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JRM and Pinnacle Foods Reach Sponsorship Agreement

Armour® brand to be primary sponsor on Kevin Harvick’s No. 5 for three racesMOORESVILLE, N.C. (Nov. 21, 2013) – JR Motorsports announced today a new addition to its sponsorship palate, as Pinnacle Foods’ Armour® brand will be the primary sponsor on Kevin Harvick’s No. 5 Chevrolet for three NASCAR Nationwide Series races in 2014.  It will also receive associate sponsorship placement on the No. 5 for the entire 33-race season.

Pinnacle Foods is a leading producer, marketer and distributor of high-quality branded food products, and its brands can be found in more than 85 percent of American households.  Its Armour® brand specializes in canned meats and includes Vienna sausages, chili, luncheon meat, beef stew and more.  Harvick carried Armour® in one Nationwide Series race this year, finishing fifth at Bristol on March 16.

JR Motorsports announced last month the addition of Harvick to its 2014 driver line-up.  Harvick, a two-time Nationwide Series champion and winner of 40 series races, will drive the No. 5 Chevrolet in at least 12 events, with Hunt Brothers® Pizza and Armour® sponsoring seven of the 12.

“The way this has come together is very exciting for us,” said Kelley Earnhardt Miller, general manager of JR Motorsports.  “When we announced that Kevin will be driving for us in 2014, the response from the fans was truly awesome.  He carries an immense competitive energy on the track, and as Pinnacle Foods knows he performs in the marketplace as well.  We’re happy to have them on board and look forward to going to work for their Armour® brand.”

Harvick won Nationwide Series championships in 2001 and 2006.  He is ranked third on the all-time Nationwide Series winners list with 40 victories, including one this season at Atlanta Motor Speedway (Aug. 31).  With his wins, he also boasts 159 top-five and 221 top-10 finishes.  Across NASCAR’s top-three series, Harvick has 77 victories, including the Brickyard 400 (2003), Daytona 500 (2007) and the Coca-Cola 600 (2011, 2013) in the NASCAR Sprint Cup Series.

“This is a great opportunity for Pinnacle Foods and our Armour® brand, as we’re very excited to follow Kevin Harvick over to JR Motorsports,” said Eric Hintz, vice president of marketing for Pinnacle Foods’ Duncan Hines Grocery Division. “Our consumers love the partnership we have with Kevin, and we have brought it to life in-store as well with strong retail programs with our customers. We look forward to continuing to build on that success with JR Motorsports in 2014.”

About Pinnacle Foods
In more than 85% of American households, consumers reach for Pinnacle Foods brands. Pinnacle Foods is a Top 1000 Company ranked on Fortune Magazine’s 2013 Top 1000 companies list. We are a leading producer, marketer and distributor of high-quality branded food products, which have been trusted household names for decades. Headquartered in Parsippany, NJ, our business employs an average of 4,400 employees. We are a leader in the shelf stable and frozen foods segments and our brands hold the #1 or #2 market position in 10 of the 12 major categories in which they compete. Our Duncan Hines Grocery Division manages brands such as Duncan Hines® baking mixes and frostings, Vlasic® shelf-stable pickles, Wish-Bone® and Western® salad dressings, Mrs. Butterworth’s® and Log Cabin® table syrups, Armour® canned meats, Brooks® and Nalley® chili and chili ingredients, Duncan Hines® Comstock® and Wilderness® pie and pastry fruit fillings and Open Pit® barbecue sauces. Our Birds Eye Frozen Division manages brands such as Birds Eye®, Birds Eye Steamfresh®, C&W®, McKenzie’s®, and Freshlike® frozen vegetables, Birds Eye Voila!® complete bagged frozen meals, Van de Kamp’s® and Mrs. Paul’s® frozen prepared seafood, Hungry-Man® frozen dinners and entrées, Aunt Jemima® frozen breakfasts, Lender’s® frozen and refrigerated bagels, and Celeste® frozen pizza. Our Specialty Foods Division manages Tim’s Cascade Snacks®, Hawaiian® kettle style potato chips, Erin’s® popcorn, Snyder of Berlin® and Husman’s® snacks in addition to our food service and private label businesses. Further information is available at

Based in Mooresville, N.C., JR Motorsports is the management company and racing operation for Dale Earnhardt Jr., NASCAR’s 10-time Most Popular Driver and winner of more than 40 NASCAR-sanctioned races.  JR Motorsports competes in multiple racing divisions, including the NASCAR Nationwide Series, in which it has earned 12 victories since its inception in 2007.  In 2012 the JRM late model program won the track title at Motor Mile Speedway with driver Josh Berry, giving the company its first championship.  To learn more about the organization, its drivers and its sponsorship opportunities, visit

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