Zitcha Launches Global Snapchat Integration for Retail Media

Expanding Offsite Reach Into Gen Z Territories

This fresh integration unlocks Snapchat’s primary advertising formats for retail media networks. Brands can now deploy Sponsored Snaps, Snap Ads, and Dynamic Product Ads. Under Snap Inc., Snapchat commands massive reach. It hits over 90% of 16- to 24-year-olds in Australia and pulls in more than eight million monthly users.

For retailers, the move targets younger demographics that typically remain out of reach for traditional retail media networks. Steve Biddle, chief commercial officer at Zitcha, argued that the sector’s future relies on pushing past a retailer’s own closed loop.

“Retailers and brands don’t need another way to buy impressions, they need offsite media that is connected to real retail outcomes,” Biddle said. “Snapchat gives retailers access to a highly engaged audience that many retail media networks struggle to reach.”

Officeworks and Microsoft Pilot the First Campaign

Officeworks has put the integration to work by launching an offsite campaign for Microsoft. The strategy is designed to accelerate demand across both digital channels and physical storefronts, tying media spend directly to actual inventory movement.

Andy Mossop, chief customer officer at Officeworks, pointed out that the alliance aligns with the company’s broader strategy for its retail media network.

“At Officeworks, we’re focused on building a retail media network that creates value for everyone in the ecosystem, our customers, our suppliers and our business,” Mossop said. “As one of the first retailers globally to activate Snapchat through Zitcha, we’re helping shape the future of retail media by connecting brands with audiences in more relevant and engaging ways.”

Tapping Into Chat-Based Consumer Decisions

On the other side of the partnership, Ryan Ferguson, managing director of Snap Inc. ANZ, highlighted the commercial weight of capturing Gen Z consumers in environments where they communicate and collaborate.

“Gen Z don’t just discover products in feeds; they share them, discuss them and make decisions with the people they trust most, inside Chat,” Ferguson said. “The Officeworks and Microsoft campaign is a clear demonstration that when brands show up in moments of genuine connection, the commercial results speak for themselves.”