Fibre trends, healthcare in Zambia, and a very overdue conversation about death

From a fibremaxxing viral moment to a C-suite roundtable in Kenya, here is May at Woodrow

May brought celebration, but it also brought plenty of work. And the two rarely travel separately at Woodrow.

We helped PROPER SNACKS ride the "fibremaxxing" wave, a wellness trend clocking 160 million TikTok views. The fibre conversation was already building pace. The gap between what it deserved and how it was being told was wide open. We helped PROPER step into it, landing coverage in Campaign and The Grocer.

We also worked with Octopus Legacy, placing a story in The Sunday Times. Death is a subject most brands avoid, but Octopus Legacy is built on exactly that conversation, positioning itself to shake up the end-of-life industry the way Octopus Energy did to energy. The personal story of a founder who experienced the gap himself gave us the angle.

In Kenya, the team supported BIC East Africa and KEPSA in convening a high-level C-suite roundtable on counterfeit goods and illicit trade, with more than 40 leaders from across manufacturing, FMCG, healthcare and retail.

Joanne Gichana also represented Woodrow at Bupa Global's first African Intermediary Advisory Board meeting in Livingstone, Zambia, where strategic partners from across the continent gathered to discuss the future of healthcare and IPMI in Africa.

On the people side: Sophie Woollands was named one of PRWeek UK's People and Places Award winners. Since joining Woodrow in 2024, Sophie has brought precision and strategic clarity to campaigns across the portfolio. The judges called out her work for its evidence of real-world influence and outcomes. We are proud to work alongside her.

And of course, Woodrow Nairobi was named Africa Agency of the Year 2026 by PRovoke Media. The accolade belongs to the team that earned it.