On one hand, there’s a trend of letting go of processed foods for optimal nutrition. One the other hand, there’s an explosion of nutritional powders, shakes and bars.
Huel, “the world’s number one nutritionally complete food brand”, is capitalising on this global trend. The brand was begun in 2015. This is its moment to star and the brand has launched its first ever global brand campaign, Every Fire Needs it Fuel, created by UK agency, ARK Agency, that launched in the UK and the US on January 1.
The campaign leads with 60-second and 30-second commercials, directed by Phoebe Arnstein through Magna Studios, that will run across connected TV, BVOD, streaming sites and YouTube along with social shorts and ambassador activations.
Phoebe Arnstein commented, “What I loved most about this idea was the exploration of commitment and resilience in a grounded yet unexpected way. I like to make work that makes you feel something, that is recognisably real. This visceral portrayal of what 24 hours across the Huel community looks and feels like was a challenge, but fun to make.”
Mat Goff, co-founder of ARK Agency, stated, “Huel is a phenomenal British success story and has achieved incredible growth across the last nine years. Now is the time to take Huel to the next level here and in the US and elevate the brand into the collective consciousness.”
Mike Wilton, co-founder of ARK, added, “Every Fire Needs Its Fuel is an anthem to Huel drinkers everywhere. An anthem to everyone who has a fire burning inside them that pushes them to achieve and be more. Huel is for those looking for the fuel keeps them pushing towards their goals and the opportunities they crave.”
The commercials are underscored by the driving beat of track, When a Fire Starts to Burn, by Disclosure and features the voice of UK rapper, Outlaw the Artist.
Credits
Client: Huel
Brand Director: Alistair Gibbons
Creative Agency: ARK Agency
Co-founders: Mat Goff & Mike Wilton
Agency Producer: Hannah Needham
Production: Magna Studios
Director: Phoebe Arnstein
Executive Producer: James Sorton
Head of Production: Alistair Payne-James
Producer: Matt Posner
Production Manager: Anoushka Abel
1st AD: Isusko Garcia
Director of Photography: Spike Morris
1st AC: Lou Macnamara
Post Production & VFX: Selected Works
Colour Grading: Nielsan Bohl
Producer: Pete Hodsman
Head of Production: Kate Ryan
Editing: Stitch London
Editor: Rich Woolway
Edit Assistant: Luke Anderson
Producer: Maggie McDermott
Sound: 750mph
Sound Engineer: Sam Ashwell
Sound Producers: Olivia Ray 7 Carla Thomas
Music: Twenty Below Music
