Turning back time: How brands tap into nostalgia to build their future

From Hostess Brands’ Twinkies to B&G Foods’ Green Giant vegetables, CPG companies are getting sentimental in an effort to cut marketing expenses and urge customers to open their wallets.

Few U.S. food brands have managed to survive through a world war, two bankruptcies and increasing consumer demand for healthier products — but one icon has managed to last and even thrive. Twinkies, the yellow cream-filled cakes invented in 1930, are flourishing today, a rarity in the rapidly evolving food space where thousands of products disappear from store shelves every year.

How has America’s beloved sponge cake stood the test of time? Chad Lusk​, the chief marketing officer with Twinkie owner Hostess Brands, said the snack has a cross-generational appeal and a strong emotional connection. This nostalgic love that consumers have for Twinkies was the primary driver behind the brand’s comeback after Hostess’ second bankruptcy in 2012, he said. 

“There was a booming national outcry that led to, effectively, a new Hostess company being formed and the brand being revitalized,” Lusk told Food Dive. “It really goes back to the prevalence, the high degree of awareness, and that deep-seated, emotional connection with consumers in a form and a product that hasn’t been replicated since.”…[Read More]

Roger Chiocchi

A life-long advertising and marketing professional, Roger is VP-Marketing at Signature Brand Factory. Prior to that he spent 20+ years on Madison Ave as a Sr. VP at Young & Rubicam and President of Y&R subsidiary, The Lord Group.


email: grow@sig-brand.com

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