Valio unveils Lick-hiker’s Guide to Inner Strength with travel presenter Ian Wright


International travel presenter Ian Wright is on a mission to seek out and lick the dirtiest locations in Europe for The Lick-hiker’s Guide to Inner Strength, a campaign that promotes the virtues of Gefilus, a good bacteria product range by dairy giant, Valio.

Our 25-minute documentary sees Wright’s tongue come into contact with places that harbour bad bacteria – all in the name of testing immunity, gut health, and science. These include a metro station, public toilet, telephone, kindergarten, river, €10 note, bronze statue and Tottenham Hotspur FC.

Valio commissioned hasan & partners to demonstrate the power of Gefilus, which contains the friendly Lactobacillus rhamnosus GG and vitamins. Lactobacillus rhamnosus GG is the world’s most researched lactic acid bacterium and its qualities have since been scrutinized in more than 800 scientific studies globally.

The Lick-hiker’s Guide to Inner Strength will initially air on Finland’s Nelonen TV channel, prior to broadcast on Valio’s YouTube channel when it will be seeded to a global audience. It is supported by an international social media, PPC and PR campaign by The Honey Partnership.

Armed with bottles of good bacteria and a luminometer to count germs, the two-week tongue tour of Europe tests Wright’s taste buds and nerve to the limit. Viewers will find out if he survived the ordeal without contracting any stomach bugs and where in the world is the location with the worst bacterial score.

Jussi Lindholm, COO of hasan & partners, comments: “Good bacteria in Gefilus products has been carefully studied and people believe in it. But seeing is believing, so the documentary is both educational and fun, designed to physically draw attention to the link between the gut, our inner strength, and our wellbeing. World traveller Ian Wright has experienced many challenges and Gefilus was probably the weirdest.”

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