MELBOURNE, AUSTRALIA – Culture-first agency Snack Drawer has secured a string of major new client appointments including Wesfarmers Health retail brands Priceline Pharmacy and atomica and Chartered Accountants Australia and New Zealand (CA ANZ).
The wins span social-first content, earned media and creator marketing—underscoring Snack Drawer’s momentum in delivering culturally connected campaigns that resonate with modern audiences.
Following a competitive pitch, Wesfarmers Health appointed Snack Drawer as its social media and content partner across pharmacy retailer Priceline Pharmacy and beauty retailer atomica. The agency will lead always-on social strategy and content, social-first creative production, channel and community management, and creator collaborations across platforms including Meta, TikTok and YouTube.
“We were looking for a partner that brings both strategic clarity and cultural creativity and Snack Drawer delivered on both fronts,” said Antonella Hellier, Senior Manager, Digital, Social & Content Marketing at Wesfarmers Health. “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.”
Snack Drawer has also been engaged by Chartered Accountants ANZ to lead a creator-led TikTok strategy aimed at repositioning accountancy as a culturally relevant and accessible career pathway for Gen Z. The content program will focus on entertainment, education and community-led storytelling—designed to meet younger audiences where they are and shift perceptions of the profession.
Jamie Searle, CEO and Co-Founder at Snack Drawer says “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.
“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.”
The agency’s proprietary Fandomination report—released last year—highlighted that audiences reward brands which take a stand, show up in culture and create rituals people want to join. These principles underpin both new client programs, with a focus on building sustained engagement through creator ecosystems, social storytelling and community-first campaigns.
The appointments are also guided by Snack Drawer’s Well-Earned Attention model—developed to convert cultural insight into meaningful, measurable connection.
These wins join a growing roster of public and private sector clients including Netflix, the Victorian Government, Pappa Flock, Orygen and more.
