Marketing Monday Marketing & nutrition inspired thought to start the week

Gut health & Giraffe – its relation?

23/06/2025

Marketing Monday ---- Gut health & Giraffe – its relation?
🦒 "Longer Than a Giraffe": What Arla's Gut Health Ad gets so right
Arla Cultura related a giraffe to its benefit around gut health,

During my weekly round through downtown Utrecht the digital poster with a Giraffe caught my attention & appreciation, to me a clever campaign by Arla for their probiotic yogurt, Cultura. A strong take on gut health?

🧠 Gut Health with a Visual Twist

The poster's main line reads:

"Je darmen zijn langer dan een giraffe. Give your gut more."
("Your intestines are longer than a giraffe. Give your gut more.")

It's a striking juxtaposition: the towering, almost comical image of a giraffe paired with a serious (and true) biological fact, our intestines are around 8 meters long, even longer than the animal's iconic neck. It's a brilliant blend of science, surprise, and simplicity.

🎯 Why It Works

This campaign hits the sweet spot in multiple ways:

  • Educational without being preachy: Instead of dry health claims, Arla invites curiosity through a fun fact.
  • Memorable imagery: The giraffe visual sticks in your mind — essential for any out-of-home (OOH) execution.
  • Product relevance: The ad isn't random. Arla Cultura is a yogurt rich in live cultures, positioned to support gut health. The creative directly ties back to that benefit.
  • Humor meets health: The gentle absurdity of comparing intestines to a giraffe's length makes the message approachable — especially in a health space often filled with sterile or clinical tones.

🌍 A Global Move

While the poster appeared in the Netherlands, Arla's global team has also hinted at a broader campaign push. On LinkedIn, Arla brand managers have celebrated "making gut health big", both metaphorically and literally. With phrases like "Give your gut more" and design-led visuals, the campaign aims to turn digestive health into something visible, shareable, and even fun.

✍️ Marketing Thought for this week

This campaign reminds us of the power of metaphor in marketing. In an age of wellness buzzwords, Arla manages to say something meaningful and memorable, all with a giraffe's backside and a pot of yogurt. It's not just clever. It's culture-driven and gut-driven. And that's a rare combo.

💡 Kickstart your week with this blend of marketing & nutrition thinking
🤝 Ready to tackle your market challenge with Mutrition?
🔗 https://www.mutrition.nl/blog-marketing-monday 


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