Vachon’s Lady Fingers Cakes Make Hands-On Comeback

Vachon is giving nostalgic cravings a literal high-five with the return of its iconic Lady Fingers cake in Québec, and launching them for the very first time across the rest of Canada. In partnership with Cossette, Vachon marks the occasion with a quirky cast of fingers - full of personality and brimming with enthusiasm.

Launching this fall, the campaign introduces miniature cinematic universes where finger characters - styled, dressed and directed like stars - celebrate the return of the classic treat.

“In a market full of snack cakes, Lady Fingers have something no one else does: a name that practically writes the creative for us,” says Patrick Michaud, vice president, creation at Cossette. “So we leaned into it - a literal finger-led launch, complete with costumes, sets, and Vachon’s signature tongue-in-cheek humour.”

From nodding to 2000s club anthems to serving spirited one-liners about hands, fingers, and everything in between, the campaign delivers short-form videos, social content, and out-of-home placements in high-traffic hubs like Montreal’s Place des Arts and Toronto’s Sankofa Square (formerly Yonge-Dundas).

“Lady Fingers aren’t just back - they’re coming back with character,” says Bernardo Caupers, marketing director at Vachon. “We’re excited to reintroduce this classic with a fresh twist that resonates with today’s culturally savvy audience.”

With its inventive execution and refreshing tone, The Return of Lady Fingers shines as yet another example of Vachon’s playful creativity and strong presence in the snack aisle.