By John McCarthy

Huel is leaning on performance marketing and word-of-mouth following its experimental forays into TV and OOH at the end of 2018.

Huel is a meal replacement product, available in powder, bar and drink formats. It has now sold more than 45 million packets but has bigger goals of taking over the convenience market. In 2018, £40m in revenue and 185% year-on-year growth attracted a £20m investment from investor Highland Europe.

That same year it debuted its first-ever TV campaign. London creative agency And Rising developed an ad introducing the product and its category “fast-paced and the health conscious” UK citizens.

The campaign Read full story ›

Source: The Drum