Turning proximity into purchase with Snapchat and Cadbury Biscoff
In an Australian retail media first, Cadbury partnered with Coles 360 and Snapchat to launch its highly anticipated Biscoff block - connecting with shoppers in real time as they neared Coles stores.
Opportunity
Drive excitement and trial for NPD launch by reaching shoppers in high-intent, contextually relevant moments close to purchase.
Objectives
Drive trial of Cadbury Biscoff
Deliver incremental sales and ROAS
Measure Snapchat’s impact via test-and-learn
Solution
Strategy and tactics
Target high-intent shoppers near Coles locations using Promoted Places on Snap Map.
Extend reach with Snap Ads to drive awareness and reinforce messaging.
Deepen engagement through Coles 1:1 digital channels.
Key results
Snapchatters reached
incremental ROAS
in targeted store visits
Source: Snapchat Campaign Delivery & Foursquare Store Visit Lift, Market Lift powered by Circana | Time Period 01/02/26- 28/02/26
Takeaways
Snapchat Promoted Places was an effective execution in driving incremental reach, $ sales, and hence a profitable ROAS - over and above other media channels leveraged during campaign.
