The Collective has teamed up with Special New Zealand on a brand new campaign that talks about themselves the way their customers do. The Collective is one of New Zealand’s most known and loved yoghurt brands, yet no one really knows who they are. The new campaign, The One With The Cow On It (TOWTCOI), is set to give instant recognition.
In the nature of being frank, Special and The Collective have developed an entire creative platform that is straight up and to the point. For over a decade, The Collective has been making dairy fun, with its unapologetic pursuit of ‘Never Boring, No Bull’. They aren’t afraid to make mistakes, experiment with flavours, spark debates and re-connect.
Says Helen Costello, head of marketing, The Collective: “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 Stu Mallarkey, executive creative director, Special New Zealand: “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.”
And in mouth-watering product news, The Collective have also just added a tasty new addition to its range – Splitz, a yogurt and bits combination that makes for the perfect lunch box snack. Splitz comes in numerous flavours, including Lemon Crunch, Coco Nutty, Bickies & Cream, and more. The delicious snack launched on 27th June and is available at Countdown with more stockists to come. Special will support this launch with a campaign assisted by ‘The One With The Cow On It’ assets, rolling out from 31 July.
‘The One With The Cow On It’ campaign launches this week across retail, roadside, AV, Social and online channels.