Huel

Huel’s carousel ad: “💪 Protein ohne Aufwand”

Running 207 days·Facebook and Instagram·Winner

How it opens

“"Die perfekte Mahlzeit gibt es ni- oh, warte.“ Entdecke Huel Black Edition.”

Angle: Feature

Why it works

It leads with a witty, low-pressure hook and then backs it with a clean, scannable list of benefits that each speak to a different motivation: convenience, protein, nutrition, control and plant-based eating. The emoji bullets and the carousel format make the features easy to skim. The data shows it has run for 207 days, is still active and sits across 6 active ads on five placements, which suggests the advertiser keeps finding it worth running at scale.

Who it speaks to: Busy German-speaking adults who want a quick, protein-rich lunch, including people interested in eating more plant-based and managing portions.

How it’s built

1. Hook: A self-interrupting quote that jokes about the 'perfect meal' not existing, then reveals it.
2. Product intro: Names Huel Black Edition as a nutritious, high-protein meal ready in seconds.
3. Benefit: Frames it as a lunch without hassle, matching the headline 'Protein ohne Aufwand'.
4. Feature list: Four emoji-led bullets covering high protein, 26 vitamins and minerals (with iron for reducing tiredness), easy portion control and a simple way to eat more plant-based.
5. CTA: 'Probiere Huel noch heute' with a Shop now button to the German site.

What to borrow

• Open with a playful line that sets up a common belief and then flips it, so the product arrives as the punchline.
• Put the main benefit in the headline in a few words, then use the body to expand on it.
• Use short emoji-led bullets so each benefit can be read in a glance, with one benefit per line.
• Stack several motivations (speed, protein, nutrition, portion control, plant-based) so different people in the audience find their own reason to click.

Its words

💪 Protein ohne Aufwand

"Die perfekte Mahlzeit gibt es ni- oh, warte.“ Entdecke Huel Black Edition. Eine nahrhafte, proteinreiche Mahlzeit, die in Sekunden fertig ist. Für ein Mittagessen ohne Aufwand. 💪 High-Protein Mahlzeit 🥬 Mit 26 essenziellen Vitaminen & Mineralstoffen, wie z. B. Eisen, um Müdigkeit und Erschöpfung zu reduzieren 🥣 Einfache Portionskontrolle 🌱 Der einfache Weg, dich pflanzlicher zu ernähren

Probiere Huel noch heute

Button: Shop now

Where and how long

• First ran 17 Mar 2026; still running.
• Run as 6 ads, 6 of them running now.
• Links to de.huel.com.
• Style: Listicle, Product shot, Carousel.