Hostess Brands, the snack cake maker of Twinkies and Ding Dongs, has brought in PR and advertising firms to guide its "comeback" campaign following bankruptcy and sales of its major brands.
Apollo Global Management and Metropoulos & Co., two private equity firms, bought the Hostess brands for $410M in March.
LAK PR, Hostess' longtime New York-based PR firm, will handle PR for the summer campaign, dubbed "The Sweetest Comeback in the History of Ever." Bernstein-Rein, Kansas City, another nine-year veteran on the Hostess account based in its hometown city, will guide advertising.
Rich Seban, president of Hostess Brands, said the two agencies have consistently shown an ability to "move quickly and decisively."
LAK principal Hannah Arnold said the Hostess name has been "baked into the fabric of America for generations." LAK is the former Linden, Alschuler & Kaplan.
Social media, digital guerilla marketing and traditional ads and PR are on tap.
A clock at Hostesscakes.com is counting down to the campaign's launch July 15, which will include outdoor placements in New York, Chicago, Los Angeles and Kansas City. A social media campaign using Vine is planned for PrepareYourCakeface.com and a food truck tour is also in the works.