HOSTESS CUPCAKES AND TWINKIES
The insight for this campaign came after observing kids in focus groups. While the outer cake was important, the filling was what they desired most. Thus, "Hey! Where's the creme filling?" was born.
I was brought onto the campaign after it had been running for a bit. My charge was to reinvigorate the work and help it regain the appeal it once had with kids. We succeeded on both fronts with increased ad awareness and sales. This was one of my favorite brands to work on.
Because Hostess spent their media budget mostly on TV, below is the only print ad I ever produced for them. We were able to convey a complex story with one image. In post-testing focus groups, kids told us they remembered a TV commercial with these beavers. Yet no such commercial was ever made. The power of a great campaign, indeed.