Huel, What, Where?

Huel (as in Human + Fuel) is a nutritionally complete food, currently available in powder, liquid and bar forms. Founded in 2015 by nutritionist James Collier and entrepreneur Julian Hearn, the dream team disrupted the industry in a big way. Today, Huel is a global hit with a cult-like following of Hueligans.

You can make most Huel meals in a matter of minutes, and each meal is plant-based, packed with essential nutrients, sustainable, gluten free, and costs a couple of quid, max, per meal.
Tell us you’re not impressed.

One of the biggest D2C brands in the world, Huel’s run-rate revenue stands at £76m; an epic achievement for a 5-year old brand.

So why did they need us?

"Huel spends over £24 million a year on paid social..."

Like most eCommerce brands, Huel needs an ongoing pipeline of fresh, high quality ad creative to maximise their paid social performance. With an ad spend nearing £24 million a year, Huel are particuarly wary of ad fatigue and ensuring they are serving their audiences fresh creative on a regular basis.

And that’s where we come in.
Aura Ads exists to help D2C brands scale by providing a pipeline of conversion focused video ads. We pitch winning ideas, shoot, edit and deliver epic video content (that converts at up to 36x ROAS) within 25 days - every single month.


In month one, Huel needed a high-end unboxing video ad to showcase their Huel Starter kit as it would arrive on their target customers’ doorstep. As with all our ads, we bolted on an eye-catching scroll stopper to the first three seconds to maximise watch time. The results speak for themselves...

Check out the ad below!

The Results.

49%
Facebook Purchases
1M+
Global Views
34%
Higher Click Through Rate

In our first month with Huel, our deliverables single-handedly turned around Huel’s US performance, accounting for 49% of Facebook purchases, at a 34% higher CTR, all while maintaining the same cost-per-acquisition in comparison to their other creative.


But this is only the beginning. ..
We've since worked with Huel on their Hot & Savoury product launch. Our video ads drove a 15% higher CTR than average, and generated the second highest conversion rate of all Hot & Savoury ads, including a variety of other creative formats.

We've since gone on to work with Huel in the US and are so excited to continue nurturing this amazing relationship!

Check out our pricing