Photo Release -- Bernstein-Rein Launches Hostess 100 Calorie Packs

First Major Assignment as Agency of Record For Interstate Bakeries' Snack Brands


KANSAS CITY, Mo., March 1, 2007 (PRIME NEWSWIRE) -- Bernstein-Rein has just launched a fully integrated national marketing campaign for Hostess 100 Calorie Packs, the new calorie-conscious snack from Interstate Bakeries Corporation. This is Bernstein-Rein's first major collaborative effort with Interstate Bakeries since being named the agency of record for its snack brands.

A photo accompanying this release is available at http://www.primenewswire.com/newsroom/prs/?pkgid=3415

Bernstein-Rein was chosen for a number of reasons, said David Leavitt, Interstate Bakeries' vice president of snack marketing. "Throughout the process of bringing Hostess 100 Calorie Packs to market and creating a successful plan to build awareness and trial for the product, they've impressed us with their range of capabilities," he said.

The new Hostess 100 Calorie Packs feature three mini Hostess cupcakes with filling, in three different flavors:


   1. Chocolate cake with chocolate icing and creamy filling
   2. Golden cake with chocolate icing and creamy filling
   3. Carrot cake with cream cheese icing and creamy filling

Featuring the tagline "3 Cakes, 100 Calories, Real Satisfaction," Bernstein-Rein reinforces the unique benefits of great taste and real cake in a portion-control product by presenting Hostess 100 Calorie Pack mini-cakes in places where consumers would expect to enjoy real cake, for example, a cake stand at a diner and on a dessert tray at a nice restaurant. These executions have proved successful by scoring extremely high in both qualitative and quantitative research.

For the national launch, Bernstein-Rein has developed and executed:


   * National advertising
     - Leading women's magazines such as Ladies Home Journal;
       O, The Oprah Magazine; People; and Redbook
     - Internet advertising on targeted sites for women
   * www.hostesscakes.com/100
   * Couponing, including FSI ($1.00 off)
   * In-store trial-generating programs
   * Off-shelf displays to boost consumer awareness and impulse
     purchases

In addition to Hostess, Bernstein-Rein is agency of record for all of Interstate Bakeries' snack brands, including Drake's and Dolly Madison.

Bernstein-Rein knows that real enduring strength comes from being true to who you are. As an independent marketing communications agency rooted in the heartland, it's uniquely positioned to deliver that authenticity and connection to real consumers. Established in 1964, it continues to build some of the world's best-known brands, turn them into household names and inspire consumers to act. Go to www.bernsteinrein.com to see what real looks like.

The Bernstein-Rein logo is available at http://www.primenewswire.com/newsroom/prs/?pkgid=3190

Interstate Bakeries Corporation, the maker of Hostess products, is one of the nation's largest wholesale bakers and distributors of fresh-baked bread and sweet goods under various brand names, including Wonder, Hostess, Dolly Madison, Baker's Inn, Home Pride, Merita and Drake's. For more information, visit www.interstatebakeriescorp.com.

Photo is also available at NewsCom, www.newscom.com, and via AP PhotoExpress.



            
Hostess 100 Calorie Packs

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