Mix a three-time NASCAR Cup Series champion, a Hall of Fame team owner, and another former series champion. What do you get? Congratulations, you have just cooked up the recipe for the perfect Chef Boyardee commercial that created a marketing milestone in NASCAR history.
One of the sport’s most-liked off-track figures, Tony Stewart, and legendary team owner Joe Gibbs once teamed up with the canned foods brand Chef Boyardee to pull a prank on Bobby Labonte.
Tony Stewart Delivered an Oscar-Worthy Performance To Take NASCAR Marketing to the Next Level
It all began as a simple marketing campaign but soon took a hilarious turn for everyone but Labonte. The now 60-year-old fell for Stewart’s Oscar-worthy performance, becoming the butt of an inside joke among the NASCAR fans.
Fundamentally, the commercial was an apt representation of how NASCAR’s popularity has given way to smartly written commercials for sponsorships that add to the sport’s value. In addition, it captured the true nature of each individual both on and off the track.
The ever-so-serious Gibbs continued in his fiery avatar, tricking Labonte into thinking Chef Boyardee’s special diet helped Stewart race better. A gullible Labonte would later find out that it was all a clever ruse to set him up for a prank.
Set up for the joke twice, it was Labonte who would have the last laugh. As Stewart sat down to devour the canned, Labonte walked in. He asked Stewart if he had found his (Stewart’s) rookie card in any of the boxes. A sad Stewart replied he had every other card except that.
Chef Boyardee commercials with Bobby Labonte, Tony Stewart, and Joe Gibbs (2000) pic.twitter.com/YIZNkMRGCJ
— nascarman (@nascarman_rr) February 25, 2025
Donning an evil laugh, Labonte said he had two but traded one with Gibbs.
The entire commercial series was a huge success for several reasons. It made the perfect use of team dynamics and real-life personas, allowing fans to feel a personal connection to the ad. Furthermore, the addition of collectible trading cards boosted the sales of the canned pasta, making it one of the sport’s most successful marketing campaigns.
