The hostess will change her marketing plan.
Hostess Brands, Inc. has pledged, along with 19 other food, beverage, and quick-service restaurant companies, not to advertise to children under the age of 13, unless the advertising is in support of products that meet the Uniform Nutrition Criteria of the Children’s Food and Beverage Advertising Initiative (CFBAI).
The announcement of Hostess’s first national advertising campaign in nearly ten years precedes the company’s decision. According to Hostess, the goal of the “Live Your Mostess” campaign, which debuted in 2021, is to win over consumers’ hearts and minds by encouraging unbridled, childlike enthusiasm among adults.
In recent years, Hostess has given marketing a higher emphasis, and marketing is a key component of its strategy for growth and transformation. Over the coming years, Hostess anticipates a double-digit growth in advertising spending, according to the firm.
Hostess Brands Chief Growth Officer Dan O’Leary stated, “We’ve experienced accelerated business growth over the past two years and are proud to join CFBAI.” “By making this pledge, we are demonstrating our commitment to creating a powerhouse in socially responsible snacking and marking an important milestone in our transformation journey.”
According to Hostess, additional advertising for the brand will launch in May and this autumn under the “Live Your Mostess” banner. To raise brand awareness in the US, the corporation is also spending money on advertising for Voortman-branded cookies and wafers. Voortman announced earlier this week that it will be offering raspberry lemonade and tropical fruit, two limited-edition crème wafer tastes, this summer.
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American Licorice Co., Burger King Corp., Campbell Soup Co., The Coca-Cola Co., Conagra Brands, Inc., Danone North America, Ferrero USA, Inc., General Mills, Inc., Hershey Co., Kellogg Co., Keurig Dr. Pepper, The Kraft Heinz Co., Mars, Inc., McDonald’s USA, LLC, Mondelez Global, LLC, Nestle USA, PepsiCo, Inc., and Hostess are among the other participants in the CFBAI in addition to Hostess. Post Foods, LLC; and Unilever USA.
According to Maureen Enright, vice president of CFBAI, BBB National Programs, “CFBAI has focused on ensuring that foods in ads directed towards children meet strict nutrition criteria for nearly 15 years.” “We are thrilled to have Hostess Brands join our group of 19 top food, beverage, and quick-serve restaurant companies as a new member of the CFBAI, and we look forward to working together to continue improving the landscape of children’s food advertising.”