Ketchum and Danone owned yoghurt brand Activia have joined forces with S Club star Rachel Stevens and TV personality Dr Zoe Williams to launch ‘The Good Gut Guide’, in a bid to educate the nation on how gut health can improve wellbeing.
The campaign, which comprises of easy steps on improving wellbeing, starting with the gut, will run across Activia’s Instagram channel from today (24 January).
According to Activia’s latest research, over half (57%) of people admit to giving up on their goals by the end of January, with nearly eight in 10 calling it quits by February (78%), which is why this campaign focuses on how better gut health can have a positive impact all year round.
The yoghurt brand’s research also revealed that one in 10 adults admit they expect to fail their wellbeing goals in 2024 due to falling into old habits (55%), losing patience when not noticing immediate improvement (38%), and setting unrealistic goals that do not fit into daily routines (26%).
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Ketchum practice director Faye Bell said: “Many of us aspire to look after our wellbeing in the New Year, yet it can be so easy to fall into old habits and give up on our goals early on without the right tools to keep you on your wellbeing journey”.
Danone UK&I head of marketing Rachel Wright added: “We are delighted to be partnering with pop sensation Rachel Stevens and leading media doctor, Dr Zoe Williams for ‘The Good Gut Guide’ campaign to educate the nation on the easy steps you can take to support your gut to stay on track with your new year goals”.
Stevens and Williams will feature in the ‘The Good Gut Guide’ campaign over the coming months.
