Huel Nationwide Sampling Tour by iMP
We partnered with Huel on a nationwide sampling tour. Together we set out to reach new audiences and bring new Huel products to consumers across the UK.Using Lola, our fully wrapped low-loader promo vehicle, our dedicated sampling team and a carefully designed roadshow strategy, we delivered a high-impact sampling activation that took the Huel brand directly to thousands of potential new customers.
The goal was really quite simple. To increase brand awareness and trial among UK university students, shoppers and consumers. We planned to achieve this through an authentic, in-person sampling experience.
Key objectives included:
At each activation, whether on campus or city centre, students and shoppers were invited to try Huel shakes, learn about the product’s benefits, and interact with the brand team.The setup was designed for high engagement. With quick service from the Huel sampling van, bold branding and an approachable tone that encouraged conversation and conversion we showed that a clear simple message can generate tens of thousands of sample opportunities.
The campaign achieved exceptional ROI, generating high-volume product trial and sustained student engagement at a cost of just £2.04 per sample. This clearly demonstrates the measurable impact of live experiential sampling.
For the Huel Sampling Tour, we delivered every element in-house from our Leeds HQ. From vehicle wrap design to full campaign logistics, we managed the project end-to-end. With a 1,670 sqft workshop, production facilities and an experienced experiential team, we turned concept into reality – fast. Every detail was handled by iMP: van branding, kit build, staffing, route planning and event management. Our background in high-volume product sampling meant we could deliver a premium experience on a tight schedule, all while keeping costs efficient and results measurable. We don’t just hand out samples: we create moments that drive awareness, trial and long-term affinity. That’s exactly what we achieved for Huel: a clean, bold, data-led activation that connected with thousands of students nationwide.
Whether you’re launching a new flavour, introducing your brand to students or taking a product on tour, we’ll help you make it happen. Our university and consumer-led sampling campaigns combine creative production, expert logistics and meaningful engagement. This is the very same approach that made the Huel tour a success. With high-impact design, flawless delivery and measurable results, we’ll help your brand make a real-world connection with its audience. Let’s get your next sampling campaign on the road (literally!).
Consistency was key. Huel’s visual identity is clean, monochrome, and confident, so we mirrored that minimal aesthetic in every element of the activation. From the custom Luton van wrap to staff clothing, sampling kit, and signage, every component looked unmistakably Huel. The result? Every stop looked, felt, and functioned like a perfectly branded Huel experience.
Scale and precision. Most university campaigns rely on pop-ups but Huel went mobile. With a branded van touring 10 universities and a national event, we reached multiple campuses with a single cohesive setup. That efficiency allowed us to achieve over 14,000 samples distributed and 14,000+ direct engagements — all at just £2.04 per sample.
Huel products come in ready-to-drink formats that need to be stored, transported, and served with care, especially when touring. iMP managed every aspect: from product storage planning to waste management and on-site setup. Our team also built a streamlined sampling workflow that maximised throughput without losing interaction quality. This logistical precision meant we could maintain Huel’s premium brand standards while keeping the operation fast, clean, and efficient across every activation day.
David and team at iMP are the real deal - kind, personable, dependable, professional, and offer a craftsmanship that rivals any agency I've encountered in my career. We will absolutely be using iMP again for any future UK activations (if they will have us) and highly recommend for any companies seeking an incredible experience - ESPECIALLY if you're a US-based team like us, and need an expert on location.
Brand Director, Life360
We worked with iMP on stands for two different events and were thrilled with the quality of the items we received. The team executed our brief to a fantastic standard, working to a tight turnaround to deliver all materials required for both events, and were extremely supportive and quick to respond to any questions we had throughout the process. Thank you iMP for your work on this project to ensure we had incredible activations at both of our events!
Brand Manager, BOL Foods
Had a wonderful experience working with David and the whole iMP team for an event this summer! David went above and beyond to help wherever possible and the branded ice cream van turned out beautifully. Hope to work with iMP again soon!
Brand Manager, ETTG
Hiring iMP for an event I was leading on for a new client was a great decision. They turned around a high quality sampling event and promo vehicle with a very short turnaround time, and their staff on the day were incredibly enthusiastic and professional. They made the process easy and the client very happy, we'll definitely be working with them again.
Brand Director, Lee Kum Kee
We worked with iMP for our event stand and staffing of the Ideal Home Show. David and the team were fantastic, our stand was incredible and we had so many compliments on it. The staff were great, they are really high energy and engaged our consumers at the stand. I would highly recommend if you are looking to run any sampling or experiential events for your brand.
Brand Manager, Snuggledown
We partnered with iMP Sampling & Experiential for a summer campaign with one of our clients, and we couldn't be happier with the results. They executed a total of 42 in-store events nationwide, and their team's expertise in sampling and experiential marketing truly shone through. The staff were great at engaging with customers and helping us to achieve our goal of increasing footfall and participation at each event.
Account Director, CreativeRace
