Huel

Huel’s video ad: “So much more than just a shake”

Ran 115 days·Facebook and Instagram·Winner

How it opens

“Who said protein goals were hard to hit? 🙅”

Angle: Social proof

Why it works

It has run for 115 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: Who said protein goals were hard to hit? 🙅
2. CTA: Start fuelling up with Huel Black Edition and feel the difference today. Packed with protein and nutrients, so you’ll never want to skip a…
3. Benefit: 40g protein to fuel your day
4. Offer (on the landing page): 10% off all recurring orders
5. 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

So much more than just a shake

Who said protein goals were hard to hit? 🙅 Start fuelling up with Huel Black Edition and feel the difference today. Packed with protein and nutrients, so you’ll never want to skip a meal again. 🍽 40g protein to fuel your day 💪 All the nutrients you need in one* ✅ Formulated by nutritionists *Contains vitamin C to support the immune system

The world's #1 Complete Nutrition brand

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

What’s said

The transcript

Today we're packing an order for someone who clearly loves protein. These guys are gone with a vanilla and chocolate and to be honest you can't really beat a classic. Each of these meals has a whopping 40 grams of protein and only 400 calories and can't forget you get a free shaker and free t-shirt with your first order. Let me quickly package this up, pretty simple and we're done. Now it's time to put it on the pallet for it to be shipped off. Enjoy your order.

Where and how long

• First ran 13 Nov 2025; last seen 9 Mar 2026.
• Run as 12 ads.
• Links to uk.huel.com.
• Style: Listicle.