Raising Cane launches major in-store marketing activation centered around NASCAR driver Toni Breidinger

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Raising Cane’s Chicken Fingers is launching a major national marketing campaign centered around popular NASCAR driver Toni Breidinger at all locations through April. This is one of the largest driver-focused consumer initiatives in recent years. Baton Rouge-based QSR partnered with Breidinger last year, serving as a primary sponsor for one race in the ARCA Menards Series and with in-store and social media activities. It was my first time going to a race. The company, which has more than 750 restaurants in the U.S. and global markets, had sales of $3.3 billion and profits of $647 million last fiscal year, according to Bloomberg. Popular with Gen Z, it was the fifth most popular restaurant among teenagers last year, according to Piper Sandler data.

Breidinger, 24, has quietly risen to the top of NASCAR, despite not yet reaching the premier level, with sponsorships including Toyota, Celsius, Victoria’s Secret, PepsiCo’s Gatorade brand and Mattel’s Hot Wheels. He is starting to become a powerhouse in the marketing world. She has over 2 million followers on Instagram, the most of any driver at any level in NASCAR, and she also has 2.3 million followers on TikTok. And she is NASCAR’s first Arab-American female driver. Breidinger is represented by Los Angeles-based agent Alvina Roman, president of Roman Empire Management & Media, which has roots in the entertainment field.

Roman originally set up the Raising Cane deal by cold-calling and emailing the company’s CEO, Todd Graves, who became a billionaire through QSR Chains. Now, Raising Cane’s is taking things to the next level for her by featuring her on signage, in-store signage, and menu items in all of its stores across the United States. Even at the lower levels of NASCAR, they are not full-time drivers. Breidinger competed in the NASCAR Craftsman Truck Series season opener at Daytona last weekend and caused a stir when he made headlines on social media with a candid post-race interview. This is the only Truck Series race she plans to compete in this season as she seeks more sponsorship, but she plans to run 20 ARCA races and more than a dozen events in other series. Raising Cane’s marketing campaign aims to highlight QSR’s speed of service and support for female track and field athletes.

For a brand like Raising Cane’s to partner with a driver who has NASCAR’s largest social media following but doesn’t race at the top level of the sport shows how social media is changing racing. There is. NASCAR’s other female driver, Haley Deegan, is second in NASCAR after Breidinger in terms of Instagram followers and number one on TikTok, but she is more interested in social media than in the race car space. He said he often hears from brands saying that they have something to offer. . Megan Sprague, director of communications for Raising Cane, said in an email: “We love Toni’s story and what she stands for, and she has a true passion for the brand, so partnering with her was a natural fit.”

Brooke Faw, vice president and client experience at Bespoke Sports & Entertainment, said the campaign is proof of how social media-focused modern CMOs are. Fau: “An athlete’s social following is just as important, if not more important, than their sport’s reputation. Young viewers want to feel connected to the athletes they follow. Toni has the strongest social media following of all NASCAR drivers, including Cup drivers. Her ability to reach a fan base of over 2 million people makes her a great addition to any brand, especially It is also attractive to brands looking to expand into the major NASCAR market.”

NASCAR’s other QSRs include McDonald’s and Wendy’s. Several casual dining restaurants also had activities at Daytona International Speedway last week, including Chili’s and Golden Corral. “Todd Graves and the Raising Cane team have been very innovative in their Gen Z marketing and are now setting the bar high for support and funding for female athletes,” Roman told SBJ. he said.