This project focused on creating authentic, story-driven UGC Meta ads designed specifically for one of The Protein Pancake’s core ICPs: the coeliac and gluten-intolerant community. The goal was to create content that felt emotionally relatable and trustworthy, while positioning the product as a genuinely enjoyable gluten-free alternative, not just another “healthy substitute.”

The Protein Pancake needed paid social creatives that would really squish the general outcome of sad gluten-free substitute goods. Many consumers within the coeliac community are highly familiar with disappointing gluten-free products and tend to distrust overly polished or sales-heavy messaging.

The key challenges were:

Creating content that felt authentic and emotionally relatable

Speaking directly to real frustrations experienced by gluten-intolerant consumers

Building trust quickly within the first few seconds of the ad

Balancing emotional storytelling with conversion-focused performance marketing

Making the product feel desirable, not restrictive

This was a fully self-managed project where I led both the creative strategy and production process.

Responsibilities included:

Creative strategy

Market research and ad-spy analysis

ICP positioning

Hook ideation

Script writing

Filming

Editing

Optimised for Meta's safe zones

The creative direction centred around relatability first, product second to really make this ICP feel understood.

Instead of leading with product features or direct selling, I opened the ad with an emotionally resonant hook inspired by a real audience sentiment:

“Gluten. I love it. I miss it. I just can’t eat it.”

This immediately positioned the ad as something that understood the audience emotionally, rather than simply advertising to them.

From there, the script leaned into a universally recognised pain point within the gluten-free community: the disappointment of gluten-free foods that feel like poor substitutes for the “real thing.”

The messaging intentionally used vivid, conversational language like:

“Thin”

“Rubbery”

“Cardboard”

to create instant recognition and emotional connection.

Strategically, the ad was designed to:

Stop scroll quickly with a relatable emotional hook

Build trust through authenticity and conversational delivery

Use social proof naturally within the script

Introduce credibility through Coeliac Australia certification

Position the product as indulgent and enjoyable rather than “healthy”

Maintain a native UGC feel to avoid looking overly produced or ad-like

The pacing, scripting, and editing style were intentionally optimised for Meta platforms, ensuring the core message was communicated within the first few seconds while maintaining viewer retention throughout the ad.

Client briefing and audience alignment

Research into gluten-free consumer pain points and competitor ads

Hook and concept development

Script writing

Filming and editing

Delivery of final Meta-ready assets

The project was completed with a rapid same day turnaround.

1 UGC-style Meta video ad

Multiple hook variations tailored for paid social testing

Fully edited vertical video assets

Platform-ready exports optimised for Meta ads

Since the creative has launched, it's been able to hold a hook rate of 47%, $15 CPA and above their target NcROAS. This case study focuses on the strategic thinking, audience positioning, and creative execution behind the campaign.

This project delivered fast-turnaround, audience-specific UGC creatives that authentically connected with the gluten-intolerant and coeliac community. By leading with emotional relatability and trust-driven storytelling, the ads positioned The Protein Pancake as a gluten-free product that feels genuinely enjoyable, not like a compromise.