Unpacked by Flybuys will transition to Coles 360 as part of the supermarket chain’s retail media business.

Media agencies, publishers, and brands are expected to benefit from the combined strength of Coles and Flybuys.

“It’s an important step for our business that will enable Coles 360’s agency and supplier partners to better plan, buy and measure their media investment,” said Paul Brooks, Coles 360 GM.

“If we can continue to find ways to better understand our customers and their needs, we can ensure advertising across our network works harder and is more relevant to our customers.”

In 2019, Flybuys launched Unpacked by Flybuys in 2019, which aims to help brands understand and market to their audiences.

“By transitioning Unpacked by Flybuys to Coles 360 we will make it easier for customers in the grocery and liquor categories to access the Unpacked product suite through a single organisation, Coles 360,” said Harley Giles, chief growth officer at Flybuys.

Article originally published on Inside FMCG 31st May 2024.


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