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.
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This unit inside the Chattanooga airport terminal greeted athletes and fans arriving by air.
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We scattered ads featuring Little Debbie in her IRONMAN gear throughout the official event program.
![](/wp-content/uploads/2019/12/SWIM_PUB3.jpg)
![](/wp-content/uploads/2019/12/BIKE_PUB1.jpg)
![](/wp-content/uploads/2019/12/RUN_PUB2.jpg)
ALTERNATIVE
We partnered with downtown businesses to deploy window clings, brick clings and posters.
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![](/wp-content/uploads/2019/12/Clings1.jpg)