GraceKennedy International brand manager Patria-Kaye Aarons said last week’s Penn Relays Carnival was an effective platform from which the firm raised brand awareness in the US market, where it seeks to build out its distribution network.

GraceKennedy, the Jamaican conglomerate with strong financial services, food and beverage brands in the Caribbean and diaspora markets, last week became the first regional company to take on a role as Major Sponsor for the Penn Relays, the oldest and largest track and field event in the US.

“I think the Penn Relays sponsorship exceeded our expectations as a company,” said Aarons of the event, which was held at Philadelphia’s Franklin Field Stadium and attracted over 100,000 spectators.

“I think for Grace it was a phenomenal success,” she added.

GraceKennedy did not disclose the dollar amount invested in the sponsorship but described it as “significant”. The company though expressed confidence that it “paid off”, while noting that spectators and athletes were seen toting Grace-branded paraphernalia and snacking on uniquely Jamaican food like jerk plantain chips.

Grace is seeking to maximize visibility in the Tri-state area particularly and according to Aarons, the firm’s marketing team made a strategic decision of sponsoring track events, which they believe deliver excellent opportunities to be associated with winning teams from Jamaica.

Grace-sponsered Jamaican schools Holmwood Technical and Wolmer’s Boys’ School won five titles among them.

Aarons expressed satisfaction, especially since the development of these athletes started at the ISSA/GraceKennedy high school championship in Jamaica.

“It’s very heartening to see an investment reach this stage,” she said, adding “To make such an investment at Boys and Girls Champs and to see those boys and girls come and perform on the world stage and beat everybody, that’s something special…you cannot ask for better returns.”