Twinkie

Social media pave way for Twinkies’ return

10 Jul, 2013

sweetest twinkieHostess has started a broad comeback campaign nearly eight months after Hostess filed for bankruptcy, and Twinkies and other snack cakes disappeared from store shelves. The company was subsequently bought by two private equity firms, Metropoulos & Co. and Apollo Global Management. Hostess plans to welcome back Twinkies, CupCakes, and both frosted and chocolate Donettes under the tagline, “The Sweetest Comeback in the History of Ever”. The snacks are expected in stores, Monday July 17.

Social media are a large part of that approach. The Hostess Facebook page, updated nearly every day in the past three weeks, has close to 440,000 likes. The site began to tease the return of the treats at the end of June with posts like, “We’re back online. And pretty soon we’ll be back in the snack aisle.” The company also has various other promotions.

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