How Gut Wealth secured 10 pieces of media coverage and sold out its initial stock order
How Fair PR combined founder storytelling, expert commentary, customer case studies and product-led PR to support the launch of a new Scottish gut-health brand
At a glance
Client: Gut Wealth
Founder: Gemma Stuart, MSc
Location: Scotland
Campaign length: Six months
Campaign type: Product PR, expert commentary and real-life storytelling
Media coverage: 10 published articles and features
Commercial result: Gut Wealth sold out its initial stock order
Campaign status: Completed
Meet Gut Wealth
Gut Wealth is a Scottish digestive-health business founded by Gemma Stuart, MSc.
The company provides evidence-led gut-health products and education for people who want to understand their digestive wellbeing and make more informed choices.
The brand grew from Gemma’s own experience of living with irritable bowel syndrome. That personal experience led her to study digestive health more closely and create a business focused on making gut-health information easier to understand.
When Gemma came to us, she was preparing to launch Gut Wealth into the postbiotic supplement category.
She had placed an initial stock order and wanted a focused PR campaign that could:
— Introduce the new brand to consumers
— Test how the product and story would be received
— Build credibility around the launch
— Position Gemma as a knowledgeable gut-health spokesperson
— Generate visibility for the initial product run
— Support product sales
The objective
Gut Wealth was a new business entering a busy and increasingly competitive wellness market.
The initial campaign needed to do more than simply announce that another supplement had launched.
Consumers are naturally cautious about digestive-health claims, while journalists need credible information, relatable stories and a clear reason to feature a new product.
Fortunately, Gut Wealth had several strong PR assets from the beginning:
— A founder with a genuine personal connection to the problem
— Relevant specialist training and gut-health knowledge
— A clear consumer need
— An accessible new product
— Customers willing to discuss their experiences
— A subject regularly covered by health, lifestyle and national media
Our task was to bring those elements together into a credible six-month launch campaign.
The PR strategy
The campaign used three complementary routes:
— Founder and customer storytelling
— Expert-led gut-health commentary
— Product-focused media pitching
This allowed us to present Gut Wealth as more than a supplement brand.
It became a business with a credible founder, a meaningful reason for existing, useful consumer knowledge and real people behind the product.
Telling Gemma’s story
Gemma’s experience with IBS gave the business a strong and authentic founding story.
Rather than relying only on product claims, we helped explain how her own digestive-health struggles led to a new career and the creation of Gut Wealth.
This resulted in coverage including a substantial feature in The Times exploring how irritable bowel syndrome helped shape Gemma’s new professional direction.
Her personal story made the brand easier to understand and gave journalists a human route into a potentially technical subject.
It also helped explain why Gemma had invested so heavily in understanding digestive health rather than entering the category simply because it was commercially fashionable.
Sharing real customer experiences
Gut Wealth also had customers who were willing to speak publicly about their experiences.
Real-life stories helped turn gut-health issues into relatable human experiences rather than abstract health topics.
One customer story was featured by The Scottish Sun, giving the campaign another way to discuss digestive symptoms, embarrassment and the effect gut problems can have on everyday life.
These stories were handled carefully and centred on the individuals’ experiences rather than making unsupported medical promises about the product.
Positioning Gemma as a gut-health expert
Alongside the founder story, we positioned Gemma as a useful source for health and lifestyle journalists.
Gemma’s background included:
— An MSc in Strategic Science Communications from the University of Stirling
— A BSc in Business Management from the University of Stirling
— Completion of the University of Michigan’s IBS Management Programme
— Membership of the GI Institute
Her areas of expertise included:
— Gut health and digestive wellbeing
— IBS management and lifestyle interventions
— The gut–brain connection
— Evidence-led digestive-health education
— Translating gut science into accessible language
This gave us several expert-commentary routes.
Gemma contributed to coverage about:
— Stool urgency and possible warning signs
— The relationship between porridge and digestive health
— Food and drink choices associated with bloating
— IBS and intimate relationships
— Changes in stool colour people should be aware of
Her insight appeared across publications including Daily Express, Express.co.uk, Daily Mirror, Manchester Evening News and Giddy.
Promoting the product
The campaign also included direct product-led PR.
Gut Wealth was introduced to relevant health, lifestyle and consumer journalists as a new entry within the postbiotic supplement market.
The product received dedicated coverage through Take a Break, giving the brand a more direct consumer-product feature alongside the founder and expert-led activity.
This combination was important.
A campaign focused only on the product could have struggled to distinguish Gut Wealth from other supplements.
By combining product PR with Gemma’s story and expertise, we gave journalists several different reasons to feature the business.
The results
During the six-month campaign, Gut Wealth secured 10 pieces of published media coverage.
The coverage appeared across national, consumer, lifestyle and regional media, including:
— The Times
— Daily Express
— Express.co.uk
— The Scottish Sun
— Daily Mirror
— Manchester Evening News
— Take a Break
— Giddy
The campaign included:
— A founder-profile feature
— A customer real-life story
— Expert commentary
— Consumer health advice
— Digestive-health features
— Product coverage
Most importantly, Gut Wealth sold out its initial stock order during the launch period.
PR should not be presented as the sole cause of sales, but the campaign gave the new business credible national visibility while consumers were first discovering and evaluating the product.
It helped Gut Wealth test its positioning, strengthen trust around the launch and build a public foundation for the brand.
You can view Gut Wealth’s published articles in our Media Coverage database, alongside hundreds of other articles secured for our clients across a wide range of industries, sectors and areas of expertise.
What happened in six months
| Campaign measure | Result |
|---|---|
| Campaign length | Six months |
| Published coverage | 10 articles and features |
| Core strategy | Founder storytelling and expert-led PR |
| Additional routes | Customer stories and product PR |
| Leading publication | The Times |
| Other coverage | Daily Express, The Scottish Sun, Daily Mirror, Take a Break and others |
| Primary objective | Launch and test the new brand |
| Commercial result | Initial stock order sold out |
| Campaign status | Completed |
Why the campaign worked
The founder had a credible reason for starting the business
Gemma’s experience with IBS gave Gut Wealth a meaningful origin story.
The company was not built around an invented marketing problem. It came from an issue the founder understood personally and had taken steps to study properly.
The campaign offered several media routes
We were not dependent on one announcement or one product pitch.
The campaign could move between:
— Gemma’s founder journey
— Customer experiences
— Gut-health education
— Timely consumer advice
— Product features
This created a broader and more sustainable launch campaign.
The expertise was accessible
Gut health can become technical very quickly.
Gemma’s science-communications background helped her explain digestive-health subjects in language suitable for mainstream readers.
That made her easier to position as a media source.
The product had a wider story behind it
Journalists were not simply being asked to feature a supplement.
They were being introduced to a founder, a personal mission, a consumer problem and a business trying to make digestive-health knowledge more accessible.
What Gemma said
“Happy with the service. They are really receptive to new ideas, and they helped me secure coverage!”
Quotation lightly edited for punctuation.
About Gemma Stuart
Gemma Stuart, MSc, is the founder of Gut Wealth and an IBS specialist.
She is a graduate of the University of Michigan’s IBS Management Programme and a member of the GI Institute.
Gemma writes and speaks about digestive health, IBS management, the gut–brain connection and evidence-led approaches to digestive wellbeing.
Her wider recognition includes:
— Med Tech & Health Tech of the Year at the Scotland Awards 2024
— Scottish EDGE Prize winner
— Entrepreneur-in-Residence at Heriot-Watt University, Edinburgh
Her commentary and work have appeared across publications and platforms including The Times, Women’s Health, Men’s Health, BBC Radio, Stylist, The Herald, The Scotsman, Daily Record, Daily Mail and Daily Mirror.
The outcome
Gut Wealth began the campaign as a new Scottish digestive-health brand with an initial product order and a strong founder story.
Six months later, it had:
— Secured 10 pieces of media coverage
— Appeared in national publications
— Established Gemma as a credible gut-health spokesperson
— Shared both founder and customer stories
— Earned direct product coverage
— Sold out its initial stock order
The campaign gave Gut Wealth an effective way to launch, test its appeal and build early credibility through independent media coverage.
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