Description
Huel, the world’s #1 nutritionally complete food brand, launches its brand OOH campaign across the UK today. Created by creative partner ARK Agency, *Every Fire Needs Its Fuel* will light up hero locations in London and the Northwest—fuelling ambition on the streets.
Mike Wilton, Co-Founder of ARK Agency, says: “This campaign is a rallying cry for anyone with the fire to go further. Huel has always been about fuelling ambition, and now we’re making that message loud and clear across the streets, subways, and buildings of the UK and beyond.”
*Every Fire Needs Its Fuel* has been directed by Phoebe Arnstein of Magna, in partnership with ARK Agency.
Founded in 2015 in the UK, Huel is popular among busy professionals, athletes, and anyone looking for a quick, healthy, and sustainable way to eat. The brand promotes plant-based nutrition with a strong focus on sustainability and minimal food waste. Huel has grown into a global brand, selling millions of meals worldwide and expanding into new markets, including the US and Europe.
Alistair Gibbons, Global Brand Director at Huel, said: “We set out to create something that truly resonates with a generation that refuses to settle. *Every Fire Needs Its Fuel* is more than a campaign—it’s a mindset, and Huel embodies that spirit.”
The OOH campaign will start in London and the Northwest, with plans to expand across the UK and US as we move deeper into 2025.
Mat Goff, Co-Founder of ARK Agency, added: “OOH is one of the most powerful tools in building brand fame—it’s bold, unmissable, and drives real cultural impact. With *Every Fire Needs Its Fuel*, Huel is making a statement in the most high-impact way possible, taking over streets and cities to inspire a generation that refuses to settle. This campaign isn’t just about visibility; it’s about fuelling ambition at scale.”
This professional campaign titled 'Every Fire Needs Its Fuel' was published in United Kingdom in January, 2025. It was created for the brand: Huel, by ad agency: ARK Agency. This OOH Outdoor medium campaign is related to the Retail Services industry and contains 5 media assets. It was submitted 7 days ago.
Credits
Client: HUEL
Global Brand Director: Alistair Gibbons
Creative: ARK Agency
Co-Founder: Mike Wilton
Co-Founder: Mat Goff
Creative Director: Jonty Harbinson
Agency Producer: Hannah Needham
Director: Phoebe Arnstein
Executive Producer: James Sorton
Head of Production: Alistair Payne-James
Producer: Matt Posner