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In January, 2015, the iconic Canadian band Rush announced their R40 Live 40th Anniversary tour in addition to a 12 Months of Rush album reissue program from its past record releases from the Mercury Records era.

Little Debbie products are a pre-packaged baked sweet snack whose target market consists mainly of school aged children. Therefore, the yearly key sales period is the Back To School season accompanied by promotional events held by most retailers. The product is primarily sold at the grocery and mass merchant retail level and achieves consumer awareness and sales through regular in-store and advertised retail promotions.

McKee Foods, with its Little Debbie and Sunbelt brands of products, was a primary sponsor of a NASCAR Sprint Cup team for a five consecutive year period. With this sponsorship came an asset “tool box” of marketing funds and programs available to the company to use at its discretion.

Hulman & Company, manufacturers of baking ingredients, was transitioning the name of one of its secondary brands of baking powder into its top selling Clabber Girl brand name in the southeast U.S. market and was looking for a way to assist in executing this tricky process.