Business

Twinkies maker taps Charlotte ad agency to head its social media

Hostess brand Twinkies sit on a shelf inside a Hostess Outlet Store in Peoria, in 2012.
Hostess brand Twinkies sit on a shelf inside a Hostess Outlet Store in Peoria, in 2012. Bloomberg

Hostess Brands, maker of packaged desserts like Twinkies and Ding-Dongs, has named Charlotte-based Tattoo Projects its social media agency of record.

Tattoo Projects, which has its office uptown on 5th Street, previously handled the social media campaign for the recent launch of Hostess’ new Deep Fried Twinkies, the agency said in a statement Thursday.

The local agency also said it enlisted its longtime partner Harmelin Media, based in Philadelphia, for paid media strategy. Tattoo Projects also said it’ll work closely with Hostess’ PR agency of record, LAK Public Relations.

“We wanted a true partner to work with and develop a strong social media presence for the Hostess brand,” said Burke Raine, Hostess’ chief marketing officer. “We chose Tattoo Projects because they are a bold and energetic company that delivers great creative and drives sales.”

Hostess, headquartered in Kansas City, Mo., introduced its iconic Twinkies snacks in 1930. Almost four years after filing for bankruptcy, the company announced plans this summer to go public.

Tattoo Projects has been named one of Advertising Age’s Small Ad Agencies of the Year twice. The agency says its name stems from the “indelible impressions” its work leaves.

Katherine Peralta: 704-358-5079, @katieperalta

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