Culture-led agency Snack Drawer has secured a trio of major new client wins, following a competitive pitch process
This adds Wesfarmers Health brands Priceline Pharmacy and atomica, alongside Chartered Accountants Australia and New Zealand (CA ANZ), to its growing roster.
The appointments span social-first content, earned media and creator-led marketing, signalling continued momentum for the Melbourne-based agency as brands look to deepen cultural relevance with modern audiences.
Wesfarmers Health appoints Snack Drawer after competitive pitch
Wesfarmers Health has appointed Snack Drawer as its social media and content partner across Priceline Pharmacy and beauty retailer atomica.
The agency will be responsible for always-on social strategy and content, social-first creative production, channel and community management, and creator collaborations across platforms including Meta, TikTok and YouTube.
Antonella Hellier, senior manager, digital, social and content marketing at Wesfarmers Health, said Snack Drawer stood out for its blend of strategy and creativity.
“We were looking for a partner that brings both strategic clarity and cultural creativity and Snack Drawer delivered on both fronts,” Hellier said.
“They understood our ambition and showed genuine passion for our brands. We’re excited to bring this next chapter of Priceline Pharmacy’s social presence to life together and broaden atomica’s reach with Australians.”
Creator-led strategy for Chartered Accountants ANZ
Snack Drawer has also been engaged by Chartered Accountants ANZ to develop a creator-led TikTok strategy aimed at repositioning accountancy as a culturally relevant and accessible career option for Gen Z.
The program will focus on entertainment, education and community-led storytelling, designed to meet younger audiences on the platforms they use most and shift perceptions of the profession.
Jamie Searle, CEO and co-founder of Snack Drawer, said the new briefs highlight the agency’s approach to earning attention through culture.
“These briefs couldn’t have been more different – from health and beauty to professional services –, but all challenged us to create work that genuinely engages and captures attention,” Searle said.
“We’ve always believed the most valuable attention is earned, not bought, and that happens when brands show up with cultural relevance and a clear sense of purpose.
“Our Fandomination! research backs that: if you want to build something lasting, you need to create work people want to be part of. We’re excited to bring that thinking to life with the teams at Priceline Pharmacy and Chartered Accountants ANZ.”
Building engagement through culture and community
The new appointments align with insights from Snack Drawer’s proprietary Fandomination report, released last year, which found audiences reward brands that show up in culture, take a stand and create rituals people want to join.
Both client programs will be underpinned by the agency’s Well-Earned Attention model, designed to translate cultural insight into meaningful and measurable audience connections.
The wins add to Snack Drawer’s existing client roster, which includes Netflix, the Victorian Government, Pappa Flock and Orygen.