For years, the standard approach to business was clear: outspend, outsmart, and outperform. But that mindset is no longer fit for the world we live in. The challenges facing our planet and society today are too big for any one brand to tackle alone.

When brands collaborate, they combine their unique strengths, resources, and audiences, creating a powerful force for positive change. Together, they can innovate more effectively, amplify awareness, and drive impactful solutions that benefit everyone. Collaboration not only accelerates progress but also inspires trust and collective responsibility, proving that united efforts are truly stronger.

At The Good Crowd, we believe businesses do better when they work together. Collaboration is not a nice-to-have. It is how brands create meaningful impact and lasting loyalty.

The Rise of the Collaborative Brand

Modern consumers are looking for brands that have emotional intelligence. They demand honesty, shared values and proof that a brand stands for something real.

According to the 2025 Edelman Trust Barometer, 80% of people say they trust the brands they use to do what is right. Business is now the most trusted institution, surpassing government, NGOs, and media. But with this trust comes a new expectation and greater responsibility. Brands are no longer just sellers of products; they are expected to be partners in solving societal challenges.

This is why collaboration is no longer a marketing trend. It is becoming one of the most effective ways to build trust and strengthen relationships with consumers. And therefore to ensure the success of your brand.

Brands That Build Communities, Not Just Customers

The most powerful collaborations are about more than shared logos or co-branded campaigns. They invite people in and show what it looks like when businesses work together for something bigger.They build genuine connections, rather than just shouting loudly and generating attention

Consider these examples:

Ben & Jerry’s x Tony’s Chocolonely

Two Certified B Corps with a shared mission for ethical business joined forces to tackle inequality in the cocoa industry. Ben & Jerry’s and Tony’s Chocolonely created limited‑edition chocolate bars and ice cream flavours that didn’t just taste good, they told a powerful story.

As part of the collaboration, Ben & Jerry’s adopted Tony’s Open Chain sourcing model, embedding greater transparency and accountability into its supply chain. The result was a partnership that proved brands can use their platforms not just for profit, but for systemic change that benefits farmers, builds consumer trust and deepens brand love.

Wildfarmed x Jubel Beer

Wildfarmed, known for its regenerative farming practices, teamed up with Jubel Beer, a brand celebrated for its craft beer and stance on sustainability. Together, they launched a beer brewed with Wildfarmed grains, showing how sustainability and storytelling can work hand in hand.

This partnership not only demonstrated their shared values, it brought new fans to both businesses. We especially enjoyed some of the “love story” inspired content on their channels, which brought a playfulness to the partnership.

Aldi x BrewDog

What could have been a legal battle became one of the most talked‑about collaborations in recent brand history.

When Aldi released a beer that looked suspiciously like BrewDog’s Punk IPA, most expected lawsuits. Instead, BrewDog responded with a tongue‑in‑cheek proposal to co‑create a spoof beer called “Ald IPA.” Aldi agreed, and the product went viral, hitting shelves across the UK and raising funds for good causes.

This unexpected partnership showed how creativity and humour can turn rivalry into opportunity and demonstrated the power of collaboration to win over consumers and the press alike.

Jolly Hog x Tracklements

The Jolly Hog and Tracklements, two family‑run British brands, came together to create seasonal co‑branded bundles built on shared values of quality, craft, and heritage.

By combining their reputations for honest, flavour‑driven products, they created an offering that resonated deeply with their shared audiences. This collaboration felt natural because it was rooted in genuine relationships. This proved that when small but like‑minded brands join forces, they can build stronger loyalty and drive meaningful commercial success.

These partnerships are far more than stunts, designed to generate short-term PR wins. They demonstrate that when brands focus on shared values, they can build stronger communities and deeper, long-lasting connections.

Why Collaboration Works

When brands collaborate, they don’t just reach more people. They create stories and experiences that people want to be part of.

Collaborative campaigns see up to 27% higher engagement compared to solo brand efforts, according to industry analyses informed by NielsenIQ and partner marketing benchmarks. This is because shared audiences, values, and storytelling are more powerful than going it alone. NielsenIQ research also shows that collaboration can deliver measurable commercial benefits, including a 2–3% increase in retail sales through strategic alignment (NielsenIQ 2024).

Even the new B Corp standards reflect this shift. They now ask businesses to show not only how they operate internally, but how they work with suppliers, partners and even competitors to make a positive impact.

What (in our mind) Makes a Great Collaboration

Strong collaborations share a few key traits:

Shared values over shared markets – the best partnerships start with what both brands believe in.
A natural fit – great collaborations feel obvious, not forced.
Respect for each other’s communities – trust is shared, not borrowed.
A meaningful story – when the collaboration has a clear purpose, it resonates.
Cultural relevance – successful partnerships meet a real moment in time.
Complementary strengths – each partner brings something unique to the table.
A clear reason for now – the best collaborations feel urgent and timely.

Building Better, Together

This is not about competing less. It is about building in a way that feels human. Brands that collaborate invite their audiences to be part of something bigger than a transaction.

At The Good Crowd, we have seen it firsthand. Collaboration does not dilute a brand. It deepens it.

The businesses that succeed tomorrow will be the ones that create real connections today. Not by guarding their space, but by opening it up.

Because when you work with others, you do more than grow. You build something that lasts.

We Can Help

Here at The Good Crowd we believe the food and drink industry can and should be a force for good

We help food and drink businesses grow with purpose.

As industry insiders who have lived the challenges, our support is grounded, practical and built for real-life impact

Get in touch to find out about how we can help your business grow.

Collaboration, Not Competition: Why Community Builds Stronger Brands