Unit 7_ Assignment - Ad Campaign Project
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Unit 7: Assignment - Ad Campaign Project
Huel Powder Advertising Campaign
Caleb Yang, Dorothy Lu, Ke Ying, Keyi Zhu, Shangyi Lu
Professor Jeremy Morgan
5 December, 2023
1. Situation Analysis
Huel, Ltd. is a US health and food company founded by Julian Hearn that sells
nutritional, quick, and economical meal replacements. The original recipe for Huel Powder was
formulated by James Collier, a registered nutritionist who created the product with the intention
of providing people with their recommended amounts of daily nutrients in a way that was vegan
and environmentally safe. The company's main customers are healthy people who want to
receive their daily nutrients quickly and easily.
Huel Powder's popularity in the food and health sectors may be attributed to its strengths.
Its strong brand awareness, which builds confidence with health-conscious consumers, is one of
its main advantages. The company's strength is also demonstrated by its varied product line,
which provides a selection of nutrient-dense meal replacements to suit different tastes. Its
strength is increased by its competitive price, which makes it a desirable choice for a wide range
of customers. The brand's dedication to offering convenient and nutrient-dense goods is in line
with the demands of its main market, which falls between the 20–45 age range. Huel's
availability across a range of platforms further solidifies its standing as a top option for anyone
looking for convenience and wellness.
Despite its success, Huel Powder has certain noticeable weaknesses on the market. One
issue is that offline availability restricts access for customers who would rather make in-store
transactions. Another weakness is customer education, which calls for efforts to educate and
involve prospective customers about the uses and nutritional advantages of Huel products.
Customers' low brand knowledge is a barrier, highlighting the necessity of more effective
marketing campaigns. Furthermore, a portion of the market believes that Huel Powder items are
distasteful, indicating a possible need for development due to the disconnect between the taste of
the products and the wide range of benefits.
Huel Powder is in a good position to take advantage of strategic opportunities. Due to
their abundance of strengths, Huel has the opportunity to increase market reach through more
in-depth education of its product benefits. Making use of wellness and health trends opens up
possibilities for new product development and commercial relevance. Extending the target
market beyond the current demographic might offer additional opportunities for the company in
the long-term.
Potential dangers to Huel Powder include the need for careful control and regulation.
Respecting the constantly changing food standards is essential to maintaining compliance in an
ever-evolving environment. The danger of brand emulation highlights the necessity for strong
intellectual property protection. Due to its reliance on internet channels, the brand might be
vulnerable to online interruptions. Variations in consumer trends and tastes necessitate flexible
product adaption. Economic downturns also may be dangerous, as they have an effect on
consumer spending and can jeopardize Huel Powder's stability in the market.
2. Key strategic campaign decisions
Our main objectives for this campaign are education, engagement and brand recognition.
Our target audience is individuals aged from 20-45 years who have a passion for fitness and
wellness. People in this demographic might think that Huel Powder is another basic powdered
product upon first glance, but our goal is to increase knowledge of Huel Powder’s unique
benefits. Through this campaign, we want to educate our target audience about the product’s
points of differentiation so that it can stand out among its other competitors. Looking at the
Hierarchy of Effects Model, this targets the awareness and knowledge steps involved in a
consumer’s purchasing decision (Clow). In conjunction with educating consumers, we wanted to
maintain engagement with them as awareness of the product increases. With consumer
engagement comes higher brand loyalty and stronger relationships with consumers, which are a
necessary foundation for every brand. As education and engagement increase, brand recognition
will also increase. Our goal is to insert ourselves into the forefront of our consumers’ minds so
that whenever they consider meal replacements or shakes options, Huel Powder is in
consideration.
We want to position Huel Powder as the healthier, more affordable and most functional
meal replacement or shake option. Huel provides necessary daily nutrients containing all 27
essential vitamins and minerals, essential fats, fiber, and phytonutrients. Huel is weight-loss
friendly, plant based, and offers up to 40 grams of protein per serving without any artificial
sweeteners. Additionally, Huel offers cheaper prices, ranging from $1.49 - $4.40 per meal. These
features provide a great opportunity for Huel Powder to stand out among other competitors in the
market.
To achieve our key campaign objectives, we want to use social media as our main
advertising tool. Through the use of social media, we can target frequent viewers of fitness and
health content. We would utilize a brand ambassador with a wide industry reach to influence a
majority of those who fall within our target audience. Our ideal brand ambassador to accomplish
this goal would be Chris Bumstead, often referred to as “CBum,” who is the 5x consecutive Mr.
Olympia Classic Physique Champion. CBum has a heavy industry presence and widespread
influence in both inside and outside of the industry.
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