Relatable Gluten-Free UGC Meta Ads | The Protein Pancake π₯ by Debbie FowlerRelatable Gluten-Free UGC Meta Ads | The Protein Pancake π₯ by Debbie Fowler
Relatable Gluten-Free UGC Meta Ads | The Protein Pancake π₯
This project focused on creating authentic, relatable UGC Meta ads designed specifically for people with gluten intolerance. The goal was to speak directly to a niche audience using real pain points, without the content feeling overly sales-driven.
Ad with original hook*
The Challenge
The Protein Pancake wanted ads that truly resonated with gluten-intolerant consumers, a group that is often sceptical of health and food advertising.
The key challenge was:
Making the content feel genuinely relatable and authentic
Clearly addressing gluten-free pain points without sounding scripted or promotional
Grabbing attention quickly in a competitive paid social environment
https://www.theproteinpancake.co/*
My Role
This was a fully self-managed project. I was responsible for:
Creative strategy
Market and ad-spy research
Hook ideation
Scripting
Editing
Strategy & Creative Direction
My approach was to create ads that felt like real content someone would stop to watch... not an another obvious ad.
Key strategic decisions included:
Conducting market research and ad-spy analysis to understand how similar brands were currently advertising
Identifying gaps where ads felt too polished or overly sales-focused
Leaning into a relatable gluten-free pain point to immediately connect with the target audience
Designing hooks that were attention-grabbing but instantly digestible, ensuring viewers understood the message within the first few seconds
Rather than pushing the product immediately, the ads were built to first earn trust through relevance and authenticity.
Process
Client briefing and goal alignment
Concept development based on research insights
Script writing and hook creation
Filming and editing
Final delivery
The entire project was completed with a 2-day turnaround once the product arrived.
Deliverables
3 UGC-style video ads for Meta platforms
3 strong hook variations applied to one core ad concept
Fully edited and meta-ready video assets
Results
The ads have only recently begun running, so performance data is not yet available. This case study highlights the creative strategy, execution, and speed of delivery, with performance insights to be added once results are available.
Outcome
This project delivered fast, authentic, and audience-specific UGC ad creatives that aligned with The Protein Pancakeβs brand while directly speaking to gluten-intolerant consumers. The focus on relatability and strategic hooks positioned the ads to perform effectively in paid social environments.
Developed UGC Meta ads for The Protein Pancake using gluten-intolerant insights. Handled strategy, research, scripting, editing, & delivered 3 hook variations.