Hostess Cuts Calories in Cake Push

NEW YORK Riding the wave of portion control and convenience, Interstate Bakeries next week will break a print campaign behind its new Hostess 100-calorie pack snack cakes.

Tagged “3 cakes. 100 calories. Real satisfaction,” print ads will run in women’s and general interest titles such as Oprah, Ladies Home Journal, People and Redbook.

Independent Bernstein-Rein, Kansas City, Mo., handles creative chores.

Women-oriented sites will feature banner ads. Coupons and other promotional materials are also in the mix.

The cakes launched last month in three flavors including Carrot Cake with creamy cheese icing.

The effort comes as the Kansas City-based maker of Twinkies struggles to pump up declining sales since it filed for bankruptcy in 2004.

Hostess spent $1 million in domestic measured media media in 2006, per Nielsen Monitor-Plus.

David Leavitt, client vp, marketing, said, “Throughout the process of bringing Hostess 100 Calorie Packs to market and creating a successful plan to build awareness and trial for the product, [Bernstein-Rein] really impressed us with their range of capabilities.”