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The J.M. Smucker Company, the new owner of Hostess Brands, is launching a unique marketing campaign aimed at connecting with a broader audience, particularly those who celebrate 4/20, the unofficial cannabis holiday. This marks a shift from Hostess's traditional marketing, which primarily targeted families and children.
To promote its iconic snacks like Twinkies, Ding Dongs, and Donettes, Smucker is sending a "Munchie Mobile" on a road trip leading up to April 20. This initiative is part of Smucker's strategy to revitalize the Hostess brand, which it acquired for $4.6 billion in 2023, by tapping into modern cultural moments and reaching a wider range of consumers.
According to Green Market Report, this is Smucker's first campaign for Hostess and aims to appeal to sweet snack enthusiasts, including those who partake in 4/20 celebrations. By aligning with such events, Smucker hopes to boost sales and breathe new life into the storied Hostess portfolio.