Snapchat brings 'Say it in a Snap' campaign to Sydney with Pitt Street activation

Snap Inc. has launched the second phase of its “Say it in a Snap” campaign, with a one-day activation in Sydney designed to showcase how Gen Z connects on Snapchat.

On Sunday 7 September, Snapchat will host a pop-up in Pitt Street Mall, giving away limited-edition cookies created with local brand Butter Boy and cookbook author and Snap Star Jasmin Weston.

The flavours, Caramel Fairy Bread, Milk Choc Marshmallow & Pretzel, Chilli Chocolate, and Matcha White Choc & Lemon, tap into Gen Z tastes and behaviours, designed to be snapped in half and shared.

Ryan Ferguson, Managing Director, Snap Inc. Australia and New Zealand, said: “This campaign highlights the authentic, everyday communication that defines Snapchat, and the important role the platform plays in driving deeper connections between the people that matter to us - our real friends.

"It is the reason why we reach over 90% of people aged 13-24 in Australia, and why Snapchat is a powerful proposition for brands who want to build genuine relationships with Gen Z audiences."

The activation draws on research showing 56% of young Australians share food-related content to stay connected. Cookies will be packaged in a “blind box” format, aligning with a trend popular among Gen Z, and encouraging social sharing moments.

The campaign also features partnerships with creators including Jeremy Franco, Millie and Chloe, Sydney Foodboy and Weston, who will attend the activation. Additional amplification comes through LinkedIn creators Lisa Teh and Jess Hatzis.

Snap has extended the campaign into out-of-home advertising, including creative work with Coles and the NBL. One execution references the “bachelor’s handbag” meme around Coles hot chickens, while the NBL creative depicts basketball fans sharing their passion.

The Australian activity forms part of a global rollout of the “Say it in a Snap” brand platform, which highlights Snapchat’s role in everyday, authentic connections.

Snapchat blind-box brand event details:

What: FREE ButterBoy cookie blind boxes for Snapchatters, just show the app on your – first come, first served!
When: Sunday, 7 September
Time: From 10am until blind boxes run out
Where: Pitt Street Mall, Sydney

Credits

Client
Snap Inc.
Marketing
Richard Flanagan

Global Brand Experience
Alycia Emmerson

Communications
Claire Robinson

PR AND INFLUENCER
Ogilvy PR
Sophie Paterson, Head of Gaming and Entertainment
Mitch Henderson, Senior Business Director
Suzie Bird, Senior Client Partner
Ria Bussey, Senior Client Partner
Chloe Mugwangi, Senior Consultant
Andrea Rutgers, Senior Social Specialist
Emily Fookes, Senior Publicist

BRAND EXPERIENCE
Studio Messa

Top image: Jasmin Weston

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