Premium yoghurt brand The Collective, has launched a 6-month family-friendly cinema partnership with DIVE (sister agency to Pearl & Dean), to promote Suckies, its yoghurt pouches for children. The deal, negotiated by Bountiful Cow, will see their on-pack “Yog Squad” brought to life on the big screen at Showcase Cinemas’ totally tots screenings – specially designed for pre-school cinema-goers.
The partnership marks the brand’s first foray into AV as it turns to character-led storytelling on the big screen. The bespoke 30” trailer, developed by DIVE, features characters including Daisy the Dog, Caleb the Cat and Sunny the Squirrel travelling to the cinema together, linking directly to the in-cinema experience.
The move marks a clear evolution in the brand’s strategy, shifting beyond functional, health-led messaging towards building a distinctive brand world for its kids’ range. It follows the introduction of character-led packaging for Suckies last year, with cinema providing a high-attention environment to extend that storytelling into AV.
Hosted at Showcase Cinemas, the totally tots screenings are designed to introduce younger audiences to the big screen in a relaxed, family-friendly environment, making it a natural fit for brands looking to engage families in an immersive setting.
The partnership also includes in-cinema distribution, with Suckies sampled across all Showcase sites, creating a link between brand, experience and product at the point of consumption.
Cinema sits at the centre of a broader campaign spanning out-of-home and social media. Also planned and bought by Bountiful Cow and created by Joint. Also new to the media plan this spring is influencer activity, handled by TSA.
Amy Bellchambers, Marketing Director at The Collective said: “AV activation is the natural next step for us as we look to make our brand characters part of the narrative. We’re evolving beyond health messaging into building a brand world that feels entertaining and distinctive for kids, while still reassuring parents on quality and ingredients.”
Adam Foley, CEO at Bountiful Cow added: “Cinema is a place where children’s imaginations run riot and where lifelong memories are made. The ability to create a setting where young families can enjoy the product while discovering stories about the characters was too good an opportunity to miss.”
Gemma Cole, Partner – Creative & Production at DIVE said: “At DIVE, we see cinema as a shared, and very personal space – and a toddler’s first trip to the cinema is a genuinely formative moment for families. That’s what makes this partnership so compelling – it meets parents and little ones during a magical experience and enhances it.
Our role was to bring this to life through bespoke big-screen creative that feels native to the environment whilst capturing the playful, premium spirit of The Collective’s Suckies range – helping the brand become part of a moment families will remember.”
Beth Pridham, Strategic Partnerships Director at Showcase Cinemas, said: “totally tots screenings at Showcase Cinemas are all about celebrating early cinema experiences in a relaxed environment for children, helping to build cinema-going habits from a young age.
We love working with like-minded family brands like The Collective, whose focus on colourful, character-led storytelling, align naturally with the experience we’re creating for young audiences.
The partnership is about creating memorable moments for families and adding value to every visit, and we’re excited to continue evolving the cinema experience for young film fans.”
