The Challenge
Since its debut in 1919, Hostess CupCakes reigned supreme as a household favorite. When McKee Foods decided to challenge this dominance, they developed Little Debbie Chocolate Cupcakes after testing over 200 recipes.
McKee enlisted Brian Pia to create a bold, strategic PR campaign to dethrone Hostess and position Little Debbie as the market leader. The initiative would become McKee’s most ambitious promotion in five decades.
The Work
Research revealed that cupcakes were not just a treat but a social experience—people loved sharing them. This insight fueled the “Share-A-Thon” tour, launched on October 18th, National Chocolate Cupcake Day. The campaign centered on creating buzz, engaging audiences, and driving direct sampling.
A multi-faceted approach ensured maximum reach:
Digital Engagement: Consumers downloaded coupons for free cartons of cupcakes from the Little Debbie website, leading to 1 million giveaways.
On-the-Ground Activation: The Smile Squad, a team of six brand ambassadors, toured 21 cities in four custom Smart Cars designed to resemble Little Debbie Chocolate Cupcakes. Over 200,000 samples were distributed at parks, events, and public spaces.
Media and Influencer Outreach: The campaign leveraged morning TV shows where Little Debbie’s cupcake cars were a hit. TV hosts enthusiastically endorsed the product, praising its taste and quality.
The PR blitz extended across digital platforms, traditional media, and direct community interactions, seamlessly integrating brand visibility with consumer engagement.
The Results
The campaign delivered staggering results:
This campaign highlights the power of aligning product positioning with emotional connections and social behavior. By turning cupcakes into a shared experience and leveraging multi-channel storytelling, McKee Foods disrupted a century-long industry leader, illustrating the impact of innovative and consumer-focused PR strategies.
