Lenexa- 20 individual American food and quick-service restaurant companies, including Hostess Brand Inc., have made a pledge to avoid advertising to child demographics under 13 years old.
The only exception to this rule is situations in which the product being advertised complies with the Children’s Food and Beverage Advertising Initiative’s criteria. Hostess’ corporate decision, something they’ve titled under “Live Your Mostess” comes as their first advertising campaign in almost 10 years. According to Hostess the main idea behind this campaign is “sparking uninhibited, child-like joy in adults.”
In the past few years Hostess has been putting more focus on their advertising. Their marketing spending is expected to grow by a significant amount over the next period of years, according to the company.
“We’ve experienced accelerated business growth over the past two years and are proud to join CFBAI,” stated chief growth officer at Hostess Dan O’Leary.
“This pledge marks an important milestone in our transformation journey as we demonstrate our commitment to building a socially responsible snacking powerhouse.”
The new campaign will begin this May and run through the fall season. Other companies in the CFBAI include Burger King, Campbell Soup, Coca-Cola, Ferrero USA, General Mills, Kellogg, Kraft Heinz, and 12 others. “We are excited to welcome Hostess Brands as our newest CFBAI participant, joining 19 other leading food, beverage and quick-serve restaurant companies committed to ongoing improvement in the children’s food advertising landscape,” stated VP Maureen Enright.
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