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Nibble: London’s Most Feared Pub Quiz Team – Experiential & Creative Social

Four quiz brains. Matching purple suits. A mission to make London’s pub quiz regulars slightly nervous.

Nibble makes bite-sized learning part of everyday life. But to build a bigger presence in the UK, the brand needed to give people something they could encounter, get involved with and talk about afterwards.

So we recruited a team of serious quiz heavy hitters and unleashed them on London’s pub quiz circuit.

They became the Circle of Purple. Or, if you were sitting at the next table hoping to win, a massive pain in the arse.

Over three months, we followed their campaign across the city, turning real quiz nights into a running story of knowledge, competition and purple-suited disruption.

Then we put £1,000 on the table and invited London to take them on.

Learning suddenly had a competitive streak.

The Brief 

Build Nibble’s brand awareness and cultural presence in London, bringing its bite-sized learning proposition into the real world through an experience people would remember.

Nibble already had strong performance marketing foundations. The opportunity was to give the brand a more visible personality beyond the screen, while creating fresh content for its social channels and advertising.

The campaign needed to feel curious, playful and intelligent. It also needed to give people a reason to participate, create opportunities for press coverage and sustain interest over time.

The creative challenge was making knowledge feel like something worth showing up for.

Fortunately, Britain already has a place where knowing an obscure fact can make you the most popular person at the table.

The pub quiz.

 

The Creative Idea

We built London’s most feared pub quiz team.
Four quiz experts, recruited to take on quiz nights across the capital in matching purple suits.

The sort of people who hear “general knowledge round” and start licking their lips.

The suits made them instantly recognisable. Their knowledge gave the idea substance. And the pub quiz circuit gave us a ready-made stage, complete with rival teams, competitive tension and people who take the picture round very seriously.

Turning up unannounced meant the campaign entered an experience people were already enjoying. Suddenly, their usual quiz night had four new opponents dressed like they knew something everyone else didn’t.

Which, quite often, was the point.

We documented the team’s journey, creating a series of content around their appearances and the competition that followed. The recurring cast and distinctive look gave people a story they could recognise and follow over three months.

At the centre of it was a simple connection to Nibble: knowledge can be entertaining, social and powerful enough to give you an edge.

 

What Nibble Said …

“Working with Hussel was a great experience. Lewis was incredibly helpful throughout the partnership and always brought fresh, creative ideas to the table. Even when we ran into challenges or unexpected issues, Lewis was proactive in finding a way forward and making things work. A very positive experience overall, and we’d be happy to work together again!”

Kateryna Chernyshova – Brand Manager, Headway/Nibble

Results

The Circle of Purple gave Nibble a recognisable presence on London’s pub quiz circuit, a three-month content series and a public challenge people could take part in.

The campaign delivered:

– Hundreds of thousands of views across social platforms

– Multiple influencer collaborations

– A series of unique content running over three months

– Multiple features in press and online media outlets

– In-person exposure to hundreds of potential new customers

– Higher click-through rates and lower cost per click when using the campaign content, compared with traditional graphic-based advertisements

The content also gave Nibble a new way to show what the brand stood for. Real people, real competition and an idea that made knowledge entertaining enough to watch.

That carried through from the pub to the feed, and into the brand’s paid advertising.

Conclusion

A knowledge app has a natural home on a phone. We gave this one a place at the pub quiz table.

The Men in Purple worked because the idea belonged in the world we put it into. Pub quizzes already have loyal regulars, rivalries and the very specific satisfaction of knowing an answer nobody else does.

We added four formidable opponents, an unmistakable look and a cash challenge.

That gave Nibble a way to demonstrate its personality through something people could experience for themselves. Curious, playful, a little mischievous and backed by actual brains.

For Hussel, this is where experiential and content work so well together. Create an experience with enough character and tension, and there is a story worth following long after the first encounter.

Sometimes that story involves four quiz obsessives in purple suits making your local quiz considerably harder to win.

“This is the second project we’ve worked on with Hussel - which differed significantly from the first - yet, each time they’ve demonstrated a solid ability to source the right talent for the right projects. This one had to be delicately handled, whereby we entrusted Hussel to work with a vulnerable customer directly - they worked with great care, empathy and professionalism and I’d have no hesitation recommending Hussel as a trusted partner”
Samuel Talbot

Head of Marketing, Brand & PR - Aurigny Airlines

"For our EatClub Manchester launch, we trialled something a bit different and went all in on an immersive, high-energy, food-led approach, partnering with the incredible Lewis Ellis and his team at Hussel Marketing. Safe to say, he truly lives up to the word hustle 🔥 the energy and passion he brings is contagious. The activation achieved high visibility, irl engagement, a lot of fun and value exchange"
Talina Cruz

Head of Brand & Comms - EatClub

“What impressed me most was whether the whole of Guernsey would really light up their hearts and light up the skies as the aircraft circled above. And they did. What a testament that is to everyone involved. Every bit of work was well worth it. It’s been extraordinary to be part of campaign involving our team from Aurigny, and an outside organisation like Hussel, who cares so much about projects of this nature.”
Phillip Saunders

Chief Commercial Officer - Aurigny Airlines

We have worked with Lewis for the last 6 months to help us create unique brand experiences that result in buzz and social content and ultimately visibility to drive a positive change in brand perception. Lewis is extremely innovative and understands how to turn a brand vision into a real life experience that is highly impactful. It’s not just about the experience itself - it’s the finer details that make his campaigns stand out. Each campaign has delivered extremely high reach and engagement. What has been most impressive is how authentic the ideas have been and close to the brand DNA
Rhiannon Scarlett

Chief Marketing Officer - TGI Fridays

"Lewis’ ability to create out of the box and engaging campaign ideas is a real superpower, especially in a world where simply throwing money at a paid ad is often mistaken for great marketing. Our recent Free Burger Booth activation allowed us to engage with new and existing guests, capture data, create incredible content and give people a new reason to talk about our brand. Having Hussel to call on to add a new dimension to a campaign is a tremendous gift! I trust that my brand is not only safe in the hands of Lewis and Hussel, but that whatever crazy idea they pitch will excite our audience, energise my marketing team and impress our stakeholders."
Holly Hatwell

Brand Manager - Revolution Bars

"Absolutely love working with Hussel. We have been working with Lewis and his team for a year now and he always goes above and beyond. He listens to what our priorities are, guides us to the best solution and adapts our plan with him to suit. His experience and knowledge is second to non and he always has our company’s best interest at heart. We feel like the Hussel team are an extension of our own and we are looking forward to the next chapter of working with them."
Katie Clay

Operations Director - Gamble FS

"It's been a blast working with Lewis and the Hussel Marketing team since the start of 2023. Lewis brings a new dimension, thought process and a level of Marketing expertise that we just don't have in our current business set -up. Lewis has become a welcome extension to our business. Lewis is full of energy & enthusiasm and is clearly passionate about his subject. If you can deal with the pace - I'd fully recommend having this marketing innovator on-board."
Nick Ratcliffe

Marketing Director - FASTSIGNS Manchester

Lewis came into the business with a completely fresh perspective and quickly challenged the way we were thinking about marketing. He didn’t just suggest ideas, he helped us rethink how we position HardHats, how we communicate our value, and how we consistently show up in front of the right people. Since working together, we’ve seen a clear increase in inbound leads, new customers coming through the door, and, just as importantly, far more people talking about HardHats within the industry. The brand feels more confident, more visible, and more credible as a result. Lewis brings energy, clarity, and a genuine understanding of how to turn marketing into something that actually drives growth. It’s made a real difference to the business.
Ashley Lewer

Owner / Founder - HardHats UK

"Lewis is my (not so) secret weapon for disruptive PR! We've worked on some brilliant brand activations this year with Revoluciòn de Cuba and I can't wait to carry on creating memorable moments, flipping the familiar into a fiesta. Our most recent activation in Birmingham Bullring was beautifully pulled together, the video has been a hit internally and i'm excited for the content to hit our digital channels for guests to see. Lewis is professional, enthusiastic, innovative and I feel confident that he can literally pull anything off we dare to dream up!"
Kate Hawkshaw

Brand Manager - Revolución de Cuba

"Hussel were exactly what we were looking for as a think outside of the box marketing agency. Brennan worked with Hussel to produce a video for use as an advert on our social media & YouTube channels. Lewis and his team were fantastic to work with & delivered exactly what we were looking for with the tone & presentation of the video. We've been so impressed with the first video they produced for us that we've decided to turn this into a series of adverts for our company. We're really happy to continue to work with Hussel and produce some compelling but fun content for our customers."
Baneet Grover

Marketing Manager - Brennan Industries

The Hussel team have recently built HM Staffing a new website and we are blown away by the site and the results it's delivering. From the start of the process to the end we had no issues and Lewis was always just a phone call away to help with any questions or changes. Massive thank you to the Hussel Team for building us a website that doesn't just look nice but also converts clients and represents our brand.
Harry Portch

Owner/Director - HM Staffing

Lewis and Hussel is not just another Marketing place. Working with Lewis developed and in time, he felt like family. His ideas are wild and unique and designed to engage and intrigue resulting in 100s of thousands of views if not millions. He ran a cancer awareness campaign for us and created an investor video ad in under a week. The results were stunning and a great showcase of his talent as an artist. I expect huge things for him and his company and expect this to be the start of his firm exploding!!
Jeff Stephens

Owner/Director - Infusion 51a

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