Arla Scales Up Gut Health with Giraffe-Tall Mural in London

Arla Foods, the UKs largest dairy cooperative, has unveiled Arla Cultura®, its new gut health dairy brand, with a bold integrated campaign anchored by a 50-foot hand‑painted mural in Whitechapel proclaiming, “Your gut is taller than a giraffe.”

Launched in September, the campaign focusses on simplifying complex science, so the brand can become a trusted and accessible gut-health brand for UK shoppers.

Speaking about the brand launch, Stuart Ibberson, Arla brand director, commented, “We’re proud to introduce Arla Cultura® to the UK market. Our ambition is to become the most trusted, accessible gut-health brand on shelf—and to do that, we’re launching a major marketing campaign from September 2025 and throughout 2026. We want to simplify complex science so consumers can feel confident about ‘giving their gut more’ every day.

"The gut health offering sits within the wider yoghurt category, which has continued to see growth year-on-year. Within this space, there has been an increased demand for products with ‘added benefits’, which is where Arla Cultura® will sit.”

The striking 50-foot artwork in Whitechapel, created by artists from Global Street Art, transforms an urban wall into an interactive visual statement designed to capture attention in one of London's busiest areas. The installation will remain in place until Wednesday, 29 October. The creative campaign was developed and created by Droga5 London, powered by Accenture Song, who created the global toolkit for use in markets across Europe. The campaign compares the eight-metre length of your gut to other unexpected objects to dramatise the size of your gut in relatable terms to consumers. Dentsu Creative led the planning and activation of the installation, managing location scouting, artist liaison and production through to completion, with further local support provided by FPP Design.

The full-funnel campaign strategy, targeting 25-44-year-old consumers, encompasses multiple strategic touchpoints:

• Iconic OOH activation: The hand-painted Whitechapel mural anchoring Bauer Media Outdoor D48 and D6 formats across key cities with the highest distribution, in addition to Ocean Outdoor's large portrait formats throughout England.
• Broadcast storytelling: CTV and SVOD placements across Amazon and Netflix showcasing the new TV advert, building brand credentials and reasons to believe.
• Digital amplification: YouTube and social media extending reach and driving consumer engagement.
• Proximity marketing: Strategic OOH placements serving as visual purchase reminders near retail locations.
• Experiential engagement: Product sampling at the mural site on 26th September.
• Earned media: Accompanying the media creative was an earned media and social activation led by Citypress. Gut Chats saw comedian, Rachel Fairburn, take to the streets in East London and the home of the new mural, with her straight-talking comedy to coax Brits into confessing their biggest regrets born from not listening to their gut instincts. Created in reaction to new research that revealed that Brits are ignoring their gut instincts and turning to AI to make life's big decisions, the content earned attention across UK media titles and social media.

The installation's photographable nature extends its impact beyond the physical location, amplifying reach through social media engagement and multiplying visibility across digital channels.

Dentsu Media agency, Carat, led the media strategy and planning for the campaign, developing a comprehensive approach that builds mental availability through strategic visibility whilst encouraging product trial closer to the point of purchase. The agency orchestrated the media mix to ensure Arla Cultura® remains visible across relevant consumer touchpoints, from awareness-building broadcast placements to proximity-based outdoor advertising that reaches consumers in market.

​Droga5 London led the campaign origination, creative development and production for Arla.

Activating in-store Arla Cultura® has launched shopper activations in Sainsbury's, Morrisons, ASDA and online with Ocado, which was managed by FPP Design. Citypress was responsible for the earned media activation, with The Social Shepherd managing the social campaign strategy and the ongoing management of the social channels.

The Arla Cultura® range features six products: three 500ml gut health milk drinks (Original, Raspberry and Blueberry) and three 450g gut health yoghurts (Original, Strawberry and Blueberry). The range is formulated with a unique mix of bacteria cultures, vitamin D, calcium, protein and fibre, and features a milder taste profile than traditional fermented dairy products.