Fueling Huel’s CRM Strategy.

Building consistency, scalability, and engagement across every touchpoint

Hitting all the key points of our brief meant working closely with Huel’s CRM and Brand teams to really understand their brand evolution, and the reality of their practical build needs. Our collaborative research informed a strategy centred on three core principles:

Consistency: Establishing templates that align seamlessly with Huel’s new brand, bringing it to life in email.

Scalability: Creating dynamic eMarsys templates that can be adapted for multiple campaigns, from product launches to customer retention.

Engagement: Designing templates with customer-centric messaging and visuals that resonate with Huel’s audience.

Our strategy was brought to life through a suite of custom-made on-brand templates, tailored to Huel’s evolving CRM needs. These templates enabled teams to deliver relevant communications to individual customers, with the support of detailed brand guidance to maintain a seamless experience.

Advanced creative: Our responsive designs were both optimised for mobile and desktop, and pushed through the assumed capabilities of eMarsys to create something truly impressive.

Flexibility: Our modular approach meant that Huel could pull in the most appropriate content from a huge library to deliver across multiple campaigns, and give each individual the most relevant messaging.

Brand Guidance: A detailed document outlining how to use our templates effectively, including tone of voice, imagery guidelines, and technical specifications, meant Huel were empowered to deliver a consistent consumer experience.

The Results: A scalable creative infrastructure

By working in true partnership with Huel’s CRM and Brand teams, we delivered more than a set of templates. We built a scalable creative infrastructure that empowered their team to move faster, communicate more consistently, and engage their audience more effectively than ever before.

Every module, every content block, and every piece of brand guidance came together to create a system designed not just for today’s campaigns, but for every send that follows. A CRM engine built to grow with the brand — and fuel whatever comes next.