RACING WITH
REAL FLAVOR
Joining forces with JR Motorsports in 2024, Hellmann’s tapped into the broad cultural reach of Dale Earnhardt Jr. to deepen its connection with NASCAR fans nationwide. Behind the scenes, Hirschfeld managed the creative sponsorship program and coordinated retail activation efforts to bring the partnership to life at scale.
Working closely with the JRM team, Hirschfeld supported content and appearance opportunities with Dale Jr., Kelley Earnhardt-Miller, and Justin Allgaier, as well as on-site engagements at the JR Motorsports Race Shop and NASCAR Xfinity events. Branded race cars extended Hellmann’s visibility on track, while curated behind-the-scenes moments created meaningful fan and partner experiences.
The Hirschfeld Team also guided planning across TV, print, digital, packaging, and in-store promotions, while ensuring a unified brand presence across every possible channel.
Through thoughtful coordination and hands-on management, Hirschfeld has helped Hellmann’s build a high-visibility sponsorship program rooted in authenticity and the genuine passion of NASCAR fans everywhere.