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Vachon conducts snack cake promotion

Snack food company Bimbo Canada has begun a promotion in Quebec for its Vachon brand. The promotion, developed by Cossette, takes the form of a search for “the best” Vachon snack cake. Consumers can vote online at <> for 11 types of cakes. The brand will give away 500,000 product samples during the campaign in 2020. The initiative also includes a 60-second television commercial, along with out-of-home ads and social media content.

“There’s no debate when it comes to the best Vachon snack cake, until someone dares to diss your favourite, that is,” said Michel-Alex Lessard, vice-president of strategy at Cossette. “Vachon cakes have always been a part of our lives. They bring back fond memories, and we’ve become attached to our favourite cake in a way that may be considered a bit irrational.”

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