Huel

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

Ran 116 days·Facebook and Instagram·Winner

How it opens

“If you’re constantly snacking, your meals probably aren’t doing their job.”

Angle: Social proof

Why it works

It has run for 116 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: If you’re constantly snacking, your meals probably aren’t doing their job.
2. Benefit: In a 6-week perception study*, people who added Huel to their routine said they:
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.

🍪 If you’re constantly snacking, your meals probably aren’t doing their job. In a 6-week perception study*, people who added Huel to their routine said they: 🍪 Snacking less 👀 Had better control of their day 💪 Felt better overall Huel helps by: 🔥 40g protein per meal to keep you full for hours 🎯 Complete nutrition** ⚡ Ready in under 60 seconds Eat properly once - snack less later. *Results from an independent, perception study conducted with 100 healthy adults **Huel meals and bars provide the right amount of 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

This is 40 grams of protein. This is 40 grams of protein. This is 40 grams of protein. And this is 40 grams of protein. Summer's right around the corner and if you're actually trying to hit your protein before 7 a.m., this is for you. This is Huel, this has 40 grams of protein, 26 vitamins and minerals, and tastes amazing. Right now you can get 10% off if you subscribe and new customers get 30 pounds in free gifts, so check them out.

Where and how long

• First ran 21 May 2026; last seen 14 Sep 2026.
• Run as 5 ads.
• Links to uk.huel.com.
• Style: Listicle.