Chelsea Ventures / Blue Fuel Launch

Democratising professional nutrition for every UK athlete.

Blue Fuel is an expert sports nutrition system personalised to specific sports and personal goals - developed with the world-class expertise behind Chelsea FC.

Launching Blue Fuel into an already-crowded marketplace was enough of a challenge but then COVID hit - cutting off athletes of all abilities from the sports and activities they loved. The challenge, therefore, was to show that Blue Fuel was not only an essential companion on the training routine, but that we could be a trusted guide for helping athletes prepare their return as soon as restrictions allowed.

At the core of Blue Fuel’s RTB is the personalisation offered by the mobile app and accompanying meal plans and products - it democratises professional level nutritional services to anyone who subscribes. So we decided to reflect this personalisation in the communications.

“The amateur athlete is underserved. For many, there is a lack of knowledge or too much competing and misleading advice. We aim to simplify that and offer a professional-grade service that happens to taste great.” - David Rose, Chelsea Digital Ventures Director

By spending time with athletes we found that no one person trains and prepares the same as another. And what’s more, in lockdown, the spectrum of improvisation created an even more idiosyncratic selection of training habits - each one geared towards returning to the world of sport as effectively as possible.

So we manifest this individuality in our comms with an integrated campaign that heroed the athletes across myriad sporting disciplines - observing not just what makes them different, but what unites them. The campaign was designed to be digital and mobile first and was launched in partnership with leading sports titles across the UK.