Hostess' latest creative push showcases its sweet lineup.

"Speakie Snackie" was produced by PS One and led by BBH USA.

The campaign launches with animated OLVs, social media, radio, billboards, in-store, digital and a strategic Spotify partnership. More activations will roll out this year, such as the Munchie Mobile activation.

The Hostess category includes Twinkies, Snoballs, Cupcakes and donettes.

“Hostess brand has made the language of snacking as fun as snacking itself. Twinkies, Zingers, Ding Dongs, Ho Hos, these are all words and phrases that have found their way into culture, and it’s time we reclaim them as our own. 'Speakie Snackie' is setting out to do just that in a fun, cream-filled, chocolate-frosted, uniquely Hostess kind of way,” said Erica Roberts, chief creative officer, BBH USA.

The revitalization of a well-known brand like Hostess isn’t a new for owner J.M. Smucker Co.

“At Smucker, we have a disciplined and proven marketing playbook that allows us to reimagine the role our brands play in culture and make them even more relevant to today’s consumers. We put the consumer at the center .... while bringing consumers positivity and joy — something they increasingly desire today,” said Gail Hollander, CMO, J.M. Smucker Co.

The Hostess CupCake was first sold in May 1919. The product was updated in 1950, adding white squiggles on top and a vanilla creme filling. A 2023 YouGov survey found that 97% of those surveyed have heard of the brand.