Challenge

While brand recognition was established, the active user base remained low.

Approach

Partnered with micro-to-mid-tier influencers with high engagement rates to build consumer affinity. Specifically selected influencers who were already Huel users to ensure content credibility and authenticity.

Results

Utilizing actual product users resulted in highly trustworthy content for the audience. The strategy is now expanding to include a broader range of influencer categories to further scale reach.