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More of 'My Girl' for Little Debbie

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ATLANTA Luckie & Company plans to launch two new television commercials Sunday for Little Debbie snacks, the shop said.

Both spots build on the "My Girl" theme that the independent Birmingham, Ala., agency introduced in the company's advertising in the fall of 2003. All the ads in the campaign use the music and words from the popular song of the same name.

The new 30-second spots are designed to demonstrate how Little Debbie cakes fit into a woman's life by showing common household scenarios that include the snacks. The ads will run nationally on broadcast and cable networks.

"The quickest way to a woman's heart is through her family," said Brad White, executive creative director at Luckie & Co. "These spots were designed to create an emotional connection using special moments that take place in familiar settings."

One of the spots features Little Debbie honey buns. A toddler at the breakfast table with his family is seen taking his father's honey bun after creating a diversion. The second ad shows a grandfather having a tea party with his young granddaughter and her stuffed animals. The girl serves Little Debbie Swiss cake rolls.

Spending on the campaign was not disclosed, but the company spent $10 million advertising Little Debbie last year and $4 million during the first six months of this year, according to Nielsen Monitor-Plus.

Luckie & Co. has been producing Little Debbie's advertising since 1978. Little Debbie snacks are made by McKee Foods of Collegedale, Tenn.