HUEL

Industry: Food

 

Services: PR, influencers

 

Partner’s goals:

The Huel brand was founded in 2015 with a mission to make nutritionally complete, convenient, affordable food with minimal impact on animals and the environment. Our partner came to us when launching on the Polish market. Huel needed more than activities aimed at building brand awareness. They needed knowledge about the specificity of Polish clients and Polish media, how to communicate, what values to present, and what to avoid.

 

Challenges:

This was the first product of this type on the Polish market. Huel meals are made from plant-based ingredients like oats, rice, flaxseed, coconuts, and sunflowers, and come in a powder. This concept might seem a little controversial to many Poles. We had to highlight the benefits of nutritional powered food in all our activities. How? Through PR activities (including media relations and product publications in trade media) as well as involving appropriate influencers.

 

Implementation:

• Planning content and sponsored articles

• Localising material to the Polish market

• Conducting media relations with consumer and trade media

• Organising cooperation with influencers

• Supporting our partner by providing expertise

• Managing taste tests and creative send-outs

 

Results:

• Almost 100 product and contextual publications in top-tier media within the first 6 months of the campaign.

• 160+ PR pieces in top-tier media in 2020.

• Total circulation: 34 793 450 in only one month (January 2020).