Huel Ignites a Movement with ‘Every Fire Needs Its Fuel’

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  campaign will light up hero locations in London and the Northwest —fuelling ambition on the streets. 

Mike Wilton, co-founder, ARK Agency said, "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 campaign 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, 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 share the work across the UK and US  as we move deeper into 2025.

Mat Goff, co-founder, ARK Agency said, "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."