Huel

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

Running 113 days·Facebook and Instagram·Winner

How it opens

“Most protein shakes hit the number, then leave you hungry an hour later. That’s because protein alone isn’t enough.”

Angle: Social proof

Why it works

It has run for 87 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: Most protein shakes hit the number, then leave you hungry an hour later. That’s because protein alone isn’t enough.
2. Benefit: Huel is a meal, not a shake:
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.

Most protein shakes hit the number, then leave you hungry an hour later. That’s because protein alone isn’t enough. Huel is a meal, not a shake: ✔ 40g protein to support training ✔ Fibre + fats for real staying power ✔ Complete nutrition* in one serving *Huel meals provide protein, essential fats, fibre, vitamins & minerals as part of a balanced diet **Results from an independent perception study conducted with 100 healthy adults.

4,000,000 happy customers

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

What’s said

The transcript

This is 40 grams of protein from eggs. This is 40 grams of protein of edamame. This is 40 grams of protein from Greek yogurt. And this is 40 grams of protein from almonds. And this is 40 grams of protein. All of these foods are good for you and contain 40 grams of protein, but only one of them contains 40 grams of protein, 26 vitamins and minerals, and up to 10 grams of fiber. Let you guess which one. Fuel Black Edition is a convenient, nutritionally complete meal that's ready in 60 seconds. In an ideal world, we would be eating high-protein, nutrient-dense foods for every meal. But in reality, that's just not possible for most people. Whether you're on the way to the gym, you're running late in the morning, or you just want something quick at home, this is perfect. So save yourself some time and money and try Fuel.

Where and how long

• First ran 19 Jun 2026; still running.
• Run as 4 ads, 4 of them running now.
• Links to uk.huel.com.
• Style: Listicle.