Leveraging a high profile NASCAR sponsorship takes more than colorful banners and signs. For Heluva Good!, Garrand made a bang as bold as the brand’s award-winning dips and cheeses. We launched a Point of Sale ad campaign at Heluva Good! retailers, developed a microsite and online contest, gave away hundreds of tickets through radio promotions, set up Heluva Good! sampling areas at all sponsored venues, and earned great media coverage around each of the racing events. After a whirlwind season, Heluva Good! web traffic has more than tripled and sales have taken off.