diff --git a/dc/hbj11/flasher/web/fru.js b/dc/hbj11/flasher/web/fru.js
index a06fec94..09244181 100644
--- a/dc/hbj11/flasher/web/fru.js
+++ b/dc/hbj11/flasher/web/fru.js
@@ -246,9 +246,14 @@ export class HBJ11FRUAssembler {
             0x01, // Version 1
             0x09, // Length (9*8 == 72 bytes)
             0x00, 0x00, 0x00, 0x00, // Manufacturing time (unspecified)
-            0xC7, 98, 103, 112, 46, 119, 116, 102, // Manufacturer: bgp.wtf
-            0xDE, 83, 65, 84, 65, 32, 82, 101, 112, 101, 97, 116, 101, 114, // Product name: SATA Repeater
-            32, 32, 32, 32, 32, 32, 32, 32, 32, 32, 32, 32, 32, 32, 32, 32, 32, // ... pad above to 30 chars.
+            // Manufacturer: HELL (we can't use anything longer, as the product
+            // name below needs to be in this exact byte offset in the ROM for
+            // the iDRAC to display the name correctly).
+            0x83, 0x68, 0xc9, 0xb2,
+
+            // Product name: bgpwtf SATA Repeater
+            0xDE, 98, 103, 112, 119, 116, 102, 32, 83, 65, 84, 65, 32, 82, 101, 112, 101, 97, 116, 101, 114,
+            32, 32, 32, 32, 32, 32, 32, 32, 32, 32, // ... pad above to 30 chars.
         ];
         // Serial number tag/length.
         board.push(0xC0 | (this.serial.length));