LITTLE DEBBIE / MCKEE FOODS

PROJECT

Day-to-Day Management / Present

BACKGROUND

Continuing work as the lead account person on the McKee Foods brand Little Debbie, whom Luckie and Company has had over a 40-year relationship, continuing to build this already leading brand in the CPG space. While maintaining the values and staying true to the consumer, we have worked to evolve the brand into one that is transitioning from cradle to grave with our consumers – shopping habits, tastes, and media channels included.

SUCCESSES

No. 1 best-selling snack cake in America.

Brand is worth over $1B in sales.

ROLE

Account Management / Liason between Little Debbie brand team and consumer, leading internal agency team in maintaining a bridge between the two.

PROJECT

100K+ Household Test and Learn Campaign

BACKGROUND

With Little Debbie experiencing high demand for product with limited production abilities during the height of the pandemic, the brand experienced capacity issues that are continuing to plague them. With this, advertising efforts and spend decreased significantly in order to alleviate additional demand.

During this “down time,” Little Debbie wanted to introduce a test and learn campaign specific to 100K+ Households who were not current Little Debbie buyers (i.e. purchasers of LD competitors) in the two select markets of New Orleans and Knoxville.

GOAL

Develop two cohesive campaigns tailored to the 100K HH target segment to: 1. Gain insight into what it takes (message, channel, and average media cost per new HH) to convert consumers. 2. Increase the # of HH purchasing Little Debbie products. These two concepts were tested against each other for effectiveness during the 12-week flight.

SUCCESSES

6.6% increase in HH penetration over 3-month period of testing.

ROLE

Strategy / Develop an overarching messaging strategy and creative concept based on client ask.

Account Management / Facilitate and deliver final creative for 12-week flight.

STRATEGY

Link to Strategy Brief Deck here.

ACCOUNT

Link to Final Creative here.

PROJECT

Customer Journey Mapping / MarTech 101 Workshop

BACKGROUND

With advertising cut due to capacity issues, the Little Debbie team wanted to utilize their downtime for a workshop in understanding customer journey mapping and its connection to their MarTech efforts.

GOAL

To provide McKee with a strategic roadmap alongside recommendations on how to narrow their relationship with their customers from 1:Many to 1:1.

ROLE

Account Management / Understand client ask and work in tandem with the team to produce a workshop that was valuable in educating McKee Team.

Strategy / Develop a deck that connects client ask with the bigger picture of messaging and dynamically understanding the different customer segmentations’ journeys within McKee’s channel touchpoints.

Final Customer Journey Mapping Workshop Deck here.