Yakult is on a mission to transform gut health with the launch of a new influencer campaign, the Yakult Gut Love Breakfast Club, marking 90 years of friendly bacteria and gut health expertise since 1935.
Quiet Storm, Yakult’s strategic and creative partner for the past decade, has developed the campaign to bring gut health to life for both consumers and food influencers. The work featured six gut-friendly breakfast recipes alongside an event, all designed to encourage healthier habits and to show how simple everyday choices can support digestive wellness.
The aim is to place the Yakult brand at the heart of a healthy breakfast, bringing accessible recipes to a wider audience and encouraging healthy eating habits.
The Gut Love Breakfast Club debuted with an intimate activation at Nue Ground Café in Clapham, London, known for its healthy, sustainable menu and community focus, where influencers, consumers, and journalists gathered to try a gut-friendly breakfast buffet.
Featuring a panel discussion, “Gut Health Uncovered”, spans everything from diet to ageing to exercise. The host was award-winning nutrition scientist Dr Emily Prpa PhD, who discussed key gut health topics, practical tips, and the science behind the role of the gut microbiota. It also marks the first influencer-driven brand activation for Yakult by Quiet Storm, in aid of Guts UK, the only UK charity funding research into the whole digestive system.
Dr Emily Prpa was also interviewed by Zoe Mallett, known for her engaging interviews and collaborations with brands such as Snapchat and Channel 4.
As part of the campaign, Yakult and Nue Ground collaborated to develop six standout breakfast recipes – all made gut-friendly and packed with plant points. The dishes were brought to life through vibrant still photography and engaging Instagram Reels, shared across Yakult’s digital channels to showcase simple, everyday ways to support gut health.
Reshma Patel, Marketing Manager at Yakult, said: “There is so much science behind Yakult, and we’re delighted to celebrate 90 years as the gut health experts this year. We believe that good health starts with your gut, so as your secret wellness sidekick, we’re on a mission to start as many positive conversations and healthy habits as we can – starting with The Gut Love Breakfast Club.”
“Yakult is the OG when it comes to gut health, and we’re so proud to have been working on a global icon for a decade. Yakult started the gut health conversation, and the Gut Love Breakfast Club has been created to amplify this through partnerships, social content and cultural collaborations from the leading voices today,” adds Rob Mathie, Senior Account Director, Quiet Storm. “As we celebrate ten years together, and Quiet Storm’s own 30-year anniversary, it’s also exciting to look back at how our creative partnerships have evolved beyond TV advertising into social and cultural partnerships and events, reflecting the dynamic media landscape today.”
