major campaign that kicked off at the beginning of
the year called, “Choose your Journey with Danica.”
The campaign allows fans to select two of six
“journeys” to participate with Patrick at the U.S. White-
water Center in Charlotte, North Carolina. The lucky
fans will receive accommodations, a tour of Stewart-
Haas Racing, a VIP race experience and a supply of
Nature’s Bakery delicious, on-the-go snacks crafted
with thoughtful ingredients to fuel their journey.
On top of all that, starting at Las Vegas Motor
Speedway in March and continuing throughout
the year, Nature’s Bakery is hosting a “Fantern”
experience at each race where the company serves
as Patrick’s primary sponsor. Whether a die-hard
fan or merely curious about the experience, anyone
can apply to be a “Fantern.” The winning “Fantern”
will earn a one-day internship with Patrick’s team.
As part of the immersive program, fans help set up
Patrick’s pit box, tour the NASCAR Sprint Cup Series
garage, meet Patrick and watch a race from pit road.
“It’s an honor to represent Nature’s Bakery and
also a great deal of responsibility,” Patrick said.
“They have ambitious goals and they’re going to
rely on me and everyone at Stewart-Haas Racing to
deliver. I have ambitious goals, too. It’s why I came
to NASCAR and, specifically, to Stewart-Haas Rac-
ing. There’s still a lot I want to achieve in this sport,
and I’m looking to continue my professional journey
with a brand as determined as I am.”
Patrick is motorsports’ most recognizable athlete
and the most marketable personality in NASCAR,
according to Repucom’s 2015 Davie Brown Index.
Her success on the race track, which includes a
Daytona 500 pole in her rookie Sprint Cup Series
season of 2013, transcends her into the mainstream. To understand the influence Patrick wields,
look no further than a 2014 Harris Poll that named
her the second-most recognized female athlete in
the United States.
“All you need to say is ‘Danica’ and people know
exactly who you’re talking about,” Nature’s Bakery
co-founder Dave Marson said. “She has immersed
herself and succeeded in a very intense sport and
been recognized for her efforts. By offering con-
venient, easy-to-find and affordable products that
people can feel better about eating, we’ve carved
a niche for Nature’s Bakery in the fast-growing,
packaged snack-food industry.”
Patrick is ecstatic to have a sponsor with values
and priorities that align more closely with her own.
“I really feel like all you have to do is look at my
social media,” said Patrick, who frequently shares
photos and video of herself engaged in high-intense
yoga regimens. “I’ve always used that as a way to
get to know me off the track. It’s the things outside
of the car that you would not necessarily know
about me. I think all you have to do is look at that,
and that is what lines up perfectly with Nature’s
Bakery. It’s about being active and enjoying life’s
great journeys. It’s going out on a hike with Dallas
[Patrick’s pet dog], doing Yoga at home, doing
CrossFit and needing energy for that.
“I’m also always on the road. I always need things
that are quick and handy. It’s using lifestyle to get
the product out there and letting them know what it
stands for, right? I’m excited about that.”
Reno, Nevada, Nature’s
Bakery was founded in 2010
by a father and son – Dave
and Sam Marson – with a
mission of making delicious,
snacks that complement
health-conscious living and
active, everyday lifestyles.
The Marsons’ lineage in
the food industry dates back
to the 1960s when Dave’s
father, Richard, opened a
family bakery. Growing up
around the family business,
Dave passed his passion
and skills along to his son,
Sam, whereupon the t wo
combined their knowledge
and entrepreneurial spirit to
form Nature’s Bakery.
Now with nearly 500 employees and two plants, Nature’s
Bakery is a rapidly expanding
enterprise with products sold
in more than 20 countries and
all 50 U.S. states.
“We are a global brand,”
Dave Marson said. “We have
some very big plans to grow
Teaming with Danica
Patrick and Stewart-Haas
Racing should only further
enhance the company’s
steadily expanding reach.
“We’re taking and leveraging this opportunity with NASCAR, the NASCAR fan base,
to look at our products and to
grow,” Dave Marson said.