Hostess, the maker of Ding Dongs and Sno Balls, is testing a new line of sweet treats targeting Hispanics.
The debut of Las Delicias de Hostess is supported by major sampling campaigns at community events in San Diego, Dallas and Phoenix; the three test markets where the products will be available in grocery stores, supermarkets and convenience stores beginning in September.
“We want to get the products in their hands,” said Kevin Kaul, the brand manager for Las Delicias de Hostess.
In one trial effort a truck, wrapped and dressed up in product images and fun colors, will hit retail stores in test markets. Reps will hand out product and coupons to hopefully be used that day and a branded magnetic frame premium. In addition, the truck will go to one major Hispanic festival in each test market. September is Hispanic Heritage month.
A separate retail cross promotion offers a gallon of milk free with the purchase of four snack items. A new TV ad campaign airs in the three markets through November on Spanish-language networks Telemundo and Univision. Billboard ads near retail and p.r. support.
The new line includes such treats as Mini Pastelitos de Piñ, pineapple and coconut-covered cakes with creamy filling; Panque con Nueces, mini pound cake with pecans; Cupcakes de Fresa, white cake with strawberry filling and Concha, a soft chewy yeast roll with a sugary topping.
Hostess products are made by Interstate Bakeries Corp.
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