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Huel, the world’s number one nutritionally complete food brand, has launched its first ever global brand campaign. ‘EVERY FIRE NEEDS ITS FUEL’, created by ARK Agency, will run in the UK and the US from January 1st. The campaign heroes 60” and 30” films that will run across Connected TV, BVOD, streaming sites and YouTube along with social shorts (15” and 10”s) and ambassador activations. The film was directed by Phoebe Arnstein through Magna Studios.

Mat Goff, co-founder of ARK Agency said, “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”.

Ali Gibbons, global brand director at Huel said, “Every day at Huel we are inspired by the remarkable drive and energy of the people in our global community. We are excited to bottle their approach to life and put it out into the world and celebrate the role Huel plays in fuelling the fire that burns within them.”

Phoebe Arnstein, who directed the campaign said, “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.

The AV is set to ‘When a Fire Starts to Burn’ by Disclosure and features the voice of UK rapper Outlaw the Artist. The editing was done by Rich Woolway at STITCH and the sound design was done by Sam Ashwell at 750mph.