The promotion will launch on 2 January and see it increase the spend on its 2022 Masterbrand campaign by 50%

The Collective has announced plans to launch its biggest ever marketing drive, highlighting its dairy-free Suckies range at the start of 2023.

The yoghurt brand’s promotion will launch on 2 January and will form a phase of the Collective’s Masterbrand campaign, with a 50% bigger spend in comparison to the same time last year.

It is designed to raise awareness of The Collective’s in-store launch of the new dairy-free Suckies, which were awarded The Grocer’s top yoghurt launch of the year.

“We firmly believe that dairy-free shouldn’t mean dull-tasting, so the next phase of our 360 masterbrand campaign will aid our engagement with parents, helping to raise awareness of our alternative, plant-based options for children,” said Tor Hunt-Taylor, marketing director of The Collective UK.

The nationwide campaign will include out-of-home, digital media and shopper marketing and will be supported by an integrated online approach on 300 media sites.

The drive will ensure that approximately 9.4 million UK consumers see the campaign 6.1 times on average during its two-week run.

“Our newly launched dairy-free ‘Suckies’ pouches match taste with highly competitive health credentials, filling a clear gap in the market for great-tasting snacks for children with dairy intolerances,” Hunt Taylor added.

“Meanwhile, we are also seeing rising demand from parents to introduce their families to flexitarian food options, so our oat, coconut and rice milk blend is uniquely placed, ticking both boxes.”

The dairy-free Suckies contain vitamin D, B12 and calcium, and are low in sugars. The products have been listed by Tesco, Ocado and Waitrose.