PepsiCo Foods Canada is bringing back Munchies, its iconic potato chip brand from the ’80s and ’90s, with a nostalgia-driven campaign.

Devised by Vocabulary, the campaign for The Hostess Munchies includes experiential stunts, as well as retro packaging and six permanent flavours, two of which are a nod to the original Hostess versions (Tangy Ketchup and Old School BBQ).

The campaign includes “The Living Room,” an immersive experience in downtown Toronto that will serve as a time machine with a retro-designed living room and Munchies snacks. The activation will be available from September 17 to 21. In addition, a statue of the brand’s three classic characters in red, yellow and orange (pictured) was also placed in the city’s Canoe Landing Park and will remain there until September 20.

Jess Spaulding, CMO of PepsiCo Canada, tells strategy that the goal of the activations is to spark curiosity, as well as to transport consumers to places where connections with loved ones are made. “By creating a modern nostalgic experience with the ‘Living Room,’ we aim to marry warm, nostalgic feelings of the past, with the wonder of the future, in turn allowing people to connect to the present,” she says.

According to Spaulding, the team relied less on hard data and more on listening exercises to shape the narrative around the activations. The product itself was recalled as different and tasty, and the Munchies characters as relatable and fun, so the brand leveraged this to reintroduce the brand, she says.

“Coming out of these conversations we realized Canadians saw Munchies as a snack that lived beyond the store and a brand that lived within their hearts. Nostalgia was the connective tissue that would allow us to provide this magic to all Canadians in 2024 and onwards.”

Additionally, consumers are looking for products that go beyond price, quantity and variety, says Spaulding, and nostalgia is a cultural trend that crosses generations. The brand is looking to reach customers who grew up with Munchies, as well as a new generation who are not familiar with it by presenting it as an iconic Canadian brand. The target audience ranges from Gen Z to Boomers.

The campaign is also supported by influencer content, social media ads, DOOH and TV. Edelman handles PR and influencer management, OMD handles paid media, Passionfruit handles digital content and Praxis is behind the community management.