Hostess Brands has unveiled its new “Speakie Snackie” marketing platform, marking the first major campaign since parent company J.M. Smucker completed a visual identity overhaul for the snack maker in December 2024.
The campaign leverages pun-driven creatives featuring signature products like Twinkies (“Twinkie swear”) and Snoballs (“Donette stop watching”), developed with creative agency BBH USA. Notably, it includes a “Munchie Mobile” activation timed to April 20 (4/20), the cannabis culture holiday that Hostess identifies as a peak snacking occasion.
Strategic Revitalization
This effort aligns with J.M. Smucker’s broader strategy to modernize legacy brands. Since acquiring Hostess for $5.6 billion in 2023, the CPG giant has updated packaging with bolder typography, vibrant colors, and a “puffy cloud” logo motif emphasizing product texture. Similar refreshes have successfully boosted other Smucker brands including Meow Mix and Folgers through Publicis Groupe’s integrated marketing services.
Multi-Channel Execution
The campaign spans:
Animated digital/social ads
Spotify partnership for audio content
OOH and in-store placements
Radio spots
Financial Context
Despite Q3 2025 net sales dipping 2% to $2.2 billion due to inflation-driven consumer selectivity and distribution challenges, CEO Mark Smucker affirmed confidence in Hostess’ long-term potential during the earnings call.
“We’re addressing near-term headwinds while executing this revitalization playbook that’s proven effective across our portfolio,” Smucker told analysts.
The 4/20 activation reflects growing mainstream marketing embrace of cannabis culture to engage Gen Z and millennial consumers in legalized markets.
Related topics:
- Can You Build a Successful SMMA in 2025?
- Why Should You Learn Social Media Marketing Today?
- How Dude Wipes Cleans Up with Poop Humor as Its Marketing Evolves
