Dive Brief:

• Hostess is introducing a new brand platform and accompanying marketing campaign on the tails of a visual identity overhaul last year, per news shared with Marketing Dive.
• “Speakie Snackie” centers on the idea that Hostess speaks the language of snacks, with quippy ads that pun on the names of signature products like Twinkies and Snoballs. Activations aim to drive cultural impact, with a Munchie Mobile experience planned for 4/20, the holiday celebrating marijuana consumption.  
• Online video, social media and radio advertising support the launch while Hostess is also working with Spotify on a strategic partnership. Parent J.M. Smucker, which acquired Hostess in 2023, is employing a brand revamp playbook that has breathed fresh life into offerings like Meow Mix and Folgers. 

Dive Insight:

The overhaul for Hostess aligns with J.M. Smucker’s efforts to revitalize what executives at the packaged foods company have dubbed “dusty” brands, with an eye on modernizing legacy products for a young audience. Jif, Milk-Bone, Meow Mix and Folgers are some of the other names in the CPG’s portfolio that have undergone such makeovers, with support from long-standing agency partner Publicis Groupe and its Power of One marketing services solution. 

J.M. Smucker acquired Hostess for $5.6 billion two years ago and, in December, announced a visual identity revamp for the snacks maker. Packaging was updated with a punchier font, more vibrant color scheme and crisper product photography of the baked goods. In addition, Hostess implemented a puffy white cloud motif around its logo to highlight the airiness of treats like Twinkies and Donettes.

“Speakie Snackie,” which was developed with Publicis’ BBH USA, promotes the refresh to consumers with lively animated ads that pun on the names of Hostess products (“Donette stop watching” versus “don’t stop watching” and “Twinkie swear” versus “pinkie swear” represent some of the wordplay). The media plan also prioritizes “snackable” — read, short and punchy — content on channels including out-of-home, social and in-store.  

Hostess is also turning its gaze toward niche interests with a Munchie Mobile experience planned for 4/20, which the marketer calls “one of the biggest snacking moments of the year.” Mainstream marketers have grown more open to embracing weed culture as they try to engage millennials and Gen Zers who are taking advantage of broader legalization for the drug in the U.S.  

J.M. Smucker last month reported net sales declined 2% year over year to $2.2 billion for the Q3 period ended Jan. 31, a slide attributed to supply chain disruptions that have since been resolved. Executives said Hostess sales have been impacted by selective consumer spending driven by inflation, along with underperformance in distribution, merchandising and competitive positioning.

“We have confidence in the Hostess brand, and our strategic rationale for the acquisition remains strong,” said President and CEO Mark Smucker on a call discussing the results with analysts. “While the near-term performance has not met our expectations, we have outlined a comprehensive strategy to return the brand to growth and have made initial progress on key actions in support of it.”