Hostess Deep Fried Twinkie
To help McCain launch their Hostess Foodservice partnership, we created an integrated touchpoint plan intended to drive excitement and trial of one hot item.
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The Point
Leverage a classic with innovation.
To help McCain launch their Hostess Foodservice partnership, we created an integrated touchpoint plan intended to drive excitement and trial of one hot item – Deep Fried Twinkies.
The Plan
Showcase what makes the product hot.
Using paid, owned and earned media, we inspired operators to make Deep Fried Twinkies an even sweeter snack. From free samples to compelling recipe content, we developed an argument as to why Deep Fried Twinkies simply must be on the dessert menu.
The Idea
Deliver an indulgent take on iconic appeal.
The idea of rethinking a nostalgic treat with new recipe ideas and innovation led to inspiration and mass trial for flavor-seeking operators looking to improve their menu with a creative sweet treat.
The Payoff
We delivered a 41% conversion rate.
The campaign generated nearly 5 million impressions and exceeded site traffic goals, delivering over 6,500 qualified visitors in a matter of a few months.
We more than doubled our conversion goal for the campaign and made Deep Fried Twinkies one of the hottest menu items of the year.
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