Huel

Huel’s video ad: “40g of protein. Ready in seconds.”

Ran 304 days·Facebook and Instagram·Winner

How it opens

“Why choose between quick and healthy* when you can have both?”

Angle: Desire

Why it works

It has run for 304 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: Why choose between quick and healthy* when you can have both?
2. Benefit: Huel Black Edition provides 40g of protein, 26 vitamins and minerals, and just 400 calories in a shake that makes proper nutrition effortle…
3. Offer (on the landing page): 10% off all recurring orders
4. CTA: Shop now

What to borrow

• Open with a question your buyer is already asking themselves.
• Lead with the outcome people want, not the product's parts.
• 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

40g of protein. Ready in seconds.

Why choose between quick and healthy* when you can have both? Huel Black Edition provides 40g of protein, 26 vitamins and minerals, and just 400 calories in a shake that makes proper nutrition effortless. No cooking skills required. No time wasted. Just complete nutrition made simple. 💪 40g protein, 400 calories 😋 Delicious flavours 🥤 Complete nutrition** in every shake *Contains vitamin C which contributes to normal function of the immune system. **Huel meals and bars provide the right amount of protein, essential fats and carbohydrates, fibre, vitamins and minerals as part of a balanced diet

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

What’s said

The transcript

I spotted Huel in the supermarket and thought it was just a protein shake, but it's actually way more than that. It's a full meal you can grab on the go. So I jumped online and realized I've got loads more than just drinks. I'm talking powders, bars, even hot meals, but the one that caught my eye was the Black Edition powder. So I obviously had to jump on the hype and I ordered a few products. Delivery came quick and honestly, I'm not disappointed. It's 40 grams of protein, it tastes unreal and it actually keeps me going. If you've only seen Huel in store, check out their full range online, especially the Black Edition. It's definitely worth a try.

Where and how long

• First ran 13 Nov 2025; last seen 14 Sep 2026.
• Run as 12 ads.
• Links to uk.huel.com.
• Style: Listicle.