Huel ad examples from Meta's Ad Library

1. Video: one sentence over two cups, unchanged for seven seconds (380 days)

“While you're spending 10 € on an unhealthy lunch every day, I'm spending less than 4 € and getting up to 25 g of protein and 26 vitamins & minerals”

Structure

A 0:07 loop: two black Huel meal cups of pasta side by side on a wooden table, with hand-drawn arrows and labels, “26 vitamins & minerals”, “6 delicious flavours”, “Up to 25 g protein”, “Ready in 5 minutes” → a hand sets a cup down and a fork lifts a bite → the sentence in a white box at the top never changes: “While you're spending 10 € on an unhealthy lunch every day, I'm spending less than 4 € and getting up to 25 g of protein and 26 vitamins & minerals”. The headline is “The ultimate high protein meal”, the link line “Free T-Shirt for new customers.”, and the copy opens “Too tired to chef it up? 👩‍🍳”. A German version of the same video has also run 380 days, and the same kind of sentence over a fridge-door shot, with 35 g of protein, has run 291.

Why it works

The whole ad is one comparison the viewer can check against their own lunch: 10 € against under 4 €, with the protein and vitamins on top. Written as “I'm spending”, it reads like a person's post rather than a brand's claim. Seven seconds of nearly still footage loops before most people scroll, so the sentence gets read more than once. It went live on Oct 17, 2025 together with seven other ads on this page, and all eight are still running.

Make it yours

1. Write one sentence that sets what your customer spends now against what your product costs, and add the one benefit they care about.
2. Put it in a box over a simple shot of the product being used, and keep it on screen for the whole video.
3. Put your product in this winning ad: paste your product link, and keep the fixed sentence, the two-product shot and the short loop, with your product on the table.

2. Static: four “more than” comparisons beside the product (291 days)

“No Time For Cooking? Meet Huel Black Edition”

Structure

A square image on light grey: “No Time For Cooking? Meet Huel Black Edition” in heavy black type at the top → four rows down the left, each with a line icon: “More protein than 4 eggs”, “More vitamin C than an orange”, “More omega-3 than 5 tins of tuna”, “More potassium than a banana” → on the right a Huel bottle cut away to show oats, peas and seeds inside, with a glass of shake in front → “Free T-shirt and shaker” and the Huel logo in the bottom corner. The headline is “No time for lunch? No problem.”, and the copy opens “"The perfect meal doesn't exis... oh wait."” and ends “Get 17 meals for as little as 2.29 € per meal, plus a FREE T-shirt + shaker if you're a new customer!”

Why it works

Each row compares the product with a food the viewer already thinks of as healthy, so a nutrition claim becomes four pictures they can take in at once. The cutaway bottle answers “what's in it?” without an ingredient list, and the offer sits small in a corner where it doesn't compete with the comparisons. It went live on Jan 14, 2026, the same day as four other ads on this page that are also still running.

Make it yours

1. Pick three or four foods or products your customer already trusts and write one “More X than Y” line for each.
2. Stack them down one side with simple icons, put your product on the other, and keep the offer small in a corner.
3. Make it a static ad: paste your product link, and swap in your comparisons, your product shot and your offer.

3. Video: “Do not buy Huel until you hear this”, three reasons in 31 seconds (52 days)

“A week worth of breakfast for less than €16,50?!”

Structure

A 0:31 voiced-over video with captions, running with English, French and Italian copy in one ad: in a warehouse aisle of black Huel bags, hands pull one off the shelf as the caption runs “Do not buy Huel until you hear this.”, under a banner, “A week worth of breakfast for less than €16,50?!” → “Number one:” a man in a grey T-shirt in his kitchen with the bag and a shaker, “Less than €2,50 per meal”, a full week of breakfast “comes to less than €16,50.” → “Number two:” a box opened on the floor, “Free Welcome Kit for new customers”, a free T-shirt and shaker bottle → “Number three:” shakes poured into glasses, a phone scrolling “over 10 flavours of Huel Black Edition, including chocolate and banana”, then the label, “40g of protein and 26 vitamins and minerals in one serving” → a laptop checkout, “Huel shipped directly to your door” → “When you try it you'll understand.” The headline is “For Your Inconvenient Meals.”, and the copy opens “That €7 ‘quick breakfast’ costs more than money.”

Why it works

“Do not buy … until you hear this” sounds like a warning, so people stop for the reasons, and numbering them tells the viewer how long to stay. Price comes first, framed as a whole week of breakfast for one small number, and the copy sets it against a €7 café breakfast. Our teardown of Huel's UK “A week of breakfast for less than £20” ad, linked below, quotes this ad's copy as the euro version of the same price anchor.

Make it yours

1. Open with a reason to wait (“Don't buy X until you hear this”) and promise a set number of reasons.
2. Make reason one the price, put as a week or a month of use for one number, then the free gift, then the range, then one shot of how it arrives.
3. Get a real creator to shoot it: send them the opening line and the three reasons, pick by rate and turnaround, and let them film it in their own kitchen.

Related teardown: Huel's “A week of breakfast for less than £20” static (5.1M UK reach), taken apart