Hostess

Munchie Mobile 420 Tour

Strategy

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3D Design

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Graphic Design

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Print

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Fabrication

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Production

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Strategy • 3D Design • Graphic Design • Print • Fabrication • Production •

Overview

ABEL was challenged to create and execute a food truck tour that revitalizes the Hostess brand by connecting with a wider audience through strategic timing aligned with National Twinkie Day (April 6th) and the cultural 4/20 holiday, positioning Hostess snacks as the ultimate munchie solution.

The concept would leverage Hostess's playful brand voice through the "Speakie Snackie" engagement campaign, inviting consumers to interact with the brand in exchange for free snacks, all within carefully selected high-traffic locations and dispensary environments.

Our team took Hostess's creative vision and brought it to life through meticulous execution and logistical expertise. The journey began with transforming a standard food truck into the eye-catching Hostess Munchie Mobile: a mobile billboard that couldn't be missed.

We managed the complex production schedule that spanned multiple states and venues, carefully selecting high-visibility locations to maximize brand exposure. Our team secured strategic positioning in New York City and Brooklyn, along with seven additional stops near dispensaries across the Eastern seaboard, creating the perfect "Route 420" tour that culminated on April 20th.

Recruitment and training of brand ambassadors formed a crucial component of the activation. Each ambassador was expertly prepared to engage with consumers through the "Speakie Snackie" campaign, distributing beloved Hostess products to participants who engaged with the brand's playful language.

The tour successfully injected new energy into the legacy brand and earned valuable media coverage, including a feature in The Wall Street Journal, extending the campaign's reach far beyond the physical tour stops. By bringing Hostess directly to consumers in a culturally relevant context, the tour perfectly executed the brand's irreverent new voice while creating memorable consumer experiences that reinforced Hostess as the perfect solution for snack cravings.

Client: MSL Group

Year: 2025

Locations:

Manhattan, NY

Oxford, MA

Groton, CT

Stamford, CT

Frederick, MD

Columbia, MD

Bellmawr, NJ

Edgewater Park, NJ

Brooklyn, NY