How Huel Advertises on Meta

# Ad summary This ad showcases Huel's protein powder and how it can be used to easily hit your protein goal. # Brand positioning Huel is positioned as a convenient, nutritious meal replacement option that aligns with a modern, health-conscious lifestyle. The brand appears to be targeting people who value efficiency and ease in their nutrition, pushing against the norms of time-consuming meal preparation. Huel offers a functional solution for busy individuals seeking a balanced diet. The brand promotes a lifestyle that embraces convenience without sacrificing nutritional value. # Product Huel is a nutritionally complete powdered food designed to provide a balanced meal in a quick and convenient format. The ad highlights Huel's high protein content, boasting 40g of protein per serving, and its formulation with 26 vitamins and minerals. It is targeted toward individuals looking for a fast meal replacement that aligns with a 'lazy era' of convenience. Huel addresses the barrier of meal prep by offering a ready-in-60-seconds solution that costs under £2 per meal with a subscription. The ad emphasizes the product's ease of use, suggesting it as an alternative to traditional meal prepping, positioning it as a simple way to achieve nutritional goals without extensive effort. # Visual style The ad has a casual UGC feel with quick cuts and static shots, which is suitable for platforms like TikTok and Instagram. The production quality is simple but clear, supporting the tone of a user-generated review or demonstration. The background is black, and all the shots are well lit and centered. There are around 70 cuts per minute, and the pacing is relatively consistent. There are no clear audio-visual syncs. # Hooks Text overlay: 00:00–00:02 / POV: Being lazy and hitting your protein goal anyway Visual: 00:00–00:02: A close-up shot shows tattooed hands holding a glass filled with a brown liquid. A clear straw is in the glass. The hands stir the liquid using the straw. The background is solid black. Text overlay: "POV: Being lazy and hitting your protein goal anyway." # Funnel stage Middle of funnel (Consideration) # Pain points The pain point is the difficulty of maintaining a healthy diet while balancing a busy schedule. The ad visually shows that some people might find it hard to find the time or energy to meal prep. This is reinforced with the text overlay: “POV: Being lazy and hitting your protein goal anyway”. # Value propositions - POV: Being lazy and hitting your protein goal anyway – Addresses the tension of wanting to achieve health goals without sacrificing ease. - Ready in 60 seconds – Delivers convenience in a modern-day format. - Under £2 per meal *with a subscription – Makes nutrition accessible and affordable. # Benefits - Hitting your protein goal anyway - Nutritious - Convenient - Fast - Affordable # Features - 40g of protein - 26 vitamins & Minerals - Ready in 60 seconds - under £2 per meal *with a subscription # Call to action Try now # Social proof - None used. # Point of view - Customer 100% – The entire ad is presented from the perspective of a customer using the product in a casual, relatable way. # Storyline - 00:00–00:02 The ad opens with a person holding a glass of a brown liquid, with text overlay "POV: Being lazy and hitting your protein goal anyway." - 00:00–00:02 This introduces the ad's core concept, which is to meet protein goals with minimal effort, framing the product as a solution for people who identify with laziness and are looking for a quick fix. - 00:02–00:03 Next, the person presents a Huel delivery box, shaking it to imply there is something inside. Text appears saying, "40g of protein 💪". - 00:02–00:03 This scene emphasizes the high protein content of the product. - 00:04–00:05 The person opens the box, revealing a Huel shaker bottle. Text appears stating, "Ready in 60 seconds ⏳". - 00:04–00:05 This highlights the speed and convenience of preparing Huel, which is important for people looking to save time. - 00:06–00:07 The person then opens a black bag of Huel powder. The text states, "With 26 vitamins & Minerals ✅". - 00:06–00:07 The visual emphasizes that Huel is not just a source of protein but also contains essential vitamins and minerals, positioning it as a complete meal replacement. - 00:07–00:09 The person adds the Huel powder to the blender cup. The text states, "and under £2 per meal 🤑 *with a subscription". - 00:07–00:09 This scene focuses on the product’s affordability, making it accessible for those on a budget. The text also mentions that the price is only valid with a subscription. - 00:09–00:11 The person places the blender cup onto a NutriBullet blender and blends the drink. - 00:09–00:11 This shows the preparation process. - 00:11–00:13 The person pours the blended Huel drink into a glass. The text states, "you could meal prep..." - 00:11–00:13 This text begins the transition to the concept of convenience, suggesting an alternative option to traditional meal prep. - 00:13–00:15 The person adds a straw to the drink and stirs it. The text states, "or you could just embrace your lazy era 👌". - 00:13–00:15 This highlights the convenience of the drink, making it perfect for those who embrace a "lazy era." - 00:15–00:18 The ad closes with the Huel logo and a CTA "Try now." - 00:15–00:18 This encourages viewers to take action and try the product.

# Ad summary This ad features a man training for a marathon. He shares how the complete meal shake, Huel, helps him to capitalize on his precious morning time and stay on track with his training. # Brand positioning Huel positions itself as a brand that provides nutritionally complete meal shakes and products designed to simplify healthy eating, particularly for busy individuals and those with active lifestyles. The brand aligns with values of efficiency, health, and convenience, aiming to streamline nutrition without compromising on quality or essential nutrients. Huel seemingly ignores the norms of competitors that often over-promise or rely on trendy diet fads, instead focusing on a science-backed, functional approach to complete nutrition. The brand positioning is functional, emphasizing performance, simplicity, and nutritional completeness. # Product Huel is presented as a complete meal shake that provides a quick, easy, and nutritionally balanced option for individuals with active lifestyles, such as those training for marathons. The product is designed to simplify breakfast preparation and ensure nutritional needs are met efficiently. Each serving contains 40g of protein, 26 vitamins, and minerals, supporting overall health and helping individuals stay full for longer. The shake addresses the purchase barriers of time constraints and the need for comprehensive nutrition, offering a convenient way to maintain a healthy diet without extensive meal preparation. The ad is telling the viewer that Huel is worth trying or buying because it covers all nutritional basics and makes it easy to train consistently, even when time is limited or conditions are unfavorable. # Visual style The ad has a UGC feel, with natural lighting and straightforward camera work. The editing includes quick cuts to maintain a consistent pace and keep the viewer engaged. The production quality is a hybrid between polished commercial and UGC, lending authenticity to the message while still showcasing the product effectively. The pacing is consistent throughout the ad, with cuts timed to coincide with key spoken lines and actions. The cuts are smooth, creating a seamless viewing experience. # Hooks Spoken: 00:00–00:01 I did not wanna get up this morning, Text overlay: 00:00–00:02 I did not want Visual: 00:00–00:01 A man wearing a black athletic top and black shorts with white socks and blue tennis shoes is doing a squat. The background shows a small building with a few parked cars. # Funnel stage Middle of funnel (Consideration) # Pain points The central frustration addressed in the ad is the challenge of maintaining a healthy diet and consistent training schedule, especially when time is limited and motivation is low. The man states, “I did not wanna get up this morning,” signaling the common struggle to overcome initial reluctance and stick to a fitness plan. # Value propositions - Nutritionally complete: Contains 40g of protein and 26 vitamins and minerals, ensuring comprehensive nutrition. - Convenient: Simplifies breakfast preparation, saving precious morning time. - Satiating: Keeps you fuller for longer, aiding in appetite control and consistent energy levels. # Benefits - Keeps me fuller for longer - Covers all of my basics when I need to train this much # Features - 40g of protein - 26 vitamins and minerals # Call to action Give yourself 30 days of this # Social proof - None used. # Point of view - Customer 100% – The entire ad is told from the perspective of a man who uses the product while training. # Storyline - 00:00–00:02 00:00–00:02 The ad opens with the man doing squats and lunges. He states that he did not want to get up this morning, but he is training for a marathon. This sets the stage by showing the viewer a relatable moment of reluctance and highlighting the commitment required for marathon training. - 00:02–00:04 00:02–00:04 He is running, stating that his plan doesn't care if it's cold outside. This reinforces the discipline and dedication needed for his goal, implying that he has a plan he is sticking to. - 00:04–00:09 00:04–00:09 The man is now indoors in his kitchen with a bag of Huel, stating that he's made his breakfast a lot easier in order to capitalize on that precious morning time. This transitions from the problem of early morning motivation to a solution: Huel. - 00:09–00:13 00:09–00:13 He is pouring Huel and water into a shaker cup, and states that it has 40g of protein and 26 vitamins and minerals. The man is directly providing product details, explaining what makes Huel a good choice for nutritional support. - 00:13–00:17 00:13–00:17 Back outdoors, he is doing lunges, and says that it keeps him fuller for longer and covers all of his basics when he needs to train this much. Here, the ad focuses on the benefits of Huel, reinforcing its value for active individuals. - 00:18–00:24 00:18–00:24 Continuing with his workout routine in his back yard, he states that even when it's absolutely freezing outside, he can get on with my training without having to stress about getting my breakfast before he starts work for the day. The man emphasizes the convenience and reliability of Huel, ensuring he can stay on track regardless of circumstances. - 00:25–00:29 00:25–00:29 He encourages the viewer to give yourself 30 days of this, promising you'll see the difference. This is a direct call to action, inviting the viewer to try Huel and experience the benefits themselves.

# Ad summary This ad features a creator talking about how he uses Huel to get complete nutrition at a low cost. # Brand positioning Huel is presented as a cost-effective solution for individuals seeking complete nutrition without the hassle of buying multiple ingredients. The brand aligns with values of convenience, health, and budget-friendliness, positioning itself as a practical choice for those juggling various expenses like homeownership. Huel aims to occupy the space of simple and nutritious eating, pushing against norms of elaborate meal prepping and frequent grocery shopping. The brand positioning is functional, emphasizing performance and simplicity in obtaining a balanced diet. # Product Huel is a nutritionally complete food product designed to provide the right amount of protein, essential fats, carbohydrates, fiber, vitamins, and minerals for a balanced diet. It is presented as a cost-effective alternative to buying loads of different ingredients, making it easier to stay on top of food spending, especially for homeowners. The product is for individuals who want complete nutrition conveniently and affordably. A key USP is its simplicity and cost-effectiveness, addressing the purchase barrier of high costs and time-consuming meal preparation. # Visual style The ad has a polished UGC feel, with bright, natural lighting and a mix of static and quick cuts. The editing rhythm keeps a steady pace, with cuts timed to the speaker's changing activity and location. The overall production quality suggests a hybrid of UGC and polished commercial aesthetics. # Hooks Spoken: 00:00–00:04: Since buying a house, I've definitely thought more about what I'm spending my money on, even things like food. Text overlay: MY BUDGET-FRIENDLY, HIGH-PROTEIN MEAL HACK / Since buying a house / thought more / my money on / even things like food Visual: 00:00–00:04: A young, fair-skinned man sits in a blue chair in front of a window. He wears a blue and white polo shirt and light-wash jeans, speaking directly to the camera. # Funnel stage Middle of funnel (Consideration) # Pain points The central frustration is the rising expenses associated with homeownership, which makes it harder to stay on top of food spending. Visual: Shots of buying furniture and doing home renovations signal the constant financial demands of owning a home. # Value propositions - Provides complete nutrition without constantly buying loads of different ingredients - Cost-effective nutrition solution that simplifies food spending, especially when managing home-related expenses # Benefits - Cost-effective way of getting complete nutrition - Makes it way easier to stay on top of food spending # Features - Provides the right amount of protein, essential fats, carbohydrates, fiber, vitamins & minerals as part of a balanced diet # Call to action None used. # Point of view - Customer 100% – The ad is delivered from the point of view of an individual who uses and appreciates the Huel product. # Storyline - 00:00–00:04 The creator sits in a chair and introduces a budget-friendly, high-protein meal hack. - 00:00–00:04 The creator explains that since buying a house, he's thought more about his expenses, even food. This establishes the context and highlights the problem of rising expenses related to homeownership, setting the stage for Huel as a solution. - 00:04–00:12 Quick shots of a couple buying furniture, paint, and tools convey the message that there is always something to buy, and it all quickly adds up. These images reinforce the financial burden of homeownership and the need for smarter swaps in spending. - 00:12–00:13 The creator says he's been looking at where he can make smarter swaps, and Huel has been one of those things. This positions Huel as a practical solution to alleviate food expenses amid homeownership. - 00:13–00:18 The creator says Huel is a cost-effective way of getting complete nutrition, without constantly buying loads of different ingredients, then prepares a Huel drink. This reinforces Huel's value proposition of providing complete nutrition without the need for multiple ingredients. - 00:18–00:22 The creator drinks Huel while doing DIY home renovations to illustrate it is a way easier to stay on top of food spending, especially when everything in the house needs attention first. This reinforces the convenience and cost-effectiveness of Huel in the context of homeownership, emphasizing that it helps manage food spending amid other financial priorities.

# Ad summary This ad showcases how easy it is to make a high-protein Huel drink. It is presented in a POV style, as if from the user, and features text overlays with various claims and benefits that support the ad's message. # Brand positioning Huel aims to be a convenient and affordable source of complete nutrition, especially for those who find it difficult to maintain a healthy diet due to time constraints or lifestyle challenges. The brand positions itself as a solution that is quick to prepare and easy to consume, emphasizing that it is ready in one minute. The brand targets customers looking for an alternative to fast food that provides adequate nutrition while managing costs. # Product Huel offers nutritionally complete meal replacements, exemplified here by a protein shake. According to the ad, the shake is quick to prepare in just one minute and provides 40 grams of protein per serving. The product is for people looking to increase their protein intake without the hassle of complex meal preparation. One key selling point is the affordability, costing £1.79 per meal when subscribing. The product is presented as a healthy alternative to fast food, ready for consumption after a quick blend. # Visual style The ad features a clean, modern aesthetic with a focus on the product and its ease of use. The editing is quick and straightforward, mimicking the fast-paced feel of social media content. Lighting is bright and even, emphasizing the clean surfaces and product details. The use of text overlays and emojis gives the ad a playful, accessible feel, characteristic of UGC content. # Hooks Text overlay: POV: you need to get more / protein / in your meals but you're / lazy Visual: 00:00–00:01 The camera focuses closely on a person's hands holding a clear glass jar with a handle, filled halfway with a pink smoothie. The jar sits on a white marble surface. The person has long, pink acrylic nails and several rings on their fingers, with tattoos visible on their hands and lower arms. A white text overlay reads 'POV: you need to get more protein in your meals but you're lazy'. / 00:01–00:03 The shot widens slightly as the person pours the remaining smoothie from a transparent blender container into the glass jar. The background remains a white marble surface. The person's hands and the blender container are the main focus, with the text overlay still visible. # Funnel stage Consideration # Pain points The main pain point is the difficulty of getting enough protein into one’s diet, especially when feeling lazy or short on time. # Value propositions - Quick way to increase protein intake. - Affordable meal replacement option. # Benefits - Get more protein in your meals - Quick and easy to make # Features - Ready in 1 minute - 40g of protein - £1.79 per meal (when you subscribe) # Call to action Try now # Social proof - None used. # Point of view - Customer 100% – The entire video is presented from the user's perspective, showing the ease and speed of preparing and enjoying a Huel protein shake. # Storyline - 00:00–00:01 The ad opens with a half-empty smoothie jar, indicating a previous meal or drink that needs replenishing, setting the stage for the need for a quick protein fix. - 00:01–00:03 The person pours the remainder of a smoothie from a blender container into the jar, illustrating how easily and directly the product can be transferred for consumption. - 00:03–00:05 The person empties a container of water into a blender, indicating the base liquid for the shake, followed by adding Huel protein powder from a black bag, showing the ease of preparation with minimal ingredients. - 00:05–00:07 The blender is shown in use, followed by the finished smoothie being poured back into the jar, demonstrating the product's quick preparation time and ready-to-drink state. - 00:07–00:10 The person is shown stirring the smoothie with a straw, preparing it for consumption, emphasizing its simple preparation and immediate usability. - 00:10–00:12 The ad concludes with the Huel logo and a call to action to 'Try now' and 'Discover more at huel.com,' prompting viewers to explore the brand and its offerings.

# Ad summary This ad is for Huel, a quick and nutritious meal replacement shake. The ad features a male creator who touts how Huel is the perfect option for when he is pushed for time. He goes on to say that his mornings are chaotic and how Huel is a fast, consistent and stress free option that only takes 30 seconds to prepare. He also adds that it contains 40 grams of high quality protein and is designed by dietitians to fit seamlessly into a busy routine. # Brand positioning Huel is presented as a quick and nutritious meal replacement, ideal for busy individuals. The brand is positioned as a convenient, reliable, and dietitian-designed solution for those who don't have time to prepare a full meal but still want to maintain a healthy diet. It emphasizes functionality by providing a simple, fast, and consistent way to get proper nutrition into a hectic routine. The brand aligns with a lifestyle focused on efficiency, health, and convenience, catering to individuals who prioritize time-saving solutions without sacrificing nutritional value. Huel stands out by offering a science-backed, complete meal in a ready-to-mix format, pushing against the norms of traditional, time-consuming meal preparations. # Product Huel is presented as a nutritionally complete meal replacement shake, designed for individuals needing a quick, convenient, and healthy option. It comes in powder form, packaged in a black bag with the Huel logo, and is mixed with water in a shaker. The product is targeted toward busy people who have little time to prepare meals but still want proper nutrition. The ad explicitly states that Huel is fast, consistent, and stress-free, taking less than 30 seconds to prepare and providing 40 grams of high-quality protein. It is designed by dietitians for real-world nutrition, fitting seamlessly into a busy routine. Huel addresses the pain point of chaotic mornings by offering a solution that delivers proper nutrition without the hassle of traditional meal preparation, making it worth trying for its convenience and nutritional benefits. # Visual style The ad has a polished UGC feel, blending personal vlogging with commercial elements. The editing features quick cuts to maintain a brisk pace, with smooth transitions that keep the ad flowing. The production quality is high, with natural lighting in the kitchen scenes and clear outdoor shots. The pacing is consistent, maintaining a steady rhythm that supports the message of efficiency. The audio-visual sync is well-coordinated, with text overlays and product actions timed to match the voiceover, reinforcing key points and maintaining viewer engagement. # Hooks Spoken: 00:00–00:01 When I'm pushed for time, / 00:01–00:01 this is a game changer. Text overlay: 00:00–00:01 When I'm pushed for time / 00:01–00:01 this is a game changer Visual: 00:00–00:01 The shot is from a low, upward angle, creating a selfie-style perspective. The creator's face is visible above, and he is wearing a black beanie, a gray sweatshirt, and dark pants. The background is a plain white ceiling. / 00:01–00:01 The camera is stationary, positioned at eye level in a modern kitchen. A man stands at a white island counter wearing a black beanie and a gray sweatshirt. He is preparing a drink using a white shaker bottle and a black bag of Huel. In the background are dark gray cabinets with white upper cabinets, stainless steel appliances, and minimalist decor. A black kettle and a wooden cutting board are on the counter. # Funnel stage Middle of funnel (Consideration) # Pain points The central frustration is the lack of time to prepare proper nutrition, especially on busy mornings. Quote: "When I don't have time to make breakfast." # Value propositions - Huel is a game changer for when you're pushed for time - Designed by dietitians for real world nutrition - Huel delivers proper nutrition if mornings are chaotic # Benefits - Real world nutrition - Fits seamlessly into a busy routine - Huel delivers proper nutrition # Features - Fast - Consistent - Stress-free - Takes less than 30 seconds to make - 40g of high quality protein - Designed by dietitians # Call to action None used. # Social proof - "When I'm pushed for time, this is a game changer" – Male 1 (Creator) # Point of view - Customer 100% – The entire ad is presented from the creator's perspective, as he details his experiences with Huel and the problems it solves for him. # Storyline - 00:00–00:01 00:00–00:01 The ad opens with a selfie-style view from the floor, looking up at the creator, who states that Huel is a game changer for when he is pushed for time. This is designed to grab the viewer's attention and suggest that the product solves a common problem related to being too busy. - 00:01–00:05 00:01–00:05 The creator is seen in his kitchen at an island, preparing a Huel shake. He mentions that weekends are full-on, involving socializing, working out, and attending meetings. This conveys the message that he is just like the target customer, who is busy and active, so this product is specifically designed to fit within an active lifestyle. - 00:05–00:09 00:05–00:09 The creator mentions that he sometimes feels like he has no time, but he can't slack, introducing the idea that this is when Huel becomes his go to. This is meant to build relatability by addressing a common struggle of time management and imply that the product is a reliable solution for staying on track. - 00:09–00:11 00:09–00:11 The creator is outside jogging while he says that Huel helps him out when he does not have time to make breakfast. This visually connects the product to an active lifestyle and further reinforces its role as a quick solution for busy mornings. - 00:11–00:13 00:11–00:13 The creator returns to his kitchen and the words fast, consistent and stress-free appear on screen, while he claims that Huel is all of these. This is meant to communicate key product benefits by directly addressing the viewer’s needs for a convenient and reliable nutrition option. - 00:13–00:17 00:13–00:17 The creator sits on a stool at his kitchen island after making his Huel shake and states it takes less than 30 seconds to make, contains 40 grams of high-quality protein, and is designed by dietitians. He then goes on to drink his shake. This provides key product details while showing the product in use, reinforcing its ease of preparation and nutritional value. - 00:17–00:21 00:17–00:21 The creator states that Huel is "for real world nutrition," which fits seamlessly into a busy routine. This reinforces the core message that the product is practical and convenient, and is meant to reassure the target customer that it is tailored to their lifestyle needs. - 00:21–00:24 00:21–00:24 The creator states that if mornings are chaotic, Huel delivers proper nutrition. This is designed to close with a clear value proposition, reminding the viewer that the product is a reliable solution for their hectic schedules.

# Ad summary This ad features a Huel employee packing an order for a customer named Megan who has been using Huel products for weight loss. The Huel employee comes across Megan's order and decides to share it with the viewer. Megan shares that it's her fifth Huel delivery and that she started taking GLP-1 medication a few months ago. Megan says that Huel's Black Edition powder has been a great thing to have because it has 40g of protein, as well as 26 vitamins and minerals. She also says that even when she's not in the mood to eat, she's never just running on empty. # Brand positioning Huel positions itself as a convenient and nutritious solution for individuals seeking to maintain their health and energy levels, especially when their appetite is suppressed due to medication or other reasons. It promotes a lifestyle of balance and health consciousness, focusing on functional benefits such as high protein content and essential vitamins and minerals. Huel aims to occupy the space of a reliable and comprehensive nutritional source that caters to the needs of health-conscious individuals, ensuring they don't have to compromise on nutrition even when they are not in the mood to eat. The brand aligns with values of convenience, health, and nutritional completeness, offering a practical solution for busy lifestyles and health-related dietary restrictions. # Product Huel Black Edition powder is a nutritionally complete meal replacement, designed to provide essential nutrients, protein, vitamins, and minerals in a convenient powder form. This product is specifically for people who are looking for a balanced diet even when they have a suppressed appetite or are not in the mood to eat. It contains 40 grams of protein and 26 vitamins and minerals. It addresses the purchase barrier of maintaining proper nutrition during times of suppressed appetite, offering a reliable and comprehensive solution to ensure the consumer is never just running on empty. The ad highlights that the product is worth trying because it helps users maintain their nutritional intake, even when they're not in the mood to eat. # Visual style The ad has a UGC feel with a first-person POV and casual tone from both the Huel employee and the customer. The editing is quick with jump cuts between the different shots, maintaining a consistent pace. The production quality has a hybrid feel, combining professional warehouse shots with personal testimonial. The pacing is quick and upbeat, enhancing the sense of authenticity. # Hooks Spoken: 00:00–00:02: I just came across Megan's order and I had to share this one with you. Text overlay: 00:00–00:02: Packing 1,360g protein Visual: 00:00–00:02: The shot begins with a first-person POV moving through a warehouse shelf that has Huel products on them. The warehouse has grey floors, red and blue shelves, and white walls. A hand grabs a black and white Huel bottle. # Funnel stage Consideration # Pain points The ad addresses the pain point of suppressed appetite, which makes it difficult to maintain a balanced diet. Megan states, "I started a GLP-1 a few months ago and it has been great, but it does suppress my appetite." # Value propositions - The Huel Black Edition powder ensures you're never running on empty by providing 40g of protein and 26 vitamins and minerals, making it a reliable nutritional source, even when appetite is suppressed. # Benefits - Never just running on empty # Features - 40g of protein - 26 vitamins and minerals # Call to action None used. # Social proof - "Hey, so I'm Megan, and this is probably my fifth Huel delivery." – Female 1 (Customer) # Point of view - Customer 60% – The ad is told primarily from the customer's point of view, as she shares her personal experience with the product. - Brand 40% – The ad also has brand elements as they show the packaging and the Huel employee introduces the customer. # Storyline - 00:00–00:02 00:00–00:02: A Huel employee is packing Megan’s order and shares with the audience that he wants to share this one with them. This is to create anticipation and curiosity about why Megan's order is special, positioning the viewer to experience the product from Megan's perspective. - 00:02–00:07 00:02–00:07: Megan introduces herself and mentions that this is her fifth Huel delivery. The intention is to establish Megan as a loyal customer of Huel and the viewer gets to experience the product through Megan's perspective as she is speaking directly to the camera. - 00:07–00:14 00:07–00:14: Megan mentions that she started a GLP-1 prescription a few months ago and it suppresses her appetite. The intention is to highlight a specific pain point (suppressed appetite) that the product addresses. - 00:15–00:24 00:15–00:24: Megan says that Huel's Black Edition powder has been a great thing to have because it has 40g of protein, as well as 26 vitamins and minerals. This is to emphasize the benefits of using the product, highlighting its nutritional value and why it is so effective for those on GLP-1 medication. - 00:24–00:29 00:24–00:29: Megan mentions that even when she's not in the mood to eat, she's never just running on empty, thanks to Huel. This underscores the value proposition of the product, showing the positive impact it has on her daily life. - 00:29–00:33 00:29–00:33: Megan reiterates that it's her fifth Huel delivery and counting, while thanking the audience. This reinforces her loyalty to the brand and leaves the audience with a positive impression.

# Ad summary This image ad promotes Huel products with a special offer of free gifts valued at £30 for new customers who subscribe. The free items include 40g protein, a shaker, and a t-shirt, presented in a stylized receipt format against a background that includes the product. # Brand positioning Huel is presented as a modern, convenient solution for nutritional needs, focusing on accessibility and value. The brand positioning emphasizes affordability and additional perks like free gifts to incentivize new customers. The ad doesn't explicitly detail health benefits, but implies a lifestyle-driven approach by bundling protein products with lifestyle items like shakers and t-shirts, thus moving slightly away from purely functional benefits. # Product The featured products are presented as part of a special offer for new subscribers. The offering includes a 40g protein product, which is advertised as costing £1.79 per meal (reduced from £1.99), alongside a free shaker (valued at £10) and a free t-shirt (valued at £20). These incentives are bundled together to create a strong value proposition for new customers. The ad addresses the purchase barrier of initial investment by providing additional value upfront. # Visual style The ad has a clean, minimalistic studio shot aesthetic with a focus on product visibility. The use of a mustard yellow background and white receipt creates a visually appealing contrast. The receipt format gives it a modern, almost infographic style, which likely enhances scannability in-feed. # Hooks Headline: FREE GIFTS WORTH £30 # Funnel stage Middle of funnel (Consideration) # Pain points The pain point is the initial cost or hesitation to try a new subscription-based product, which is signaled by offering free items with a new subscription, reducing the upfront cost and perceived risk. # Value propositions - Bundle of free gifts (protein, shaker, t-shirt) worth £30 - Affordable meal replacement at £1.79 per meal # Benefits - Discounted price of £1.79 per meal for 40g protein - Free shaker with purchase - Free t-shirt with purchase # Features - 40G PROTEIN - FREE SHAKER - FREE T-SHIRT # Call to action SHOP NOW # Social proof - None used. # Point of view - Brand: The entire ad conveys the brand's promotional message, showcasing the special offer and value proposition from Huel's perspective. # Storyline - The ad begins with a title showcasing the Huel brand and highlighting the special deal 'FREE GIFTS WORTH £30'. This immediately grabs the viewer's attention by presenting a high-value offer. The brand is conveying the message that they are providing a very enticing value proposition for new customers. - Next, the ad details the specific items included in the 'free gifts' offer: '40G PROTEIN', 'FREE SHAKER', and 'FREE T-SHIRT'. By explicitly listing each item with its original and discounted price (now free), Huel is clarifying the significant savings and specific items new customers will receive. This part of the story is told from the brand's perspective, emphasizing the tangible value of the offer. - The ad concludes with a 'SHOP NOW' call to action and clarifies the offer's conditions with the disclaimer '*For new customers**With a subscription'. This step serves to guide the viewer toward conversion while clarifying the terms to ensure transparency. This part of the story continues from the brand's perspective, encouraging immediate purchase and highlighting the conditions of the offer.

# Ad summary This ad promotes Huel, a complete nutrition meal replacement, through a 30-day challenge shown by a creator. She highlights how Huel has made her mornings less chaotic by providing a quick and convenient breakfast solution that keeps her full and satisfied. # Brand positioning Huel is presented as a convenient and nutritious solution to breakfast. The brand positions itself as a way to simplify busy mornings and avoid the chaos of deciding what to eat. It promotes a functional approach to nutrition, emphasizing time-saving and satiety, without compromising on quality. Huel aims to occupy a space in the consumer's mind as a reliable, easy, and complete food option, rather than a traditional, time-consuming meal. The brand aligns with a lifestyle of efficiency and consistency, pushing against the norm of skipping breakfast or overcomplicating meal preparation. # Product Huel is presented as a nutritionally complete meal replacement, specifically in powder form. The product works by providing a quick and easy breakfast solution that requires no additional preparation. The powder is mixed with water in a shaker and consumed as a ready-to-drink meal. It caters to individuals who struggle with skipping breakfast or find themselves spending too much time deciding what to eat in the morning. Huel addresses the barrier of chaotic mornings by offering a convenient alternative that ensures consumers don't skip breakfast. The ad highlights that Huel keeps users fuller for longer, reducing the need for mid-morning snacking, and promotes consistency in daily nutrition. # Visual style The ad has a casual, UGC-feel with simple editing and natural lighting. The production quality appears to be a hybrid of authentic and semi-polished, which supports the intended tone of an everyday user sharing their real experiences. The editing style consists of quick cuts between the woman speaking directly to the camera and shots of her preparing the Huel product. The pacing is consistent throughout, maintaining a conversational rhythm, as if the creator is recording a casual reel to post. # Hooks Spoken: Female 1: I started Huel 25 days ago, and I have genuinely noticed two things. Text overlay: DAY 25 Visual: 00:00–00:04: A woman with long dark hair, fair skin, and wearing a plaid jacket and striped shirt looks directly at the camera while outdoors. She is standing in front of brick buildings with greenery. Text overlay "DAY 25" is visible. The camera is handheld, creating a selfie-style perspective. # Funnel stage Consideration # Pain points The ad implies a common struggle of chaotic mornings where people skip breakfast or spend too much time deciding what to eat, creating a sense of overwhelm and inconsistency. “Which sounds simple, but it has made my mornings feel way less chaotic. # Value propositions - Quick and easy breakfast solution - Convenience that ensures consumers don't skip breakfast - Reduced need for mid-morning snacking - Consistency in daily nutrition # Benefits - Avoid skipping breakfast - Mornings feel less chaotic - Staying fuller for longer - Not constantly thinking about food mid-morning - Feels more consistent - Sorted # Features - Complete nutrition - Powder form - Easy preparation # Call to action Order from Huel today. # Social proof - "I've already ordered my next bag" – Female 1 (Creator) # Point of view - Customer 100% – The entire video is presented from the perspective of a customer sharing her experience and opinions about the product. # Storyline - 00:00–00:04 The creator introduces her experience with Huel, stating she started Huel 25 days ago and has noticed two things. - 00:04–00:10 She highlights that she's not skipping breakfast anymore due to Huel, which makes her mornings feel less chaotic. - 00:10–00:15 She notes that she's staying fuller for longer, so she's not constantly thinking about food mid-morning. - 00:15–00:20 She emphasizes how it feels way more consistent and is the last day of her 30-day Huel challenge. - 00:20–00:23 She highlights that she has already ordered her next bag, showing continued use. - 00:23–00:27 She says that she is not overcomplicating breakfast anymore, nor is she standing in the kitchen deciding what to eat, emphasizing convenience. - 00:27–00:32 She concludes that it's sorted, such a small change, but it has completely changed how she starts her day. - 00:32–00:38 She recommends Huel to the viewer and asks them why not see the change for themselves and order from Huel today.

# Ad summary A woman makes a Huel shake, which she describes as the ultimate lazy girl hack, in her kitchen. # Brand positioning Huel is positioned as a convenient solution for those who struggle to eat a complete breakfast. The brand caters to individuals, especially women, who value efficiency and time-saving solutions in their daily routine. By offering a nutritionally complete meal in a quick-to-prepare shake, Huel aims to occupy a space in the consumer's mind as a lifestyle brand that supports easy nutrition, particularly for those who aren't morning people or don't like eating breakfast. The brand's tone is casual and relatable, aligning with a lifestyle that values simplicity and doesn't take itself too seriously. # Product Huel is presented as a nutritionally complete meal replacement shake designed for individuals who want a quick and easy breakfast option. The product comes in powder form and is prepared by mixing two scoops with 500ml of water. The ad explicitly states that Huel meals provide the right amount of protein, essential fats, carbohydrates, fiber, vitamins, and minerals as part of a balanced diet. The product is marketed towards individuals who find it hard to get all of their goodness into their breakfast meals, particularly those who don't like eating breakfast or are not morning people. It is described as a chocolatey goodness. Huel is specifically targeted towards "lazy girlies" seeking an extra five minutes of sleep by offering a simple, no-fuss breakfast alternative. # Visual style The ad has a polished UGC feel, filmed in a well-lit kitchen with a stationary camera. The editing style includes quick cuts that align with the audio and visual actions. The aesthetic is clean and modern, which supports the brand's image as a convenient and efficient solution for nutrition. The pacing is consistent throughout the ad, with cuts occurring approximately every 1-2 seconds, keeping the energy of the video upbeat and engaging. # Hooks Spoken: Female 1: I've said it before, I'll say it again, no matter how much I try, I am just not a morning girly. Text overlay: The ultimate lazy girl hack Visual: 00:00–00:04 A woman with long brown hair, wearing a maroon long-sleeve shirt and silver watch, sits in front of a white table in her kitchen with light gray cabinets, stainless steel appliances, and a gold faucet. The camera is selfie-style, close-up, and stationary. # Funnel stage Consideration # Pain points The primary pain point is the struggle to get a complete and nutritious breakfast, especially for those who don't like eating breakfast or are not morning people. The woman says, "I find it really hard to get all of my goodness into me in my breakfast meals because I just don't like eating breakfast." # Value propositions - Contains all of the nutrients that you need from a complete meal. - It's just chocolatey goodness # Benefits - Provides the right amount of protein, essential fats, carbohydrates, fibre, vitamins & minerals as part of a balanced diet. # Features - *Huel meals provide the right amount of protein, essential fats, carbohydrates, fibre, vitamins & minerals as part of a balanced diet.* # Call to action None used. # Point of view - Customer 100% – The entire ad is told from the perspective of a customer, who is casually speaking about their love for Huel. # Storyline - 00:00–00:08 A woman says she's not a morning person, so she needs any little thing that will help her get an extra five minutes in bed. - 00:08–00:15 The woman introduces her new best friend, Huel, for lazy girls. - 00:15–00:21 She says it's hard for her to get all of her goodness into her breakfast meals because she doesn't like eating breakfast. She asks if viewers feel the same. - 00:21–00:24 She says Huel is so amazing because it is a complete meal. - 00:24–00:26 The woman shares that the viewer is literally getting everything they need in one drink. - 00:26–00:29 The woman shows how to make Huel by putting two scoops into 500ml of water. - 00:29–00:35 She puts the lid on top and shakes it. - 00:35–00:41 She says each drink contains all the nutrients you need from a complete meal. - 00:41–00:44 She drinks the Huel and says it's chocolatey goodness. - 00:44–00:50 She says if you're a lazy morning girl who struggles to get that complete meal breakfast in, Huel is for you. - 00:50–00:54 The woman says she needs her extra five minutes of beauty sleep.

# Ad summary This ad shows a woman making a protein shake with Huel powder. She quickly adds the powder to a blender cup with water, blends it, and adds ice to a glass. She then pours in the shake and enjoys it. # Brand positioning Huel is presented as a convenient and nutritious option for individuals seeking a complete meal solution. The ad promotes the brand as an easy way to achieve protein goals and get essential vitamins and minerals, catering to those with busy lifestyles. Huel aligns with a lifestyle of health and convenience, ignoring the norms of time-consuming meal preparation, offering a functional and straightforward solution for people looking to simplify their nutrition. # Product Huel is a nutritionally complete food product aimed at people looking for convenience and a quick way to get their daily nutrients. In the ad, Huel is presented as a protein powder that can be mixed with water and blended into a shake. It is for individuals who want to easily hit their protein goals and get 26 vitamins and minerals. The ad highlights that it is ready in 60 seconds and under £2 per meal (when you subscribe), making it an affordable meal prep option or a lazy-day solution. The ad addresses the barrier of time and cost by showing how quickly and affordably a nutritious meal can be prepared using Huel. # Visual style The ad has a casual and relatable aesthetic, aiming for a UGC feel with a mix of close-up and medium shots. The production quality is clean but not overly polished, which suggests an authentic and accessible vibe. The editing includes quick cuts to maintain a brisk pace, fitting for a social media audience. The cuts and text overlays are synced to the music beats, adding to the visual and auditory engagement. # Hooks Spoken: 00:20–00:21 Male 1: Huel Text overlay: 00:00–00:02 POV: being lazy and hitting your protein goal anyway Visual: 00:00–00:01 Close-up shot of a clear glass jar filled with a brownish-grey liquid being stirred with a silver metal straw. The jar is held by fair-skinned hands with long pink nails. Behind the jar, there's a blurred background with a framed picture and a neon light. The camera is static, focusing on the drink and stirring motion. # Funnel stage Consideration # Pain points The ad highlights the struggle of maintaining a healthy protein intake and meeting nutritional needs amid a busy or lazy lifestyle, especially when time and budget are limited. # Value propositions - The product offers nutritional value with 40g of protein and 26 vitamins and minerals. - Huel is presented as a convenient and fast meal replacement, ready in just 60 seconds. - Huel is an affordable option at under £2 per meal. # Benefits - Ready in 60 seconds - Under £2 per meal # Features - 40g of protein - 26 vitamins and minerals # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The ad is shot from the POV of a consumer creating a protein shake. # Storyline - 00:00–00:01 The shot opens with someone stirring a brown drink in a mason jar. - 00:02–00:02 The frame cuts to a black bag with 'Huel' printed in large white letters. - 00:03–00:04 A woman wearing a gray t-shirt pours water into a blender cup. - 00:04–00:08 The woman scoops protein powder from the Huel bag into the blender cup. - 00:09–00:11 She blends the mixture using a countertop blender. - 00:11–00:12 The woman adds ice to a mason jar. - 00:13–00:19 The woman pours the blended protein shake into the mason jar and stirs it with a metal straw.

# Ad summary This image ad promotes Huel, a brand of nutritionally complete meal replacement shakes, with a focus on affordability and protein content. The ad features three different shake flavors and highlights that each meal costs €2.20 and contains 40g of protein. It also advertises a free T-shirt and shaker with the first order. # Brand positioning Huel is positioned as a provider of nutritionally complete meal replacement shakes that are both affordable and high in protein. The brand appears to target health-conscious individuals who want a convenient and cost-effective way to meet their nutritional needs. By emphasizing the low cost per meal and the high protein content, Huel aims to appeal to consumers who are looking for a practical and efficient way to maintain a healthy diet without sacrificing taste or quality. The brand promotes a lifestyle of convenience, health, and affordability. # Product The ad features Huel's nutritionally complete meal replacement shakes, presented in three different flavors: strawberry, chocolate, and banana. Each shake is shown in a clear glass, highlighting its texture and color. The ad emphasizes that each meal costs €2.20 and contains 40g of protein. The shakes are designed for anyone looking for a quick, easy, and nutritious meal replacement. The visual presentation of fresh ingredients (strawberry, chocolate bar, banana) alongside the shakes suggests natural flavors and ingredients. The ad promotes the idea that these shakes provide a convenient and affordable way to meet daily nutritional needs, and it addresses the purchase barrier of high cost and time-consuming meal preparation. # Visual style The ad has a clean and modern visual style, with a focus on product presentation. The studio-shot image features a dark background that makes the brightly colored shakes and fresh ingredients stand out. The composition is symmetrical and balanced, creating a sense of order and professionalism. The typography is simple and legible, and the overall aesthetic is designed to appeal to a health-conscious audience. # Hooks Headline: Das Sparmenü ohne Reue. # Funnel stage Consideration # Pain points The ad addresses the pain point of expensive and time-consuming meal preparation. This is implicitly solved by offering Huel as a convenient and affordable way to get a complete, nutritious meal. # Value propositions - Affordable meal option at €2.20 per meal - High protein content with 40g of protein per meal - Free T-shirt & Shaker with your first order # Benefits - Sparmenü - GRATIS T-Shirt & Shaker bei deiner ersten Bestellung # Features - €2,20 pro Mahlzeit - 40 g Protein # Call to action None used. # Social proof - None used. # Point of view - Brand: The headline, price point, protein content, and free T-shirt and shaker are all presented from the brand's perspective, highlighting the value proposition of Huel. - Customer: The visual representation of the different shake flavors and the promise of a satisfying meal are designed to appeal to the customer's desire for a convenient and tasty nutritional solution. # Storyline - The ad begins by presenting Huel as an affordable meal option. The copy "Das Sparmenü ohne Reue." and the highlighted price point of €2.20 per meal, along with the offer of a free T-Shirt and shaker, all convey this point from the brand's perspective. - The ad then focuses on the nutritional benefits, emphasizing the 40g of protein per meal. This communicates the nutritional value of the product, told from the brand's point of view. - Finally, the ad highlights the variety of flavors available by showing three different shake options. This helps potential customers visualize the product and imagine themselves enjoying it, presented from the customer's perspective.

# Ad summary A fit man in a kitchen claims that Huel is cheaper than coffee, then lists Huel's nutritional benefits and displays the product. # Brand positioning Huel positions itself as a cost-effective and nutritionally complete meal replacement solution for those seeking to optimize their diet. The brand promotes convenience and affordability as key values, offering a product that undercuts the cost of daily coffee and protein smoothies while providing essential nutrients. Huel aims to disrupt the norm of expensive and time-consuming meal options, appealing to consumers who value efficiency and health. # Product Huel is presented as a nutritionally complete meal replacement powder designed to be a convenient and affordable alternative to traditional meals. The product claims to provide all essential nutrients, including protein, carbs, fiber, vitamins, and minerals. It is targeted towards individuals looking for a cost-effective solution, with the ad emphasizing that Huel costs less than a cup of coffee. The USPs are its comprehensive nutritional profile and affordability, addressing the pain point of expensive meal deals and protein smoothies. Huel is marketed as a way to achieve a balanced diet without breaking the bank or sacrificing convenience. # Visual style The ad has a polished commercial aesthetic with a UGC feel. It features quick cuts and close-up shots to maintain viewer engagement. The lighting is soft and natural, creating a relatable atmosphere. The editing rhythm is fast-paced, with cuts timed to align with the speaker's points and the on-screen text. There are approximately 15 cuts per minute. # Hooks Spoken: 00:00–00:03 You know what's wild? My breakfast cost less than your coffee. Text overlay: 00:01–00:03 My breakfast cost less than your coffee. Visual: 00:00–00:01 A muscular man in a tan t-shirt stands in a modern kitchen with light wood cabinets and stainless steel appliances. He holds a black and white Huel shaker bottle. The camera is chest level, with a slight upward angle. / 00:01–00:03 The shot zooms in slightly on the man, who is still holding the Huel shaker. A black Huel bag appears in the background on the counter. The lighting is soft and diffused. # Funnel stage Consideration # Pain points People spend a fortune on meal deals and protein smoothies. # Value propositions - Nutritionally complete meal at a lower cost than coffee - Affordable source of protein, carbs, fiber, vitamins, and minerals # Benefits - It's got your protein, carbs, fiber, and all the vitamins and minerals you need - Less than the price of a coffee # Features - Protein - Carbs - Fiber - Vitamins - Minerals # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The ad is delivered by a person showcasing and endorsing the product. # Storyline - 00:00–00:03 The man asks the audience a question and segues into how his breakfast costs less than their coffee, positioning Huel as an affordable alternative. The audience is experiencing the perspective of someone who is making the healthier and financially savvy choice. - 00:03–00:07 00:03–00:07 He challenges the audience by pointing out the cost of meal deals and protein smoothies, and introduces Huel as the same product at a lower cost. This serves to address a common pain point and present Huel as a solution. - 00:07–00:13 00:07–00:13 The man details Huel's nutritional benefits, highlighting its protein, carb, fiber, vitamins, and minerals, all for less than the price of coffee. This reinforces Huel's value proposition by emphasizing both its comprehensive nutrition and affordability.

# Ad summary Spencer Matthews talks about the benefits of Huel and how it fits into a healthy diet. # Brand positioning Huel aims to position itself as a convenient and nutritionally complete meal replacement option for individuals seeking a balanced diet without the complexities of traditional meal planning. It emphasizes simplicity, health, and taste, offering products that eliminate the guesswork of proper nutrition. It stands out for providing all essential vitamins, minerals, protein, fiber, and healthy fats in one product. Huel presents itself as a solution for those who want a quick, reliable, and healthy meal without sacrificing nutritional value or taste. It promotes a lifestyle of health and efficiency, appealing to individuals who value convenience and a no-nonsense approach to nutrition. # Product The product featured is Huel, a nutritionally complete meal replacement designed for convenience and optimal health. Huel is presented as a reliable and efficient way to obtain essential nutrients without the hassle of traditional meal preparation. It includes 26 vitamins and minerals, fiber, protein, and essential fats. The product can be consumed as a shake. It addresses purchase barriers by simplifying nutritional intake, eliminating the need for extensive meal planning, and providing a convenient option for busy lifestyles. The ad emphasizes that Huel provides all the necessary components of a good meal in one product, removing the guesswork from healthy eating. # Visual style The ad has a conversational style with jump cuts. The production quality appears to be hybrid, it has polished commercial aspects but feels casual to align with UGC. The pacing is consistent throughout the ad. # Hooks Spoken: 00:00–00:04 diets and fads and carnivore only and high carbs and high fats you never actually know what works. Text overlay: 00:00–00:04 Diets / 00:00–00:04 fads / 00:00–00:04 carnivore / 00:00–00:04 high / 00:00–00:04 high carbs / 00:00–00:04 high fats Visual: 00:00–00:04: Medium shot of Spencer Matthews from the chest up. He is fair-skinned with dark hair. He wears a black button-down shirt. He is sitting in front of a microphone with a green plant visible in the background. He is speaking. # Funnel stage Middle of funnel (Consideration) # Pain points The pain point addressed is the confusion and difficulty in determining what works when it comes to diet and nutrition, due to conflicting information from diets, fads, carnivore diets, high carb diets, and high fat diets. 'You never actually know what works' implies the frustration of navigating various nutritional approaches without clear guidance. # Value propositions - All essential products into one product - The work has been done so we don't have to. # Benefits - A good meal # Features - 26 vitamins and minerals - Fiber - Protein - Essential fats # Call to action None used. # Social proof - With the reputation of Huel and what a great business it is, it's clear to me that work has been done that this is clearly a good meal - Spencer Matthews (Founder of CleanCo) # Point of view - Customer 60% – A customer of the product is discussing Huel and how it has simplified the process for him. - Brand 40% – The brand founder is shown and his perspective is conveyed by explaining the genesis of the product. # Storyline - 00:00–00:04 Spencer Matthews is discussing different types of diet plans. - 00:04–00:15 The influencer explains that Huel helps take out the guesswork because it has the essential ingredients you need in your diet. This is conveyed as someone sharing a practical solution. - 00:19–00:23 The founder of Huel explains how the company was created to provide essential products in one product. The viewer experiences this section from the brand's perspective. - 00:23–00:26 The influencer talks about how Huel has done the work so that the consumer does not have to.

# Ad summary This ad shows a behind-the-scenes look at the process of a warehouse employee packing a customer's order of Huel Black Edition. # Brand positioning Huel is presented as a convenient way to get protein before 8 a.m. The brand aims to occupy the space of a health and fitness food that is an easy, complete, and convenient option for those who want to start the day off with 40g of protein. The brand's tone is friendly, playful, and relatable. The brand promotes a functional approach to health and fitness. # Product Huel Black Edition is a nutritionally complete meal in powder form, presented in a black pouch with the brand name in white. It is designed to deliver 40 grams of protein for breakfast. The ad also features a shaker bottle and a free t-shirt for new customers, positioned as additional perks. The ad addresses purchase barriers by highlighting the convenience and the offer of a free t-shirt and shaker, making the product more appealing. # Visual style The ad has a UGC feel, with a quick editing style and handheld camera movements. The production quality is simple, and the visual motif includes the warehouse environment and the black Huel packaging. The pacing is consistent, and the cuts are timed to match the speaker's lines, enhancing the audio-visual sync. # Hooks Spoken: 00:01–00:03 Do you want to know how to get 40 grams of protein before 8 a.m.? Text overlay: 00:00–00:04 40g protein before 8am Visual: 00:00–00:03 A warehouse employee stands behind a shelf lined with black Huel pouches. The employee is wearing a neon yellow safety vest and looks directly at the camera. # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies a need for a quick and easy way to get 40g of protein before 8am, suggesting that people may not have the time or resources to prepare a protein-rich meal in the morning. # Value propositions - Convenient way to get 40g of protein before 8 a.m. - Free gifts for new customers # Benefits - Complete order - Personalized Note # Features - 40g of protein - Free T-shirt - Free Shaker # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad is told from the perspective of the Huel brand through the lens of an employee packing an order, and conveys the brand's message and values. # Storyline - 00:00–00:03 00:00–00:03 A warehouse employee holds up a black pouch of Huel. - 00:03–00:05 00:03–00:05 The employee, identified as Spencer Matthews, a World Record Holder and Warehouse Employee, packs Rob's order. - 00:05–00:09 00:05–00:09 He places two pouches of Huel into a cardboard box. - 00:09–00:13 00:09–00:13 The employee holds up the bags of Huel. - 00:13–00:16 00:13–00:16 He then adds a free t-shirt and shaker for new customers to the order. - 00:16–00:19 00:16–00:19 The employee adds a personalized note to the customer's box, signs it, and prepares the order for shipping. - 00:19–00:21 00:19–00:21 The employee then sends the order off to the customer.

# Ad summary This ad shows a variety of Huel lite drinks and a bag of Huel powder, promoting the idea of reducing calories without cutting protein intake. The text overlay highlights a discount code and the benefits of consuming Huel products, such as eating less, feeling fuller, and spending less. # Brand positioning Huel is presented as a health-conscious brand offering convenient and nutritious meal replacement solutions. The brand is focused on providing balanced nutrition, as evidenced by the emphasis on cutting calories without sacrificing protein. It appears to cater to individuals seeking healthier alternatives and simplified nutrition, positioning itself as a modern, straightforward choice for those looking to manage their diet effectively and make healthier choices without the usual sacrifices. # Product The ad features Huel Lite ready-to-drink beverages in multiple flavors, including Chocolate, Strawberry, Banana, and Vanilla. Each bottle is designed to be a complete meal replacement, offering a balance of essential nutrients while being low in calories. These drinks are promoted as a convenient solution for individuals aiming to reduce their calorie intake without compromising protein. Also shown is Huel powder in a black package that contains 16 servings. Each serving contains 26 vitamins and minerals, 40g protein and 8g of fiber. The product addresses the common purchase barrier of sacrificing nutrition for calorie reduction, positioning itself as a way to eat less, feel fuller, and spend less. # Visual style The ad has a bright, casual aesthetic. The production quality appears high with a well-lit product arrangement against a shaggy, yellow surface. The style is simple and direct, focusing on the product presentation and key messaging. The typography integration is clean and bold. # Hooks Headline: Use code SAVE30NOW for 30% off 🤑🤑 # Funnel stage Consideration # Pain points The ad addresses the problem of cutting calories without losing essential nutrients such as protein. It is illustrated by the text: "FINALLY I can cut my calories without cutting my protein" # Value propositions - Ability to cut calories without cutting protein intake. # Benefits - Cut my calories without cutting my protein - I'm eating less - feeling fuller - spending less! # Features - Low calorie - 40g protein - 8g fibre - 26 vitamins & minerals # Call to action None used. # Social proof - *Results from an independent, sensory study conducted by 100 Huel users. # Point of view - Brand: Top of the image and center. The opening text with the discount code is designed to promote the brand and increase awareness. - Customer: Bottom center. The customer is describing the results of the Huel product: consuming less, feeling fuller, and spending less. # Storyline - The ad begins with a discount offer to draw the viewer in with a limited-time deal. The brand is telling this part of the story to incentivize immediate action by offering a discount. - Next, the ad highlights the brand's offering. The brand is presenting the main idea that Huel is a great option to cut calories without cutting protein. - The ad concludes with the user’s perspective, describing the experience of consuming less, feeling fuller, and spending less. The customer’s point of view is used to convey the benefits of using the product.

# Ad summary This ad showcases a meal replacement shake that helps consumers lose weight without overspending on their food budget. The ad highlights the shake's protein content, low cost per meal, and a bonus offer of a free t-shirt and shaker with a subscription. # Brand positioning This brand presents itself as a solution for affordable weight loss. It aligns with values of convenience and budget-friendliness. The brand offers meal replacement options that do not require complex cooking or expensive ingredients. It positions itself against the norm of costly diet plans or restrictive eating habits, advocating for a simple way to manage weight without financial strain. It is taking a functional approach by focusing on accessible nutrition and cost-effectiveness. # Product The featured product is a meal replacement shake designed to help individuals lose weight. The ad specifies that each serving contains 20g of protein and costs only £1 per meal, making it an affordable option. The shake is for individuals looking for a convenient and budget-friendly weight loss solution. A unique selling point (USP) is the combination of weight loss benefits and low cost. A specific use case is for replacing two daily meals as part of an energy-restricted diet. The ad addresses the purchase barrier of high dieting costs by emphasizing the affordability of the shakes and also addresses potential interest by including a free t-shirt and shaker. It is a worthwhile option for individuals looking to manage their weight without financial strain. # Visual style The ad has a natural and approachable visual style. The production quality suggests it may have been shot on a smartphone, with a shallow depth of field and natural lighting. The visual motifs are simple and direct, with the focus on the product and its features highlighted through text boxes. The image treatment includes slight blurring of the background to emphasize the product. The typography integration is clean and legible, with bold text used for emphasis. The style aims for a platform-native look, resembling content that might be found in a social media feed, which could increase scannability and stop power. # Hooks Headline: How to Lose Weight* without blowing your food budget 🤑👇 # Funnel stage Middle of funnel (Consideration) # Pain points The central frustration is the challenge of losing weight while staying within a limited budget, specifically, 'How to Lose Weight* without blowing your food budget.' # Value propositions - Only £1 per meal* - FREE T-shirt & Shaker # Benefits - lose weight - without blowing your food budget - FREE T-shirt & Shaker # Features - 20g protein - Substituting two daily meals of an energy restricted diet with meal replacements contributes to weight loss # Call to action None used. # Social proof - None used. # Point of view - Brand: This POV is consistent throughout the ad, as the brand is presenting its product and highlighting its key features, cost-effectiveness, and additional incentives for purchase. # Storyline - The ad begins by posing the question of how to lose weight without 'blowing your food budget.' This draws the viewer in with a promise of affordability alongside weight loss, told from the brand's perspective. - Next, the viewer's attention is drawn to the advertised shake. Key features are presented in black boxes around it, including the 20g of protein it contains, and that it is 'Only £1 per meal'. This is to highlight the products benefits from the brand's perspective. - Finally, viewers are enticed by the promise of a 'FREE T-shirt & Shaker' to be gained by subscribing. This gives the viewer an incentive to act from the brand's perspective.

# Ad summary This image ad for Huel Diet features a hand holding a glass of the product with claims of 20g of protein, 200 calories and low sugar. # Brand positioning Huel Diet is presented as a modern, convenient, and health-conscious choice for those seeking a simplified approach to weight management. The brand is positioning itself as a solution to the common struggle of dieting, aiming to reframe the experience as less of a battle. The product is positioned as a meal replacement to support weight loss and provides consumers with transparent nutritional information. Huel Diet defies norms and leans into functional positioning by focusing on key nutritional aspects, like protein content, calorie count, and low sugar. # Product Huel Diet is a meal replacement shake designed to assist in weight loss. The product is aimed at individuals looking for a convenient and effective way to manage their calorie intake and nutrition. The ad highlights three key attributes: it contains 20g of protein, only 200 calories, and is low in sugar. This is presented to address common consumer purchase barriers around dieting, focusing on the nutritional value of the shake and that substituting two daily meals of an energy restricted diet with meal replacements contributes to weight loss. The ad suggests it can be easily integrated into one's daily routine, providing a quick and nutritious alternative to traditional meals. # Visual style The ad employs a clean and simple visual style, which is focused on the product with transparent nutritional information. The gradient background and clear glass give a modern feel. # Hooks Headline: What if losing weight felt less like a battle? # Funnel stage Middle of funnel (Consideration) # Pain points The ad recognizes that losing weight can be a struggle or "battle." # Value propositions - The Huel Diet can contribute to weight loss - The product has 20g protein - The product has 200 calories - The product is low sugar # Benefits - Substituting two daily meals of an energy restricted diet with meal replacements contributes to weight loss # Features - 20g protein - 200 calories - Low sugar # Call to action None used. # Social proof - *Substituting two daily meals of an energy restricted diet with meal replacements contributes to weight loss. # Point of view - Brand: The brand is communicating directly with the viewer by making a claim about the benefits of Huel Diet. # Storyline - The ad opens by questioning if weight loss could be easier. The intention is to immediately grab attention by introducing a common frustration. - Then, the ad introduces the Huel Diet as a solution, with the goal of sparking curiosity and establishing the brand as the answer to this common struggle. - Finally, the ad lists the nutritional benefits. It's aimed at building trust and credibility by providing transparent nutritional facts.

# Ad summary This ad for Huel meal replacement shakes highlights the products' benefits in helping simplify dieting and providing high-quality nutrition. The ad offers a free t-shirt and shaker for new customers. # Brand positioning Huel positions itself as a modern and convenient nutritional solution provider. The brand focuses on simplifying healthy eating by offering nutritionally complete meal replacements that are both affordable and easy to prepare. This brand stands against the complexity and time investment often associated with traditional dieting, offering a functional approach to nutrition that fits seamlessly into busy lifestyles. By emphasizing the balanced nutritional content and the elimination of complicated meal plans, Huel appeals to those seeking efficiency and health in one package. # Product Huel is a meal replacement shake designed to provide complete nutrition in a convenient format. It is marketed as a solution for those seeking a simple alternative to complicated diets. Each serving provides 20g of protein and includes 26 essential vitamins and minerals, all within a 190-calorie count. The product aims to eliminate the need for extensive meal planning by offering a nutritionally balanced meal in a shake. The ad implies that Huel is an easy way to achieve a healthy diet without the usual hassle. # Visual style The ad features a clean, modern aesthetic with a focus on the product. The shot is well-lit and focuses on the pouring of the shake, emphasizing its appealing texture. The visual style aims to convey simplicity and health, aligning with the brand's promise of easy and complete nutrition. The lighting is bright and even. # Hooks Headline: Sick of complicated diets? # Funnel stage Middle of funnel (Consideration) # Pain points The ad directly addresses the frustration of "complicated diets," suggesting that many people find traditional diets overwhelming and difficult to stick to. This is signaled by the question, "Sick of complicated diets?" # Value propositions - £1 per meal: Highlights affordability and cost-effectiveness. - 20g protein: Appeals to health-conscious consumers looking for protein intake. - 26 vitamins & minerals: Emphasizes the comprehensive nutritional value. - 190 calories: Caters to those tracking calorie intake for weight management. # Benefits - Nutritionally complete meal - Convenient and easy to prepare # Features - £1 per meal - 20g protein - 26 vitamins & minerals - 190 calories # Call to action None used. # Social proof - None used. # Point of view - Customer: The question, "Sick of complicated diets?", is asked from the customer's perspective, reflecting their frustration with complicated diets. # Storyline - The ad opens with a question, "Sick of complicated diets?" This is meant to resonate with potential customers who find traditional diets difficult to follow and maintain, presenting Huel as the solution. The perspective is from the customer who struggles with these diets. - Next, the ad highlights the main features and nutritional benefits of Huel, including its cost (£1 per meal), protein content (20g), vitamin and mineral composition (26 vitamins & minerals), and calorie count (190 calories). This showcases how complete and easy to integrate the product is into a user's lifestyle, conveying the brand's benefits. The perspective is from the brand presenting this information. - The storyline wraps up by including an offer for a free t-shirt and shaker to new customers who subscribe, incentivizing the viewer to subscribe and try the product. The perspective is from the brand making this offer.

# Ad summary This ad promotes a week's worth of breakfast shakes in eight different flavors for the price of 16 euros. It also highlights the shakes' nutritional content and offers a discount for subscribing. # Brand positioning This brand is not explicitly named but is positioned as a convenient and nutritious breakfast solution. The advertisement uses a modern, clean aesthetic to appeal to health-conscious consumers. The focus on a variety of flavors and added protein and vitamins suggests a blend of enjoyment and functionality. The brand aims to occupy a space in the consumer's mind as a quick, tasty, and healthy start to the day, perfect for busy lifestyles. # Product The advertised product is a set of breakfast shakes available in eight flavors: Chocolate, Vanilla, Banana, Cinnamon Swirl, Salted Caramel, Coffee Caramel, Cookies & Cream, and Strawberries & Cream. Each shake is packaged in a clear glass. The ad promotes that each shake provides 40g of protein and contains 26 vitamins and minerals. The product is likely targeted towards individuals looking for a quick, nutritious, and convenient breakfast option. # Visual style The ad employs a clean and modern visual style. It features a studio shot of the products against a dark gray background. The image is well-lit with soft shadows, giving it a polished look. The typography is simple and legible, and the color palette is restrained, focusing on the colors of the shakes themselves. # Hooks Headline: A week of breakfast for only €16 # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies a need to solve the problem of finding a quick and nutritious breakfast, addressing the potential customer's need for convenience and health. "A week of breakfast" suggests that the viewer is tired of the routine of planning breakfasts. # Value propositions - €16 for a week of breakfast - Subscription savings # Benefits - Nutritious - Save money with subscription # Features - 40 g protein - 26 vitamins & minerals # Call to action None used. # Social proof - None used. # Point of view - Brand: Throughout the image, the brand is communicating the product's benefits, flavors, and nutritional value to appeal to potential customers. # Storyline - The ad opens by highlighting a solution to the daily breakfast dilemma, inviting viewers to imagine "A week of breakfast" is covered. This sets up the value proposition and captures attention by addressing a common need, as told from the brand's perspective. - The ad shows the product and its value, clarifying that this entire week's worth of breakfasts will cost "for only €16". This helps the audience understand the accessibility and affordability of the offer, as shared from the brand. - The ad details eight unique breakfast shake flavors, inviting viewers to try something new. This adds an element of choice, and emphasizes the ease, great taste, and convenience for the audience, as told from the brand's perspective. - The ad closes by emphasizing key product features, including nutritional highlights and cost savings from subscription, as shared by the brand to support a positive purchase decision.

# Ad summary This Meta image ad showcases the benefits of the Huel Diet. A side-by-side comparison highlights common weight loss frustrations (portion guessing, pricey groceries, confusing nutrition, diet frustration) versus the Huel Diet's easy routine which is 200 calories, £1 per meal, and 20g protein. # Brand positioning Huel is presented as a modern meal replacement brand focused on simplicity, nutrition, and affordability. By targeting the frustrations of traditional diets such as portion control, confusing nutrition information, and high costs, Huel positions itself as a convenient and effective alternative for weight loss. The brand promotes a lifestyle that prioritizes ease and control over caloric intake, aligning with a functional approach to dieting and health. # Product The ad promotes the Huel Diet, a meal replacement system designed to simplify weight loss. It addresses common diet frustrations by offering a streamlined approach with pre-portioned, nutritionally balanced meals. The product promises convenience through its "Easy routine," delivering 20g of protein and 200 calories per meal at an affordable cost of £1 per meal. These elements aim to remove the guesswork and financial burden associated with grocery shopping and nutrition planning, presenting the Huel Diet as an accessible and straightforward solution for individuals seeking weight loss. # Visual style The ad employs a minimalist and clean aesthetic with a split-screen design to directly compare the problems and solutions. Production quality appears polished, with studio-style lighting and clear typography. The visual motifs include rounded badge shapes and contrasting color backgrounds to separate the 'before' and 'after' scenarios. The image treatment uses soft lighting and color grading to give the product a fresh and appealing look. The ad is designed with clear visual hierarchy to enhance scannability in a feed, making it easy for viewers to quickly grasp the message. # Hooks Headline: Weight Loss* before Huel Diet # Funnel stage Middle of funnel (Consideration) # Pain points The primary pain point is the frustration and difficulty associated with traditional weight loss methods. This is visualized through the problems highlighted on the left side of the image: "Portion guessing," "Pricey groceries," "Confusing nutrition," and "Diet frustration." # Value propositions - Affordable meal - Easy routine # Benefits - Weight Loss* # Features - 200 calories - £1 per meal - 20g protein - Easy routine # Call to action None used. # Social proof - None used. # Point of view - Customer: The left side of the image expresses the pain points of the customer, listing their struggles with dieting and weight loss. - Brand: The right side of the image shows the product being advertised. The messaging is positive and emphasizes the products benefits. # Storyline - The ad contrasts the challenges of traditional weight loss methods with the simplicity of the Huel Diet. The left side lists problems such as portion guessing, pricey groceries, confusing nutrition, and diet frustration, which reflects the customer's pain points before using Huel. - The right side introduces Huel Diet as the solution, highlighting its key benefits: 200 calories, £1 per meal, 20g protein, and an easy routine. This portrays the brand's perspective of how it resolves those customer frustrations. - The final message is the visual of the Huel drink, a clear demonstration that highlights the straightforward ease of the Huel diet and reinforces the brand’s promise of a convenient and nutritious meal replacement.