‘What The Gut?’ Museum

“The gut is such an important part of our body and does so much more than digestion, however, research has revealed a huge information gap when it comes to the gut”

Dr Zoe Williams

INSPIRING CONSUMERS WITH GUT HEALTH & CLOSING THE KNOWLEDGE GAP

With consumer understanding of gut health severely lacking, Activia launched What The Gut Museum; an immersive, multi-sensory experience to educate the masses on the how and why of looking after this vital system is immensely important to the human body.

RESULTS

Ketchum goal was to cement the brand’s credentials as a gut health champion, owning topical conversations about all things gut, and generating talkability through disruptive action.

The launch was Supported by insightful data and a partnership with a leading media doctor Zoe Williams, the experience attracted nearly 800 visitors across 1.5 days and generated 177 pieces of media coverage with a combined reach of over 460 million.