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.
While specifically designed for the U.S. market, the company’s Canadian sales management saw the opportunities to successfully activate the program in Canada. A program was designed to “Canadianize” and monetize the program with Canadian retailers that consisted of using:
- Race themed POS store display placements
- Consumer contests
- Store level contests
- At track customer engagement and entertainment programs
- Pass through race car branding opportunities for retailers
The program was successful across the board in securing race team POS displays at store level, strengthening retailer support, generating consumer brand awareness, and obtaining new distribution in non-traditional retail accounts. Measured ROI was tracked via increased sales specifically generated through race program, and most of the cost of activation was already paid for through the program’s U.S. centered base.
Some notable successes would be with Canadian Tire Corporation where the motorsports marketing program was a key part of the introductory presentation to head office. It resulted in a store test program ultimately leading to full sku listing nationally at all stores, and a store managers’ sales contests based around at track VIP hospitality rewards for winners.
Giant Tiger took advantage of a pass through car branding opportunity that resulted in a national store skid display program with race themed POS in a key selling period for snack cakes. The company also used at track hospitality for its employees.
