Not too long ago, we all heard the sad news that Hostess, the beloved maker of sugary, nutritionally offensive bits of Americana like Twinkies and Wonder Bread, was filing for bankruptcy. The Twinkies brand is being auctioned off March 13. Minneapolis ad agency Campbell Mithun is using this moment in history as part of its summer intern application process.
The agency is asking applicants for its “Lucky 13” — that’s the summer internship program name — to fill out an online application, which includes presenting their brand-engagement ideas for “taking the iconic Twinkies brand into the future.”
The idea came about because Twinkies was a client of Campbell Mithun about 20 years ago. The agency came up with the “Where’s the cream filling?” tagline.
Applicants must submit a URL address for their Twinkies recommendation, which may be presented via blog, YouTube, Slide Share, or wherever else on the Internet, A “Dear new owners of Twinkies” statement, a “Dear Campbell Mithun, hire me because…” note, and, of course, their resume.
It’s a cute and fun branding exercise and an interesting way to evaluate internship applicants.
(Image via Lucky 13 Internship)
More in Marketing
Future of Marketing Briefing: The case for and against the death of the big brand ad
Marketing has a new favorite argument: is it still smarter to talk to a million people at once, or to find the thousand people they already trust?
Lifestyle brand Stanley 1913 uses AI behind the scenes — but execs claim it won’t touch ad creative
Not every brand is racing to let AI anywhere near its ads. Stanley draws the line there on purpose.
TikTok’s Kat Marquez unpacks NBA and WNBA creator deal
TikTok’s latest move to secure its share of the leagues’ growing audiences sees it play gatekeeper between creators and rights holders.