Oh, almighty holiday! Your days are finally here and people cannot wait to hop on a plane, train, or car and go straight to the seaside or anywhere else where tranquility is part of the landscape to recharge their batteries. It is enough to just imagine yourself on a beach, with a cocktail in hand, that your body starts sending you signals of excitement and emotions. A few days are left and this dream of yours will finally come true.

However, for the 13 million people in the UK living with gut issues, this dream is a nightmare and the emotions they experience are not the most positive ones. For them, holidays are just a reason to worry more and, well, relax less. But not if they are planning to go to Lootopia this year, a place where the concept of “gippy tummy” doesn’t exist and where one’s bowels feel safe.

Welcome to Lootopia, a destination probiotic brand Symprove designed with the help of Lucky Generals agency to meet the needs of those whose travel itinerary is indirectly planned by their guts. Usually, holidays are associated with fun and relaxation; still, not all people share the same view regarding vacations.

According to an Atomik Research survey, one in four people confessed they had canceled their holiday abroad and/or been worried about traveling in the past because of gut health or general concerns about using the facilities. Of those who actually had canceled their vacation beyond the seas, the average amount of times they had made such a decision due to gut health or general toilet concerns was nine times.

The same survey found that 51% (one in two) people said at least one time they had been anxious about using the toilets on journeys abroad, having concerns over the toilet conditions and holiday poo. 26% (roughly one in four) stated that they had stopped themselves from using the toilet abroad, a choice they had made due to embarrassment or fear of what their experience was going to be like.

Because no one wants to have a shitty holiday nor do they want to be the party pooper who is responsible for ruining their and their companions’ vacation plans, Symprove lists Lootopia as a top vacation destination, where “all your worries and anxieties will flush away.” While here, travelers have their own private toilet next to their sunbed, on top of the mountains, and even amongst ancient ruins.

Sounds too good to be true, right? That’s because Lootopia is a fictitious place. Despite being only imaginary, the unreal destination has an equivalent in reality: The #ItTakesGuts holiday hub, which people can use as a trustful source to get advice on gut health, all delivered by doctors and experts.

“Going on holiday isn’t as simple as it should be for the 13 million living with gut health issues. Our latest campaign with Lucky Generals again uses humor to break down gut-health taboos. Lootopia might only be a destination in our gut-dreams but luckily the Symprove team is here to offer real-world gut health solutions this Summer and all year round,” says Sophie Muller, Head of Brand at Symprove.

Lootopia is also supported by English TV presenter, Lisa Snowdon — from whom the audience learns that this place isn’t exactly a real destination upon watching the spot — using her social media to promote Symprove’s campaign. Prior to walking the audience around this imaginary place, the TV presenter went to Shitterton, interviewing passers-by about their poo in a bid to help the nation understand that it is nothing wrong to talk about gut health and that this subject shouldn’t be a taboo one.

Credits:

Client: Symprove

Agency: Lucky Generals