Creative Challenge #1: Making "Nutritionally Complete" Feel Tangible & Trustworthy
Context: Huel offers 27 essential vitamins and minerals per meal — a major differentiator. But "complete nutrition" is an abstract, overused claim that's hard to visualize or trust without evidence.
Outcome:
- Produced educational mashups (e.g., "1 Huel = more protein than 5 eggs + more vitamin D than 3 steaks") with dynamic side-by-side visuals.
- Positioned Huel as the thinking person's food — no fluff, no empty calories, just everything you need.
- Used creator VO lines like "This gives me what I need to hit my macros and micronutrients in under 60 seconds."
Creative Challenge #2: Combatting Nutritional Overwhelm
Context: The audience experiences nutritional anxiety — they want the most complete option, but don't want to research every label or macro breakdown.
Outcome:
- Developed "set it and forget it" ad angles with simple slogans like "Don't think about food for the rest of the day."
- Highlighted the mental load relief Huel provides: "No more 30-minute meal prep or label-checking."
Creative Challenge #3: Standing Out From Protein Powders & Fad Diets
Context: Competitors like Soylent, Ka'Chava, and protein powders blur the space — some rely on gimmicky trends, others are incomplete nutritionally.
Outcome:
- Executed "Us vs Them" educational demos: "Protein powder = just protein. Huel = protein plus every vitamin & mineral I need."
- Focused on satiety, balance, and performance, not calorie restriction.
- Reframed Huel as a serious food product for serious people — "Not a fad. Not a diet. Just facts."
- Creators used straight-talking hooks: "You don't need a cleanse. You need Huel."
Creative Challenge #4: Appealing to the 1% Better Mindset
Context: Huel's audience is focused on incremental self-optimization — fitness, productivity, time-efficiency. But the messaging must be grounded, not aspirational fluff.
Outcome:
- Framed Huel as a daily upgrade, not a total transformation: "It's not magic. It's just smarter food."
- Crafted UGC around real results: improved energy, fewer skipped meals, clearer skin — backed by functional visuals and soundbites.
- Focused on consistency over hype: "I've had this for lunch 5 days a week for 3 months."
Creative Challenge #5: Delivering on Plant-Based Promise Without Losing Edge
Context: Huel is 100% plant-based — but doesn't want to lean too far into a soft, lifestyle-health tone. It's bold, efficient, and performance-driven.
Outcome:
- Used ingredient overlay callouts during product demo B-roll: "100% plant-based. 40g protein. No BS."
- Framed sustainability and plant power as facts, not feelings: "More omega-3 than chia seeds. More iron than spinach."
Performance Challenge: Scaling Creative Production for High-Volume Ad Spend
For a massive brand like Huel, their biggest challenge was to crank up creatives at scale. At an average ad spend of $600k per month, they burn through creatives very quickly. They need creatives that convey their unique positioning and educate as well as convert.
The Challenge:
- High creative burn rate due to massive ad spend
- Need for educational content that builds trust
- Requirement for performance-driven creatives that convert
- Maintaining brand consistency across high-volume production
Our Solution:
We developed a systematic approach to creative production that could scale with their ad spend while maintaining quality and educational value. Our UGC strategy focused on creating content that both educates consumers about Huel's nutritional benefits and drives conversions.
Results:
The results demonstrate our ability to scale creative production while maintaining performance standards for one of the largest nutrition brands in the market. Our educational UGC approach successfully supported Huel's substantial monthly ad spend while driving meaningful engagement and conversions.