Relatable Gluten-Free UGC Meta Ads | The Protein Pancake 🥞

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.

The Protein Pancake wanted ads that truly resonated with gluten-intolerant consumers, a group that is often sceptical of health and food advertising.

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

This was a fully self-managed project. I was responsible for:

Creative strategy

Market and ad-spy research

Hook ideation

Scripting

Editing

My approach was to create ads that felt like real content someone would stop to watch... not an another obvious ad.

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.

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.

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

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.

This project delivered fast, authentic, and audience-specific UGC ad creatives that aligned with The Protein Pancake’s 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.