What The Gut?

Agency: Ketchum UK
Client: Danone

When Activia asked us to educate the UK on their gut health – and the role Activia plays within this - we built a museum dedicated to all things bowel and beyond. The ‘What The Gut?’ Museum was backed by consumer research and created in partnership with the gut doctor, Dr Zoe Williams, and was a two-day exhibition that literally walked the public through an outside digestive system. A slew of coverage and buckets of yoghurt later, independent research showed that we delivered on education, engagement and propensity to buy Activia to support gut health.