HUEL
Sector: Nutrition, Health Tech, Lifestyle
Services: Creative Strategy, Campaign Concept Development, Social Impact Visioning
Fueling the World—Body, Mind, and Mission.
Not just a global food brand—Huel became a movement with heart, purpose, and power.
Vision:
To elevate Huel’s global identity from fueling daily performance to fueling global dreams, impact, and inner transformation. The challenge was to craft campaigns that resonated universally—across lifestyles, causes, and callings—while remaining deeply human and brand-aligned.
APPROACH
In 2021, we developed and pitched two bold, soul-rooted campaign concepts that redefined what it means to be a Hueligan.
CAMPAIGN CONCEPTS
Concept I: Purpose Beyond Fuel
Partner Huel with mission-aligned food-tech innovators like Eat JUST, tackling global hunger while expanding Huel’s ambassador network and presence.
→ “Fueling the stomachs and dreams of more than 4M people worldwide.”
Concept II: The Warrior Within
Position Huel as a global force: each bottle tells a story—not just of nutrition, but of purpose, perseverance, and identity.
→ “Every bottle is a sign. A signal to the creative, the athlete, the full-time parent, the activist, the dreamer—it’s time to rise.”
This approach blended visionary strategy with grounded social storytelling, turning Huel into more than a lifestyle—it became a movement of modern-day warriors.
IMPACT
The campaign received direct recognition from Huel on LinkedIn, praised as “brilliant,” “amazing,” and “inspiring.”
Strengthened emotional resonance between the brand and its community, expanding its relevance across sectors and identities.
Positioned Huel as a forward-thinking brand capable of driving cultural momentum and human connection, not just sales.
