NEW YORK: Linden Alschuler & Kaplan has been named AOR for Interstate Bakeries Corporation, and is working on a number of initiatives for the 75th anniversary of the company's iconic brand, Twinkies.
IBC is currently focusing on the Twinkies 75th anniversary and has launched a contest to search for the 75 best Twinkies recipes to feature in a cookbook to be unveiled later next year. The contest has been featured on CNN and Good Morning America, as well as in the Washington Post and New York Post.
Lisa Linden, CEO of LAK, said that a lot of the agency's work will focus on empowering customers to be brand spokespeople.
"In a way, it's an interactive campaign," Linden said. "The company really enjoys interacting with people who are delighted with the product."
The agency also publicizes Twinkies recipes designed by Theresa Cogswell, IBC's VP of research and development and baking expert.
Interstate Bakeries Corporation manufactures Hostess, Wonder Bread, Drake's, and other food brands. The company declared bankruptcy in 2004, but Linden said that LAK will only be involved in consumer communications. Billings are undisclosed.
Bread producers have been hit hard by low-carb trends, but Linden said that the Twinkies and Wonder Bread brands have a consumer appeal that bucks trends.
"When you look at these brands, they are much loved and have withstood the test of time for decades," Linden said. "Trends and fads come and go, but Twinkies endure, even in light of whatever low-carb trend that might exist."