Suckies - Yog Squad

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.