Gen Yers are finding solace in chocolate and candy snacks from their childhood, especially when faced with the stressors of true ‘adulting’ and post-pandemic pressures. This has prompted brands to update nostalgic tastes with contemporary values of health, sustainability, and functionality.

Comfort food has become a go-to for Gen Zers who've had their hopes of post-pandemic liberation stifled by the cost of living crisis, turbulent global events, and a divisive political atmosphere. How can brands help young people embrace their indulgent streaks while also promoting wellbeing and health?

Burger King's You Rule campaign features a nostalgic remix of its 1970’s jingle and aims to put people in charge of their own fun food moments. Playing on the classic tagline 'Have it Your Way', Burger King is putting its customers front and center when it comes to individuality.

KFC’s First Bite campaign is a tribute to the anticipation and delight that people feel when indulging themselves with their favourite foods. With pandemic restrictions easing, and with people looking for indulgence and comfort from dining experiences, how can brands bring back the appeal of eating out?