Cossette Illustrates the Joy That Vachon Cakes Have Brought to the Lives of Canadians Everywhere

Vachon is thrilled to be celebrating 100 years of deliciousness and joy. Inspired by pictures from the last century, Cossette is putting a fun spin on 100-year-old photos taken from the Bibliothèque et Archives nationales du Québec (BAnQ) to illustrate the joy that Vachon cakes have brought to the lives of Canadians everywhere.

The family business owes everything to Rose-Anna Vachon and her husband, who made the bold move of selling their land to purchase a small bakery in Sainte-Marie-de-Beauce in 1923. A few years later, advancements in large-scale pastry distribution revolutionised the industry and their success story continues to be written, generation after generation.

“Vachon cakes are a part of Quebec’s baking heritage. Canadian brands that have lasted this long aren’t exactly a dime a dozen. We’re proud to be celebrating Vachon’s 100th anniversary with our consumers from coast to coast,” said Maryna Shcherbyna, senior marketing manager at Bimbo Canada.

“Life was no piece of cake before 1923. It’s obvious in photos from the BAnQ’s archives—people didn’t smile. We like to tell ourselves that everything changed when Vachon cakes came along, so we drew inspiration from this fun observation to remind Quebecers that Vachon has been a source of joy for the last 100 years,” explained Anne-Claude Chénier, executive creative director at Cossette.

The campaign, which will be rolled out across Canada, includes OOH, online content and various digital assets on social media.