Dial Back to the 90s: Vachon Rosettes Are Here
5/12/2025
Work
by
Cossette
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.
Vachon
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. From the art direction to the soundtrack, every element was carefully chosen to reflect the era.”
Patrick Michaud, Creative Director at Cossette
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. 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.
Bernardo Caupers, Marketing Director of Sweet Baked Goods and Snacks at Bimbo Canada
The campaign launched in Ontario, Quebec, and the Atlantic provinces on May 6 and includes digital video and social media content, as well as the fully functional hotline — a creative throwback to a different time.
Credits
Advertiser
Bimbo Canada (Vachon)
Clients
Bernardo Caupers, Marie-Pier Faucher, Mila Neskovic
Agency: Cossette
Creative: Anne-Claude Chénier, Patrick Michaud, Jean-François Perreault, Fabio Verdone
Strategy: Michel-Alex Lessard, Robyn Hutman, Octavie Albert
Account Services: Mélanie Desjardins, Mélodie Desrochers Ndlela, Laurence Campeau
Agency Production: Septième
Broadcast Production: Audrey Blackburn
Digital Production: Martin Lemay, Eric Verrier
Awards Coordination: Perrine Pelini, Sébastien Lusignan
Media Agency: PHD Toronto
Production House: Pas de fruit
Production: Maryse Gélinas-Therrien
Direction: Olivier Ménard
Postproduction: Olivier Ménard, MASZ
Sound Studio: Lamajeure
Maison de production : Pas de fruit
Production : Maryse Gélinas-Therrien
Réalisation : Olivier Ménard
Postproduction : Olivier Ménard, MASZ
Studio de son: Lamajeure