Hostess
Hostess
Choice is Delicious
Brand relaunch
Hostess is one of those brands everyone secretly loves. When the chance came up to pitch them at Tattoo Projects, I dove in. I built the pitch platform, strategy, tone, scripts, and early visuals that helped win the business and set the stage for a full social relaunch.
The idea was simple: in a world of food shaming and wellness perfectionism, snacking should still be fun. So we positioned Hostess as the champion of small, unapologetic joys with one line that summed it up:
The Big Idea
AMake Hostess the voice of “go ahead, enjoy it.” Bright, playful visuals and snack-sized moments of joy that feel organic, not overproduced. The concepts here are very close to what I originally presented in the pitch — weird, charming scenes designed to stop the scroll and make people smile.
The Results quick take
The platform went on to fuel years of Hostess social content, driving:
218M+ total impressions · 5M+ engagements
200K+ new Instagram followers
ORGANIC :30 (AI)
POWER :30 (AI)
CHOICE MOBILE LOOPING VIDEO (AI)
OUTDOOR
SOCIAL
Social media contest where fans send in their best ideas for ALL NEW HOSTESS TREAT! Ideas with a personal story that inspired the snack
are showcased and the best creation actually gets produced and put in the market! A new choice, a great story and plenty of publicity.
IN STORE
IN STORE We had fun with the personal choice of enjoying Hostess judgment free by offering privacy bags that can be used (and collected) to purchase your favorites.
AGENCY IMPLEMENTATION AND RESULTS
Hostess Snacks tapped Tattoo to evolve their presence from nostalgic snack brand to modern-day social player — where content doesn’t just earn likes, it drives carts and culture. The work spanned social content, trend-based campaigns, AR filters, paid support, and shoppable integrations. The result? Followers turned into shoppers, hashtags turned into headlines, and Hostess became part of the scroll instead of noise in the feed.
We connected the new Hostess Shop directly to social — making content clickable, cart-ready, and trackable. Audience segmentation let us test which users were most likely to purchase, helping paid dollars work smarter.
