Disruptive Yoghurt Brand The Collective Appoints Joint

Independent creative agency, Joint, has been appointed by innovative and disruptive yoghurt brand, The Collective, to lead the creative strategy for its masterbrand campaign, following a competitive pitch process. The campaign which launches today, will see Joint lead on a number of creative executions that will promote the taste and exciting eating experiences of The Collective yoghurts and their holistic approach to health, rather than the more common focus on pseudo-science, or ‘functional health’ such as calorie count.

The four-week campaign will launch with out of home advertising and showcases a fresh look at creative that amplifies the brand’s personality and tone of voice. It will also run across digital and social platforms, including Facebook and Instagram (Meta) - targeting a total of twelve million people nationwide.

The Collective aims to drive awareness, and with strong conversion rates, increase ROI by ensuring that more households are aware of the wide range of products that The Collective offers. This includes their large ‘gourmet’ pots with a double layer of fruit compote, and their convenient, on-the-go kids ‘suckies’ pouches. Both of these products also have a dairy free range.

Algy Sharman, chief creative officer at Joint said: “We’re really excited to be working with The Collective. Not only are they delicious products but the team has big ambitions to make truly stand out work for this category. It’s going to be great to see the brand go from strength to strength.”

Tor Hunt-Taylor, marketing director at The Collective said: “At The Collective we disrupt and premiumise the yoghurt category by bringing together innovative flavours, packaging formats and product compositions. We’re all about challenging the norm with epic taste and exciting eating experiences.”

“Our 2023 masterbrand campaign will help drive awareness of The Collective and broaden our shopper base across our core range. During the pitch process, we found Joint had the perfect balance of creativity, pragmatism and know-how in the FMCG space. They have been a fantastic creative partner for this campaign, and we look forward to continuing our collaboration.”