Plant-based supplement brand Huel is positioning itself as the ‘people’s fuel’ in a wide-ranging new out-of-home campaign running across London and the north-west.

Developed by London-based Ark Agency, the work follows on from Huel’s ‘Every Fire Needs a Fuel’ campaign, which launched globally last month – also crafted by Ark.

Centred around a series of black-and-white executions, the health brand’s campaign is focused squarely on how it can help people maintain an active lifestyle – with images depicting people taking part in various sports, including cycling and boxing.

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“We set out to create something that truly resonates with a generation that refuses to settle. ‘Every fire needs its fuel’ is more than a campaign – it’s a mindset, and Huel embodies that spirit,” Huel global brand director, Alistair Gibbons said.

Running initially throughout London and the north-west, the campaign is set to be progressively expanded nationwide and to the US across the rest of the year. Media planning and buying was handled by Mindshare.

Ark Agency co-founder, Mike Wilton added: “This campaign is a rallying cry for anyone with the fire to go further. Huel has always been about fuelling ambition, and now we’re making that message loud and clear across the streets, subways and buildings of the UK and beyond.”