Enterogermina engineers a toast that lands butter-side up — El Ojo 2025 Grand Prix

Enterogermina, the leading probiotic brand, had launched its global platform 'It Will Happen' — the idea that microbial risks are inevitable in daily life. But gut health is invisible and hard to dramatize without fear or clinical lectures, so the brand needed a cultural, shareable way to talk about the '5-second rule' and hygiene myths.

Engineer a real toast that always lands butter-side up and film the attempt — the experiment becomes the brand's proof that invisible risks deserve attention.

MRM Spain enlisted physicist Robert Matthews — the 1996 Ig Nobel winner who proved toast falls butter-side down — and master baker Nuño García to engineer a toast that lands butter-side up, which succeeded in 75% of tests versus 37% for normal toast. The process became a mockumentary that premiered on Discovery Channel, with 40+ KOLs at a São Paulo screening at Le Pain Quotidien, influencer kits, and the toast itself served at the bakery.

The campaign drew 4.4 million views across YouTube and Discovery, an 86% engagement lift, 91% positive sentiment, a +8.6% sales lift versus the same period in 2024, and 700+ earned-media appearances in 10+ countries. It won El Ojo 2025's Gran Ojo Salud & Pharma plus seven more El Ojo metals, a Gerety shortlist and an LIA Bronze.

Everyone knows Murphy's Law as 'anything that can go wrong, will go wrong' — and its most famous everyday proof is toast landing butter-side down. Enterogermina, the leading probiotic brand, wanted to use that universal joke to make its platform 'It Will Happen' — microbial risks are inevitable — tangible, without scaring or lecturing anyone.

MRM Spain brought in physicist Robert Matthews, who won the 1996 Ig Nobel Prize for proving that Murphy's Law really does apply to toast, and master baker Nuño García. Together they engineered a new kind of toast designed to land butter-side up: in tests it did so about 75% of the time, versus 37% for conventional toast. The quest was filmed as a mockumentary that premiered on Discovery Channel and screened for more than 40 KOLs at Le Pain Quotidien in São Paulo, where the toast itself was also served.

The idea turned a probiotic's invisible health message into something people could see, eat and share. The campaign generated 4.4 million views, an 86% lift in engagement, 91% positive sentiment, a +8.6% sales lift versus 2024 and 700+ earned-media appearances across 10+ countries — and at El Ojo de Iberoamérica 2025 it won the Gran Ojo Salud & Pharma, with a Gerety shortlist and an LIA Bronze in Branded Content Documentary Short Film to follow.

The toast made an invisible health claim physically testable — sceptics could watch the experiment and verify the result.

Hiring the actual scientist behind the Murphy's Law research gave the joke authority: the campaign was science, not pseudoscience.

The mockumentary and bakery activation gave journalists, influencers and customers something to experience and share, earning 700+ media mentions.

It connected the playful '5-second rule' to the serious probiotic message without didactic or fear-based health communication.

For an invisible benefit, make the metaphor physical: build an object that visibly defies a famous rule — and let the experiment itself be the ad.

The campaign ran in Brazil from April 2025: the documentary aired on Discovery Channel, the toast was available at Le Pain Quotidien, and influencer kits put the prototype into hands across the market. Results beat targets — social impact surpassed projections by 21% within two days — and the work went on to win El Ojo 2025's Gran Ojo Salud & Pharma plus seven more El Ojo metals, a Gerety shortlist, and a Bronze at the London International Awards for Branded Content Documentary Short Film.