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

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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.

3. Media strategy (or Points of Contact in an IMC Plan) Our key IMC point of contact for this campaign is Digital Marketing, specifically in the form of social media. We want to target platforms such as Instagram, Tiktok, and Youtube, which have a particularly large fitness audience that fall under our target demographic. We would utilize a 30-second educational advertisement, alongside our aforementioned ideal brand ambassador, to present Huel Powder to potential consumers. Our main reason for choosing this form of Digital Marketing is to reach this target demographic while also achieving our campaign objective of increasing engagement with our consumers. Using social media will boost online discussion over Huel’s brand, and also generate traffic due to easy access to product information. The nature of social media also encourages consumers to engage with the brand, so that Huel can more effectively respond to customer questions, concerns, and interest. When considering the scheduling of how frequently we want the advertisement to appear in front of Huel’s target audience, we decided it would be ideal for them to see the advertisement frequently enough for Huel to enter their evoked set when considering healthy meal replacement and shake options – higher frequency leads to higher brand recall. On the other hand, it was important that audiences would not be overexposed to the advertisement to the point where it becomes annoying or overwhelming for the consumer. We decided this sweet spot lies in a 2-3x a week frequency of exposure to the brand. 4. Message strategy Consistent with our campaign objectives, our goal for the messaging in the advertisement was to increase brand image and awareness – to influence the target audience’s recognition of Huel Powder by educating them on the product and its benefits, and appealing to them rationally.

We chose a cognitive message strategy, unique selling proposition, with the goal to leverage Huel Powder’s points of differentiation from competition – its ability to meet daily nutritional needs and assist in weight loss, all without breaking the bank. As for the actual design and execution of this advertisement, we would have our ideal brand ambassador, Chris Bumstead, showcase his usage and preparation of the product while explaining its benefits and how it daily helps him personally as a bodybuilder. It would be important for him to highlight how Huel Powder has ultimately improve his quality of life since adoption of the product into his routine, emphasizing how it is cheaper than purchasing meals or shakes daily, takes less time to prepare and consume than cooking each meal, and alleviates the difficulty of trying to intake the right amount of daily nutrients. Through this 30-second advertisement, we would be able to appeal to the rationality of our target audience and peak their interest with an influential brand ambassador. 5. Other marcom tools used in support One effective way to promote Huel Powder's sales is to put a free sample program in place. Giving prospective buyers the opportunity to try the items out promotes trial and builds a personal relationship with the business. This strategy is well-positioned to boost sales by giving customers a hands-on taste and nutritional experience with Huel Powder, at no cost. It would show the brand’s confidence in its product and that consumers would continue to purchase after the free sample promotion is over. Organizing special media events as public relations initiatives would also be a part of our campaign for Huel Powder. These events could highlight the product’s nutritional advantages and answer customer problems while giving journalists and influencers genuine product

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experiences. This strategy would contribute to a favorable public perception by strengthening brand exposure and credibility and cultivating strong ties with Huel’s target audience. Huel Powder can also personalize communication to consumers by maintaining engagement via email post-purchase. By presenting custom-designed offers, exclusive discounts, and seeking feedback, these campaigns would offer another direct communication channel with the audience (Olson et al., 2021). Through this tailored technique, Huel Powder would seek to inform, encourage, and construct a long-lasting relationship with its shoppers, in the long run enhancing engagement and conversion. Our campaign for Huel Powder seeks to triumph over the target market’s need for brand focus by using a deft blend of media, messaging, and auxiliary marcom tools. The complete assessment and continuous enhancement approach will ensure the marketing campaign's effectiveness and pertinence in a dynamic marketplace environment. 6. Campaign Management In the ever-evolving field of nutritional supplements, the success of our campaign for Huel Powder will be inextricably linked to the effectiveness of its advertising management. The strategic decisions outlined in our campaign strategy and plan serve as a valuable map to help address industry challenges and capitalize on market opportunities. By clearly identifying key issues and opportunities, setting clear objectives, and precisely targeting audiences, this campaign will strive to help Huel create a unique position in the marketplace. In order to assess the impact of an advertising campaign, a multi-layered evaluation methodology would be employed. Tracking website traffic provides insights into the campaign's online appeal and helps determine whether the brand's digital presence is resonating with

potential consumers. Meanwhile, social media engagement metrics reveal the depth of audience interaction, assessing the impact of the campaign in real time. A careful review of brand mentions in various media serves as a barometer of the campaign's public perception, ensuring that Huel Powder is not only noticed, but also positively recognized. Successful campaigns depend on a strategy that is aligned with the overall objectives. Regular evaluations would ensure that Huel Powder's marketing strategy is in sync with its long-term vision of increasing education, engagement, and brand recognition. In-depth assessments of audience reach would be crucial. Analyzing the effectiveness of the messaging and the suitability of the chosen media channels will ensure that the campaign resonates authentically with the target consumer, creating a solid and lasting connection. In the quest for campaign excellence, continuous improvement is an absolute must, and A/B testing would become the cornerstone of optimizing the creative, landing pages, and email campaigns. This iterative process would allow Huel Powder to quickly adapt to consumer preferences. Additionally, resource optimization through ROI calculations and competitive analysis can ensure that the brand's investment would achieve maximum impact. By implementing these practices, Huel Powder can not only evaluate current campaigns, but lay a solid foundation for more impactful efforts in a continuously evolving nutritional product market.

Work Cited Clow, Kenneth E., and Donald Baack. Integrated Advertising, Promotion, and Marketing Communication . Pearson Prentice Hall, 2010. Olson, E. M., Olson, K. M., Czaplewski, A. J., & Key, T. M. (2021). Business strategy and the management of digital marketing. Business Horizons , 64 (2). https://www.sciencedirect.com/science/article/pii/S0007681320301567

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Unit 7_ Assignment - Ad Campaign Project

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