NASCAR marketing tie-ins extend beyond the traditional, stereotypical beer, tobacco, and gasoline sponsorships. Now they even include Little Debbie single-serve snack cakes. A new, 30-second TV spot
breaking this weekend is part of an integrated ad campaign being launched by Little Debbie parent McKee Foods to celebrate the marketer's partnership with the #21 Wood Brothers Ford Fusion Nextel Cup
car, driven by veteran racer Ken Schrader. The ad takes place in a convenience store where a NASCAR fan, choosing from an array of Little Debbie snacks, notices a standee of Schrader holding a package
of Mini Powdered Donuts. Only it's not a standee; it's the real Ken Schrader. The fan asks: "Who's driving the car?" Then the camera shows the #21 Little Debbie Ford Fusion being driven by the
standee. "Ken Schrader has a great sense of humor. And he must love the product. He never complained once about having to eat so many donuts," says Brad White, executive creative director for Luckie &
Company, the Birmingham, Ala., ad agency that created the spot. "The standee idea is really a parody of NASCAR sponsorships. It's taking a familiar object and putting it in a not-so-familiar
situation."
advertisement
advertisement
Read the whole story at Brandweek »