# Giftable Yogurt Containers The Collective Great Dairy's 'tub4grub' Introduces Food Sharing By Laura McQuarrie | Published 2016-11-26 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/food-sharing References: [trndmonitor](https://trndmonitor.com/dairy-spotlight-the-collective-tub4grub-great-yoghurt-doing-good/) & [thecollectivedairy](http://www.thecollectivedairy.co.uk/tub4grub/) 'tub4grub' is the name of a new initiative from The Collective Great Dairy that aims to support Action Against Hunger through a creative [food sharing campaign](https://www.trendhunter.com/trends/hagendazs-and-giftameal). After purchasing and eating the contents of a [yogurt tub](https://www.trendhunter.com/trends/yogurt-granola-pots) from The Collective Great Dairy, consumers are encouraged to fill up the empty container with snacks. From there, the brand's own label can be peeled off to be replaced with a new label and gifted to a new recipient. All tubs sold will help to raise money for Action Against Hunger, but consumers can amplify their efforts by using the #tub4grub hashtag and The Collective Great Dairy will donate an extra 50 pence to the organization. The Collective's Tub4Grub campaign is reminiscent of a conceptual foodsharing campaign created as part of a project for the [Miami Ad School](https://www.trendhunter.com/trends/college-football-27). ## Trend Insights (Trend Hunter) - Score: 1.9/10 - Popularity: 8% | Activity: 40% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Interactive](https://www.trendhunter.com/interactive) ## Key Themes ### Key Themes Behind This Trend - **Food Sharing Campaigns:** Opportunity for brands to engage consumers in food sharing initiatives that support charitable causes. - **Sustainable and Reusable Packaging:** Opportunity for brands to adopt recyclable and reusable packaging that encourages consumers to reuse packaging for creative purposes. - **Social Media Charity Campaigns:** Opportunity for brands to launch social media campaigns that incentivize consumers to participate by making charitable donations based on hashtag usage or other engagement metrics. ### Where This Applies - **Food and Beverage:** Brands in this industry can leverage sustainable packaging and food sharing campaigns to create brand loyalty and support charitable causes. - **Non-profit and Charity:** Organizations in this industry can partner with brands on food sharing and social media charity campaigns to leverage the reach and resources of the private sector. - **Marketing and Advertising:** Agencies in this industry can help brands design and launch impactful social media campaigns that drive engagement and support charitable causes. ## Related on Trend Hunter - [Merit-Based Shareable Chocolates](https://www.trendhunter.com/trends/made-to-share-packaging.md) - [Convenient Frozen Yogurt Tubes](https://www.trendhunter.com/trends/frubes-freeze-em-pack.md) - [Purpose-Driven Lemonade Yogurts](https://www.trendhunter.com/trends/chobanis-child-hunger-batch.md) - [Kid-Focused Packaging Updates](https://www.trendhunter.com/trends/frubes-relaunch.md) - [Functional Flavorful Yogurt Pouches](https://www.trendhunter.com/trends/yoghurt-pouch.md) - [Social Good Dairy Campaigns](https://www.trendhunter.com/trends/tops-friendly-markets-and-garelick-farms.md) - [Shareable Ice Cream Containers](https://www.trendhunter.com/trends/scoopapalooza.md) - [Sustainably Packaged Greek Yogurts](https://www.trendhunter.com/trends/probiotic-strained-yogurt.md) - [Anti-Waste Dairy Branding](https://www.trendhunter.com/trends/coop-milk-branding.md)