Carat Drives Full-Funnel Media Strategy for Arla Cultura® Launch

Integrated campaign builds mental availability and drives trial for new gut health brand through strategic media mix

Carat has developed and executed a comprehensive media strategy for Arla Foods' launch of Arla Cultura®, the UK's largest dairy cooperative's new gut health dairy brand. The campaign, which launched in September 2025, showcases a strategic full-funnel approach designed to build mental availability whilst driving product trial at the point of purchase.

Strategic Media Approach

Carat's media strategy centres on simplifying complex gut health science and making Arla Cultura® the most trusted, accessible gut health brand for UK shoppers aged 25-44. The agency orchestrated a sophisticated media mix that reaches consumers across multiple touchpoints, from awareness-building broadcast placements to proximity-based outdoor advertising near retail locations.

The campaign's centrepiece is a striking 50-foot hand-painted mural in Whitechapel proclaiming, 'Your gut is taller than a giraffe.' The installation, which ran until 29 October, exemplifies the campaign's approach of dramatising the 8-metre length of the human gut through unexpected comparisons that resonate with consumers.

Stuart Ibberson, Brand Director at Arla Foods, comments:

"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."

Full-Funnel Media Activation

Carat's comprehensive media plan encompasses strategic touchpoints across the consumer journey:

• Iconic OOH activation: The hand-painted Whitechapel mural anchoring premium Bauer Media Outdoor D48 and D6 formats across key cities with highest distribution, plus Ocean Outdoor large portrait formats throughout England

• Broadcast storytelling: CTV and SVOD placements across Amazon and Netflix to build brand credentials and reasons to believe
• Digital amplification: YouTube and social media to extend reach and drive consumer engagement

• Proximity marketing: Strategic OOH placements serving as visual purchase reminders near retail locations
• Experiential engagement: Product sampling at the mural site to drive trial
• Earned media: Social activation featuring comedian Rachel Fairburn's 'Gut Chats' in East London, created in reaction to research revealing Brits are ignoring their gut instincts and turning to AI for life's big decisions

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

The campaign was delivered through collaboration with Droga5 London and Accenture Song (creative), Dentsu Creative (installation planning and activation), Global Street Art and FPP Design (production), Citypress (earned media), and The Social Shepherd (social campaign management).

Get in Touch

To learn more about how Carat can develop full-funnel media strategies that build mental availability and drive measurable results for your brand, get in touch today.