Keith Chegwin joins The Collective campaign

The digital campaign, called 'The Collective Assignments', is a sampling mechanic intended to drive national awareness of the brand and consumer engagement through the digital community.

"Assignment #1" asks consumers to "like" a dedicated Facebook page to win one of 2,000 free pots of The Collective’s yogurts.

However the twist in the terms and conditions is that there is also a prize of being "locked in" a room alone with celebrity Keith Chegwin for three hours.

The Collective's next promotion will launch in May, with a third scheduled for later this year.

Holler was appointed to the account in February this year without a pitch.

The Collective was set up in New Zealand by Mike Hodgson and Amelia Harvey, the former managing director and commercial director of pudding brand Gu.

Follow Loulla-Mae Eleftheriou-Smith on Twitter @LoullaMae_ES

This article was first published on campaignlive.co.uk