Crispy Minis is going interstellar in this, the second installment of its “That’s Crispy” campaign, starring Annie Murphy and built around the joys of snacking.

In the hero spot, the Schitt’s Creek star shows up at a space agency thinking it’s a film set, only to find herself training for zero-G and surrounded by chips. In the spot, Murphy emphasizes that the snacks are popped and never fried, as well as gluten-free.

PepsiCo Foods Canada senior director of marketing Logan Chambers praised Murphy for being a funny, charming and beloved actor, and notes that her scenes in the campaign were physically demanding and that Murphy delivered an engaging performance. Prior work has already resonated with audiences who “feel like she’s a great fit for the brand,” he says.

Chambers tells strategy that the Crispy Minis brand is on a consistent growth trajectory in Canada, as Canadians look to choose more permissible snacks. He adds that its popularity partly comes from tasting great while still boasting strong better-for-you credentials.

PepsiCo’s goal, to build on the snack’s functional benefits, is now to infuse the brand with more personality, Chambers says. The Crispy Minis brand worked on this by adding to the campaign’s celestial vibe and using hundreds of drones to resemble a moon where one couldn’t be seen, in Huntsville, Ontario. The brand’s goal was to tie into the overall theme of sending Annie Murphy to the moon, and the effort featured a 10-minute coordinated drone show over Fairy Lake.

The campaign is meant to resonate with people who are trying to do their best to eat well. It over-indexes with women and people above 30 years old, but is also meant to resonate with a broad representation across all ages.

Launching this week, the campaign spans digital, social, TV and out-of-home. This campaign was developed with creative agency Behaviour, and supported by public relations agency Edelman and media agency OMD.

The ad spend is higher than the first campaign for Crispy Minis, which saw Murphy in a self-deprecating turn as a “serious” actress – complete with Yorick’s skull from Hamlet, claiming there’s no snack that could turn her into a pitchperson.