Bimbo promotes Rosettes
By Rob Bale
Bimbo Canada has begun a social media campaign to promote the launch of its Vachon Rosettes snack food outside Quebec. The campaign, developed by Cossette, seeks to use nostalgia for the 1990s to introduce the product to the markets of Ontario and Atlantic Canada. It makes use of a telephone hotline which consumers can call to enter a draw for 1990s-themed prizes. This is supported by online video and social media content intended to recall 1990s-style commercials for telephone hotlines. Media work is being handled by PHD Toronto.
“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 that bridges memory and discovery,” said Patrick Michaud, creative director at Cossette. “From the art direction to the soundtrack, every element was carefully chosen to reflect the era.”