The '90s Called with New Vachon Rosettes Snack Cakes

Vachon is bringing its iconic Rosettes snack cakes outside Quebec for the very first time. To support the launch in Ontario and the Atlantic provinces, the brand partnered with Cossette on a social media campaign that celebrates the bold style of the 1990s. This nostalgic rollout reintroduces a Quebec classic to a whole new audience and invites Canadians to take a delicious trip down memory lane.

Built around a playful nod to vintage telephone hotline commercials inspired by MuchMusic, the campaign immerses viewers in a retro world that feels straight out of the '90s. At the centre of it all is a real, functioning phone number - 1-87-ROSETTES - that invites callers to enter a sweepstakes with prizes inspired by '90s pop culture.

“By tapping into the aesthetic and the culture of the '90s, we found the perfect way to bring nostalgic gen x and millennial audiences together with younger generations around one bold idea - one that bridges memory and discovery,” says Patrick Michaud, creative director at Cossette. “From the art direction to the soundtrack, every element was carefully chosen to reflect the era.”

“Bringing Rosettes to a new audience isn’t just about launching a product — it’s about bringing the best back of a decade we all loved,” adds Bernardo Caupers, marketing director of Sweet Baked Goods and Snacks at Bimbo Canada. “This cake holds a special place in the hearts of many Quebecers. Now, we’re inviting other Canadians to experience that same sense of warmth - whether it sparks a memory or creates a new one.”

The campaign launched in Ontario, Quebec, and the Atlantic provinces on May 6th and includes digital video and social media content, as well as the fully functional hotline - a creative throwback to a different time.