Farmers Union turns its living cultures into a campaign with Thinkerbell
Regina Stroombergen: "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."
Farmers Union and Thinkerbell have launched a new brand platform, ‘It’s a Living Thing’, for Farmers Union Greek Style Yogurt.
The platform draws on research from Deakin University’s Food & Mood Centre, which is supported by Bega Group and Farmers Union.
The research looks at the gut-brain axis, the physical and chemical connection between the gut and brain, through which microorganisms in the gut can influence the rest of the body.
The yogurt contains living cultures, and that finding became the creative starting point for ‘It’s a Living Thing’.
The campaign introduces the ‘Yogurteers’, a group of everyday Australians dressed in white who represent the cultures in the product. They lift, push, carry, guide and propel people through their day.
Anne Dowsley, Head of Marketing, Yoghurt at Bega Group, said: “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.”
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Regina Stroombergen, Thinkerbell Head Tinker, added: "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 platform is running across screens, out-of-home, digital and social, with more executions to come.
This campaign from Thinkerbell follows their recent work with Blundstone to launch its new creative under its "Well Worn" platform, which moves away from polished lifestyle imagery to scuffed and worn boots shot from the wearer's perspective across city and outdoor settings.
Credits
Client: Bega
Creative Agency: Thinkerbell
Production: Collider
Director: Twin
Music: Electric Sheep
Media: Starcom
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