CONVENTION
Most yoghurt brands use media to tell people about their product. We found Relative Advantage by using media to get the product into people's hands.
We knew growth for Collective could come from creating new snacking occasions throughout the day, while building familiarity with families across the UK.
Rather than competing for attention in the usual crowded media spaces, we identified an overlooked opportunity - cinema.
Relative Advantage
We worked with Pearl & Dean to create a partnership with Showcase Cinema's Totally Tots screenings, a judgement-free cinema experience where parents can enjoy films with their toddlers, free from the usual restrictions of cinema etiquette. It's a space where attention is high, distractions are low and snacking is already part of the experience.
Bespoke creative meant that we could bring the 'Yog Squad' featured on the packaging to life on the big screen so the brand became part of the day out.
The real advantage came after the credits rolled.
Families could pick up samples in the foyer on the way out so that media exposure became immediate trial.
By combining storytelling with sampling, we turned cinema from a media channel into a distribution channel.
The partnership was amplified through YouTube, influencer activity and out-of-home media, extending the campaign beyond the cinema environment and helping Suckies reach families nationwide.
THE IMPACT
The result was a campaign that built awareness, created new snacking occasions and made the brand real in families' lives.
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