This month, Hostess—yes, the maker of those beloved Twinkies and Ding Dongs—is hitting the road. But this isn’t your average snack run. Under new ownership by J.M. Smucker, the brand is launching a national “Munchie Mobile” tour to reconnect with customers and redefine its image. The image in this post was AI generated.

Hostess isn’t just handing out pastries. They’re proving that sometimes the best marketing doesn’t happen online. It happens face-to-face. For entrepreneurs, there’s a big takeaway: a local or national road trip can be a game-changing move for your brand.

Here’s how and why you might want to take your business on the road.

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Get Out and Meet Your Customers Where They Are

Hostess has shifted from cartoon mascots and family-centric ads to boots-on-the-ground marketing. Smucker’s CMO Gail Hollander made it clear: the brand needed to feel relevant again. And relevance starts with relationships.

Entrepreneurs—especially those running service-based or product-centered brands—can take a similar route. A road trip offers a chance to meet customers in person, hear their stories, and build brand loyalty one handshake at a time.

Plan It Like a Pop-Up Event

A road trip might sound casual, but treat it like any other high-impact marketing campaign. That means planning ahead:

• Venues: From small business hubs and local parks to co-working spaces and restaurants, pick the right environment for the vibe you want.
• Food and Hospitality: Whether it’s coffee, cupcakes, or catered meals, the right refreshments create a welcoming atmosphere.
• Marketing: Create buzz online and offline. Flyers, local press, email invites, social media, and even collaborations with local influencers.
• Agenda: Even a casual meet-and-greet needs structure. Will you speak? Offer demos? Record a podcast live?
• Weather Back-Up: If you’re doing outdoor events, always have a Plan B.

Small Is Just as Powerful as Big

You don’t need a flashy food truck to make an impact. A rented van, branded signage, and a solid itinerary can do the trick. Some of the best connections happen at intimate dinners, coffee shop meetups, or niche community events.

It’s not about scale. It’s about substance. Real people having real conversations with the founder, the team, or the brand.

Face-to-Face Trumps Webinar Views

You could run another virtual summit. Or you could show up in Dallas, Detroit, or Des Moines and talk to people face-to-face. In-person interaction builds trust faster than digital alone. It humanizes your brand and gives people a story to tell others.

Customers want more than content—they want connection. And that’s something a road trip delivers.

Tap into Cultural Moments

What holidays, conferences, or trending moments align with your brand? A timely road trip can help you ride the wave and amplify visibility.

Final Thought: Your Road Trip = Your Brand in Motion

If a 100-year-old brand like Hostess can go from dusty to dynamic with a cross-country campaign, you can too. Whether you serve baked goods or branding advice, getting on the road might be your best move in 2025.

So gas up, map out your route, and go shake some hands.

Your future customers are waiting.