Huel — Launching Plant-Based Complete Nutrition in China
INTRODUCTION
Huel is a nutritionally complete food brand, designed to provide a perfect balance of all 26 essential vitamins and minerals, protein, essential fats, carbohydrates, fibre, and phytonutrients in every meal. Made from plant-based, sustainable ingredients such as oats, peas, rice, flaxseed, coconut, and sunflower, Huel is available in three convenient formats: Powder, Ready-to-Drink, and Bars.
BRIEF
After achieving significant success in the UK and European markets, Huel sought to expand into the Chinese e-commerce market, requiring a tailor-made marketing and PR strategy to establish brand presence and awareness in mainland China.
SOLUTION
Developed a customised Marketing and PR strategy targeting the Chinese market, covering both traditional media and digital platforms.
Engaged top-tier media outlets, lifestyle influencers, and key opinion leaders (KOLs) to increase brand visibility.
Designed and executed exclusive events in China to build connections with media and influencers, and generate authentic content for marketing campaigns.
RESULTS
Achieved 50 media exposures across traditional and new media within 9 months, in major Chinese publications including: Cosmopolitan (时尚伊人), L’Officiel China (时装), So Figaro Weekly (费加罗周刊), Grazia China (红秀), Trend’s Health (时尚健康), Men’s Health (男士健康), SIZE (潮流生活), Apex Manual (富甲天下), Beijing Youth Weekly (北京青年周刊), Condé Nast Traveler (悦游), Baijiahao (百家号), NetEase 163 Mobile App, OK! Magazine, CéCi (姐妹), Xinmin Evening News (新民晚报), Haibao.com (海报网), and more.
Successfully launched one flagship event in Shanghai in collaboration with Men’s Uno (风度), attracting 200 influential media and KOLs.
Generated £200,000 in advertising value across print, web, social media, and event channels, strengthening Huel’s brand positioning in the Chinese market.
Huel — 植物基全营养食品登陆中国市场
品牌介绍
Huel 是一个 全营养食品品牌，每餐均提供 26种必需维生素和矿物质、蛋白质、必需脂肪、碳水化合物、膳食纤维及植物营养素 的均衡组合。产品采用 燕麦、豌豆、米、亚麻籽、椰子和葵花籽 等 可持续植物性原料 制作，提供 粉末、即饮和能量棒 三种便利形式。
项目需求
在 英国及欧洲市场取得巨大成功 后，Huel 希望 拓展中国电商市场，因此需要一套 量身定制的营销与公关策略，以建立品牌知名度并触达中国消费者。
解决方案
针对 中国市场 制定 定制化营销与公关方案，覆盖 传统媒体与数字平台。
邀请 顶级媒体、生活方式意见领袖（KOL）及时尚博主进行合作，提升品牌曝光。
策划并执行 上海旗舰活动，增强与媒体和意见领袖的互动，打造真实的品牌宣传内容。
成果
在 9个月内 获得 50次媒体曝光，涵盖主要中国媒体：时尚伊人 (Cosmopolitan), 时装 (L’Officiel), 费加罗周刊 (So Figaro Weekly), 红秀 (Grazia), 时尚健康 (Trend’s Health), 男士健康 (Men’s Health), 潮流生活 (SIZE), 富甲天下 (Apex Manual), 北京青年周刊 (Beijing Youth Weekly), 悦游 (Condé Nast Traveler), 百家号 (Baijiahao), 网易 163 移动端, OK! Magazine, 姐妹 (CéCi), 新民晚报 (Xinmin Evening News), 海报网 (Haibao.com) 等。
成功举办 上海专属活动，与 风度 Men’s Uno 合作，吸引 200位关键媒体与意见领袖参与。
通过 平面媒体、网络、社交媒体及活动渠道，为 Huel 创造 约20万英镑广告价值，巩固品牌在中国市场的高端定位。