Ad Agency Campbell Mithun to Hire Interns Via “Dear New Twinkies Owners…” Application

  Ad Agency Campbell Mithun to Hire Interns Via “Dear New Twinkies Owners…”
  Application

    Internship applicants to generate Twinkies ideas as Hostess Brands Inc
                            auctions off the brand

Business Wire

MINNEAPOLIS -- March 1, 2013

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.

To apply, applicants submit the following via online application:

  * URL address for their Twinkies recommendation (presented via blog,
    YouTube, SlideShare, etc. – wherever it lives on the Internet)
  * A “Dear new owners of Twinkies” statement
  * A “Dear Campbell Mithun, hire me because…” note
  * Resume

Finalists will be invited to the agency for in-person interviews or
interviewed via Skype (for out-of-market applicants), and intern selections
will be announced in April 2013 – Campbell Mithun’s 80^th anniversary.

About Campbell Mithun’s Lucky 13 Internship

Some believe that 13 is an unlucky number. But as Ray Mithun, co-founder of
Campbell Mithun once said, “If thirteen is unlucky for some people, it must be
lucky for someone else.” The Lucky 13 internship program seeks those
individuals who can be someone else -- those who have the courage to go
against the grain and to believe in original ideas and creative solutions. The
interns do real work for real clients, alongside real professionals, earning a
real chance to start their careers as full-time members of the advertising
community.

About Campbell Mithun (NYSE: IPG)

Since its founding in 1933, Campbell Mithun has established a national
brand-building reputation in the consumer packaged goods, retail, healthcare,
financial services and telecommunications sectors and serves clients including
General Mills, Land O’Lakes, SuperValu, Chipotle, Great Clips, Schwan’s,
Popeyes and Toro. Its Compass Point Media unit, established in 1976, makes
connections in all the right places with strategists and negotiators who
maximize media impact and minimize costs for both media-only and shared
Campbell Mithun clients.

Campbell Mithun has created client marketplace success for 80 years guided by
Ray Mithun’s founding philosophy: create client success by making Everything
Talk at each point of customer contact.

Websites: www.cmithun.com; www.compasspoint-media.com;
www.lucky13internship.com

Contact:

Campbell Mithun
Kristine Olson, 612-347-1616
kolson@cmithun.com
@KO_Comm
@cmithun
@The_Lucky_13