The Thomas Group

Ideas That Connect TM

Twinkie Minion Makeover

Partnership with Spark Alliance


Coming out of bankruptcy Hostess was looking for a way to capture the attention of both Millennials and Moms to reinforce their comeback status.


The Thomas Group was tasked with developing a social media campaign and the associated packaging to reflect the tie-in with the popular Minions movie characters. Promotion focussed on the fun and playfulness of the Minions and the remarkable resemblance of a Minion to a Twinkie. This gave birth to the Twinkie Minions Makeover campaign.


  • Packaging
  • In-store displays
  • Social media content strategy and development
  • Digital ad development and media buys
  • Digital support
  • Website takeover

Social Media Posts


  • 40,000 consumers created their own Twinkie Minions
  • 70% increase in volume at Walmart during promotion
  • Boosted by bloggers, the promotion garnered over 720,000 online impressions
  • Won a Gold REGGIE Award and a Gold PRO Award for the promotion
  • One of the Social posts inspired the next chapter in the Twinkie Minion story with the summer promotion — Take a Twinkie Minion Selfie