Daniel Ricciardo adds Youfoodz to brand ambassador list, fronts campaign

Formula One driver Daniel Ricciardo is fronting the latest advertising campaign for ready-to-eat meal company Youfoodz.

The campaign is to launch the company’s Fuel’d range, which are high-protein meals by Youfoodz designed to cater to male consumers.

The 30-second spot sees Ricciardo dancing into frame before explaining the product.

Youfoodz’s chief marketing officer, Simon Jarvis, said: “When we first sat down as a team to discuss who the perfect individual would be to launch our new high protein Fuel’d range, Daniel Ricciardo was at the top of our list.

“He is the real deal – authentic, warm, likeable and he epitomizes the Aussie fighting spirit – as his amazing win at Monza demonstrated! It’s going to be great for the Youfoodz brand to have Dan as an ambassador and we can’t wait to share our latest integrated campaign with the Australian public.”

Youfoodz founder and CEO, Lance Giles, added: “The range has been developed specifically for the male ready-made consumer who is looking for higher levels of protein and an overall bigger portion size, while still maintaining that famous Youfoodz taste. It’s been a huge business-wide effort and I’m absolutely delighted with the result.

“Getting to have Daniel Ricciardo join the Youfoodz family is a genuine privilege. It’s not everyday you get to work with a world class athlete like Dan. We’re all big fans and can’t wait to see what the future holds for him and us.”

Ricciardo commented: “I’m a fan of the Youfoodz brand and love their meals so I was genuinely excited about partnering with them as a brand ambassador to launch their new Fuel’d high protein meal range.”

The creative was done in-house by Youfoodz, with production house Anattic shooting the TVC in the UK.

The campaign will be on TV, BVOD, online video, out-of-home, paid and owned digital channels and in-store from 30 September.

WPP”s AKQA Media is responsible for the media for the campaign, which recently merged announced it was to merge with Essence. The merger will be effective on 1 January 2022.

Ricciardo is also a brand ambassador for Afterpay, Optus and Carsales. The Formula One driver has also fronted a campaign for Pernod Ricard’s St Hugo Wine.


Media Agency: AKQA Media
Production Company: Annatic
Director: Matt Page
Creative: Youfoodz In-House Marketing & Creative Team


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