Chef Boyardee Ignites Brand Revival with Massive NASCAR Daytona 500 Return

CHICAGO, IL – January 12, 2026 – In a powerful statement of revitalization, the iconic Chef Boyardee brand is roaring back into the world of motorsports, announcing a significant partnership in the NASCAR Cup Series for the Daytona 500. Under new ownership, the nearly century-old brand will sponsor Ricky Stenhouse Jr.'s No. 47 Chevrolet, fielded by the newly rebranded Hyak Motorsports. The move is backed by a massive fan engagement initiative, including a plan to distribute over 100,000 free meals to racegoers, one of the largest single-event giveaways in the company's history.

This high-octane return to the track marks the first major marketing push for Chef Boyardee since its acquisition by Hometown Food Company in June 2025. The strategy signals a significant new investment aimed at reconnecting the beloved pantry staple with American families through the high-energy, loyal community of NASCAR.

A New Recipe for Growth Under Fresh Ownership

The sponsorship is the flagship initiative in a broader revitalization strategy spearheaded by Hometown Food Company, a portfolio company of private equity firm Brynwood Partners. Brynwood has a well-established playbook of acquiring non-core, legacy consumer brands and injecting them with capital and operational focus to drive growth. The firm formed Hometown Food Company in 2018 to manage a stable of classic American brands, including Pillsbury's shelf-stable baking lines, Hungry Jack, and Martha White.

The acquisition of Chef Boyardee from Conagra Brands for a reported $600 million was the single largest in Brynwood's 40-year history, a clear indicator of its commitment. The deal included the brand's primary manufacturing facility in Milton, Pennsylvania, securing the heart of its production heritage. This NASCAR partnership is the first public glimpse into Brynwood's plan to "reinvigorate the Chef Boyardee brand and extend into new formats quickly," moving beyond its previous corporate structure to become a central focus of its new parent company.

By choosing NASCAR's premier event as its stage, Chef Boyardee is leveraging a platform known for its deep-rooted fan loyalty. Studies have consistently shown that NASCAR fans are significantly more likely to support brands that sponsor the sport, creating a direct line between track presence and consumer purchasing decisions. This move aims to re-establish the brand's relevance and market share by embedding it directly into the culture of one of America's most popular sports.

Fueling the Fan Experience at Daytona

More than just a logo on a car, Chef Boyardee's activation at Daytona is a masterclass in experiential marketing designed to create a tangible connection with fans. The centerpiece of this effort is the ambitious giveaway of more than 100,000 meals throughout race week, a timely initiative as grocery prices remain a top concern for households nationwide. This reinforces the brand's core value proposition of providing affordable, convenient comfort food.

To execute this massive undertaking, the brand is deploying the 'Ravioli Roamer,' a custom-wrapped vehicle that will navigate the infield, midway, and campgrounds. It will deliver what the company calls "surprise-and-delight" meal giveaways during peak moments, from the initial campground check-ins to satisfying late-night cravings after the on-track action concludes.

Beyond the mobile giveaway, a dedicated Chef Boyardee Fan Hub will offer interactive games and photo opportunities. Driver Ricky Stenhouse Jr. is also scheduled to make surprise appearances, joining fans for meet-and-greets and participating in giveaways. This multi-pronged approach is designed to keep fans fueled and engaged, creating a memorable brand experience that extends far beyond a simple television impression. The strategy aligns perfectly with modern marketing trends that emphasize creating authentic, two-way relationships with consumers.

High-Performance Partnerships On and Off the Track

The partnership brings together a trio of organizations focused on performance and fan engagement. The team behind the No. 47 Chevrolet, Hyak Motorsports, is the rebranded entity of the former JTG Daugherty Racing. Led by principal owner Gordon Smith and co-owners Brad Daugherty, Mark Hughes, and Ernie Cope, the team adopted the name "Hyak"—a word from Chinook Jargon meaning "fast"—to reflect a renewed commitment to on-track performance and innovation. The team's technical alliance with the formidable Hendrick Motorsports further solidifies its competitive aspirations.

Pairing with Ricky Stenhouse Jr. is a strategic fit, especially for a debut at Daytona. Stenhouse is the defending winner of the 2023 Daytona 500 and has a reputation for excellence on superspeedways.

"Ricky has been an incredible ambassador for our brands in the 12 years that we have been sponsoring his car in the Cup Series," said Henk Hartong, Chairman and CEO of Brynwood Partners. "We are excited to bring Chef Boyardee back to the track at Daytona and Talladega this season, both places where Ricky has taken the checkered flag previously. We look forward to bringing the Chef Boyardee 47 to Victory Lane at Daytona in February."

Brokering this powerful connection was KHI Management, the full-service sports and entertainment marketing agency founded by NASCAR champion Kevin Harvick. KHI's deep industry knowledge and relationships were instrumental in aligning Chef Boyardee's brand goals with the opportunities at Hyak Motorsports, creating a partnership built for mutual success.

A Nod to Nostalgia, A Look to the Future

For many long-time NASCAR fans, the return of Chef Boyardee's familiar red-and-white branding evokes a sense of nostalgia, recalling past sponsorships in the sport and creating an immediate, positive reception. However, the company is clear that this activation is as much about the future as it is about the past.

The Daytona 500 presence serves as a preview of a broader brand evolution. Hometown Food Company has announced plans for brand refreshes, product innovation, and new product launches slated to begin in 2026. This strategy aims to honor the flavors and formats that made Chef Boyardee a household name for nearly a century while adapting to the tastes of a new generation of consumers.

In a competitive ready-to-eat meal market that is rapidly evolving, Chef Boyardee is not trying to be something it isn't. Instead, it is doubling down on its core identity—comfort, value, and connection—while signaling that innovation is on the horizon. By pairing one of America's most iconic food brands with one of its most iconic sporting events, Chef Boyardee is making a definitive statement that it is ready to race toward a new era of growth.