Universal Pictures and Twinkie partnered for the theatrical release of MINIONS.  Leveraging the already yellow and ovular shape of Twinkies, they were able to create a cobranded product perfectly fitting the Minion image.  In addition to the Twinkies themselves, the partnership included a sweepstakes where participants took a picture of their “Twinkie Minion” and posted it to Facebook to enter for a chance to win a trip to Paris. The product sold out in Australia within 3 weeks of launch and was nominated as a Reggie award finalist in the small budget campaigns category.  The Twinkie Minions were featured on Facebook, twitter and Instagram both as part of the campaign and from the sheer mass of fans posting about their delightful treats.  The promotional period for the sweepstakes was from June 1st, 2015 to September 22nd, 2015.  

Minions is part of the Despicable Me franchise