J.M. Smucker Co. Gives Snack Time a Fun Makeover with ‘Speakie Snackie'

The J.M. Smucker Co. is continuing its work to re-energise the iconic Hostess brand introducing a unique brand platform that is being celebrated with an exciting new marketing campaign. Created in partnership with PSOne, Publicis’ Power of One solution for The J.M. Smucker Co., creatively led by BBH USA, ‘Speakie Snackie’ is designed to bring a fun, playful new voice to the snacking world.

Hostess has been part of pop culture for over a century, but in a crowded snack aisle, we needed a fresh way to break through. ‘Speakie Snackie’ is more than a campaign—it’s a brand platform that turns Hostess treats into a language of their own, making snack time more fluffie, cakie and fun than ever.

HOW ‘SPEAKIE SNACKIE’ COMES TO LIFE:

* The campaign will launch with animated OLVs, social media, radio, and a strategic Spotify partnership, engaging snack lovers where they already are.

* Big cultural activations will roll out throughout the year, including the Munchie Mobile activation leading up to 4/20, bringing ‘Speakie Snackie’ to one of the biggest snacking moments of the year.

* The campaign embraces witty, irreverent, snackable content that stops people in their tracks—whether on billboards, social, in-store, or digital platforms—all while showcasing the legendary Hostess line up including Twinkies, Ding Dongs, HoHos, and more.

The revitalisation of an iconic brand like Hostess isn’t a new journey for Smucker’, which has a proven playbook that marries brand truth and cultural relevancy with their consumer-first approach. This playbook has helped support leading brands like Jif and Milk-Bone, revitalised iconic brands like Meow Mix and Folgers and established new favourites including Cafe Bustelo and Uncrustables.

Gail Hollander, CMO at J.M. Smucker Co. commented, “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 centre, marrying the consumer truth, cultural truth, and brand truth to deliver experiences that are authentic to the brand, while bringing consumers positivity and joy–something they increasingly desire today. The work we’ve done with Hostess is a perfect example of how this model comes to life and I can’t wait to bring this campaign to current fans and new ones alike.”

Erica Roberts, chief creative officer, BBH USA commented, “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. 'We Speakie Snackie' is setting out to do just that in a fun, cream-filled, chocolate-frosted, uniquely Hostess kind of way.”