A giant billboard of a Twinkie in Times Square. A new Hostess website featuring a countdown clock. A social media campaign that encourages people to share their love of Twinkies and other snack cakes such as CupCakes, Donettes donuts and Ding Dongs.
Hostess is whetting consumers’ appetites for the return of some of its most well-known treats with a broad comeback campaign that touts the arrival of the products on store shelves Monday.
The marketing comes nearly eight months after Hostess filed for bankruptcy, and Twinkies and other snack cakes disappeared from store shelves.
The company was subsequently bought by two private equity firms, Metropoulos & Co. and Apollo Global Management.
Hostess plans to welcome back Twinkies, CupCakes, and both frosted and chocolate Donettes under the tagline, “The Sweetest Comeback in the History of Ever.”
“We want people to know that it’s the same Hostess, but with a different attitude,” says Dave Lubeck, executive director for client services at Bernstein-Rein Advertising, which created the ad campaign. “It’s younger, more aggressive.”
Social media are a large part of that approach. The Hostess Facebook page, updated nearly every day in the past three weeks, has close to 440,000 likes. The site began to tease the return of the treats at the end of June with posts like, “We’re back online. And pretty soon we’ll be back in the snack aisle.”
Article from Rebecca Castagna, USA TODAY