POM Bakery Drops a Tasty Remix with World’s First Tortilla Vinyl

Turning leftovers into culinary hits, POM and Cossette are dropping a deliciously bold new advertising and social media campaign: Remix Your Leftovers. At the heart of the initiative is DJ Touski, a larger-than-life persona who embodies the versatility and creative potential of the tortilla.

Pushing the concept even further, POM is spinning innovation with the world’s first-ever '45 RPM Tortilla' - a vinyl record that contains actual tortillas. Custom-made for this campaign, the tortilla vinyl features an original track by DJ and producer Vlooper, complete with sound samples and full remix stems. These records have been sent to a handpicked group of DJs and influencers, inviting them to remix the track and create content that celebrates POM tortillas in an unexpected, deliciously creative way.

“Treating tortillas like vinyl and putting the DJ role in consumers’ hands may sound simple, but it’s a truly innovative move for this category,” explains François-Julien Rainville, associate creative director at Cossette. “We leaned all the way into the DJ analogy with a never-before-seen activation: real records made with real tortillas, designed to be played, shared and remixed.”

“With this campaign, we’re doubling down on our promise that tortillas may be flat - but they’re anything but boring,” says Sarah Liou, marketing manager for POM at Bimbo Canada. “DJ Touski brings a playful, colourful voice to the table, offering a fresh spin on how our product can be the go-to solution for transforming fridge leftovers into tasty meals in no time.”

Live since March 31st, the campaign includes online video ads, social content, and a unique brand activation.