Front Row Motorsports (FRM) will partner with iconic pickle company Grillo’s Pickles for Sunday’s NASCAR Cup Series event at New Hampshire Motor Speedway, the organization announced in a press release on Tuesday.
As part of the agreement, the organization will collaborate with Grillo’s on compelling activation programs to engage the NASCAR community. At the same time, the brand serves as the primary sponsor for Todd Gilliland and the No. 38 Ford Mustang Dark Horse in the USA Today 301.
“We are extremely excited to partner with Front Row Motorsports to bring some Grillo’s fun to the sport of NASCAR,” said Mark Luker, VP of Marketing at Grillo’s Pickles. “We recently launched a new jar which addresses our largest consumer frustration. What better way to drive awareness of the brand and encourage NASCAR fans to Chill Out and Eat a Pickle than to enter a partnership with FRM.”
Made with a 100-year-old family recipe, Grillo’s Pickles started in the Boston Common in 2008, selling pickles out of a Cutlass Supreme and then a Pickle Cart. Since then, the brand has grown to national grocery distribution and now enters its first NASCAR partnership with Front Row Motorsports.
The No. 38 Ford Mustang Dark Horse will feature the famed “Sam Sam the Pickle Man” mascot as part of the green and white “Pickle Car” livery. Sam Sam the Pickle Man is on a mission to become the “World’s Most Interesting Pickle”, kicking off his campaign with FRM and Gilliland.
“This is such an engaging partnership for the fans,” said Gilliland. “Grillo’s has played into their partnership with us. They brought Sam Sam by the shop and made some fun content with Ryan (Bergenty) and me. They are super excited about their first NASCAR weekend, it’s cool to be a part of. I think fans are really going to like the paint scheme, it’s very eye-catching, you can’t miss it.”
Entering New Hampshire, Gilliland currently sits 20th in NASCAR Cup Series point standings, as the No. 38 Ford Mustang team continues to build on a strong stretch of finishes, including six consecutive top-20s.
