Munch — Paid Social Creative
01. PROJECT OVERVIEW
A modern wellness brand built around everyday health.
Munch is a Belgian supplement brand offering products for gut health, stress, fitness and everyday wellbeing. The brand combines natural formulations with a direct, contemporary tone and a clear position: 100% natural, 0% bullshit.
I designed paid social creatives across the product range, working from briefs shaped by a creative strategist and media buyer. The work covered polished product ads, UGC and testimonial style statics, educational comparisons and promotional campaigns built for Meta.
- Industry
- Wellness / Supplements
- Role
- Marketing Designer
- Collaboration
- Creative Strategist | Media Buyer
- Scope
- Meta Ads, Static Creative, UGC-Style Ads, Product Visuals, Promotional Creative
02. THE CREATIVE CHALLENGE
One brand. A lot of different reasons to buy.
Different products, audience segments and stages of awareness called for different creative approaches, from problem-aware and testimonial ads to educational, promotional and product-led content.
Because Munch is a Belgian brand, many of the briefs and source messages came to me in Dutch. That meant the challenge was not only visual, but interpretive. I used AI to translate the copy so I could properly understand the message before designing around it.
That understanding was essential to establishing the right hierarchy. I needed to know what should lead, what should support it, and how the message should flow across the ad. Without that context, it would have been easy to give headline weight to a supporting line, or underplay the part of the message that mattered most.
03. FROM INSIGHT TO CREATIVE
Different angles called for different creative.
Each ad started with a clear angle, audience and objective. Some briefs needed a quick, product-first solution. Others needed a stronger narrative hook or a relatable problem to stop the scroll.
The design followed the selling idea, whether that meant a feed-native UGC-style ad, a clean product render, a testimonial scene or an educational comparison.
04. NATIVE VS DESIGNED
Not every ad should look like an ad.
Some concepts worked best when they felt like content someone could naturally encounter in their feed. Others needed a more polished product presentation to highlight ingredients, packaging or a promotional offer. Moving between both approaches made the creative system flexible without losing consistency.
05. THE OUTCOME
Creative built to perform, not just to look good.
The creative was shaped by more than visual preference. I worked from briefs informed by audience insights, testing directions, competitor references and input from the creative strategist and media buyer, then translated those into ads built around a clear angle, message and objective.
That meant each execution had a reason to look the way it did. Hooks, hierarchy, imagery, format and level of polish were chosen around what the ad needed to communicate and who it needed to speak to.
The result was a body of paid social creative designed to give each concept the strongest possible chance to perform, while still keeping Munch clear, recognisable and consistent across products, audiences and angles.
