Return of the Mac started off as a simple collaboration between MOKB Presents and Chef’s Night Off and has since grown into a regional phenomenon. This growth has not only provided Indianapolis with a newfound love for mac n’ cheese, but has opened new sponsorship categories for the promoter.
The latest sponsorship addition to Return of the Mac is one from outside the food and beverage arena. Dreyer & Reinbold MINI, Indianapolis’ exclusive MINI dealer, has signed on as a major sponsor for this year’s Noblesville event. While an automotive dealer may seem like an unconventional partner for a food festival, Dreyer & Reinbold MINI managed to create an unforeseen connection to the delight of both the organizers and guests alike.
“We feel the Return of the Mac event is a great match for the MINI brand,” said Dave Edmondson, director of marketing at Dreyer & Reinbold. “Boxed mac and cheese is a simple meal, but at this event, talented local chefs prove it can be a gourmet dish. In the same way, a lot of people assume the MINI Cooper is a small, economical and simple vehicle. But our customers are pleasantly surprised to discover how spacious, luxurious and sophisticated it really is.”
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During the event, attendees will have a chance to experience a MINI up close and in person. Dreyer & Reinbold has planned several on-site activations, including an interactive game that lets attendees toss foam cheese blocks into a MINI for prizes and tickets. In addition, a select few guests will have a chance to step outside of the event and take a test drive.
This joint effort proves that corporations are looking to connect with their target audience in creative new ways – like sponsoring Return of the Mac. Companies like MINI recognize the value of exposing their brand to a savvy audience immersed in culture and adventure – an audience of potential future MINI drivers.