The microbiomes in our stomach have been called our second brain. And we’re only just scratching the surface of how important gut health is – effecting everything from how we respond to illness, to our mental and emotional health. But too often this important science is dry and inaccessible. Or, worse, it’s hijacked by charlatans intent on flogging the latest fad diet. The world needed a brand to change all this. We were brought on as an early stage partner to help build and grow it.

A best-selling book, B2B workshops and social-first content all helped grow the movement. So that by the time we launched our first consumer products, we had a community readily waiting for our solutions. This was a brand prepared to break the rules. We tackled the taboo of talking about poo, with a hyper-local outdoor campaign that got the nation discussing their digestion. Localised advertising hit the streets, and then the headlines. Supported by podcast appearances and more conversation driving content.