Twinkies maker Hostess has just launched its latest campaign with the help of leading autonomous drone delivery company, DroneUp.
Conceptualized by PR agencyCarmichael Lynch Relate, "Hostess Joy Drops" aims to spread delight by delivering a special package to 100 lucky winners who have "Joy" in their names.
The package includes a variety of Hostess-themed games, stickers, and toys to enjoy the summer with.
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Of course, it also comes with a set of delicious Hostess snacks Twinkies and Donettes.
This unconventional campaign is a prime example of creative marketing in action.
Manna from Heaven
The campaign runs nationwide, with DroneUp delivering Hostess Joy Drops to the markets it serves. Recipients in other areas will receive their packages by mail.
Chris Balach, Hostess parent company J.M. Smucker's co-VP and GM, said in a news release that the brand takes pride in this innovative way of inspiring "carefree joy" in families this summer.
"We believe in helping families elevate small moments of joy and togetherness in everyday life to create connections, and our snacks reinforce that," Balach shared.
@jnkyrdco Thank you @Hostess Snacks for sending this over! ❤️ #thejnkyrd #jnkyrdco #hostesssnacks #hostessjoydrop #droneup #unboxingvideo #fypage ♬ original sound - Angiie Bee
The campaign also includes influencer content and social media posts by Grey Midwest.
Running through July 2, the campaign is backed by data from a survey commissioned by the snack brand and made by Talker Research.
Survey results found that among 2,000 American families, 34% of them feel the need for more joyful moments during the summer.
Meanwhile, 91% of parents think that simple moments of daily happiness can positively affect their and their kids' well-being.
Hostess and Carmichael Lynch Relate capitalized on this data to create a campaign that is both innovative and fun, maximizing marketing results.
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