Snack cake icon Hostess is officially launching Hostess Craze, a brand-new lineup featuring Brownie Popz, Xplosion Cakes, and Choco Layz. But instead of settling for standard grocery aisle real estate, the brand teamed up with Cossette to drop its new products from the sky: literally. 

The Ultimate Lead of Taste

At the heart of the maximalist campaign is the return of G.O.A.T. (Greatest Of All Tasters), the brand’s notoriously outspoken puppet character. To match the intensity of the Craze lineup, Cossette skipped traditional advertising rules and built a high-suspense rollout mirroring a major movie premiere, complete with teasers, trailers, and a heavy dose of escalation. 

The campaign peaks with a record-setting stunt: an attempt at the world’s highest skydive ever completed by a goat puppet. It answers the burning question absolutely no one was asking: How far can a puppet fall? 

Patrick Michaud, Vice-President, Executive Creative Director at Cossette notes, “We set out to create a spectacle, not just a campaign. By shifting our strategy from standard advertising to pure entertainment, we transformed a simple product drop into an inclusive, out-of-the-ordinary cultural moment that anyone can participate in.”

Snacking for the Content Generation

The campaign is built directly for a new generation of snackers who prioritize content over traditional corporate messaging. 

“We saw an opportunity to launch Hostess Craze in a way that reflects how people actually engage with content today,” says Kelly Matthews, Brand Manager, Bimbo Canada. “This isn’t just a product announcement; it’s cultural currency. It’s loud, it’s unexpected, and it gives people something to tune in.”

The campaign runs from July 6 to September 13 across web, OOH, digital, and social platforms.

 

CREDITS:

  • Advertiser:  Hostess Canada (Bimbo)

    • Mike Bascom, Bernardo Caupers, Kelly Matthews

  • Agency: Cossette

    • Creative: Patrick Michaud, Jocelyn Goyer, Andrew Lord

    • Strategy: Robyn Hutman, Solenn Desjardins-Kaci

    • Account Management: Mélodie Desrochers Ndlela, Mélanie Desjardins

    • Broadcast/Electronic Production: Laurence Houle

    • Print / Digital Production: Martin Lemay

    • Language Services / Translation:  Carol-Ann Savick, Chelsey Lam, France Auger

  • Agency Production: Septième

  • Media Agency: PHD

  • Production House: Carton Rouge 

    • Director: Didier Charette

  • Post-Production: Post 430 

  • Audio Studio: LaMajeure