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