Little Debbie Takes Chocolate Cupcakes on Tour

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Little Debbie Takes Chocolate Cupcakes on Tour

By Elaine Wong - 09/24/2009

Little Debbie, the nation’s top-selling snack cake, has sent its marketing team to the streets in the latest campaign for new Chocolate Cupcakes.

Collegedale, Tenn.-based McKee Foods, which owns Little Debbie, is pitching the Chocolate Cupcakes as “moist … filled with crème and topped with rich, chocolate icing and a white squiggle.” The products hit stores earlier this month, and an eight-pack sells for about $3.09.

Television spots promoting the brand’s “Share-A-Thon Tour,” taking place in 21 cities next month, launched this week. The ads depict consumers in different settings getting mad at each other (like a police officer and a driver who just got a parking ticket). In each scenario, a cupcake-laden Little Debbie mobile tour car comes to the rescue, and the situation is resolved when both parties have a cupcake.

The spots advertise the “One Million Little Debbie Cupcakes Giveaway” (125,000 cartons holding eight cupcakes each), for which consumers can register at Winners will be notified via e-mail Oct. 18, which is National Chocolate Cupcake Day.

Little Debbie is also holding weekly “Little Debbie Cupcakes Share-a-Thon Giveaway” drawings through March 31 for prizes such as GPS devices, a year’s worth of free cupcakes, MP3 adapters and a Smart cupcake car. The brand is additionally leveraging social and digital media in its effort, including a product sampling with mommy bloggers, who will then get to test-drive a Smart car.

Further, Little Debbie has created a Facebook fan page, which currently has 4,464 fans. And it’s getting the word out via Twitter, @LittleDebbie.

- Nielsen Business Media