The Collective launches the Yog Squad

The Collective yogurt brand has announced the launch of its first Masterbrand Campaign, introducing UK consumers to the Yog Squad.

As the only brand offering gourmet dairy products for all ages alongside dairy-free options, The Collective’s new campaign emphasises how they can provide something delicious to eat for everyone, and entices all those in search for healthy, luxurious food items that don’t compromise on taste, to join the Yog Squad.

The nationwide campaign, which includes Out-Of-Home (OOH), digital media and shopper marketing, will be supported by an integrated, Above-the-Line approach, running across 1222 UK sites, reaching millions and via digital channels.

This initial launch will be followed by two subsequent bursts of activity to increase brand awareness, with refreshed packaging set to be implemented later this year to ensure visual alignment across all of The Collective’s products while also encouraging families and friends to set up their own Yog Squads.

Being a B Corp, continuous improvement has always been part of The Collective’s DNA, and the campaign’s squads will enable the coming together of communities that appreciate naturally great-tasting food as well as enabling these groups to act as wider forces for good, for instance, volunteering support for local charities and beneficial initiatives.

Commenting on the launch, Emma Gooden, head of Marketing of The Collective UK, said: “We are incredibly excited to be launching our first ever Masterbrand Campaign in the UK. At The Collective, we are on a mission to deliver taste and exciting eating experiences for everyone – with ranges for adults, kids and now dairy free too,  we are inviting everyone to join The Collective and be part of our yog squad!”

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