# Retro Snack Cake Campaigns Vachon's Rosettes Campaign Stirs Nostalgia in Gen X and Millennials By Laura McQuarrie | Published 2025-05-22 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/rosettes References: [lbbonline](https://lbbonline.com/news/the-90s-called-with-new-vachon-rosettes-snack-cakes) & [vachon](https://www.vachon.com/en/brand/rosettes)  For the first time, Vachon is bringing its Rosettes [snack cakes](https://www.trendhunter.com/trends/wonders-new-snack) outside Quebec and to support the launch in select Canadian provinces, the brand launched a bold, [nostalgic campaign](https://www.trendhunter.com/trends/pringles-one-you-pop-campaign) referencing MuchMusic and vintage telephone hotline commercials. “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,” says Patrick Michaud, creative director at [Cossette](https://www.trendhunter.com/trends/mcdonalds-campaign-1). With the social media campaign's graphics and music, targeted demographics will feel a call to the past, especially with a real phone number (1-87-ROSETTES) they can call to enter a sweepstakes with prizes inspired by pop culture of the past. ## Trend Insights (Trend Hunter) - Score: 4.5/10 - Popularity: 44% | Activity: 49% | Freshness: 41% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Commercials](https://www.trendhunter.com/commercials) ## Key Themes ### What's Driving This Trend - **Nostalgia Marketing:** Incorporating elements from past decades, such as 90s aesthetics, captivates both older generations and newer audiences, creating a powerful emotional connection with consumers. - **Interactive Sweepstakes:** Leveraging real-world interactivity like calling a phone number adds depth to marketing campaigns, making them more engaging and memorable. - **Cross-generational Appeal:** Campaigns that blend nostalgia with modernity appeal to multiple age groups, facilitating shared experiences across different generations. ### Who This Affects Most - **Food and Beverage:** The introduction of nostalgic snack products to new markets offers significant potential for revitalizing classic brands and attracting diverse consumer bases. - **Advertising and Marketing:** Creative campaigns that merge historical cultural elements with contemporary media channels have the potential to innovate the way brands engage with their audiences. - **Telecommunication:** Reviving traditional communication methods like phone call hotlines in a digital age opens new avenues for consumer interaction and experiential marketing. ## Related on Trend Hunter - [Nostalgic Snack Ranges](https://www.trendhunter.com/trends/nostalgic-snacks.md) - [Gen X Candy Campaigns](https://www.trendhunter.com/trends/barcade-campaign.md) - [Whimsical Snack Machines](https://www.trendhunter.com/trends/jaffa-cakes-installation.md) - [Illusory Yogurt Billboards](https://www.trendhunter.com/trends/muller-yogurt.md) - [VHS-Inspired Cookie Packaging](https://www.trendhunter.com/trends/oreo-cakesters.md) - [Nostalgic Skincare Campaigns](https://www.trendhunter.com/trends/neutrogena-remembers.md) - [Re-Energized Snack Campaigns](https://www.trendhunter.com/trends/speakie-snackie-campaign.md) - [Gen Z Breakfast Campaigns](https://www.trendhunter.com/trends/start-the-day-the-totinos-way.md) - [Nostalgic Back-To-School Snack Campaigns](https://www.trendhunter.com/trends/backtoschool-snack1.md)