The Collective expands into audiovisual storytelling

The Collective has introduced a six-month family cinema partnership with DIVE, a sister agency to Pearl & Dean, to support its Suckies yoghurt pouches for children.

The agreement was negotiated by Bountiful Cow and will feature the brand’s on-pack “Yog Squad” characters in Showcase Cinemas’ Totally Tots screenings, a programme designed for pre-school audiences and family viewing.

The initiative marks the brand’s first move into audiovisual advertising, shifting its communication approach toward character-led storytelling. A bespoke 30-second trailer created by DIVE brings characters Daisy the Dog, Caleb the Cat and Sunny the Squirrel to life as they travel to the cinema together.

The creative links directly to the in-cinema experience, positioning the characters as part of the wider viewing environment rather than standalone brand assets.

Building a brand world for younger audiences

The partnership reflects a broader evolution in The Collective’s strategy, moving beyond functional product messaging toward a more defined brand universe for its children’s range. The Suckies characters were first introduced on packaging last year and are now being extended into audiovisual formats.

Showcase Cinemas’ Totally Tots screenings provide a controlled, family-oriented setting designed to introduce young audiences to cinema, offering a platform for high-attention engagement.

Connecting sampling, experience and media

The activation also includes in-cinema product sampling across all Showcase locations, linking brand exposure with direct product trial at the point of consumption.

Cinema forms the central pillar of a wider media plan that also includes out-of-home and social activity, with planning and buying handled by Bountiful Cow and creative developed by Joint. Influencer activity is also part of the campaign, managed by TSA.

The approach brings together storytelling, sampling and media integration to support awareness and engagement for the Suckies range.

www.thecollectivedairy.com

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