Harvick and Hershey: Hershey recruits Nascar’s Winston Cup circuit Rookie of the Year Kevin Harvick for a $28 million TV, radio, print and Web campaign positioning its new Reese’s FastBreak candy bar as the meal on the run. The quick-meal message is punctuated by a 15-second spot, via DDB, New York, breaking this week that shows Harvick pulling his #29 GM Goodwrench Car into the pit, chomping on a FastBreak and quickly being sent back on the track by his fuel man. Voiceover asks, “Need to refuel?” and touts the milk chocolate, soft nougat and Reese’s peanut butter ingredients. The tagline: “Refuel and go.” Radio ads place Harvick at a press conference where reporters suggest that Reese’s FastBreak should be rookie of the year because the driver performed great in races where he ate one. In another, Harvick thanks his pit crew for always being there with the candy bar even though they occasionally forgot to give him gas and sent him on the track with three tires.(Brandweek), NOTE: harvick ran a Reese’s FastBreak candy bar schemes last Nov at NHIS, see my 2001 Cup Paint Scheme page for the image(1-7-2002)
