Huel

Huel’s video ad: “This is a meal. Not a protein shake.”

Ran 168 days·Facebook and Instagram·Winner

How it opens

“Huel was never meant to replace real food.”

Angle: Social proof

Why it works

It has run for 168 days. Brands keep paying only for ads that make money, so this one is proven. A numbered list promises a quick read and is easy to scan.

How it’s built

1. Hook: Huel was never meant to replace real food.
2. Benefit: It’s for the meals that happen away from the kitchen — when cooking isn’t an option and the alternative is usually junk.
3. Offer (on the landing page): 10% off all recurring orders
4. CTA: Shop now

What to borrow

• Lead with proof people can check: ratings, reviews, numbers.
• Test a listicle ad for your own product.
• It has run for over a month: the idea is proven demand, so test it in your own words.

Its words

This is a meal. Not a protein shake.

Huel was never meant to replace real food. It’s for the meals that happen away from the kitchen — when cooking isn’t an option and the alternative is usually junk. That’s where functional food makes sense. Huel gives you: ✔️ 40g of protein to help keep you full ✔️ High fibre ✔️ Complete nutrition for when a proper meal isn’t available* All for under £2 per meal. Real meals stay real. Inconvenient meals get smarter. *Huel meals provide protein, essential fats, fibre, vitamins & minerals as part of a balanced diet.

4,000,000 happy customers

Button: Shop now · Offer: 10% off all recurring orders

What’s said

The transcript

He doesn't eat any solid meals, ever. He eats Huel and only Huel every day. I've met quite a few people like that, they're just 100%. What I do is I have Huel for breakfast and lunch during the working week, go home and have a traditional meal. Weekends as well, but during the working week, Huel saves time, effort, and gives you everything you do need in the most convenient format possible. When I was doing the Amazon Ultra, there was a guy there called James, and he only eats Huel. Literally when he told me that, I was like, he's not gonna manage the race. It's a 260 kilometer race through the Amazon rainforest. You know, it's quite full on. He won it by miles. Like literally just left us all in the dirt. In an ideal world, you should have nutritionally complete, whole food. If you could do that for every meal, that would be the best solution to life. Most people either don't do that or can't have the time to do that, and therefore that's where Huel fits in the gap.

Where and how long

• First ran 28 Mar 2026; last seen 12 Sep 2026.
• Run as 5 ads.
• Links to uk.huel.com.
• Style: Listicle.