Hostess Takes to the Skies With Drone Delivery Marketing Campaign
The Hostess brand, manufactured by parent company J.M. Smucker, has launched a seasonal marketing campaign that is tapping autonomous drones to deliver “joy-filled” packages.
Through July 2, the company is encouraging consumers with the name “Joy” as part of their first, middle, or last name to enter a contest where they can win a package filled with Hostess brand snacks and swag, including Powdery Donettes mini donuts and Twinkies snack cakes.
One hundred entrants will receive a package by drone delivery.
Hostess is working alongside Drone Up for the initiative and will be delivering these packages in select cities in Arizona, Arkansas, Florida, Texas, Utah, and Virginia. Any other winning submissions will be delivered by mail.
The campaign is meant to encourage consumers to find more joy-filled moments this summer. To enter, they will need to visit the Joy Drops page and enter their information.
"We believe in helping families elevate small moments of joy and togetherness in everyday life to create connections, and our snacks reinforce that," said Chris Balach, vice president of marketing for the Sweet Baked Snacks segment at The J.M. Smucker Co. "We are excited to further inspire carefree joy among families this summer in an innovative way, by literally dropping joy."
J.M. Smucker’s Expansion Plan
Founded in 1925, Hostess has navigated a bumpy road, filing for bankruptcy twice in 2004 and 2012. During the latter period, the company sold off several business segments: Wonder was acquired by Flowers Foods, while Little Debbie snack manufacturer McKee Foods took control of Drake's Cake, which includes products like Devil Dogs and Yodels in its portfolio.
The Hostess brand recently came under the J.M. Smucker umbrella following a $5.6 billion acquisition that is likely intended to bolster Smucker's standing in the rapidly expanding snacks market.
As J.M. continues it expansion, it has been investing in an analytical R&D approach that is keeping the consumer at the center of the company by leveraging diverse intelligence from third-party sources, coordinated consumer visits, focus groups, and surveys.
