Hostess & Minions

Spark an idea:

What’s yellow, sweet, and brings joy to consumers? Twinkies and Minions! Hostess joined forces with Minions from Universal Pictures to create a summer partnership campaign unlike any other. They created an integrated partnership that reached all consumer touch points: packaging, displays, digital marketing, social media, and direct mail.

Ignite a plan:

  • Designed co-branded packaging for Classic, Chocolate, Strawberry, and Banana Twinkies, as well as Chocodiles. Multipack Twinkies included 10 individual Twinkies with Minion wrappers
  • Developed Banana Split Twinkies as a Wal-Mart exclusive
  • Developed edible sticker kits that allowed consumers to decorate their Twinkies like Minions, and eat them too
  • Created 3 versions of the single serve Twinkies packaging, one for each of the 3 Minions stars.
  • Produced co-branded Twinkie shippers, Minion Decoration Kit shippers, countertop displays, and Wal-Mart pallet displays
  • Created hashtag campaign #TwinkieMinionSweeps for users to submit a picture with their Twinkie via Instagram, Twitter, or Facebook
  • Launched, a gallery of all approved consumer photo submissions
  • One grand prize winner won a trip for 4 to Paris, France and other winners won an exclusive cell phone skin
  • Worked with AMC Theatres to develop Super Snack Packs with Twinkie Minions, supported by AMC with social media, email, and in-theatre signage nationally
  • National FSI distributed to 30MM households