Huel’s crystal clear USP

It's a bit weird to include a bit of copy in this swipe file that is, objectively, not that special.

And that's not to say this isn't a good bit of copywriting. (It is.) But it's not flashy or immediately inspiring in the way that a lot of the other bits of copy we've included are.

However, we're massive believers in the fact that good copy doesn't have to be flashy. Sometimes the best copy is the copy that just gets out of its own way. And this does that and then some.

It might seem simple, but there's 7 or 8 techniques packed into small ad. They're listing USPs that deal to different demographic (vegan, free bottle, 27 vitamins & minerals...). They're being super specific, not broad. They've got a nice contrast headline. They're reframing the pricing from per month to per day.

And they've done it all while making an ad that's super easy to skim and take in.

That's so much harder than it seems. Really, really smart stuff.

Now, Huel can get away with this because they're Huel. They're massive. But we've found that when brands run ads, they're often looking for the hookiest UGC or the cleverest ad. Sometimes it pays to just be direct and fancy-free.