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McKee Foods will highlight the emotional connection between Little Debbie snacks and moms in a new TV campaign that breaks next week, according to Brandweek, a Convenience Store News sister publication.
The new campaign, via Luckie & Co., Birmingham, Ala., was created to build the relationship with moms and show how Little Debbie's wide array of multipack and single-serve snacks can forge an enjoyable experience for their families.
In keeping with its longstanding family and relationship-focused ad strategy, the spots feature the popular "My Girl" soundtrack that reinforces the "Little Debbie is My Girl, My Brand, My Snack" tagline. One spot titled "Diversion," features a breakfast vignette involving Little Debbie Honey Buns, where a toddler who doesn't get a Honey Bun like the rest of the family, gets resourceful and pulls a ruse or diversion to distract the family, giving him just enough time to snag a bun.
The second 30-second ad dubbed "Tea Party" shows an adult sitting in a child's tiny chair, having a tea party with stuffed animals. While the unlikely scenario may be torture to most adults, it's not a party to be missed when it is held by a cute granddaughter. Both spots air on network and cable.
The effort by the No. 1 leading snack cake maker comes as rival Interstate Bakeries is also revving up its Hostess brand of snack cakes, including Twinkies, with a package redesign and consumer promotions.