Which is THE best Vachon snack cake?
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All Vachon snack cakes are delicious, but surely there’s one that’s better than the rest. To answer this hot-button question, Vachon is inviting Quebecers to settle the issue once and for all in a colourful, light-hearted campaign developed by Cossette, its agency of record.
In total, eleven of Vachon’s best-known and best-loved cakes can be voted on, including the fascinating Passion Flakie, the legendary Jos Louis and the oh-so-decadent Ah Caramel! (preferably straight out of the freezer).
The campaign’s pièce de résistance—a 60-second video in which the question is debated in everyday conversations between co-workers, couples and friends—appears online and on television.
Out-of-home signage and social posts are also being leveraged to get Quebecers to vote. People are being urged to support their favourite cake by casting their vote at thebestvachon.ca, by purchasing a box of cakes at the grocery store, or by sharing their pick on social networks. Fact: just two weeks into the campaign, more than 50,000 people had already cast their vote.
Later this year, Vachon will crown the world’s best Vachon cake. And in 2020, some 500,000 winning cakes will be given away for free. To demonstrate the magnitude of the prize, Cossette created the first-ever edible wall, offering a thousand Jos Louis to passersby.
