The campaign will include a new spot, a Snapchat activation and a throwback web portal that features behind-the-scenes content.

Snack Wraps are returning at a sluggish period for fast-food restaurants. From January through April, U.S. fast-food traffic was down 1% compared to the same period a year ago, said David Portalatin, a senior vice president and industry advisor for food service at market research firm Circana.