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Key Takeaways
- Enterogermina launches an unexpected campaign using toast to spark gut health conversations.
- MRM Spain and Ig Nobel laureate Robert Matthews helped in busting the myth with a lighthearted mockumentary.
- The campaign uses humor, science, and social media to shift public perception around probiotics.
Most people wouldn’t think toast could teach them about probiotics... until now.
Leading global probiotic brand Enterogermina has teamed up with Ig Nobel-winning physicist Robert Matthews to challenge Murphy’s Law and spark new conversations around gut health.
Developed by MRM Spain, the campaign reimagines one of life’s most relatable everyday mishaps (like dropping toast) to unpack myths about the so-called "five-second rule."
Dubbed "The Anti-Murphy’s Law Toast," the short film centers on an offbeat but oddly compelling question: Can we control the way toast falls... and if we could, should we still eat it?
"This innovative activation embodies our commitment to turning conventional wisdom on its head," shared Enterogermina Global Brand GM Ségolène de Marsac.
"Just as we are challenging the laws of gravity, we are also challenging common misconceptions about gut health through this unexpected mockumentary."
The campaign officially launched in Brazil with a premiere at São Paulo’s Le Pain Quotidien bakery, attended by over 40 influencers.
A 360° media plan rolled out via WMcCANN, with the full mockumentary airing on the Discovery Channel.
Additional amplification came through Spark’s influencer network and Monks’ digital strategy, all aimed at boosting engagement through playful, educational content.
“The Anti-Murphy's Law Toast campaign isn’t just original, quirky and entertaining; it’s also a clever way to highlight the importance of gut health and spark conversation around it," MRM Spain Chief Creative Officer Felix del Valle told DesignRush.
Overall, the playful mockumentary entertains by tapping into internet-friendly humor and virality, all while making probiotics part of the scroll-worthy conversation.
Can They Toast to It?
The 10-minute short film documents a team of scientists and bakers led by Matthews, whose original research found that toast tends to land butter-side down.
It starts in the kitchen of Michelin-starred chef Nuño García, where the prototypes are born. Matthews and his team test variables like weight distribution, butter viscosity, and drop height to engineer a version of toast that flips the odds.
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The process is shown with dramatic flair and a wink to classic science documentaries, complete with voiceover narration and slow-motion toast falls.
Along the way, microbiology researcher Simon Baines weighs in on the risks of eating food off the floor — even if it’s under five seconds.
His expert take serves as a grounding reminder of the campaign’s ultimate message: gut health matters, and probiotics play a key role in protecting it.
After dozens of tests and minor kitchen chaos, the final prototype succeeds — butter-side up about 75% of the time, compared to only 37% with conventional toast.
The result is celebrated like a moon landing, all set to triumphant music and lab footage.
The Anti-Murphy’s Law Toast proves that when brands embrace weird ideas backed by real science and smart storytelling, the message sticks.
Meanwhile, Chili’s Grill & Bar launched a cheeky “Fast Food Financing” event, unveiling a burger that won’t break the bank.
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