Yoghurt brand, The Collective, and Special New Zealand have launched a new campaign that talks about themselves the way their customers do.
Despite being one of New Zealand’s most loved yoghurt brands, no one really knows who The Collective is. The new campaign, simply called The One With The Cow On It (TOWTCOI), aims for that instant recognition.
To achieve this, Special and The Collective have developed an entire creative platform that is straight up, to the point, and in keeping with the brands reputation for making dairy fun.
“The Collective is all about being refreshingly straight up, no bull – we hate boring dairy, and we put our customers first, so why not talk about ourselves in the same way New Zealanders do? ‘The One With The Cow On It’ is how most people refer to us, so we’re going to roll with it, it just makes things easier,” says Helen Costello, The Collective’s Head of Marketing.
“It’s great to go from stealing my kids Suckies from the fridge to working with The Collective, who are a great bunch of humans and a Kiwi success story. We’ve had a heap of fun developing ‘The One With The Cow On It’ and loads more planned for the future including some very important yoghurt based PSA’s,” Stu Mallarkey, Special New Zealand’s Executive Creative Director, says.
‘The One With The Cow On It’ campaign launches this week across retail, roadside, AV, Social and online channels.