• by Fern Siegel , January 3, 2025

British food brand Huel has debuted its first global brand campaign: "Every Fire Needs Its Fuel."

The work was created by the Ark Agency. Spots run in the U.S. and U.K. across connected TV, BVOD, streaming, social, YouTube and ambassador activations.

Phoebe Arntein of Magna Studios directed.

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.”

The spot is set to the song "When a Fire Starts to Burn" by Disclosure and features the voice of U.K. rapper Outlaw the Artist.

Mat Goff, co-founder of ARK Agency said, “Now is the time to take Huel to the next level here and in the U.S. and elevate the brand into the collective consciousness.”

Huel (Human + Fuel) products include vitamin and energy meals, greens and superfoods, high-protein snacks and nutritional powders. Huel is made from plant-based sustainable ingredients.

Ark has produced creative for Kaiser Permanente Thrive, Census 2020 and Temecula Valley Wine Growers Association.