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Top 10 Campaign
Retail · August 2026

The Dairy Shaker Uppers

PR Campaign
Monday 17th August, 2026

The Collective launched new children’s dessert yoghurts and functional pouches alongside a reformulated Gourmet range. To make the wider brand push more distinctive, it introduced “The Dairy Shaker Uppers”: a fictional family of quirky yoghurt fans in the brand’s first national TV campaign.

Why it worked: It tied a category-wide reformulation and kids’ launches to a first-ever TV moment, giving journalists a clear milestone plus measurable reach data.

The lesson: Consider pegging your pitch to a credible ‘first-ever’ or milestone and include specific media reach figures to make it newsworthy.

The Collective Yeo Valley
1 Source:

Coverage over time

How this story spread across the media

Publication Headline Date
thegrocer.co.uk The Collective to launch yoghurts and first-ever TV campaign this autumn Monday 17th August, 2026
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