Kroger, General Mills Cheer on NASCAR’s Dillon

In support of the 56th Daytona 500, The Kroger Co. and General Mills have teamed up to offer a limited-edition Cheerios box to commemorate NASCAR's Austin Dillon driving the No. 3 Chevrolet in NASCAR’s Sprint Cup Series. The collectible Cheerios box is now available at all 1,200 Kroger stores nationwide.

“As a proud supporter of NASCAR, Kroger is thrilled to partner with General Mills to share in the excitement of the return of the No. 3 to the sport with fans and consumers nationwide,” said Keith Dailey, director, corporate communications at Kroger. “The Daytona 500 is always a very exciting race and we’re looking forward to cheering Austin and the No. 3 on the track!”

To support the product launch, a branded television commercial featuring Dillon will air in various markets, including Atlanta, Cincinnati, Columbus, Dallas, Houston, Los Angeles, Louisville, Nashville, Indianapolis, Memphis, Richmond, Knoxville, Phoenix, Las Vegas, Salt Lake City and Lexington, Ky.

Branded billboards will be displayed in Daytona Beach, Fla., near Daytona International Speedway, and in Cincinnati, Kroger’s headquarter city. The grocer will also feature themed standees and pallet holders with General Mills products in its stores.

Kroger operates 2,641 supermarkets and multi-department stores under two dozen banners including Kroger, City Market, Dillons, Food 4 Less, Fred Meyer, Fry's, Harris Teeter, Jay C, King Soopers, QFC, Ralphs and Smith's.