Premium yoghurt brand The Collective is launching its debut masterbrand TV campaign, taking its adult and kids ranges to a national audience for the first time.
“The Dairy Shaker-Uppers” has been created, planned and bought by Bountiful Cow and is designed to build a distinctive brand world obsessed with taste and its loyal following, while maintaining its insight-led, irreverent and humorous approach.
Having expanded beyond OOH and social with its first AV activity in cinema earlier this year. The Collective is using its first foray into TV to continue subverting the conventions of the dairy category and invite consumers to join the revolution.
The spot opens like an anonymous hacker video: grainy footage shot in a darkened room, the silhouette of a hooded figure barely visible as a distorted voice announces: “We are The Collective… the dairy shaker-uppers.” But when the voice distortion glitches and the lights come on, the mysterious figure is revealed to be a perfectly ordinary mum in a pink hoodie – who happens to take her yoghurt very, very seriously.
Armed with a child’s voice-altering microphone she can’t quite get to work and, more importantly, an unwavering devotion to truly epic yoghurt, she attempts to deliver an impassioned manifesto anonymously from the comfort of her spare room.
As family life gradually interrupts her mission, the ad reveals the everyday reality behind the brand’s commitment to flavour, fruit and creaminess. Eventually recruiting her two sons to the cause, the spot culminates in the playful rallying cry: “The revolution is coming… and it will be served chilled.”
The film aims to capture The Collective’s irreverent spirit and premium credentials in equal measure, celebrating the joy, chaos and authenticity of family life while reinforcing the brand’s position as “the dairy shaker-uppers” who refuse to compromise on taste.
The media strategy is designed to give the challenger brand disproportionate impact. Bountiful Cow has concentrated TV investment exclusively with Channel 4 across linear and VOD, creating greater presence and unlocking added value rather than spreading budget across multiple broadcasters.
Meta and YouTube will extend the campaign digitally, while the continuing cinema activity will overlap with the TV launch. Running nationally around the key back-to-school period, the campaign also takes The Collective beyond its traditional London heartland to reach new audiences across the UK.
The Collective marketing director Amy Bellchambers said: “This is a huge milestone moment for the brand as we launch onto TV for the first time and take consumers’ love of our brand to a national stage. We’re a bold and disruptive scale-up brand, and it’s amazing to be able to bring that to life through a compelling, ownable creative territory and highly impactful media plan that will really drive our long-term brand awareness building journey.”
Bountiful Cow chief executive Adam Foley added: “The Collective has always behaved like a challenger, so its TV debut couldn’t look or feel like conventional dairy advertising. This is about taking the personality that has made the brand distinctive and giving it a much bigger stage. By bringing creative and media together, we’ve been able to build the idea and the plan around the same ambition, concentrating investment with Channel 4, supported by cinema and digital, to create disproportionate impact and take The Collective’s revolution nationwide.”
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