T Traditional market snacks (jajanan pasar) are a traditional indonesian culinary delight and a crucial part of the cultural heritage that must be preserved. however, in this modern era, especially in the city of jakarta, the proliferation of innovative, varied, and massively marketed foreign snacks has shifted the popularity of traditional market snacks. this phenomenon creates a new discourse of power, where the snacks considered normal and valuable by generation z are the modern foreign ones heavily promoted. consequently, traditional market snacks must struggle to compete and maintain their position as a traditional culinary favourite. to address this issue, a strategic effort is needed in the form of a social campaign targeting gen z teenagers regarding the importance of traditional market snacks. this campaign is designed with the goal of normalizing local snacks, specifically traditional market snacks based on purple sweet potato. the targets are to increase gen z\\\'s appreciation for purple sweet potato-based market snacks as a healthy and nutritious food option and to promote local food diversification, while simultaneously encouraging gen z to actively popularize and preserve this culinary heritage. this research uses a qualitative approach (persuasive research) and the design thinking method. this methodology is employed to generate a social campaign strategy, concept, and design that align with the characteristics and preferences of gen z. the findings of this design research produced a social-media-based campaign strategy, a concept of repositioning purple sweet-potato-based traditional snacks as a healthier option, and a visual approach that applies nostalgic aesthetics with neo-retro design elements across static graphic media and video visuals which resonate with gen z preferences.