Hostess advertising research wins Gold Ogilvy Award

by Josh Sosland
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KANSAS CITY — Interstate Bakeries Corp. and Bernstein-Rein, its marketing agency, have received the 2008 Gold Ogilvy Award for Outstanding Advertising Research. The award recognizes the manner in which advertising research was effectively used in the development of the Hostess 100 Calorie Packs "Real Cake" national advertising campaign. The Advertising Research Foundation presented the awards at a ceremony in New York City on April 1. The ARF Ogilvy Awards are aimed at showing that effective advertising research helps make advertising better and contributes to marketplace success. Criteria for the awards are based upon the application of research in four creative marketing elements: strategy development, creative development and refinement, the direction of media exposure, and demonstration of marketplace effectiveness.

Steve Bernstein, president of Bernstein-Rein, said, "Discovering the insight that re-connects millions of consumers with such an iconic brand — that Hostess 100 Calorie Packs deliver real satisfaction, without compromise — was huge. We knew we were onto something powerful and unique, so we honed in on that to develop a great creative message and it paid off in a big, big way."

"We are thrilled that Bernstein-Rein and I.B.C. were recognized for the outstanding work that went into the Hostess 100 Calorie Packs national advertising campaign," said David Leavitt, vice-president of snack marketing at I.B.C., makers of Hostess products. "Both the product launch and advertising campaign were the results of a remarkable team effort, with input from several of our strategic partners contributing to the spectacular results. We’re thrilled with the industry recognition that the advertising campaign and new products have received as one of the best new product launches in recent snack food history."

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