Snack Brand Vachon Travels Back in Time with Its Latest Campaign

To commemorate its 100th anniversary, Vachon has partnered with Cossette to launch a nationwide campaign of humorous video clips. The campaign shows how the brand has accompanied many generations over the last century. 

“Our Time Travelling Bites campaign transports our fans to historic landmark moments in an entertaining and imaginative way“, says Maryna Shcherbyna, senior marketing manager at Vachon. “ It's all about creating exposure, fostering engagement, and celebrating our 100th anniversary. Vachon has seen a lot in the last century, and it's our pleasure to remind everyone that our brand has been an integral part of our lives and national snacking heritage.”

Using archival footage, the campaign features two fans of the famous snack cakes as they travel back to The Great Antonio pulling four Montreal city buses in the 1960s, one of Bruny Surin’s most memorable wins at the 1995 World Championships, and the spectacular emergency aircraft landing on the Metropolitain Highway in 2020.

“Nostalgia plays a major role in a consumer's attachment to the brand. Just one bite of these cakes sends people on a trip down memory lane,” says Patrick Michaud, creative director at Cossette. “With this campaign, we’re showing that legendary cakes like the Jos Louis have been a staple for generations of snack lovers—over the last 100 years.”

In addition to the video clips, Vachon is sharing some anecdotes of its rich (and creamy!) history on social media. The campaign also consists of digital content being rolled out across Canada until October 15, 2023.