Huel ‘Wet Pub’ Newsjack
Creating headlines by helping pubs re-open under tier two lockdown rules by serving nutritionally complete, substantial meals, made by simply adding water.
Huel is the world’s biggest complete nutrition brand.
Yet even with its popular range of powdered and Hot & Savoury meals, many people struggle to understand that Huel is real food. And more than that, it’s a complete meal that provides the body with all 26 essential vitamins and minerals it needs to thrive.
So we went on the hunt for creative ways to strategically communicate that Huel is food.
Opportunity struck when tier two lockdown restrictions meant pubs could only re-open if they were able to serve a ‘substantial meal’. This left many ‘wet pubs’ – those that only serve booze – in limbo and debate raged about whether or not a scotch egg would cut the mustard as a ‘substantial meal’.
Working in partnership with the team at Ask The Impossible, we seized this opportunity to hack the news agenda, providing Huel as a real food solution to pubs who were otherwise unable to reopen.
First the team set about finding a pub to front the campaign, landing on the aptly named ‘Who’d A Thought It?’ pub in Plumstead who were in need of assistance. And within 24 hours of the news breaking, we had armed the landlord with enough Huel Hot & Savoury to reopen his doors, organised a photoshoot, written a press release and were hitting the phones to news desks.
The results were well worth it. The agility at which the story was turned around helped us land 21 pieces of coverage across huge hitting national titles including the Mail Online, Independent, Metro, The Sun and The Mirror, and key lifestyle targets for the brand including Joe.
The messaging was clear – the ‘Who’d A Thought It’ pub was only able to re-open because it served a ‘substantial meal’, and that meal was Huel.
Who said Huel wasn’t real food?
This was a
Project for Huel