Officeworks taps Snapchat as Zitcha targets Gen Z retail spend

Zitcha has launched a global Snapchat integration, giving retail media networks and brands a new way to reach younger shoppers through offsite advertising. Officeworks, part of Wesfarmers, is the first Zitcha-powered retailer globally to activate the integration, launching with a Microsoft campaign.

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Snap Inc. says more than eight million Australians use Snapchat each month, while the platform reaches more than 90 per cent of Australians aged 16 to 24. The integration lets brands access Snapchat advertising formats directly through Zitcha and connect campaign activity with retail performance.

Officeworks first out of the gate

Officeworks used the integration for a Microsoft campaign designed to drive demand online and in-store. The retailer has been expanding its use of offsite media as part of its broader retail media strategy.

Andy Mossop, chief customer officer at Officeworks, said: “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. That's why we're incredibly proud to partner with Zitcha and Snapchat to bring this innovative integration to life.”

Brands using the integration can activate Sponsored Snaps, which place full-screen video or images within Snapchat’s Chat feed, as well as Snap Ads and catalog-powered Dynamic Product Ads.

Linking media spend to sales

Zitcha is positioning the integration around measurement as much as audience reach. Campaigns are built around funded products and measured against product movement at the retailer, giving brands a view of how media investment connects with commercial outcomes.

Steve Biddle, chief commercial officer at Zitcha, said: “Retail media has become incredibly effective at targeting shoppers within a retailer's own ecosystem, but future growth depends on extending that reach to audiences beyond it. Snapchat gives retailers and brand partners access to a younger, highly engaged audience that many retail media networks have traditionally struggled to touch.”

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

Snap eyes retail media growth

Ryan Ferguson, managing director of Snap Inc. ANZ, said the partnership reflected changing product discovery and shopping behaviour among younger consumers.

“Retail growth increasingly depends on reaching audiences where they're genuinely paying attention, not just where they're scrolling. 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 showed how those interactions could translate into commercial outcomes. He said the Zitcha partnership gives retailers a direct path to Snapchat audiences alongside retail-focused measurement.

Snap’s Australian audience figures are based on Snap Inc. internal data from 1 October to 31 December 2025, with population estimates cited from UN World Population Prospects 2024.