Dairy brand The Collective has announced the launch of a multi-channel campaign that includes out-of-home advertising in London and the South East, and national coverage via digital and social platforms such as YouTube and podcasts.
The brand is also supporting trial driving and shopper visibility via sponsored search on retailer websites and a 40k unit sampling campaign with Hello Fresh.
Building on its masterbrand campaign launched last year, the creative showcases the range of premium yoghurts offered by The Collective. In particular, it spotlights the newly-launched brekkie range and Greek-style yoghurt pouches, which mark the brand’s first entry into on-the-go snacking for adults.
The campaign aims to boost awareness of The Collective’s broad range of yoghurt pouches amongst new and existing customers. The Collective stated that it has ambitions to become the UK’s leading premium yoghurt brand and the number one premium snacking brand for adults, as per its leadership status in kids’ yoghurts.
Tor Hunt-Taylor, marketing director at The Collective, said: “As we look to now own the premiumisation of adult snacking within dairy, as we have done in kids’, we’re incredibly excited to receive reaction to the campaign. We know that this style of insight led creative, and our humorous tone of voice is landing well with our target audience, so we’ve continued to leverage it. The aim is to bring the ‘antidote to boring’ to consumers’ lives and the category; ‘entertain, not sell’ and thus stick in minds due to the less expected and more disruptive approach. Yes, with the ultimate goal of being top of mind when those consumers switch into shopping mode and go on the hunt for a new snack choice.”
Further bursts of new creative will be rolled out later this year across multiple channels, alongside the launch of new products.
