Bubba Wallace’s sponsor has found itself on the perfect side of fan sentiment with its latest promotion, earning praise across NASCAR circles. Hardee’s has raised the bar in the marketing race by offering a diecast version of Wallace’s No. 23 car into the hands of fans alongside one of its meal offerings.
Earlier this year, Hardee’s returned to NASCAR’s premier sponsorship tier after signing a multiyear agreement as the sport’s Official Quick Service Restaurant. At the same time, the brand also joined 23XI Racing as the primary sponsor for Bubba Wallace and his No. 23 Toyota in the NASCAR Cup Series in January 2026.
As part of this, the brand got to work on a new special offering that is now a hit with NASCAR fans, “Bubba’s Full Throttle Meal.” The combo features five spicy chicken tenders, Buffalo Ranch, fries, a drink, and, most important of all, a 1:64 scale version of Bubba Wallace’s Hardee’s car.
From the start, the promotion has taken the fanbase by storm, with many calling it one of the best partnerships in recent memory and a flashback to a time when restaurants offered die-casts with a kids’ meal.
In fact, many fans posted photos of their own purchase of the meal, sharing that this is the right direction that brands should take in promoting their NASCAR partnerships.
The diecast has even caught the attention of fans without Hardee’s in their local area, with resale prices on websites like eBay going for nearly double what the meal costs to purchase at the restaurant.
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