By Barry Janoff
September 25, 2013: When executives at Hostess decided to close shop in late 2012, one of the brands that went down was Wonder Bread.
But as fans of Nascar can tell you, everything that goes around comes around. Which is apropos here.
Flower Foods, the new owners of Wonder Bread, said that the brand would return to shelves this week and also that an alliance with driver Kurt Busch would put its logo in the Nascar landscape.
Busch, who drives the No. 78 Furniture Row Chevrolet SS, will begin sporting the Wonder Bread logo beginning with the Nascar Sprint Cup Race at Talladega Superspeedway on Oct. 20.
Financial terms were not disclosed.
The deal is somewhat reminiscent of the 2006 comedy, Talladega Nights: The Ballad of Ricky Bobby, in which the title character race car driver, played by Will Ferrell, drove under the lead sponsorship — and sported numerous logos of — Wonder Bread.
"There is nothing more American than Wonder Bread and Nascar," Keith Aldredge, vp-marketing for Flowers Foods, said in a statement. "We're thrilled to be partnering with Kurt Busch and the Furniture Row Racing team to debut the Wonder car at the Talladega Superspeedway. Having such an incredible driver wear the bright colors of Wonder will make for a truly memorable all-American race experience."
Flower Foods said that along with the Wonder car, marketing support would include the Wonder hot air balloon.
Wonder Bread is also partnering with Children's Miracle Network Hospitals, which raises funds and awareness for 170 children's hospitals in local communities across North America. For every loaf of Wonder Classic White and Wonder Whole Grain White bread sold between Oct. 1-Dec. 31, 2013, Wonder said it would donate five cents to CMN Hospitals (up to a maximum donation of $250,000).
"This motorsports partnership definitely carries a special feeling with two American icons coming together — Wonder Bread and Nascar."
According to Busch, who ranks seventh in the Nascar Sprint Cup Series standings heading into this weekend's race in Dover International Speedway, "This motorsports partnership definitely carries a special feeling with two American icons coming together — Wonder Bread and Nascar — at one of America's legendary racetracks. And the sponsorship also has a nostalgic feel for me since Wonder bread was a household staple while growing up in Las Vegas."
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