Biotiful Kefir & Gut Health

Contexualising the benefits of Kefir to a health conscious audience.

Task

Market leading kefir brand, Biotiful approached Platform13 with a challenge - how to contextualise fermented milk product, Kefir for a contemporary health-conscious audience.

Approach

Decomplexifying this innovation category for consumers through a deep unpacking of the sector and opportunity for the brand to own across marketing and comms was essential.

Output

Through this, we identified the relevant cultural territories and most impactful messaging, playing into the initial shock that the prospect and tase of fermented milk conjured, if unaware of its benefits on gut health which has a direct connection to both physical and mental health.

We brought this to life through a multichannel campaign “Don’t Fear It, Kefir It”.