Huel

Huel’s carousel ad: “Schnelle, ausgewogene Mahlzeiten für hektische Tage”

Running 233 days·Facebook and Instagram·Winner

How it opens

“Du musst nicht dein ganzes Leben umstellen, dein Frühstück oder Mittagessen reicht völlig aus.”

Angle: Objection

Why it works

It leads with an objection rather than a product spec, which makes the change feel small and doable. The emoji-led benefit list is easy to scan on mobile, and each line ties a nutrition fact to a result the buyer cares about (fullness, digestion, speed). The price per meal and the new-customer gift lower the barrier to a first purchase. The data also shows it has run 233 days and is still active, which suggests the message keeps performing.

Who it speaks to: Busy people in German-speaking markets who want to eat in a more balanced way but have little time and don't want a strict diet.

How it’s built

1. Hook: Reassures that changing just one meal is enough, so there is no big lifestyle overhaul.
2. Promise: Says Huel Black Edition covers what you need from a meal, with simple portion control that supports your goals.
3. Benefits: Lists 40 g protein for fullness, up to 10 g fibre for gentle digestion, and preparation in seconds, each with an emoji.
4. Offer: States 17 meals at 2,20 € per meal, plus a free T-shirt and shaker for new customers.
5. CTA: 'Shop now' button and 'Probiere Huel noch heute' (try Huel today).

What to borrow

• Open with the objection your buyer already has and shrink the commitment, for example 'one meal is enough'.
• Pair each product fact with the benefit it gives, so specs read as outcomes.
• Break the price down to a per-unit figure to make it feel small and easy to compare.
• Add a new-customer bonus next to the price to push a first order without a heavy discount.

Its words

Schnelle, ausgewogene Mahlzeiten für hektische Tage

Du musst nicht dein ganzes Leben umstellen, dein Frühstück oder Mittagessen reicht völlig aus. Huel Black Edition liefert dir alles, was du von einer Mahlzeit brauchst – mit einfacher Portionskontrolle, die deine Lifestyle-Ziele unterstützt. 💪 40 g Protein für ein längeres Sättigungsgefühl + bis zu 10 g Ballaststoffe für eine sanfte Verdauung ⏰ In Sekunden zubereitet 💸 17 Mahlzeiten für nur 2,20 € pro Mahlzeit, PLUS gratis T-Shirt + Shaker für Neukunden!

Probiere Huel noch heute

Button: Shop now

Where and how long

• First ran 19 Feb 2026; still running.
• Run as 6 ads, 6 of them running now.
• Links to de.huel.com.
• Style: Product shot, Offer, Carousel.