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Front Row Motorsports, Grillo’s Pickles Announce Partnership for Todd Gilliland


MOORESVILLE, NC (June 18, 2024) – Front Row Motorsports (FRM) and Grillo’s Pickles have announced an exciting partnership that will see the iconic pickle company partner with Todd Gilliland and the No. 38 team. FRM and Grillo’s will collaborate on compelling activation programs to engage the NASCAR community, and Grillo’s will also serve as the primary partner on the No. 38 car at the New Hampshire Motor Speedway.


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, Grillo’s has grown to national grocery distribution and is now in a partnership with FRM.


"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."


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 really 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."


Fans can watch the No. 38 Grillo’s Pickles Ford Mustang Dark Horse this Sunday at the New Hampshire Motor Speedway at 2:30 pm ET on USA Network.

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