Blue Fuel: Fuel the Way You Play

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.