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Blue Fuel unlocks Chelsea FC's nutrition secrets for all

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·       ‘Fuel the Way You Play’ campaign rises above the noise of complex scientific jargon with a simple, human message for everyone

·       Challenging active sports shoot with real athletes was carried out during Covid-19 lockdown when team sport was not permitted to take place

·       New brand platform showcases wide range of sports in a human way, to celebrate Blue Fuel’s democratisation of elite sports nutrition

·       Campaign live of Chelsea FC channels with media campaign going live w/c 13th July


A new expert sports nutrition service that reveals the secrets of elite sports scientists and coaches at Chelsea FC is set to launch through a campaign created by earned-first advertising agency, The Brooklyn Brothers. It is the agency’s first work for the brand after being appointed this year, following a competitive creative pitch.


The launch campaign for Blue Fuel was developed to rise above the noise of the sports nutrition category, which is busy with brands talking in baffling scientific jargon and complex consumer messages.


‘Fuel the Way You Play’ reflects the more human and democratic positioning of Blue Fuel, presenting the brand in an honest and straightforward way that’s accessible to everyone. It also reflects the personalised approach of Blue Fuel – a service that is tailored to every athlete through specially-designed products, personalised meal plans and subscription services.

The platform presents an honest and human view of athletes from a wide range of sports through activations in social, digital, print, outdoor and influencer marketing. Real sportsmen and women were used for the AV and photography assets rather than casting models to reflect the positioning of the product.


This active sports shoot was planned and produced entirely during the Covid-19 lockdown – at a time when competitive sport itself was not permitted to take place. The Brooklyn Brothers team had to overcome huge restrictions on what could and couldn’t be done on sporting pitches, courts and in training facilities, as well as bring together sportspeople while abiding by social distancing rules.


A series of social films feature athletes from six different sporting disciplines (football, rugby, volleyball, running, American football and basketball) to showcase that whatever your sport, position or training routine, Blue Fuel delivers an expert sports nutrition service that’s personalised for you.


Blue Fuel launches at the optimum time to help athletes prepare for their sport returning to action after the Covid-19 lockdown. Sport enthusiasts are having to adapt their training and their nutrition to cope with changes in their schedules, so they need a tailored service more than ever.


Massimo De Zordo, Senior Marketing Manager from Blue Fuel says: “At a time when the needs of sportspeople have never been more specific, there couldn’t be a greater need for an expert sports nutritional service that’s tailored to every individual player.”


“The Fuel the Way You Play platform demonstrates the breadth of sports that we cater for, and the different requirements for each type of player, from hydration and recovery, to rebuild and energy.”


Simon Poett, Executive Creative Director at The Brooklyn Brothers, says: “Blue Fuel is reinventing the relationship we have with sports nutrition. Democratising and personalising for all. We are really pleased to have captured that spirit in the work.”

George Bryant: Founding Partner & Global Chief Creative Officer

Simon Poett: ECD

Will Sansom: Head of Strategy

Adam Newman: Business Director

Shelley Portet: Head of Social

Sophie Bastow-Dormon: Creative

Laila Milborrow: Creative

Didz Parker: Creative

Oreoluwa Ayoade: Designer

Sarah Kavanagh: Head of Artistic Production

Sam Dowling: Producer

Production Company: Glassworks Creative Studio

Director: Giorgio Bruni

Exec. Producer: Roman Lukyanov

Producer: Sara Nouman

Genres: Storytelling

Categories: Sports and Leisure, Sports clubs

The Brooklyn Brothers, 1 year ago