Clear your calendars, charge your phones and get set to satisfy your sweet tooth! Because Snapchat is literally serving up IRL snacks for your Snaps. Yes, the app that made dog filters, streaks, and chaotic group chats part of the Gen Z DNA is levelling up with the second phase of its “Say It in a Snap” campaign – and, it’s hitting Sydney harder than your ex’s “u up?” text at 2am.
Come Sunday, September 7, Pitt Street Mall Sydney is set to turn into the main character of your weekend story, as Snap teams up with one of the biggest biscuit bosses in the baking busiess to give away free, ultra-premium cookies that are just begging to be bitten, broken, and – you guessed it – Snapped.
These aren’t your standard choc-chip pick-me-ups. They’re custom creations from Sydney’s hype-bakery ButterBoy, co-curated with Gen Z cookbook author and Snap Star Jasmin Weston (aka the queen of making “everyday eats” feel aesthetic). But, here’s the catch … The cookies are blind box drops. That means you won’t know what flavour combo you’ve scored until you rip open the package. Basically, it’s the sweet treat version of “omg what filter did I just accidentally use?”
Cookies Worthy of a Streak
So, what’s on the menu? Four flavours that scream “Gen Z comfort food” and “Snapchat mood board” all at once.
- Caramel Fairy Bread. Because nostalgia is a whole personality trait.
- Milk Choc Marshmallow & Pretzel. Salty-sweet, just like your last situationship.
- Chilli Chocolate. For the friend who thrives on chaos.
- Matcha White Choc & Lemon. It’s giving “clean girl” who owns five Stanley cups.
Each cookie is designed to snap perfectly in half – you keep one side, your bestie gets the other. Or, if you’re not feeling generous, post it to your Story and let the group chat fight it out. Either way, it’s engineered for sharing – whether that’s IRL or URL.
Why Cookies? Why Now?
Turns out, 56% of Aussie Gen Zs share food content to stay connected (don’t act surprised, we all know “camera eats first”). Snapchat basically clocked that we use snacks as love languages and decided to bring the vibes to life. Instead of just running ads, they’re making a physical brand moment – one you can literally taste – to show that Snapping small, daily joys with friends is what the platform’s all about. And honestly? It tracks. From streaks to silly selfies, Snap has always been about the in-between moments – the random stuff you’d never bother posting on Insta. Cookies you can’t predict until you open them? That’s peak Snapchat energy.
Not Just Cookies, It’s Culture
This whole activation is just one slice (crumb?) of Snapchat’s bigger “Say It in a Snap” campaign. Beyond the cookie drop, they’re rolling out creator collabs with Snap Stars like Jeremy Franco, Millie and Chloe, and Sydney Foodboy (yes, TikTok foodies are crossing streams). Plus, Snap’s got fresh brand integrations with Coles (featuring the infamous “bachelor’s handbag” hot chook) and the NBL, showcasing Aussies Snapping their love for basketball. Translation: it’s less about ads and more about embedding Snap into everyday culture – from shopping trips to game nights to snack runs. It’s giving “if you know, you know.”
How to Get Yours
The tea: it’s first come, first served. Show your Snapchat app at Pitt Street Mall Sydney from 10am on Sunday, 7 September, and you’ll score a free ButterBoy blind box cookie – until they run out. Considering the hype (and the fact that Gen Z lines up for bubble tea like it’s the Met Gala), you’ll wanna set an alarm. So rally the group chat, pick your OOTD (because you know you’re posting it), and get ready to snap, snack, and streak your way through a Sunday that’s basically designed for the Story. Because sometimes, you don’t just say it in a Snap. You eat it in one.