Huel

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

Ran 149 days·Facebook and Instagram·Winner

How it opens

“You already know calories matter.”

Angle: Social proof

Why it works

It has run for 149 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: You already know calories matter.
2. Benefit: What most people miss? Protein.
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.

You already know calories matter. What most people miss? Protein. Cut calories without enough protein and hunger usually wins. Huel gives you: 💪 40g protein per meal to keep you full for hours 🔋 Magnesium to help reduce tiredness and fatigue 🥗 A meal that fits calorie-controlled diets No extremes. Just smarter calories. *Contains vitamin C to support the immune system. **uk.huel.com/benefits

4,000,000 happy customers

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

What’s said

The transcript

Do you want to know how to get 40 grams of protein before 8am? Today I'm packing Rob's order. Rob wants 40 grams of protein for breakfast. That is strong. Two pouches of Black Edition. Good choice. And let's not forget the free t-shirt and shaker. Plus the best bit, a little personalised note from me. Rob, I've got you sorted. Enjoy.

Where and how long

• First ran 9 Mar 2026; last seen 5 Aug 2026.
• Run as 9 ads.
• Links to uk.huel.com.
• Style: Listicle.