Fast-Paced Recipe UGC for Paid Ads | The Protein Pancake 🥞

To create recipe-led UGC that stops the scroll, clearly communicates key product benefits, and feels entertaining rather than instructional or sales-heavy. The goal was to combine viral editing, trending audio, and clear USPs into a single piece of ad-ready content.

The Protein Pancake wanted recipe content that could perform in paid ads while still feeling like native social content.

Communicating protein and calorie benefits immediately in the first seconds

Making a recipe feel exciting, not slow or over-explained

Creating content suitable for Ads Manager without losing authenticity

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

Creative strategy

Market and competitor research

Reviewing existing high-performing brand content

Recipe concept development

On-screen callouts and hook creation

Filming and fast-paced editing

The strategy was to lead with clarity and speed.

Key creative decisions included:

Using viral audio to immediately align with current platform trends

Opening the video with clear USP callouts (protein content & calories) to hook viewers instantly

Designing the recipe around a simple, time-saving hack (scrambled pancakes) to add novelty

Structuring the edit to feel native to Instagram and Meta placements, rather than traditional recipe content

Market research and analysis of the brand’s existing proven-performing content informed pacing, framing, and messaging.

Research and review of high-performing recipe and brand content

Concept development and USP planning

Filming with a recipe-first, ad-friendly structure

Fast-paced editing with on-screen callouts and trending audio

Final delivery for paid social use

1 short-form recipe UGC video for paid ads

Fast-paced edit using viral audio

Clear opening USP callouts (protein & calorie content)

Ad-ready asset suitable for Ads Manager

This content is planned for use in Ads Manager. Performance data is not yet available and can be added once live results are reported.

The final asset delivered a scroll-stopping, recipe-led UGC ad that balanced entertainment with clarity. By combining viral pacing, clear USPs, and a simple food hack, the content was positioned to perform strongly in paid social while remaining authentic to the brand.