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pH’ing good food to help Gen-Z avoid a heartburn hangover

Gaviscon
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Content / Talent / Advertising

Gaviscon wanted to target a younger audience, so we did some digging, and it turns out young people get heartburn just as much as their parents, except they get it from eating something greasy on a big night out.

To show them how Gaviscon could help, we didn’t make them an ad, we made them a burger.  We turned the brand from day to night, taking inspiration from late-night takeaway joints.

Then, we parked a food truck outside some of the UK’s biggest clubs, serving late-night food—kebabs, burgers, and fried chicken—all specially designed by top chef Max Halley to be pH-neutral, helping them avoid a heartburn hangover.



The results
💸 73% of Gen Z were more likely to buy.
✅ 70% shift in positive sentiment towards the brand.
🔓Led to winning the rest of the Reckitt portfolio.
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THE END © TOM MANNING 2026