Yoghurt brand, The Collective, has launched its biggest-ever marketing drive, coinciding with refreshed packaging.
The updated packaging will be rolled out across the gourmet, dairy-free gourmet and straight up natural ranges.
This latest phase of the ‘Masterbrand Campaign’ which The Collective launched earlier this year, is the firm’s biggest marketing drive to date, with a 50% bigger spend in comparison to any previous campaign.
The nationwide campaign, which includes Out-Of-Home (OOH), digital media and shopper marketing, will be supported by an integrated, Through-The-Line approach, running across 1,222 UK sites and reaching millions via digital channels. Part of the campaign features The Collective’s Yog Squad, hitting the streets of the UK to help drive their OOH business and providing yoghurt samples to thousands of consumers.
As well as the refreshed packaging, the campaign coincides with the in-store launch of the new dairy-free ‘suckies’ for kids in time for the back-to-school period. The UK-made products are packed with Vitamin D, B12 and calcium, as well as being lower in sugar content in comparison to other products in the market.
Sarah Smart, CEO of The Collective UK, said: “We are all about food that is truly good for you and the planet. The vibrancy of our refreshed packaging perfectly reflects this and helps our yoghurt fans spot us amongst a sea of boring yoghurts on shelf. We recognise the importance of providing a range of delicious products that can cater to all, and we are proud to be the only yoghurt brand offering healthy tasty dairy products for all ages alongside dairy-free options.”