Becoming the UK’s Gut Health Coach

With prices shooting up and inflation hitting double digits, the usual January health kick took a backseat to money worries. For Activia, a high-end yoghurt brand facing another price hike while eyeing the top spot, the situation was tough.

But here’s the real kicker: a whopping 90% of folks didn’t get why gut health (GH) mattered, leaving them scratching their heads about why Activia was worth the extra pounds.

Despite all the buzz about Gut Health and loads of cash splashed on messaging, people were still baffled and confused. To become the nation’s #1 yoghurt brand, we knew we had to simplify things. So we decided so shift from being a Gut Health Champion, to be a Gut Health coach, to inspire, educate and train Brit just like real life coaches do. This coaching approach included using trusted health spaces and real-life stories to make Gut Health benefits crystal clear.

Through social listening and a survey of 1,200 people, we identified gut health misconceptions. Partnering with Hearst, we launched the Activia x Gut Feelings Hub, a 3-month campaign filled with engaging content and real stories, including the gut health journeys of three inspiring women: Madeline Shaw, Amy Robson and Lauren Johnson Reynolds. Their stories showcased Activia’s benefits in a relatable and inspiring way.

We took the campaign further with Activia’s ‘What the Gut’ museum in Soho, an immersive experience involving the Women’s Health team. This innovative event set new standards in partnership synergy, blending earned and paid media seamlessly.