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🎧 In this episode of the DTC Podcast, we ‘ fuel up’ with Ben Bokaie, Head of Performance Marketing at Huel .

Huel is leading the charge in providing plant-based, vegan, and nutritionally complete meals using a fraction of the packaging and waste of its competitors (or co-opetition! 😉)

Today’s podcast is a conversation about:

1️⃣ How creativity generates success.

2️⃣ Developing an international strategy.

3️⃣ Learning from your mistakes.

‍The Takeaways 👇

⛽️ Huel fuel!

In 2015, Huel posted their first ad on Facebook. The ad was a single image ad with two bags of Huel on a blank background – oh how simple the time before iOS14 was.

Since, Huel has invested heavily in creativity. “We’ve built an in-house creative hub of designers, strategists, and content creators who are responsible for making all of our content consistent.”

🎭 Co-opetition

Looking to break into new markets? Cater ads for international markets to enhance their appeal!

Huel saw that a successful competitor was on the market in Japan and realized there was market viability for them. However, running the same ads wasn’t going to cut it.

Research on cultural differences to show how your product best fits into their lives. For example, Huel ads in the US involve using a microwave to heat water for Hot and Savory, whereas in the UK, kettles are used!

Pictured: Huel’s Japanese and UK product line ( Japanese source ) ( UK source )

Huel has expanded into Germany, Poland, Sweden, Belgium, the Netherlands, Italy, Spain, and France. It just goes to show that doing cultural research for brand growth is an integral part of global success.

🤧 A Huel lot of mistakes

During the pandemic, “Everyone was panic-buying Huel,” says Ben. When conversion rates eventually slowed, CPAs remained high. Huel was slow to react when the demand simply wasn’t there, assuming that rate of growth was the new normal.

Since then, Ben’s dialed in his omni channel growth and has Huel burning to $150 million in revenue in 2022. 😳

The full podcast features:

  • Unique eCommerce strategies.
  • ‘Left field’ marketing on Reddit.
  • How to invest in the right people.

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