The UK’s leading Kefir brand, Biotiful Gut Health will step up their awareness-driving activity with a £1m+ TV advertising campaign, starting this week.
The new TV advert, which will run across ITV, Channel 4 and Sky, is the biggest yet for Biotiful Gut Health, forming part of a seven figure above the line campaign which will see gut health continue to sit at the forefront of the health agenda. The TV advertising will be supported by OOH, digital, PR and Influencer activity.
This campaign builds on previous successful advertising campaigns in September 2023 and January / March 2024 as the brand continues to step up its marketing activity to educate the nation on the simple and tasty solution to better gut health.
The campaign, developed by independent London agency Above + Beyond is based on a new platform for the brand: Super. Naturally, and a new launch execution The Power of Nature, which celebrates Biotiful’s all natural approach to good gut health.
The TV ad demonstrates how Biotiful Kefir bottles a bit of nature and brings it to your breakfast bowl. It opens with a breathtaking montage of nature, flowing through scenes of crashing waterfalls, waves and timelapses of growing plants, showcasing its power. The ad then transitions to a birds eye view of the Kefir bottle, showing how the power of nature flows into the product through billions of live cultures, protein and calcium.
Biotiful’s own research shows that 75% of consumers understand the importance of gut health, and are proactively looking to improve it – meaning that this campaign is particularly well-timed.
This is the biggest above-the-line advertising campaign since the brand launched in 2012 and will run for 4 weeks from15th May in TV and OOH nationwide.
Speaking about the campaign, Founder and CEO of Biotiful Gut Health, Natasha Bowes, said; “The brilliant creative behind our new ad highlights the intrinsic link between the power of nature and our own naturally delicious Kefir. Gut Health awareness is growing rapidly in the UK and this campaign will go a long way to helping educate consumers on both the importance of good gut health and the role that Kefir can play in improving it. We look forward to seeing how consumers react to our new advertising – hopefully they will enjoy watching it as much as we enjoyed making it! ”
Jonny Ray, Managing Director, Above+Beyond, said: “Biotiful Gut Health’s spirit of making people aware of the benefits of Kefir and improving the nation’s gut health is an incredible mission. They started a category which is now rapidly growing as gut health has become a huge macro trend in the UK, with multiple new brands appearing on the scene. Our collaboration with Biotiful Gut Health aims to capture that original spirit and ensure the brand retains a powerful role in the nation’s gut health conversation – driving future growth, across all its products.”
For over a decade, Biotiful Gut Health has been perfecting Kefir products based on an authentic 2000-year-old recipe, with British milk and billions of live cultures. Pioneering the Kefir category in the UK, they hold over 60% market share with their Kefir Drinks and now have the most comprehensive range of natural Gut Health products in the market. Biotiful has been instrumental in growing the UK Kefir Category from its infancy to nearly £100m today.
