The Brooklyn Brothers help Blue Fuel to unlock Chelsea FC's sports nutrition secrets for all

Like Comment

  • ‘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)


The Brooklyn Brothers

We’re an earned-first advertising agency helping brands to Rise Above The Noise and earn a place in culture. From the outset, we built an agency capable of answering the needs of future-facing clients - those who demand big brand ideas without the heavy overheads of complex structures, multiple departments or the reliance on solely paid media. And we love to partner with ambitious marketers, who like us, believe that in today’s opt-out culture attention can no longer be bought, it must be earned first. We always strive to create big brand ideas that truly matter, the ones that will ‘Rise Above the Noise’ of culture, rise above the conventions of category and rise above the constructs and constraints of ‘traditional’ advertising. Because we believe that these are the ideas that earn their place in consumers lives and drives business outcomes for brands. We’ve combined the best of traditional ad agencies and the creativity of the entertainment industry with the distribution nous of a modern publisher to do this very thing. It’s how we create ideas that people & the media will want to talk about and share. We call it earned 1st, but to put it simply, it’s advertising that’s so good, it doesn’t feel like advertising. The Brooklyn Brothers strives to find new, different and effective ways of doing this for global brands such as Land Rover, Jaguar, NBC, Castrol, Lancôme, MINI, Financial Times, WaterWipes, American Express, First Direct and Photobox.

No comments yet.