Crispers is going after two audiences, both of which share an interest in cocooning and snacking.

Two spots from the Mondelez brand aim to attract the millennial-homebody and late-night-snacker demographics that partner Vayner Media has identified as targets.

The “Do Not Disturb” spot speaks to snack focused binge watchers who are at ease with the joy-of-missing-out lifestyle. “Declassified” appeals to those who stay up late and venture down internet rabbit holes.

These new executions in Crispers’ “Never Square” campaign were crafted by Saatchi & Saatchi Canada, the brand’s agency partner going back to 2021. The shop says the playful animated style established in prior work is designed to reach a similar audience.

According to Mondelez’s recent 2025 State of Snacking Report, which included 275 Canadians among 3,800 global consumers polled, 65% of millennial respondents are snacking more today than they did a year ago.

“We have been targeting millennials and Gen Xs since the brand’s relaunch in 2022,” says John McCarter, EVP and managing director of Saatchi & Saatchi Canada. McCarter tells strategy that the current campaign aims to expand the boundaries on when and where Crispers are consumed.

The “Never Square” national campaign is currently live in both English and French across Meta, TikTok and YouTube.

McCarter says that even though snacking is a year-round phenomenon, the brand and agency wanted to be in-market during early winter when the target is spending more time at home.