HACKETTSTOWN, N.J., March 15, 2013 /PRNewswire/ -- M&M'S^® fans, now is your chance to take your NASCAR race day experience to the next level with upgrades all geared toward making race day 'Better With M™.' As the "Official Chocolate of NASCAR" and sponsor of the popular No. 18 M&M'S Toyota, the brand will bring the 'Better With 'M' platform to life in NASCAR by recognizing and rewarding devoted race fans who incorporate M&M'S into their race day rituals.

In February, Mars Chocolate North America introduced its plan to make occasions 'Better With M' by showcasing how M&M'S irresistible chocolate makes moments more fun and delicious.  'Race Day is Better With M,' is a fun, NASCAR-themed twist on the national campaign.

"Cheering on the No. 18 M&M'S Toyota while enjoying M&M'S has been a race day tradition for fans since the brand burst onto the NASCAR scene," said Roy Benin, Chief Consumer Officer at Mars Chocolate North America. "Now, we're taking that enjoyment to the next level by offering upgrades to fans who show us how M&M'S are part of their race day routine, both at home and at the track."

WINNING WAYS WITH M
M&M'S will visit six NASCAR race events during the 2013 NASCAR^® Sprint Cup Series season including the Bristol spring race, the spring and fall races in Charlotte, Sonoma, Atlanta, and the fall New Hampshire race in search of race fans and chocolate-lovers alike who put their affinity for M&M'S on display.  The brand will reward them with race day plus ups – including branded race gear, free product, and the chance to be upgraded to the "Best Seats in the House" on race day.

In addition to the at-track spotter program, M&M'S will actively encourage race fans to showcase how they use M&M'S during their race day ritual at home via the hashtag, #BetterWithMMS, on Twitter for additional chances to win upgrades.

M&M'S STAYS COMMITTED TO NASCAR^®
M&M'S^® and NASCAR^® have a rich winning partnership and the 'Better With M' platform is just the newest fan-focused initiative from the brand in 2013 and builds upon the success of the 'When We Win, You Win' Promotion, which provides fans the chance to win a new Toyota every time the No. 18 M&M'S Toyota visits Victory Lane in 2013.

For more information on how M&M'S is making race day 'Better With M' and to check out the fan-focused upgrades all season long, visit www.facebook.com/mmsracing.

About Mars Chocolate North America:
Mars Chocolate North America is the North American chocolate operations of Mars, Incorporated. In 1911, Frank C. Mars made the first Mars candies in his Tacoma, Washington kitchen and established Mars' first roots as a confectionery company.  In the 1920s, Forrest E. Mars, Sr. joined his father in business and together they launched the MILKY WAY® bar.  In 1932, Forrest, Sr. moved to the United Kingdom with a dream of  building a business based on the philosophy of a "mutuality of benefits" for all stakeholders – this vision serves as the foundation of the Mars, Incorporated we are today.  Based in McLean, Virginia, Mars has net sales of more than $30 billion and six business segments including Petcare, Chocolate, Wrigley, Food, Drinks and Symbioscience. More than 65,000 Associates worldwide are putting our Mars Principles in action every day to make a difference for people and the planet through our performance.

Mars brands include: Chocolate – M&M'S®, SNICKERS®, DOVE®, GALAXY®, MARS®, MILKY WAY® and TWIX®; Petcare – PEDIGREE®, WHISKAS®, SHEBA®, CESAR® and ROYAL CANIN®; Wrigley – ORBIT®, EXTRA®, STARBURST®, DOUBLEMINT® and SKITTLES®; Food – UNCLE BEN'S®, DOLMIO®, EBLY®, MASTERFOODS® and SEEDS OF CHANGE®; Drinks – ALTERRA COFFEE ROASTERS™, THE BRIGHT TEA CO.™, KLIX® and FLAVIA®; Symbioscience – SERAMIS®, CIRKU™ and COCOAVIA™.

For more information, please visit www.mars.com.

SOURCE Mars Chocolate North America