To coincide with Mates Day (May 8), Snapchat has launched a national brand campaign to drive awareness of the platform’s focus on real relationships, in collaboration with Gelato Messina.

The integrated campaign comes off the back of Snapchat’s global brand campaign, ‘Less Social Media. More Snapchat.’ launched in February 2024 to demonstrate what makes Snapchat different from social media platforms.

Snapchat and Messina have partnered to create a limited edition Snapchat flavour – Oh Snap! –available for free across all Gelato Messina stores nationwide on May 8, from opening until stocks last. Oh Snap! is inspired by vanilla slice featuring vanilla custard gelato layered with passionfruit puree and caramelised puff pastry pieces. 

Snapchat is taking over Gelato Messina in Sydney’s Surry Hills, transforming the location into a Snap-yellow brand experience to bring friends together to enjoy a free scoop of Oh Snap! and capture content for sharing.

The integrated campaign runs across publicity, physical store activations, paid content and influencer, social and email marketing, as well as Snapchat in-app advertising to encourage the platform’s community of eight million Australians to grab a free scoop on Mates Day. Snapchatters can also send Snaps with a Mates Day augmented reality (AR) lens.

Snap Australia and New Zealand managing director, Tony Keusgen said, “Snapchat has always been different to social media, giving our community fun and creative ways to stay connected with their real friends, free of the pressures of other platforms.

“We thought Mates Day was the ideal moment to bring Australians together to celebrate with the people that matter to them most and bond over Gelato Messina. This brand campaign is a joyful way to remind everyone about what continues to make Snapchat an everyday part of millions of people’s lives across the country.”

Gelato Messina head of brand and marketing, Sian Bishop added, “Bringing people together for good vibes and delicious gelato is part of Messina’s DNA. We are so excited to celebrate friendship this Mates Day with Snapchat. Creating Oh Snap! was fun. Getting to dish it out nationwide for free, in the name of friendship, is even better.”