Attack of the Mutant Twinkies!

Hostess introduces eXtreme Creme line extension to celebrate new X-Men movie

Published in CSP Daily News

KANSAS CITY, Mo. -- Hostess Brands, to celebrate the May 23 theatrical release of 20th Century Fox's X-Men: Days of Future Past, has introduced eXtreme Creme Twinkies in new Blue Raspberry and Strawberry Blast flavors for a limited time.

As part of the Hostess X-Men Adventure Sweepstakes, Hostess and X-Men fans can find promotional codes in specially marked packages of Hostess products. They can then visit https://www.facebook.com/Hostess and enter the code for a chance to win one of dozens of daily prizes and be entered to win the grand prize--atrip for four to Montreal, where the movie was filmed. The grand prize trip includes eXtreme fan adventures including rock climbing, speed boating and a high-flying trapeze experience. Daily prizes include X-Men gear packages, movie tickets, Blu-ray collections, posters and coupons for Hostess snack cakes.

Hostess X-Men Adventure Sweepstakes participants can earn additional entries by inviting friends to enter on Facebook and by following Hostess on Pinterest, Tumblr, Twitter and Instagram.

Beginning in early May, fans can visit local retailers to find multipacks of Hostess eXtreme Creme Twinkies, original Twinkies and Chocolate CupCakes featuring promo codes and detailed information about the sweepstakes. Twinpacks of Twinkies and Hostess Chocolate CupCakes as well as dunkie bags of Frosted, Powdered, Apple Cinnamon, and Frosted Devil's Food Donettes will also feature limited-time X-Men packaging.

Spark Alliance Marketing served as the agency that worked with Hostess and 20th Century Fox on the concept, strategy, and execution of the promotion.

Apollo Global Management LLC and C. Dean Metropoulos & Co. bought Hostess Brands out of bankruptcy in March 2013 for $410 million. The trimmed-down Hostess, now based in Kansas City, Mo., has a far less costly operating structure than the predecessor company. Hostess will now deliver to warehouses that supply retailers, rather than delivering directly to stores. That will greatly expand its reach, letting it deliver to c-stores and dollar stores. Previously, Hostess was only able to reach about a third of the country's 150,000 c-stores.

Keywords: 
bakery, sweet snacks