Minneapolis ad agency Campbell Mithun (NYSE: IPG) will hire its summer Lucky 13 interns via an online application soliciting brand-engagement ideas for taking the iconic Twinkies brand into the future. Applicants must submit an idea and “Dear new owners of Twinkies” statement; Twinkies is scheduled to be auctioned due to bankruptcy to a new owner on March 13.
Twinkies and Campbell Mithun go way back: Campbell Mithun originated the “Where’s the cream filling?” tagline when Twinkies was a client nearly 20 years ago. The “Dear new Twinkies owners…” application occurs during Campbell Mithun’s 80 th anniversary year (and Twinkies were born in the ‘30s too).
Twinkies’ parent company, Hostess Brands Inc., recently declared bankruptcy and received approval from U.S. Bankruptcy Judge Robert Drain to auction off assets including the Twinkies brand. (Flowers Foods announced yesterday that it was declared highest bidder for Wonder and other bread brands.) The Twinkies auction is scheduled for March 13; bids will likely be approved at a March 19 th sale hearing. Updates are posted at www.hostessbrands.info
“So many factors aligned to bring Twinkies into our application process,” said Debbie Fischer, director of human resources at Campbell Mithun, which used a Twitter-based application for hiring interns the past two years. “We wanted our process to go beyond Twitter, this marketing case study is unfolding in real time, and the new Twinkies owner will likely be named at a March 13 th auction – we take the number 13 very seriously around here.”Campbell Mithun will share publicly the Twinkies recommendations submitted by the thirteen finalists selected to interview for the final 2013 Lucky 13 internship positions. Details about the application can be found at www.lucky13internship.com and via #L13 on Twitter. The application process The Lucky 13 Internship application process opens March 1 on www.lucky13internship.com. Applicants must be a college student with a graduation date between fall 2012 and summer 2014. Deadline is 11:59 pm (CDT) on March 29. In 2013, interns will be hired in the following discipline areas – account leadership, media strategy and media negotiations. Creative interns will be provided via the agency’s partnership with Miami Ad School, which selects students to place on site at Campbell Mithun quarterly.