Activia has created a ‘What The Gut?’ museum in a bid to educate the public on the importance of gut health.
Based in London’s Soho on Greek Street, the yoghurt brand’s museum aims to provide visitors with an interactive and immersive experience, as well as having an important educational purpose.
The ‘multi-touchpoint’ campaign, produced in partnership with leading media doctor Dr Zoe Williams, follows Activia research that revealed a lack of understanding when it comes to looking after your digestive system. Over four-in five adults in the UK (82%) agree that it is important to look after their gut, while half (47%) do not know how to look after this part of their body.
Demystifying the gut, the museum experience takes consumers through the key components that make up the gut, including the oesophagus, stomach and intestines. The pop-up also highlights the ‘amazing’ connections the gut has to the rest of the body such as mind and mood.
The campaign is also supported by shopper activity, with online and on-site displays that hope to maximise visibility in major supermarket retailers including Tesco, Sainsburys and Morrisons. Key visuals intend to encourage shoppers to make healthier choices and keep gut health ‘top of mind’ throughout the year.
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“As a brand we are passionate about good gut health for everyone. We want to mobilise conversation in this area through our earned-led campaign while being unmissable in stores for shoppers,” Danone UK and Ireland head of marketing Rachel Wright said.
“The ‘What the Gut?’ Museum provides an immersive experience for the public to not only enjoy, but also learn more about the importance of gut health and the significant role it plays.”
Running from 15 – 16 February, tickets will be free to the public.
