• by Larissa Faw , February 13, 2020

Culturelle’s new campaign promoting the daily probiotic supplement encourages people to send digital cards wishing themselves a “Happy Val-Intestine Day.”

The “Happy Val-Intestine’s Day” creative, developed with Terri & Sandy, mimics middle-school style Valentines packed with bathroom-infused puns as well as pop culture memes, like butterflies and cats.

The campaign is running on social through paid Facebook and Inatagram messaging, all encouraging people to share and tag others.