IRVING, TX: Hostess was just kidding with its real-time Opening Day tweet, which included a picture of two cupcakes designed to look like baseballs with the text "touchdown."
It was just a joke, not a "Twitter fail," the brand clarified on Monday afternoon.
"The ‘touchdown’ line was intentional; it's fun and aimed at young audiences who are in on the running joke - which, of course, is the goal," Hostess Brands' senior director of marketing Ellen Copaken said, via email.
Yet the gag went over the heads of many social media users, with some questioning whether the brand knew what sport was beginning its season on Monday. Even Sports Illustrated fell for the prank.
Hostess made it clearer that it was just fooling around in its sarcastic reply to the magazine, referring to the game as "sportsball."
.@SInow WHAT?! We're just excited that Sportsball started again today.— Hostess Snacks (@Hostess_Snacks) April 6, 2015
Copaken explained that Hostess has been using a communications strategy to contemporize the brand since 2013, when, after saying it would shut down due to bankruptcy, it brought its products back to stores in the "sweetest comeback in the history of ever."
"The bolder approach has been particularly visible in the brand's social media platforms," Copaken added.
Hostess named LAK Public Relations as its PR AOR in June 2013 to aid with the brand’s comeback.