Little Debbie Snack Cakes

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DISRUPTIVE MEDIA

Little Debbie’s Big Win at IRONMAN.

Little Debbie Snack Cakes

Challenge

Wait, what? Little Debbie, the #1 brand in snack cakes, sponsoring IRONMAN, the world’s most challenging single-day sporting event? Of course! Both brands share a commitment to, and a passion for, the relentless pursuit of excellence. That made Little Debbie’s sponsorship of an IRONMAN event in their hometown a perfect fit.

Our challenge was to marry these powerhouse brands and introduce the newest event on the official championship circuit: Little Debbie IRONMAN Chattanooga.

Strategy

We worked with the Little Debbie brand team to leverage the iconic image of Debbie herself. We outfitted her in triathlete gear in a nod to the friendly and approachable Little Debbie brand culture that would permeate the entire event.

OUT-OF-HOME

The main interstate into downtown Chattanooga welcomed athletes and fans alike with a series of 3 billboards in a sequence, each featuring Debbie in the appropriate gear for each phase of the race: swim, bike and run.

This unit inside the Chattanooga airport terminal greeted athletes and fans arriving by air.

PRINT

We scattered ads featuring Little Debbie in her IRONMAN gear throughout the official event program.

ALTERNATIVE

We partnered with downtown businesses to deploy window clings, brick clings and posters.