Gut Punch

ARK Agency has partnered with ethical nutrition and supplement brand DR.VEGAN® to launch the bold and awareness-driven *Gut Punch* campaign, tackling the gut health crisis head-on. The campaign highlights the shocking reality that 60% of Brits struggle with gut health issues.

The striking creative execution, featuring a visceral visual metaphor of a fist in intestine form, is designed to be impossible to ignore—provoking conversation and shifting consumer awareness around the vital role gut health plays in overall wellbeing. Launching across London, the campaign encourages action and education on a topic often overlooked.

“Modern diets are filled with ultra-processed foods that negatively impact gut health, yet awareness and education on the topic remain critically low,” said Gordon Lott, Co-Founder of DR.VEGAN. “Our gut is the control centre for our physical and mental health, yet there is a glaring gap in education and understanding. Through this campaign and our new *Gut Health* online hub, we aim to empower people with knowledge and practical tools to improve their health.”

Looking more closely at public healthcare education, DR.VEGAN conducted a 300-person survey revealing that nearly nine in ten (86%) respondents expect GPs to be trained in nutrition, with 89% believing they should offer personalised nutrition advice as an alternative to medication. However, GPs receive less than two days of nutrition training at medical school and aren’t qualified to give personalised nutrition advice unless they undergo specialist training.

A key element of the campaign is the launch of DR.VEGAN’s interactive *Gut Health* online hub, developed with expert nutritionists. The hub provides a deep dive into gut health, covering common issues, dietary impact, and actionable steps for consumers. It also includes engaging content such as gut health indicators, the effects of different foods, and the importance of targeted probiotics.

Shona Wilkinson, Registered Nutritionist at DR.VEGAN, reinforces the significance of this initiative: “Gut health is responsible for 70% of our immune system and directly affects mood, energy, sleep, skin, and overall wellbeing. The more we educate ourselves on this topic, the better equipped we are to make choices that support our health.”

ARK Agency used bold visuals and a strategically crafted messaging approach to translate a complex health issue into an engaging and action-driven campaign.

“We knew this campaign had to be more than just eye-catching—it needed to spark real conversation and action,” said Mat Goff, Co-Founder of ARK Agency. “By combining striking creative with powerful educational content, we’ve created a campaign that challenges perceptions and drives real engagement.”

With DR.VEGAN’s commitment to empowering consumers through education and ARK Agency’s creative leadership, *Gut Punch* is set to leave a lasting impact on public awareness surrounding gut health.

Mike Wilton, Co-Founder of ARK Agency, added: “Bold creative storytelling can drive real change. By making gut health a topic that demands attention, we hope to inspire action and help consumers take control of their wellbeing.”