For the first time, Vachon is bringing its Rosettes snack cakes outside Quebec and to support the launch in select Canadian provinces, the brand launched a bold, nostalgic campaign referencing MuchMusic and vintage telephone hotline commercials. “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.

With the social media campaign’s graphics and music, targeted demographics will feel a call to the past, especially with a real phone number (1-87-ROSETTES) they can call to enter a sweepstakes with prizes inspired by pop culture of the past.