Vachon helps Quebecers get a better night’s sleep

The turmoil caused by the pandemic over the past couple of years has created a lot of anxiety and taken a toll on our sleep. For World Sleep Day, Vachon, a leader in Canada’s snack cake industry, decided to bring some joy back into Quebecers’ lives by helping them sleep better.

According to experts, one of the most common cures for insomnia is the use of noise, more specifically ASMR (autonomous sensory meridian response). This increasingly popular technique leverages whispering and various sounds to promote relaxation.

In collaboration with Cossette, Vachon launched the first-ever ASMR experience recorded entirely using Vachon cakes—that is, the range of sounds from unwrapping to tasting— on its YouTube channel. The 42-minute video features Billot Log jelly sponge cakes to help people “sleep like a log.” Consumers will be immersed in the colourful, fun-loving world of Vachon while also enjoying a well‑deserved rest.