CASE STUDY  THE NORTH CAROLINA SWEETPOTATO 400, JR. Raleigh, North Carolina is the home of the ASA race sponsored by the North Carolina Sweet Potato Commission. This marketing cooperative uses sponsorship as a way to hike sales and create increased awareness. The benefits of eating sweet potatoes are promoted through on-site sampling and distribution of recipe flyers as well as media coverage. To broaden their reach, the commission wanted a unique promotion to attract families to the race track and get them involved in the action. Play With A Purpose, Inc. created a special racing event to tie in both the racing and sweet potato message. Through local schools and advertising, the community was invited to watch ASA qualifying and enter the Grand Prix of racing events, the NC Sweet Potato 400 Jr.! Families constructed a racing vehicle out of the sweet potatoes to ensure "vehicular veggies" were in top racing form. Every family was determined to take the checkered flag for a trip to Victory Lane! This unique event put fans in the stands and conveyed an educational message to consumers in a fun and participatory way.

Play With A Purpose, Inc 212 E. Miller St Orlando, FL 32806 Phone: (407) 872-3838 Fax: (407) 574-5795   ©2001 Play With A Purpose, Inc. All Rights Reserved.