the sweetest comeback in the history of ever
On November 21, 2012, Hostess Brands closed its doors. It was a sad day for Twinkie lovers. After a brief burial, it was purchased in early 2013 and began its relaunch with a younger target audience in mind. On July 15 of that same year, products hit the shelves and was received with unprecedented demand. Supply could hardly keep up. Consumers were happy again, and balance was restored on earth. This was the campaign that hit the masses.
Integrated Campaign: Video, Digital, Social, Street Team, Apparel, Posters, OOH Credits: Matt Bowne, Copywriter
Out of Home / Times Square
Street Team
PrepareYourCakeFace.com encouraged fans to stretch their mouths in preparation of the return.
Printed posters
Hotel Fig in L.A.
Social Posts
Email campaign
(left) Good Morning America. (right) OOH bus wrap.
“Hostess Relaunch”