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
Inside Unilever’s 300,000 creator network: the logistics behind the headline number
Unilever says it works with 300,000 creators, but not all of them play the same role. Agency executives explain what that number means.
OpenAI’s ChatGPT reaches the coupon stage of building an ad business
The company is preparing to offer promotional ad credits to advertisers to encourage more marketers to test its ChatGPT ads offering.
D+ Research: Brands expand creator marketing strategies
Many are partnering with creators to help drive seasonal campaigns, support product launches and, in some cases, even help develop products