Admit it – sometimes we just like to eat foods that we know aren’t healthy for us. They taste so darn good that it makes us happy to eat – and share – treats. Opinion surveys from NPR, Boston Consulting, and IRI found that while the majority of people report eating healthy, indulgence was a top food trend.
And certain snacks are also nostalgic. One of the most enduring snacks is probably Twinkies. Twinkies disappeared from our lives a year ago. Luckily, they were resurrected when Hostess Brands Inc. was acquired by private equity firms, returning the light yellow sponge cake with creamy filling to the shelves.
They may not be healthy, but Twinkies do make us smile.
Group Activities and Discussion Questions:
- Discuss the importance of developing a clear, concise message for marketing programs.
- Show the video “Eating Twinkies with God” (it will make everyone happy): https://youtu.be/y9N8OXkN0Rk
- Show the Hostess Web site: http://www.hostesscakes.com/
- What are the main messages on the site?
- Use a pyramid model to build the key messages: Top of pyramid – most important message that the customer wants to hear. Middle of pyramid – how the product achieves its value for the customer. Bottom of pyramid – proof points used to validate claims.
- Divide students into teams. Have each team develop a key message pyramid for an un-healthy snack food. (Make sure students select a target market first. Different target markets would have different message pyramids.)
Source: Bloomberg News