TORONTO, Oct. 29, 2026 — Doritos Canada is tying a limited-edition loungewear set to a new chip flavour, Doritos Late Night Spicy Pizza, through a 7-Eleven Canada contest where the route to a prize is buying a bag of chips.
The campaign starts with “bed rotting,” the Gen Z term for long stretches of lounging in bed. Lisa Allie, Senior Marketing Director for Core Brands, Foods at PepsiCo Canada, said the brand wanted to turn “one of the most relatable frustrations of snacking” into something functional. Rather than create a new snacking occasion, Doritos is meeting one that already exists.
The product is Crumb Couture, a loungewear set designed with crumb-catching features and developed through prototype testing and crumb simulations. Vancouver-based illustrator Carson Ting collaborated on the design, giving it a collectible, fashion-adjacent feel. The sets are not for sale: only 50 exist.
The funnel is simple. From October 28 to December 1, adult residents of BC, Alberta, Saskatchewan, Manitoba and Ontario can buy a bag of participating Doritos at a participating 7-Eleven and scan the 7-Eleven app through 7Rewards to enter. Every entrant is a chip buyer, the app builds the retailer’s loyalty program, and exclusivity pulls shoppers into 7-Eleven stores.
The new flavour, a limited-time chip inspired by late-night comfort food, is sold at major grocers nationwide and participating 7-Eleven locations. Marc Goodman, VP and GM of 7-Eleven Canada, said the partnership taps the late-night snacking occasion, which suits convenience stores and impulse buys.
