Probiotic brand Enterogermina is challenging physics in its latest campaign: The Anti-Murphy’s Law Toast.
The brand has launched its own specially engineered toast as part of a campaign that challenges the famous Murphy’s Law which states that “anything that can go wrong, will go wrong” and invites the public to reflect on a major myth in a bid to educate consumers about gut health: is it acceptable to eat something that has fallen on the ground, even if it’s for less than five seconds?
Created by MRM Spain, the campaign saw Enterogermina collaborate with physicist Robert Matthews, who was awarded the Ig Nobel Prize in 1996 for his study proving Murphy’s Law applied to toast.
This short documentary–directed by Diego Herrero via production company Carino Contents–was created as part of the campaign, showing Matthews working with a team of scientists and bakers to design a specially engineered toast, in an attempt to defy this theory.
The short film dives into the scientific research behind the concept, the creation of the first prototypes in the kitchen of 12 Michelin-starred chef Nuño García, and features insights from microbiology researcher Simon Baines.
The prototype toast was a success, landing butter-side up about 75% of the time, as opposed to only 37% of the time when using conventional toast.
The campaign launched in Brazil, with an exclusive screening of the documentary at Sao Paolo’s famous Le Pain Quotidien bakery. The 360° media strategy, led by WMcCANN, includes the documentary premiere on Discovery Channel.
The campaign also features influencer amplification in partnership with Spark and a digital strategy led by Monks, focusing on social media engagement.
