Fulfil Nutrition launch ‘Life’s Wonderfuel’ with the community London

  

Working with the community London and Blue 449, Fulfil Nutrition are launching their new brand campaign ‘Life’s Wonderfuel’ across UK & Ireland with massive city attacks in London, Manchester and Dublin. 

The high-impact multi-million-pound integrated campaign launches a new brand platform for the vitamin and protein bar, introducing the brand belief that life is worth living to the full.

Mark Hunter
Co-Founder & Creative Director Accomplice

Tell us about your role in the creation of this work.

We are a small agency so both myself and Ryan Lietaer, MD of the community London, are directly involved in pretty much everything we do here. And by that I mean…everything!  In this case brand strategy, end line, headlines, image search, the works!  Obviously, we have creative teams here, plus design and production partners, but for this project both Ryan and I stayed extremely close to all decision-making from start to finish.

 

 

Give us an overview of the campaign, what is it about?

The campaign is ultimately about introducing a new protein bar to the UK market. Fulfil is a bit of a hybrid in that it has all the protein of normal protein bars but genuinely tastes delicious.  Fulfil outsells Galaxy, Wispa and Snickers in Ireland (its home market) and if that doesn’t support its tastes credentials nothing will.  So, making sure the UK knows about Fulfil is the number one job of this work.  The creative narrative we developed to do that is all about reminding people that life is best when lived to the maximum. It’s about Fulfil feeding the dream.

 

 

Tell us about the creative brief, what did it ask?

You have to remember Fulfil didn’t exist a few years ago.  It’s virtually brand new.  So initially the brief was about helping this brilliant product become more of a brand. To help Fulfil articulate why it exists, what it believes and eventually, how it walks and talks.  So it was a brand idea we were looking for first and foremost.  Phase two was taking our brand idea and expressing it creatively, which we now do under the banner of Life’s Wonderfuel.

 

 

Which insight led to the creation of this piece of work?

I’m not sure there was one insight in particular that led to the work.  It was more a combination of factors.  There is a spirit to the Fulfil brand which is unignorable.  An attitude, a sense of fun and adventure – a ballsyness, even, that we liked and felt had to come through in the work.  And as we examined their audience it struck us how so many of the brand’s qualities are reflected in the world right now, especially in people under say, 40.  So, as much as anything else the brand kind of self-directed our thinking.

 

Can you share with us any alternative ideas (if any) for this campaign?

To be honest, all our ideas were circling the same bulls-eye – namely that this is a product helping to fuel your best life.  We do know our competition was playing up the two-sided nature of the product ‘Tastes great/Good for you’.  Obviously, we had a look at that, too, and it’s a big part of the story, but ultimately we went in a different direction.  We felt it was fresher and more relatable to look forward and outward to the consumer.  Happily, the client agreed!

 

What was the greatest challenge that you and your team faced during development.

The greatest challenge turned out to be the hand-written typeface! Every word of this campaign was hand-written by one of our designers, a chap named Marcos Quinn.  Finding the balance between loose and legible, cool and not-too-cool, proved to be a lot harder than we had imagined.  As did making the unpredictable nature of hand-written type work in the endless size and shape variations a campaign of this scale requires.  Poor Marcos is exhausted.  Overall though, worth the hassle for something that feels this bespoke and personal.

 

What did you enjoy most about seeing this campaign through? Did you learn anything new from the experience?

Well, you’re always learning, aren’t you?  We learned how hard it is to take a photo you find on Instagram and have it hold its image quality all the way up to a 96-sheet!  We also learned, or more accurately, were reminded whilst pitching, creating and producing this work for Fulfil the value of never giving up. There were so many opportunities to compromise along the way and none of us ever did.  And finally we were reminded how great it is to work with nice people who appreciate what you do.  Our Fulfil clients are one in a million.  Full of passion and positivity, and that really makes you just want to give everything for them. 

 

Where do you see this campaign going in the future?

Honestly, the sky’s the limit.  Fulfil is not a brand that sits for very long on the sideline.  In the past they have done pop-ups, they’ve run food vans and sponsored a variety of cool, fun lifestyle events - and we don’t imagine that stopping.  One cool project we are just about to begin involves asking people to share their bucket lists with us and then bringing the more interesting ones to life and sharing the experience through social.  How cool will that be?!  Talk about feeding the dream!