Gen Z frozen yoghurt favourite, Yo-Chi, has teamed up with the Victorian Government’s Department of Transport and Planning (DTP), with creative agency Snack Drawer leading the charge, to launch my-Chi Monday, a culture-led campaign designed to drive uptake of the Youth myki.
Snack Drawer also works with a variety of clients including Netflix, Wesfarmers Health and Instagram (Meta).
The eight-week partnership marks a new collaboration between Snack Drawer and Yo-Chi, positioning the agency at the centre of a behaviour-change brief that blends government objectives with youth culture relevance.
Running until 23 March, my-Chi Monday transforms a practical transport message into a weekly ritual: less topping up, more toppings.
Every Monday during the campaign period, eligible under-18s who flash their Youth myki in-store receive 20% off their Yo-Chi purchase — incentivising public transport use while embedding the message in a social, shareable moment.
A culture-first partnership
Rather than leading with policy, the campaign reframes the Youth myki benefit through lifestyle and reward. Snack Drawer developed the creative platform, digital rollout and content strategy, delivering creator activity and out-of-home assets for DTP while partnering closely with Yo-Chi to activate the offer in-store.
The integrated media mix spans:
- Creator-led social content (organic and paid)
- Out-of-home placements including bus and tram wraps, shelters, shelter posters and billboards
- Earned placements across Urban List, Daily Straits and Student Edge
- DTP owned channels
- Yo-Chi amplification including Instagram collab posts with @transport.victoria, a TikTok launch post and supporting Stories and reposts
A launch event at Yo-Chi Malvern brought the partnership into real-world and social spaces simultaneously, reinforcing the campaign’s community-first positioning.
Snack Drawer delivered the campaign alongside Taboo, Ethnolink and OMD.
“Yo-Chi has always been about community and culture. my-Chi Monday gives young people a fun reason to build a new ritual, and it supports a great outcome for Victorian families,” Oliver Allis, Brand Director at Yo-Chi, said.
Hannah McElhinney, Chief Creator Officer at Snack Drawer, said a good partnerhsip is one that “enhances both brands and creates something larger than the sum of its parts”.
“The my-Chi collaboration does this in a fun and youth-forward way, further cementing Yo-Chi and public transport within youth culture,” she said.
