How fibre achieved its most successful campaign to date.
Podcasts about microbiomes, new fibre intake research, live poo analyses and documentaries about the perils of sugar… the list goes on and on. Gut health is our new obsession and it’s a subject that’s being talked about more often than finding salted caramel on your local pub menu. It’s everywhere. And we can’t get away from it.
But why are we all talking about gut health?
And what can us marketers learn from it?
Well, here’s my take on it…
The gut health awareness campaign is an overnight success (that wasn’t an overnight success)
Let’s just get one thing clear, while it may appear like gut health has been an overnight success, taking over social media in the blink of an eye, its rise has been growing steadily for several years.
The discovery of the microbiome, more than a decade ago, was the real start of this campaign, but it wasn’t until 2022 that we began to see reports (like this one in Forbes) in the mainstream about the ‘shift in consciousness’ toward the role gut health plays to the health of the whole body[1]. And yet, despite clear links between gut health and our physical and mental wellbeing, the general public’s interest in the subject took until the start of 2023 to really peak.
But was this rise just because there was more data available to validate the efficacy of the gut? Or was it more than that?
What’s the key to its success?
At its core, research is at the heart of this ‘campaign’s’ success.
And I’m not talking straw poll, shoe-string data-led reports; but instead, well-researched, independent studies with hard clinical evidence. (And believe me there’s been a lot of it since the discovery of the gut microbiome more than 15 years ago.)
And this isn’t uncommon.
Let’s not forget the superfood craze for blueberries and kale in the mid 00s, not to mention our more recent “protein obsession” since the 2010s. Gut health if anything, is just the latest in a long line of successfully marketed health trends in recent years.
But is that it?
No. I believe it is so much more than just research.
This time around the gut health ‘campaign’ does appear to have had a touch of the Barbie effect too. Not only has there been a bombardment of information, and consistently for some time now, but we’ve also seen how gut health has been targeted to a range of audiences through a variety of channels. This in turn has led to an organic discussion of the subject and further fuelled the ‘hype’.
And the discussions haven’t been limited to the health pages of the Nationals either, or indeed just the “health and nutrition” media, but instead it’s been right across all types media. These have included podcasts, social media, as well as women’s and men’s consumer publications. I even saw an article about it in National Geographic!
Careful and considered persistence on the topic – from a variety of sources have certainly helped. But so too has the plethora of fresh perspectives from right across the health community, alongside some very effective brand activity from a range of private commercial companies and start-ups too.
Story telling has been key
Experts from a range of specialties including neuro, gastro, cardio and dermatology are discussing the role of the gut in mental and physical health, giving gut health superhero status. And across all these sources, the prominence of storytelling should also not be underestimated.
If we take any expert currently leading on this subject – Tim Spector or Michael Mosley for instance – each is brilliant at telling ‘stories’ that explain the science of gut health and the benefits it can bring in a way that engages us and aids our comprehension. Spector for instance, is a regular podcast interviewee but rarely promotes his own products. Instead, he shares stories of gut health journeys including his own experience and the individual stories from clients, friends and patients to build credibility. All unique and all uniquely engaging, building yet more opportunities for people to relate.
In a recent podcast interview with Steven Bartlett, Dr Will Bulsiewicz described the microbiomes in your gut as ‘pets’ that needed ‘feeding’ and ‘looking after’. This picture paints a thousand words and it’s one that has stayed with me weeks after listening. And let’s not forget the endless stories being told by celebrities plus other prominent figures and influencers who each have their gut story to tell. These are often full of emotion and sometimes heartbreak – it’s everything that a classic page turner needs.
It’s no surprise then, that’s it’s spurred us into action; with many now shunning all processed food and looking more closely at how food impacts our overall wellbeing. In fact, the Human Microbiome Market size was valued at USD 683.8 million in 2022 and is projected to reach USD 6.5 billion by 2032 [2].
What can we learn from its success?
The gut health ‘campaign’ is not a coordinated approach by one individual or brand, of course, I realise this, (although there have been some clear winners to come out of it) nevertheless, there is a lot we marketers can learn from its success.
Ultimately, I think there are two big key lessons we can take away from all this gut-chat – beyond just great research and storytelling:
1. The gut experts seized an opportunity.
Understanding where your audience is ‘at’ is crucial for determining whether now is the right time for your marketing campaign. And if now is the right the time, then framing it in the right way is imperative.
This is a BIG one, because as marketers we shouldn’t ever underestimate situational awareness during campaign development. Let me explain with a short side note –
I passed a newsagent’s recently where there was a poster in the window saying, ‘face masks sold here’. My initial thought was, ‘how odd, why would a newsagent be selling beauty products?’ But of course, the face masks on sale were face masks. You know the ones we used every day during the pandemic. Duh. Of course. That makes much more sense.
My situational awareness (thankfully) is no longer focused on the pandemic. Instead, it’s been one of self-care, hence the mental leap I made towards a hyaluronic serum mask rather than the COVID variety. While this poster would have worked brilliantly back then, three years later, a bit of extra detail would have helped hugely with my comprehension.
And yet though passed, the pandemic has been a good springboard for the gut health PR machine to rise from…
A landmark Mental Health in the Pandemic study showed that one year-on from the pandemic, the crisis had had a wide and deep emotional impact on UK adults.[3] Consequently, we are now - more than ever - looking at our health and habits and investigating how we can feel better.
*Gut microbiome enters the room*
It’s no surprise then that there has been a significant uplift in the consumption of prebiotics since the pandemic, and this rise after the COVID outbreak should not be underestimated. Commenting on the rise, Denisse Colindres, manager, nutritional communication, North America, for Beneo nutrition says, “COVID may be partially responsible [for the growth of the prebiotic market] as it brought to the forefront how prebiotics and digestive health are directly related to strengthening the immune system.” She notes that “whereas pre-COVID, in 2018, 43% of consumers in the Americas were extremely interested in prebiotics, the share increased to 61% in 2022.”[4]
2. Collaboration
Spector is at the forefront of the gut health debate, and yet despite being a leading voice, he will quite freely cite and discuss other experts’ data in his quest to put fibre at the top of our health agenda. An approach that is (and always has been) prevalent across the health sector.
On occasion, I have been dubbed a ‘bad freelancer’, solely because I recommend competitors to clients. So far, it’s put me in good stead. I have built a good network of agencies and freelancers – some of whom offer the same services as me - that will not only recommend me back but also support me as I have them. But this is still quite an unusual approach. There are still many brands that like to fly solo. They want to keep data to themselves and don’t want to seek the comradery or support of a complementary business in their own marketing efforts.
While yes, a collaborative approach might not be suitable in all situations, I saw huge success during my time marketing in logistics where likeminded experts came together to solve or discuss a wider industry challenge or topic. The outcomes of this collaboration have helped engage customers no end and benefitted all parties involved. And let’s not forget the unusual partnerships in the world of FMCG that have done tremendously well – ahem, an Aldi and BrewDog beer anyone?
Where next?
So, can we expect the popularity of our gut to rise? I believe so. But for its ‘marketing’ success to continue, the messages need to remain tight.
So far the ‘campaign’ has been largely authentic – with research at its core and passionate thought-leaders, each seemingly on a personal mission to improve education and awareness around the subject. The commercialisation of this science, however, is already happening and that makes room for dilution and confusion. Audiences have also enjoyed a constant flow of new and exciting data and expert insights, but can the emergence of “new” insight be sustained to avoid topic fatigue ?
For those brands operating in the wellbeing and health industry, the here and now marks a fantastic new opportunity for growth, but the question is, will they seize all that it has to offer? Let’s wait and see…
My gut says ‘yes’.
Did you find this article helpful? Let me know what you think by getting in touch.
Key takeaways
Look to own a topic rather than a product or service and set expectations that results may take time to materialise
Be consistent in your overarching theme but wide-ranging in topic and approach
Consider collaborating with third parties to validate your narrative
Research is invaluable but don’t forget stories are what really resonate with audiences
Always remember the focus should be on the customer benefit not the product or service
Your strategy should be both proactive and reactive. Adjust to the situation and piggy-back where you can.
More…
Want to learn more about gut health? I’m no expert but I’ve found these resources invaluable in my own personal health journey:
[1] Sourced: Forbes - https://www.forbes.com/sites/rodberger/2022/12/14/educating-the-healthcare-industry--one-gut-reaction-at-a-time/ citing: https://www.grandviewresearch.com/industry-analysis/microbiome-therapeutics-market[2] Sourced: https://www.gminsights.com/industry-analysis/human-microbiome-market [3] Sourced via: https://www.mentalhealth.org.uk/about-us/news/pandemic-one-year-mental-health-study[4]Sourced: https://www.nutritionaloutlook.com/view/are-prebiotics-ready-for-prime-time, citing: HealthFocus International. Trends Studies: 2018, 2022.