Miss Vickie’s is tapping into foodie culture and premiumization with a tripartite restaurant collab.

The PepsiCo Foods snack brand has launched its Miss Vickie’s Ristoranti Series – supported by creative partner Rethink – featuring three Italian-inspired flavours: Vodka Sauce Pizza, Cacio e Pepe and Spicy Pepperoncini & Focaccia. The flavours were developed with three Italian restaurant partners: Pizzeria Badiali in Toronto, Nora Gray in Montreal and Ask For Luigi in Vancouver.

“This collaboration is very much about tapping into the vibrant food culture across Canada and delivering elevated snacking experiences that reflect our consumers’ dining preferences and culinary tastes,” says Lisa Allie, senior director of marketing at PepsiCo Foods Canada. For partners, it brings recognition to their artistry while making the taste of their signature flavours accessible to a broader audience, and introduces consumers to restaurants they might not otherwise discover, she adds.

“By collaborating with popular restaurants, we’re not only creating Instagram-worthy storytelling through popularity and virality, we’re also delivering on what our consumers are genuinely seeking,” Allie tells strategy, noting that collabs like these keep the brand dynamic and allows Miss Vickie’s to continue exploring new collaborations and innovations. “We’re always listening to consumer feedback, and the response to limited editions often informs our future permanent lineup decisions.”

Miss Vickie’s last flavour innovation was the Miss Vickie’s Mediterranean Herb Tzatziki, launched earlier this summer as a Costco-exclusive. “Our commitment to elevate snacking, Canadian culinary culture and authentic partnerships will continue to guide everything we do,” Allie says.

The Miss Vickie’s Ristoranti Series is being brought to life through in-restaurant video and photography that positions the participating restaurants as pillars in their local neighbourhood.

The launch is being backed with a “tailored media approach,” consistent with how PepsiCo Foods Canada activates its limited-time offerings, with the campaign ultimately running on YouTube and TikTok. “Social platforms build awareness and engagement through influencers and branded content, while online video introduces the Miss Vickie’s Ristoranti Series and connects with priority audiences,” Allie explains.

Rethink led on strategy and creative, Edelman supporting on partner engagement, Rethink PR on public relations, Praxis on social, OMD on media and Vocab/SGK on packaging.”