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NASCAR: Planters Becomes the 'Official Snack of NASCAR'

2 February 1999

PARSIPPANY, N.J.-- Planters, one of Americas favorite snack foods, has joined forces with NASCAR, Americas favorite auto racing series as the "Official Snack of NASCAR" for the 1999, 2000 and 2001 seasons, said Michelle Buck, marketing vice president of Planters.

In addition to its three-year contract as an Official Sponsor of NASCAR, Planters will be an associate sponsor of the Ford Quality Care Ford Taurus driven by NASCAR Winston Cup Series veteran Dale Jarrett and owned by Robert Yates Racing. Jarrett finished third in the Winston Cup Series point standings in 1998.

Planters has also secured driver sponsorships with NASCAR Winston Cup Series drivers Bobby Labonte and Ricky Rudd. Labonte, driver of the Interstate Batteries Pontiac Grand Prix, finished sixth in the Winston Cup Series point standings last year. Rudd, driver of the Tide Ford Taurus, holds the Winston Cup record for consecutive seasons with a victory. He has recorded a win in each of the last 16 seasons.

"Some say to take on these top three drivers, wed have to be nuts," says Buck. "But race fans have been enjoying Planters peanuts and snacks since NASCAR racing began 50 years ago. With our American icon Mr. Peanut and these top-tier drivers (Jarrett, Labonte, Rudd) this sponsorship is the perfect vehicle to bring race fans closer to the action and to Planters snacks."

Planters NASCAR marketing programs swing into high gear in February with print advertising, point-of-sale and on-package promotions. Planters will also be offering consumers sweepstakes and limited-edition premium racing merchandise for motorsports enthusiasts.

"We are excited to team up with Planters and Dale Jarrett, Bobby Labonte and Ricky Rudd as we work together to grow the sport," said George Pyne, vice president of marketing for NASCAR. "With its broad array of snack foods, Planters offers NASCAR tremendous exposure to fans nationwide."

The Planters Company is an operating company of Nabisco Inc., an international manufacturer of biscuits, snacks, and premium grocery products. Among Nabiscos well-known U.S. brands are Oreo, SnackWells, Chips Ahoy!, Ritz crackers, and Air Crisps snacks, A.1. steak sauces, Grey Poupon mustards, Life Savers confections and Planters nuts and snacks.