The Collective
A group of dairy shaker-uppers - chefs, collaborators, co-conspirators and all kinds of other creative people churning out new ideas good enough to eat. They aim to do a little better, each day at a time.
But they can’t do it alone. They need more people to join The Collective to make a difference.
So our role was to make people aware of the brand and their range of exciting eating experiences - make people look, think and lick the lid. Twice. And then become part of the movement.
The long-term creative platform we came up with, activated across all channels, was ‘Join The Collective’.
Not only did it help people read their logo (!) it reflected the movement the brand is on (just achieving B Corp status for one) and the desire for more people to be part of it.
The OOH task was simple – bright, eye-catching executions with the product front and centre in proximity to their top 100 performing stores (similarly geo-located with paid social.)
Since the campaign has been running, we have bucked the downward awareness trend in the yoghurt category, with 5% increase, resulting in a average 7% increase in ROS across those key stores.