It has also served as a mobile Airbnb, traveled to a remote town in Alaska, and, in the name of love, appeared at wedding proposals and served as an elopement venue for superfans. It even had a brief makeover in 2023 when it was temporarily renamed the Frankmobile to promote Oscar Mayer’s all-beef franks.

Oscar Mayer’s move into motor racing comes amid The Kraft Heinz Company’s five-year partnership with the National Football League (NFL), under which 20 brands will receive high visibility in football venues and through marketing initiatives. 

The moves come at a challenging time for the CPG giant. Kraft Heinz shares hit a six-year low in March. Last year, the company announced a split into two publicly traded entities, a plan it postponed in February.