For the first time, brands can now activate Snapchat’s Promoted Places through a retail media network, creating a powerful new way to connect with shoppers at the most relevant moment. Promoted Places highlight sponsored places of interest on the Snap Map, helping the Snapchat community discover places that they want to visit.

The collaboration brings together Coles 360’s extensive retail media ecosystem with Snapchat’s highly engaged close-friends network. Through Promoted Places, an advertising placement on Snap Map that highlights real-world locations and helps Snapchatters discover places, brands can now appear directly where more than 8 million Australians actively engage each month.

Head of Product at Coles 360 Bec Penn said, “Being the first retail media network in Australia to unlock Promoted Places is a significant milestone for Coles 360. This partnership puts the customer at the center, allowing brands to engage shoppers in a way that feels natural, timely and genuinely useful - bridging digital discovery with real-world shopping.”

This new capability allows retail brands to show up natively within the Snapchat environment and connect with users in the moments they are nearby, engaged, and ready to take action, helping to drive both brand loyalty and real‑world foot traffic.

Snap Inc’s Managing Director Ryan Ferguson said, “Snapchat has always been a platform which connects Australians to their closest friends and family, with the Snap Map being one of those most used tabs in the app. With the introduction of Promoted Places on the Snap Map, Aussies are now able to identify dynamic locations and activities for real-time discovery. Through Promoted Places and partnering with Coles 360 we can bring brands into this experience in a way that feels organic, useful, and genuinely fun.”

Cadbury will be the first brand to leverage Promoted Places through Coles 360. When Snapchatters are near a Coles store, the new Cadbury Biscoff block will appear directly on the Snap Map - enabling them to discover it at the perfect moment and pick one up from the Coles just around the corner.

Mondelez Vice President Marketing ANZ Ben Wicks said, “We’re always looking for new ways to bring the joy of Cadbury to our consumers, and this partnership with Coles 360 and Snapchat does exactly that. Showing up on the Snap Map with our new Cadbury Biscoff block at the moment someone is nearby a Coles store is an exciting, modern way to connect discovery with purchase,”

This new asset expands Coles 360’s growing suite of off-network channels, giving brands even more opportunities to engage customers across the entire purchase journey. Reporting for Snapchat placements will be delivered through Coles 360’s continually evolving measurement platform, alongside insights from in-store and coles.com.au activations. Together, these insights will demonstrate how off-network media like Snapchat complements Coles 360’s onsite & in-store assets, while demonstrating the distinct sales uplift that retail media can deliver.