Bernstein-Rein & Interstate Bakeries Receive 2008 Ogilvy Award for Outstanding Advertising Research

KANSAS CITY, Mo., May 1 /PRNewswire/ -- Kansas City-based Interstate Bakeries Corporation (IBC) and its marketing agency, Bernstein-Rein, have received the 2008 Gold Ogilvy Award for Outstanding Advertising Research in recognition for their work on the Hostess(R) 100 Calorie Packs "Real Cake" national advertising campaign by the Advertising Research Foundation (ARF). The ARF presented the awards at a ceremony in New York City on April 1, 2008.

The ARF Ogilvy Awards honor advertising research initiatives that were instrumental in developing outstanding marketing and advertising campaigns that achieved significant marketplace success. The criteria for the awards are based upon the application of research in four creative marketing elements: strategy development, creative development and refinement, the direction of media exposure, and demonstration of marketplace effectiveness.

Steve Bernstein, President of Bernstein-Rein, said, "It's especially exciting to be honored for working with one of America's best-loved brands. Discovering the insight that re-connects millions of consumers with such an iconic brand - that Hostess 100 Calorie Packs deliver real satisfaction, without compromise - was huge. We knew we were onto something powerful and unique, so we honed in on that to develop a great creative message and it paid off in a big, big way."

"We are thrilled that Bernstein-Rein and IBC were recognized for the outstanding work that went into the Hostess 100 Calorie Packs national advertising campaign," said David Leavitt, Vice President of Snack Marketing at IBC, makers of Hostess products. "Both the product launch and advertising campaign were the results of a remarkable team effort, with input from several of our strategic partners contributing to the spectacular results. We're thrilled with the industry recognition that the advertising campaign and new products have received as one of the best new product launches in recent snack food history."

The ARF David Ogilvy Awards annually celebrate how well-executed research can make good advertising better. First awarded in 1993, the awards are named after advertising legend David Ogilvy.

About Bernstein-Rein

Bernstein-Rein understands 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 consumers. Established in 1964, Bernstein-Rein continues to build some of the world's best known brands, turn them into household names and inspire consumers to act. Go to bernstein-rein.com for a list of its clients and to see its award winning work.

About Interstate Bakeries Corporation

Interstate Bakeries Corporation, the baker 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(R), Hostess(R), Dolly Madison(R), Baker's Inn(R), Home Pride(R), Merita(R) and Drake's(R). For more information visit www.hostesscakes.com.