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 TwinkieMinions.com, 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