Hey there!

The last few weeks have been crazy at the agency. From onboarding around 5 brands in the last 4 weeks and trying to keep operations afloat it has been a bit mad. We are in the need to grow our team soon, If you know a great media buyer please reach out and let me know.

We’re locked in and ready to go for Q4, just one month away! Time is flying!

So this week of AdVenture we’re diving into some amazing founder’s/brand story ads. I love these ads as they can talk about the come-up and get people excited about buying a product to which they can relate as they know the story.

Mid-Day Squares

If you’re somewhat familiar with the CPG space you must have seen Mid-Day squares pop up somewhere. They have been crushing it and is on its way to 9 figures.

This ad just grabs you. It tells a great story and is edited almost in “Mr. Beast style”. They talk about their flavour not living up to its hype and needing to change it as their peanut butter flavour was better received by the audience.

While this ad may not be the most conversion-focused ad it does very well on the engagement and hype building as it goes through the entire process of how meticulous MDS is on their products. They need to get it right. They slightly slip in the fact that their bars are super functional with high protein and low sugar and added fiber which almost goes unnoticed.

Then they take away objections for the price that they really focus on keeping the product well priced for the consumer.

Then let’s talk about the cliffhanger. As it seemed to be an easy-coast story but then the sudden change that there was something wrong. The CTA here is to follow them for more. An easy change would be to cut up the part where they talk about the following into a more direct response CTA to make people buy the product and turn it into a real conversion-focused ad.

Copywriting - 8/10
Visuals - 9/10
Likeliness to convert - 6.5/10
Overall rating - 7.5/10

Possible improvement points: As mentioned to make this ad convert well, I’d change the ending into a more conversion-focused CTA.

Click here to see the full ad.

IMMI

Love this story. It’s super genuine of the 2 Kevins showing off their start-up story. It just hits you as they quit their jobs, and risked it all to start this healthy ramen company.

They created 200 recipes in their kitchen and people hated it (This really grabs the attention as it’s a disappointment for them and you think to yourself, how did they make it)

Then they talk about how normal ramen is really bad for you and how their product is superior in so many ways and how it can help people with health conditions become more healthy.

Then they follow up with some amazing storytelling about how hundreds of thousands of Americans (social proof) love their ramen – and even some celebrities.

Amazing ad that follows all the right principles of a good founder story conversion-focused ad.

Copywriting - 9/10
Visuals - 9/10
Likeliness to convert - 9/10
Overall rating - 9/10

Possible improvement points: The video is simple. Following the first example from Mid-Day Squares if the editing from that video could be applied to this IMMI ad it would be a banger.

Click here to see the full ad.

Muddy Bites

Starting out with the social proof. “This is the story about how we went viral on multiple social media platforms”. Then they go into the fact they were sold out for months, another social proof confirmation that people actually bought it, this gives the watcher a sense of “hmm I might try this”.

This ad is just all about social proof as they talk about how they went viral due to a shoutout from the page Fuck Jerry. Amazing story, but overall I think this ad is not the best converter.

It’s cool, and I see this converting but nothing big.

Copywriting - 6.5/10
Visuals - 6.5/10
Likeliness to convert - 6/10
Overall rating - 6.3/10

Possible improvement points: Overall it’s a fun story, something that can convert but not like wildfire. I’d make this ad more direct response by adding in more customer stories, talking more about the product. Introduce elements that IMMI had in its ad and it could be an amazing converting ad.

Click here to see the full ad.

All the best,

Dennis 💚

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