Milling & Baking News - April 12, 2016 - 10

Business X

Marketing specialists offer look
into Hostess social media efforts
KANSAS CITY - As the phrase suggests, it's not easy to catch lightning in
a bottle. But, for the social marketing
team at Bernstein-Rein Advertising
(BR), Kansas City, it's the daily goal.
In a presentation to the Social Media
Club of Kansas City at the Grand St.
Café, Nolan Greiter, social content
strategist for BR, and Brandon Billings, digital strategy director, shared
insights on their approach and success
with one of their largest clients: Hostess Brands, L.L.C.
Hostess's successful resurrection
from bankruptcy came with a fresh
approach to reaching a new audience.
The team at BR was challenged with
the rare opportunity of refreshing a
brand and set of products that already
have a wide recognition.
"From a strategy standpoint, we're
anchored in developing topical and
sharable content that resonates with
a younger aspirational audience," Mr.
Greiter said. "(Hostess) is much more
interested in not letting their target
age out."
Knowing their demographic led to
the decision to forgo the traditional
avenues of advertising such as television and print altogether and focus
on more targeted, digital advertising. A prime example was the intentionally subversive tweet issued
on Major League Baseball's opening
day in 2015.
A bold image of a limited-run
baseball CupCake along with the

tongue-in-cheek caption "Touchdown" was one of the day's highest
trending tweets, picking up national news coverage and prompting interaction from other major brands.
To be sure, not everyone was immediately in on the joke, prompting
responses such as "Hostess graphic
designer ... YOU HAD ONE JOB."
But that only served to snowball the
tweet to the top of the pile.
"It's pretty in line with our tone
overall," Mr. Billings said. "Snarky
and sarcastic a little bit without being offensive has been our underlying
tone since 2013. It just caught fire for
some reason."
Twitter aside, the team at BR has
put out several other pieces of targeted advertisement aimed at what
they call the "Gen-X mom" and the
"convenience store dude." A series
of BuzzFeed-inspired on-line videos

ADM begins modernization and
expansion at Brazilian port
CHICAGO - Archer Daniels Midland
Co. has begun a significant expansion
and modernization of its export terminal in Santos, in the Brazilian state
of São Paulo. The project is expected
to expand the facility's annual storage and grain handling capacity to 8
million tonnes from 6 million tonnes,
while also enhancing its environmental controls.
"Brazil is one of the world's most
important agricultural producers, and
ADM is continuing to deliver on our
strategy as we invest to expand our
already significant operations there,"
said Greg Morris, president of ADM's
Oilseeds Processing business. "The
Port of Santos is one of two major
10 / April 12, 2016 XMilling & Baking News

ADM gateways from Brazil to customers around the world, and with this
expansion we are enhancing our ability to move crops from there to Asian,
African and European customers.
"We are also continuing with the
expansion of our jointly owned export
terminal in Barcarena, which will increase volume to 6 million metric tons
per year. ADM is already one of Brazil's largest exporters of agricultural
products. When these improvements
to both ports are complete, we will
be able to move even more crops out
of Brazil, and we will be able to do so
more efficiently, enhancing both our
capability to meet global customer
demand and our ability to grow our

on ways to upscale Hostess products
such as HoHo Yule Logs and Valentine's Twinkie Pops have garnered
millions of views. Hostess also commissioned an interactive display at
the South By Southwest (SXSW) music
festival in Austin, Texas, featuring a

Twinkie-shaped mechanical bull, enlisting YouTube and Vine star Megan
Batoon to cover the event.
BR leveraged this year's opening
day with a similar tweet as last years':
a baseball cupcake with the caption
"Hoop Dreams." Though it didn't
get the same national attention as the
"Touchdown" tweet from last year,
that doesn't stop the BR team from
continuing to find creative, innovative
ways to reach Hostess' audience.
"It's go big or go home to a degree,"
Mr. Billings said. "It's a classic line,
but don't be afraid to fail. This thing
could have fallen flat as can be, but
had we never tried it, we would never
know." MBN
returns in South America."
ADM said the upgrades also include a range of new technologies to
help minimize particulate emissions at
the facility.
"In order to ensure that we continue
to be a good neighbor in Santos, we
conducted extensive research into the
most advanced technologies available
to limit the environmental impact of
our operations," said Luciano Botelho,
president of South American Oilseeds
for ADM. "These changes will make
our operations in Santos a global leader in the use of technology to reduce
particulate emissions."
ADM's original Santos Port concession began in 1997. Last year, the company signed an agreement to continue
operations at the port until 2037.
The project is scheduled for completion in mid-2017. MBN
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Milling & Baking News - April 12, 2016

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