Huel

Huel’s video ad: “Fueling busy lives one meal at a time”

Running 331 days·Facebook and Instagram·Winner

How it opens

“Hey guys, Michael here!”

Angle: Desire

Why it works

The ad has run for 331 days, is still active and is spread across 12 live ads on five placements, which suggests the approach keeps paying off and is being scaled with variations. The testimonial-style voice feels personal, while the benefit list stays concrete and easy to scan. A free gift for new customers lowers the risk of a first purchase without changing the main message.

Who it speaks to: Active, time-poor adults, especially gym-goers and weekend adventurers, who want convenient plant-based nutrition and easy portion control.

How it’s built

1. Hook: A friendly self-introduction in a creator voice, 'Hey guys, Michael here!'
2. Identity: 'Weekend warrior' labels the speaker and lets the target viewer see themselves in him.
3. Problem: He is always on the go and needs a meal that keeps up with the gym and adventures.
4. Solution: Huel Black Edition is introduced as the answer.
5. Benefits: 26 essential vitamins and minerals, plant based, easy to prepare, good for portion control.
6. Advice: A soft recommendation to try it and feel the difference.
7. Offer: The description adds a free shaker and tee for new customers.

What to borrow

• Open in a real person's voice with a simple greeting so the ad feels native to the feed.
• Give the speaker a relatable identity label, like 'weekend warrior', so the right audience self-selects quickly.
• Keep the benefit list short and concrete, then place the offer in the description so the story stays clean.
• Run several versions of one proven concept across placements, as the 12 active ads here suggest, rather than betting on a single video.

Its words

Fueling busy lives one meal at a time

Hey guys, Michael here! As a weekend warrior, I’m always on the go. Whether I’m heading to the gym or out on an adventure, I need a meal that keeps up with me – and that’s where Huel Black Edition comes in. 🏋️‍♂️🌿 With 26 essential vitamins and minerals, it helps me get through the day and feel ready for anything. Plus it's plant based, easy to prepare, and perfect for quick portion control. My advice? Try it for yourself and feel the difference! Huel Black Edition – the ultimate companion for an active lifestyle. 💥

Free shaker & tee for new customers.

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

What’s said

The transcript

I'm what you might call a weekend warrior. I train through the week, I do races on the weekend, but I'm not a professional athlete so thinking about nutrition does boggle my mind a little bit. As someone who constantly works out, I love that Huel is rich in essential vitamins, minerals and science-backed benefits to support optimal health. Don't let nutrition be the thing that holds you back on race day. When you see that finish line, make sure you go for it. Just remember, two scoops mixed with water will deliver your essential fats, carbohydrates and protein, plus your fiber, vitamins and minerals, all as part of a balanced diet.

Where and how long

• First ran 13 Nov 2025; still running.
• Run as 12 ads, 12 of them running now.
• Links to uk.huel.com.
• Style: UGC, Founder, Product shot.