Farmers Union has launched a new brand platform that skips the science lecture and goes straight to a visual metaphor: your yogurt is full of tiny helpers, and now they wear white.
The campaign, ‘It’s a Living Thing’, comes from Thinkerbell and leans into emerging gut-brain axis research supported by Bega Group and Farmers Union with Deakin University’s Food & Mood Centre. The idea: trillions of microorganisms in the gut don’t just sit there—they can influence what happens throughout the body.
From invisible ingredient to Yogurteers
Farmers Union Greek Style Yogurt contains living cultures, but talking about cultures like a spec-sheet ingredient would be easy to ignore. Instead, Thinkerbell created the ‘Yogurteers’—a mass of everyday Australians dressed in white who lift, push, carry, guide and propel people through their day.
It’s a simple device: an unseen biological process becomes a very human, emotive expression of getting more out of life.
Regina Stroombergen, Head Tinker at Thinkerbell, puts it plainly: “Inside every tub of Farmers Union is a billion feel good live cultures ready to move, guide and get you through your day.”
Why this works for marketers
Most functional food brands fall into the same trap—they advertise a mechanism, not a benefit. Farmers Union flips that. The creative doesn’t explain the gut-brain axis; it personifies it.
That matters because health claims are easy to tune out. A character or visual cast gives the audience a shorthand for what the product does, and makes the claim emotionally sticky.
- Anchor in science: the campaign rests on university-backed gut-brain axis research, not a vague wellness claim.
- Personify the mechanism: live cultures aren’t described—they’re cast, costumed and given a job.
- Build a flexible asset: a white-clad crowd scales neatly across TV, OOH, digital and social, with more executions to come.
What you can steal
If your product has an invisible point of difference, don’t just state it. Give it a body. Thinkerbell’s move—turn a biological detail into a horde of helpers—works because it is both logical and slightly absurd, which is the sweet spot for shareable brand work.
The platform is rolling out across screens, out-of-home, digital and social. For performance marketers, the lesson is bigger than a yogurt ad: creative that makes a benefit visible tends to lower the cost of explanation. That leaves more media budget for frequency and reach.
Source: Campaign Brief
