Huel

Huel’s video ad: “The weight-loss habit that sticks”

Running 273 days·Facebook and Instagram·Winner

How it opens

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

Angle: Pain point

The first three seconds

POV in a warehouse holding a shaker bottle next to a comment sticker reading 'Will this help me lose weight?' while voiceover asks 'Is Huel good for weight loss?'

Pattern: Answering a common customer question from a social comment sticker while packing an order in POV

POV warehouse packing with voiceover · Fast energetic cuts every 1-2 seconds, total length 15s

Why it works

It leads with a problem the audience already feels and positions the product as the answer to that exact problem, not as a generic diet. The scannable list gives concrete specs and a low price in seconds, and the rhythmic three-part sign-off sticks. The data shows it has run for 273 days, is still active, and runs across five placements, which suggests it has held up well over time.

Who it speaks to: Adults in the UK who want to lose weight but struggle to stay on a diet and want something simple that takes the thinking out of it.

How it’s built

1. Hook: Names the real problem with weight loss, which is consistency rather than motivation.
2. Solution: Introduces Huel Diet as structure that makes eating less feel easier, not exhausting.
3. Proof points: A quick emoji list covering protein, calories, sugar, vitamins and minerals, and price per meal.
4. Offer: £1 per meal when you subscribe.
5. Sign-off: 'Track less. Stress less. Stay consistent.' gives a short, memorable close.
6. CTA: Shop now button, backed by '4,000,000 happy customers' as social proof in the description.

What to borrow

• Open with the true obstacle your buyer faces, not your product, so the hook feels like recognition.
• Turn product specs into a short, scannable list with icons so value lands even if people skim.
• Put a price per unit next to the benefits to make the offer feel small and easy to say yes to.
• End with a short, rhythmic line that restates the core promise so it is easy to remember.
• Place a big social proof number in the description, and include any required compliance note so claims stay credible.

Its words

The weight-loss habit that sticks

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 🍏 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

Is Huel good for weight loss? We get asked this question so many times so we've actually launched a new product Huel diet to help you with your weight loss. It's 200 calories, 20 grams of protein, proper nutrition, all for just £1 a meal. It just takes a lot of the guesswork out so if weight loss has felt hard to stick to, this is built for that.

Where and how long

• First ran 10 Jan 2026; still running.
• Run as 10 ads, 10 of them running now.
• Links to uk.huel.com.
• Style: Listicle, Product shot, Offer.