This autumn, B Corp-certified Absolute Collagen, the UK’s leading expert-backed collagen supplement, is launching its most ambitious campaign to date across television, digital and out-of-home channels. The campaign features long-standing brand ambassador Emma Willis, alongside a diverse group of confident, real women, and challenges outdated assumptions about ageing through the theme of Absolute Attitude.
Developed by independent London agency Dog, Cat & Mouse, the campaign is built on a clear and powerful idea: women should never have to apologise for growing older or feel pressured to conceal it. Instead, ageing can represent self-investment, confidence and the decision to continue showing up fully—what the brand calls Ageing Powerfully.
Collagen supplements have increasingly bridged the traditional divide between food, nutrition and supplements. This shift reflects wider food and beverage industry trends, as consumers seek convenient products that support both inner wellbeing and outward appearance. It also demonstrates the growing influence of food and drink consumer trends on retail ranges and purchasing habits.
Waitrose recently introduced dedicated supplement bays, bringing collagen, creatine, protein and gut-health products into the regular grocery shop. The move reflects broader food distribution trends and the expanding role of functional nutrition within mainstream retail.
Ocado also reported in August 2026 that searches for collagen products had risen by 38% year on year, highlighting continued consumer interest in the category.
The centrepiece of the campaign is a dynamic 30-second television commercial. It opens with a rapid succession of expectations imposed on women, before shifting to contemporary women confidently making their own choices and living according to their own terms.
“We’ve built Absolute Collagen on real results but there’s something much bigger at play. Women shouldn’t feel they need permission to keep being ambitious, funny, sexy or simply putting themselves first as they get older. Absolute Attitude is about putting this out there, loudly,” said Rhea Fox, chief marketing officer. Absolute Collagen
“We know women are fed up with being told what to wear, how to behave and even what hair cut they should have at a particular age. It is a breath of fresh air for a brand to show up with a rallying cry of ‘you do it your way’, summed up in ‘Absolute Attitude,” added Steve Stokes planning director, Dog, Cat & Mouse.
The campaign reflects a wider movement away from traditional anti-ageing messaging towards a more empowering perspective on ageing. It positions confidence, vitality and self-expression at the centre of the conversation, while reinforcing the connection between nutrition, appearance and everyday wellbeing.
As food manufacturing trends, food processing technology and food and drink industry innovation continue to reshape the functional nutrition sector, brands are also responding to growing expectations around food and drink sustainability, food and drink regulations, food and drink packaging and food and drink marketing. Absolute Collagen’s latest platform places those commercial developments within a broader cultural conversation about confidence and personal choice.
