Huel

Analysis:

Huel isn’t just a protein shake, it’s a full meal that gives you essential nutrients and minerals your body needs daily. The ad uses reframing to shift your perception from “just a protein shake,” to a “full meal.” It changes the product’s value in your mind so you think about it differently.

Psychologically, this taps into expectation violation—you think it’s one thing (protein shake), but it confidently tells you it’s way more (a full meal).

And that “0 compromises” line? That’s loss aversion reassuring you there’s nothing you're missing in your “full meal” (a powerful motivator when it comes to making decisions). Altogether, it makes health feel simple, powerful, and no-BS.

Huel has tested thousands of ads and has nailed down messaging that works (it’s a full meal, not a protein shake). You see a lot of their ads playing off of this message and it crushes for them.

How you can apply it:

1. Reframe your product: turn a “snack” into a “savior,” a “tool” into a “weapon.”

2. Use numbers: they boost credibility (specificity = trust).

3. Keep the design minimal: it highlights the message, keeps people focused on what you want them to see, and looks premium.

4. Emphasize what you want them to see: “0 compromises” kills doubts fast because people don’t lose anything, they gain more (framing is huge here).

5. Write headlines that challenge assumptions: start with what people think your product is, then flip it on its head top.

Prompt:

Prompt (Visual):

“Minimalist ad for a protein meal replacement product, black and white product packaging on clean white background, modern and functional layout, bold sans serif text — techy, direct, utilitarian design”

Prompt (Copy):

“Write a sharp, no-fluff ad for a protein meal replacement product. Focus on nutrition and convenience. Use bold statements like ‘This isn’t a protein shake. It’s a full meal.’ Include stats: 26 vitamins, 40g protein. Add a clean CTA: ‘Fuel up.’”