Milk brand Nurishment is aiming to ‘drive’ increased awareness and sales with its first ever motorsport partnership.
The nutritionally enriched milk drink is teaming up with Speedworks Motorsport in this year’s British Touring Car Championship (BTCC), which will be broadcast live on ITV, with the Knockhill round on August 22nd/23rd.
Nurishment branding will feature prominently on Speedworks’ Toyota Avensis driven by rising BTCC star Tom Ingram (pictured), bringing the brand to the attention of millions of TV viewers and hundreds of thousands of race-track fans.
In addition, Nurishment will also undertake extensive race-day sampling, trade and consumer hospitality and have the use of Speedworks drivers as brand ambassadors.
Nyree Chambers, Head of Marketing for Grace Foods UK, said the partnership would provide high visibility and a strong platform to support the continued growth of the brand.
“Motorsport, and the British Touring Car Championship in particular, is massive in the UK and will generate great exposure for Nurishment over many months, keeping the brand top of mind amongst our core target market,” she said.
Speedworks Motorsport principal Christian Dick added: “The BTCC is the perfect fit for a number one brand such as Nurishment. Motorsport fans match the profile of Nurishment consumers and everyone at Speedworks is delighted to have Nurishment on board.”
This year’s British Touring Car Championship comprises ten rounds, including meetings at Thruxton, Brands Hatch, Silverstone, Donington and Oulton Park, culminating in the final round at Brands Hatch in October.
