HUEL

Key Results

1.7 M

TOTAL VIEWS

65 %

VIEW TO SUBSCRIBER RATIO

35 K

ENGAGEMENTS

EXPERTISE & SERVICES

B2C, Ecommerce, Influencer Marketing

BACKGROUND

Reaching an audience Huel had never targeted before.

Huel is a nutrition brand built on convenience, selling complete meals to a customer base that returns to the product daily. That loyalty carried the brand through its growth across the UK and US, but launching two new products, Black Edition and Hot & Savoury, called for a different kind of attention: tech and active lifestyle audiences Huel had never spoken to directly.

CHALLENGE

Expanding into the tech space to promote brand new product flavours.

Every influencer needed confirming and every video turned around within weeks, with no room to lose the authenticity of talent who hadn’t yet tried the new flavours. Tapping into tech audiences added a second layer of risk, Huel had never run a campaign there, and the wrong fit would read as forced rather than discovered. Tech was new ground, and there was no time to find firm footing.

OUR APPROACH

"A tech audience doesn’t care who else uses a product. They care whether the person showing it actually does. So we built the campaign around real users first, tech reach second."

EXISTING FANS FIRST

We reached out to influencers on both sides of the Atlantic who already used the product daily, so it sold itself through people already living it.

A NEW AUDIENCE IN TECH

Alongside active lifestyle talent, where Huel fit naturally, we moved into tech influencers for the first time, pairing the brand with a heavily engaged audience it had never reached.