Thursday, November 11, 2010

A Little Debbie Nostalgia On Facebook

Little Debbie snack cakes turned 50 and are still a favorite treat for Boomer consumers as a result of nostalgia marketing The Little Debbie snack cake brand turns 50 this year and it recently turned to social network Facebook for a  reminiscing campaign aimed at evoking happier times for its Boomer and Gen Xer generation customers. On its Facebook page, the brand asked its nearly 600,000 followers for “Little Debbie traditions,” and nearly 200 fan page followers posted responses on the first day. If you're like me, the Little Debbie Oatmeal Creme Pies, Swiss Cake Rolls and Honey Buns were a staple in the school lunch box or as an after school snack. And asking its loyal customers to post their favorite childhood memories around the consumption of these favorite snacks is an outstanding marketing tactic. The campaign is another great example of how a mature brand can breath new life into its sales efforts by leveraging the digital realm and social networks. Little Debbie, the red-haired girl wearing a cowboy hat, is still one of the most popular snack brands, consumed by more than 28 percent of American consumers, far ahead of its Twinkies (10 percent) and Hostess Cupcakes (11 percent) competitors, according to Simmons Market Research Bureau. It now has the most ambitious social network marketing strategy in the snack-cake category, spending twice as less on traditional advertising than Hostess. Not surprisingly, while Little Debbie snacks are popular to pack in children’s lunchboxes, they are consumed primarily by adults.

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