A pink ribbon might be the last thing youâd expect to see on a monster truck, but DâArrigo Bros. Co. is betting it will raise awareness for breast cancer prevention.
Driver Jimmy Creaton has begun racing with a pink ribbon and the Andy Boy Fresh Vegetables logo emblazoned on his Bounty Hunter monster truck under the banner, âRacinâ for a Cure.â
Itâs part of a sponsorship agreement DâArrigo Bros. struck with Creaton and 2Xtreme Racing. It will run through 2011, said Margaret DâArrigo-Martin, executive vice president of sales and marketing at the Salinas, Calif.-based grower-shipper.
The on-truck logo will appear at all events, but âRacinâ for a Cureâ will get added exposure when the Bounty Hunter appears on the WGAS Motorsports circuit.
âWeâll bring some of our specialty products and do some sampling,â DâArrigo-Martin said. âSomething different from nacho cheese with chips and corndogs. We want to be talking to kids about healthy eating. Fair directors want healthier venues.â
At WGAS Motorsports events, DâArrigo Bros. will distribute recipe pamphlets bearing Creatonâs picture.
Monster truck racing has a reputation as a boys club â but that can be misleading, DâArrigo-Martin said.
âWeâre targeting a different audience here,â she said. âItâs a very family-friendly event with loyal fans across all ages. I like the endurance and strength (the sport) requires, which ties in well with eating more produce. Weâre trying to work closely with retailers and markets where weâre having events, and building up for a big recipe contest.â
A social media campaign is also planned.
DâArrigo Bros. Co. has raised more than $1 million for breast cancer prevention and awareness since 1999.