportunity to earn valuable prizes through their participation in the Fantasy Racing league as well as eating at any of our 1,700 restaurants. We are looking forward to watching Aric Almirola at the race in Charlotte on October 11th as he drive the No. 43 Smithfield Ford to victory with the Waffle House logo as his good luck charm.”

“So many race fans are loyal customers of Waffle House and enjoy the Smithfield products they serve, so it makes a lot of sense to partner and reward dedicated fans and patrons,” said No. 43 Driver Aric Almirola. “The No. 43 Richard Petty Motorsports team is excited to participate in this rewards promotion with our sponsor Smithfield and Waffle House, and we look forward to seeing the winner of the promotion in Charlotte this fall.”

“Waffle House is one of our largest foodservice partners, serving a variety of Smithfield products including pork chops, bacon, and breakfast ham,” said Dennis Pittman, Director of Corporate Communications and Public Affairs for Smithfield. “This promotion is a unique and fun way for us to engage race fans and Waffle House patrons alike, expressing our appreciation for their loyalty through a variety of rewards.”

Smithfield Foods and its family of brands sponsor the No. 43 Richard Petty Motorsports race team in the NASCAR Sprint Cup Series.

About Waffle House® Restaurants

Headquartered in Norcross, GA, Waffle House Restaurants has been serving Good Food Fast® since 1955. Today the Waffle House system operates more than 1,700 restaurants in 25 states and is the world’s leading server of waffles, T-bone steaks, hash browns, cheese ‘n eggs, country ham, pork chops and grits.

By: Smithfield Foods

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