Huel

Huel’s video ad: “Your wallet will thank you”

Running 152 days·Facebook and Instagram·Winner

How it opens

“That extra half hour of sleep isn’t a luxury. It’s the reason your morning works.”

Angle: Curiosity

Why it works

It has run for 152 days and is still running, on 3 ads at once. 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: That extra half hour of sleep isn’t a luxury. It’s the reason your morning works.
2. Benefit: Skipping breakfast is what usually sends you straight to snacks by 10am.
3. Offer (on the landing page): 10% off all recurring orders
4. CTA: Shop now

What to borrow

• Open a question in the first line that the rest of the ad answers.
• Back the hook 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

Your wallet will thank you

That extra half hour of sleep isn’t a luxury. It’s the reason your morning works. Skipping breakfast is what usually sends you straight to snacks by 10am. Huel gives you: 💪 40g protein per meal to keep you full for hours* 💷 Under £2 per meal ✔ A complete breakfast** in 60 seconds Sleep more. Eat properly. Start stronger. *Results from an independent perception study conducted with 100 healthy adults **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

You know what's wild? My breakfast costs less than your coffee. People spend a fortune on meal deals and protein smoothies. This does the same job. It's got your protein, carbs, fibre, and all the vitamins and minerals you need for less than the price of a coffee.

Where and how long

• First ran 11 May 2026; still running.
• Run as 3 ads, 3 of them running now.
• Links to uk.huel.com.
• Style: Listicle.