Huel

Huel’s video ad: “Make weight loss simpler”

Running 173 days·Facebook and Instagram·Winner

How it opens

“The hardest part about losing weight* is staying consistent”

Angle: Pain point

Why it works

It leads with an emotional pain point rather than the product, then answers it with scannable, specific benefits and a low price that makes trying it feel low risk. The data shows it has run for 173 days, is still active, and sits across five platforms with a win score of 91, which suggests the message has held up over time. The footnote keeps the claim credible and compliant without slowing the read.

Who it speaks to: Adults in the UK who want to lose weight but struggle to stick with a diet and want something simple and low effort.

How it’s built

1. Hook: Says the hardest part of losing weight is staying consistent.
2. Solution: Introduces Huel Diet as structure when eating less, so it feels easier, not exhausting.
3. Features: Lists five quick benefits as emoji bullets (protein, calories, low sugar, vitamins and minerals, price per meal).
4. Offer: Gives a concrete price point of £1 per meal when you subscribe.
5. Sign-off: Closes on a short rhythmic line: Track less. Stress less. Stay consistent.
6. Compliance: Adds a footnote that backs the weight loss claim with the regulated wording.
7. CTA: Shop now button, supported by the description line about 4,000,000 happy customers.

What to borrow

• Open with the real obstacle your buyer faces (here, consistency) instead of the product, so the hook feels like it was written for them.
• Turn features into a short, skimmable list with one number each so the value lands in seconds.
• State a specific price per unit to make a subscription feel small and easy to say yes to.
• End on a three-beat line that sums up the promise and is easy to remember.
• Place regulated claims with a clear footnote so you can make a bold promise and still stay credible.

Its words

Make weight loss simpler

The hardest part about losing weight* is staying consistent Huel Diet gives you structure when eating less, so staying on track feels easier, not exhausting. 💪 20g protein to keep you full for hours 🍏 200 calories ⬇️ Low sugar 🌱 26 vitamins & minerals 💷 £1 per meal when you subscribe Track less. Stress less. Stay consistent. *Substituting two daily meals of an energy-restricted diet with meal replacements contributes to weight loss

4,000,000 happy customers

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

What’s said

The transcript

Can we talk about the pressure of being a wedding guest? I know that no one's looking at you. There's going to be like 400 photos and I'm going to be in some of them and I want to feel good, you know? I'm going to my best friend's wedding today and I've been having a cure diet for breakfast for the last three weeks. It's only 200 calories and it's high in protein and fibre so it's a really easy and reliable way to start the day. I want to turn up feeling like the best version of me. This is how I'm getting there. If you've got a wedding coming up, honestly, try it.

Where and how long

• First ran 20 Apr 2026; still running.
• Run as 5 ads, 5 of them running now.
• Links to uk.huel.com.
• Style: Listicle, Product shot, Offer, Text only.