Farmers Union brings its live cultures to life in new ‘It’s a Living Thing’ campaign via Thinkerbell

Farmers Union with Thinkerbell have launched a new brand platform, ‘It’s a Living Thing’, inspired by emerging science showing that what’s living in our gut can have an impact well beyond it.

The platform builds on research from Deakin University’s Food & Mood Centre, supported by Bega Group and Farmers Union, exploring an emerging area of science known as the gut-brain axis: the physical and chemical connection between our gut and brain, through which the trillions of microorganisms living inside us can influence what happens throughout the body.

That finding became the creative starting point for ‘It’s a Living Thing’.

Farmers Union Greek Style Yogurt is full of living cultures. So rather than talk about them like an invisible ingredient, the new platform brings them to life.

The work introduces the ‘Yogurteers’: a mass of everyday Aussies dressed in white who represent the living cultures inside Farmers Union. They lift, push, carry, guide and propel people through their day, turning an unseen biological process into a very human emotive expression of getting more out of life.

Says Anne Dowsley, Head of Marketing, Yoghurt, Bega Group: “We know the gut microbiome plays a massive role in how people experience life. ‘It’s a living thing’ puts a fresh, energetic spin on our living cultures, demonstrating how Farmers Union actively enriches everyday moments across our full product range.”

Says Regina Stroombergen, Head Tinker, Thinkerbell: “We love the idea that inside every tub of Farmers Union is a billion feel good live cultures ready to move, guide and get you through your day. Turning these cultures into a horde of energetic real people seemed both logical and delightfully different.”

The ‘It’s a Living Thing’ platform is rolling out across screens, out-of-home, digital and social, with more executions to come.

Client: Bega
Creative Agency: Thinkerbell
Production: Collider
Director: TWIN
Music: Electric Sheep
Media: Starcom

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