Chelsea FC: Blue Fuel by The Brooklyn Brothers

Client: Chelsea FC
Date: Jul 2020
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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.


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)

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