183% Above Campaign Goal
Bernstein-Rein leveraged partner brands’ equity to extend positive reach. With partner brands like Minions, Ghostbusters, Mars Candies and Carl’s Jr., Bernstein-Rein made Hostess top of mind for consumers outside its immediate reach.
BR created billboards placed in Times Square in the Ghostbusters trailer. This led to Hostess stealing share of voice from all other brands featured in the trailer. Buzzfeed and other news outlets picked up the Hostess billboard as a potential Easter egg as a nod to the Twinkie mention in the original Ghostbusters movie.
Through partnerships with the Minions franchise and AMC Theatres, BR took advantage of the visual similarities between Twinkies and Minions and capitalize on the Minions’ fan base.
THIRD PARTY ENDORSERS
2. IRI 2016 STATE OF SNACK FOOD INDUSTRY
- IRi 2016 State of the Snack Food Industry – sited Hostess Snacks as one of top brands in movie-themed innovations
- Tens of millions of impressions (owned, earned, paid) generated through partnerships
- Cross-promoted posts with AMC Theatres drove some of the highest engagement Hostess saw in 2015.