How Fishwife Advertises on Meta

# Ad summary A dietitian promotes Fishwife's smoked salmon as one of her top recommended healthy foods for her clients, noting its great flavor and being a good source of protein and omega-3s. # Brand positioning Fishwife is presented as a tinned seafood brand focused on sustainable sourcing and high-quality ingredients. The brand stands out in the tinned fish category with its artful vintage packaging and an emphasis on flavor and nutrition. Fishwife challenges the perception of tinned fish as unappetizing by emphasizing its delicious taste and health benefits. # Product Fishwife Smoked Salmon is advertised as a delicious and easy way to consume high-quality protein and omega-3s. It is smoked over beech wood and packed in Spanish olive oil with just the right amount of seasoning and salt. The salmon is described as having a firm but flaky texture, with a nice umami flavor and a delicious smokiness. The product comes in a uniquely designed, colorful package and can be eaten straight from the tin or put on a piece of toast with lemon. Fishwife aims to change the perception of tinned fish by highlighting its health benefits and good taste. # Visual style The ad has a bright, natural aesthetic with a UGC feel. It's shot in a well-lit home setting with a focus on showcasing the product in a casual, approachable way. The editing style is simple with quick cuts and static shots. The pacing is moderate, allowing viewers to focus on the expert's words and the visual details of the product. # Hooks Spoken: Female 1: As a registered dietitian with a Master's in Public Health, One of my top recommended foods is seafood. Text overlay: As a Registered Dietician with a Masters in Public Health / One of my top recommended foods / Is seafood. Visual: 00:00–00:02 A close-up shot shows a hand holding a yellow and red box of Fishwife Smoked Salmon in front of a plate with a slice of bread, a lemon wedge, and a small dish of lemons. The box is prominently displayed, with text stating 'SMOKED SALMON, Responsibly Raised In Norway'. The background is a dark brown wooden surface. The hand is fair-skinned with pale pink nail polish and wears gold rings. / 00:02–00:05 The same hand opens the box of smoked salmon to reveal a gold tin inside. The can is opened to show the contents. / 00:05–00:06 A close-up shot of the opened tin of Fishwife Smoked Salmon shows pieces of light brown salmon in oil. # Funnel stage Consideration # Pain points Many people are intimidated by or think that they don't like tinned fish, limiting their access to a quick and easy source of protein and omega-3s. # Value propositions - One of the easiest, most nutrient-densed ways to get seafood - Best sources of protein and Omega 3s that you can possibly get. # Benefits - Delicious - Nutrient-dense - Easy way to get seafood - High-quality protein - Source of Omega-3s # Features - Smoked salmon - Tinned fish - Responsibly raised in Norway - Slow smoked over beech wood - Packed in Spanish olive oil # Call to action None used. # Social proof - "This is actually one of my number one recommendations for my clients" – Female 1 (Dietitian) # Point of view - Expert 100% – A registered dietitian shares her expert opinion and recommendations to promote the product. # Storyline - 00:00–00:11 00:00–00:11 The video opens with a close-up of the packaging of Fishwife Smoked Salmon, a slice of bread, and a lemon to establish the product and its recommended pairing. The dietitian introduces herself and her credentials, noting that seafood is one of her top recommended foods and touting the ease and nutrient-dense nature of Fishwife tinned fish. - 00:11–00:18 00:11–00:18 The dietitian holds up the Fishwife package and says she loves their different flavors and sustainability, followed by a shot of her eating some of the salmon on toast to show her personal enjoyment of the product. - 00:18–00:21 00:18–00:21 She states her intention to change the viewer's mind about tinned fish to introduce the central theme of the ad. - 00:21–00:39 00:21–00:39 The dietitian elaborates on people's potential intimidation or dislike of tinned fish and positions Fishwife as one of her top recommendations for her clients and the general public, to highlight its appeal. - 00:39–00:57 00:39–00:57 The dietitian reveals that it's her first time trying the Fishwife Smoked Salmon, and she is excited, suggesting to the viewer that they should also be excited about trying this product. She notes how great it looks and smells. - 00:57–01:11 00:57–01:11 She describes the key attributes of the salmon, including being firm but flaky, having the right amount of seasoning and salt, an umami flavor, and a delicious smokiness. This builds on the previous message about quality. - 01:11–01:26 01:11–01:26 She suggests two ways to enjoy it: straight from the tin when in a hurry, or on a piece of toast with a squeeze of lemon. She takes a bite and confirms how good it is. - 01:26–01:33 01:26–01:33 The video concludes with her stating that it is one of the easiest, fastest ways to get high-quality proteins.

# Ad summary This ad showcases Fishwife's Gold Label Smoked Salmon, highlighting its premium quality and caramelized, sweet, and savory flavors. The ad uses a combination of product imagery and text to draw in potential customers. # Brand positioning Fishwife is presented as a premium brand offering high-quality, gourmet tinned seafood. The 'Gold Label' designation implies a top-tier product, suggesting that the brand occupies a luxury space in the market. It emphasizes traditional recipes with a modern twist, and the brand's packaging is stylish and detailed, appealing to consumers who appreciate artisanal products and visual aesthetics. # Product The product featured is Fishwife's Gold Label Smoked Salmon, presented as hand-cut medallions. The description highlights the flavor profile as 'sweet, savory, & caramelized,' appealing to consumers looking for a gourmet experience. The product comes in a black square tin with detailed, artisanal-style branding. The salmon medallions inside the tin are shown up close to emphasize quality and visual appeal, tempting potential buyers with a ready-to-eat, premium seafood option. The 'Our Original Recipe' claim suggests a unique and special preparation method. # Visual style The ad has a clean and modern aesthetic, with a focus on showcasing the product's packaging and appearance. The high-quality studio shot and color contrast draw the eye, while the intricate details on the packaging add a touch of luxury. The overall visual style aims to present the brand as artisanal and sophisticated. # Hooks Headline: Our Gold Label Smoked Salmon is Here # Funnel stage Middle of funnel (Consideration) # Pain points None used. # Value propositions - The promise of hand-cut smoked salmon medallions offers a premium experience. # Benefits - Sweet, savory, & caramelized # Features - Hand-cut smoked salmon medallions # Call to action None used. # Social proof - None used. # Point of view - Brand: The brand voice is used throughout the image to announce the product and describe it. - Customer: The consumer experiences the end result of the product's flavor. # Storyline - The ad opens by announcing Fishwife's premium offering, "Our Gold Label Smoked Salmon is Here," immediately grabbing the viewer's attention and signaling the arrival of a new or featured product. The brand is telling the audience that something special is available now. - Next, the ad visually presents the product's packaging alongside an open tin displaying the smoked salmon medallions, inviting the audience to appreciate the product's design and appearance. The brand is visually showing what they are offering. - Finally, the ad closes by highlighting the key flavor notes—'Sweet, savory, & caramelized'—providing potential customers with a taste expectation and further enticing them. The brand is highlighting the flavors and experience of the product.

# Ad summary This image ad features Fishwife's Gold Label Smoked Salmon with an artful product presentation. # Brand positioning Fishwife is presented as a premium, gourmet food brand, specializing in ethically sourced and high-quality seafood. The branding emphasizes the company's commitment to quality and tradition, with terms like 'Gold Label' and 'Hand-cut' implying a high level of craftsmanship and attention to detail. The brand appears to be targeting consumers who appreciate fine foods and are willing to pay a premium for superior ingredients and taste. # Product The product featured is Fishwife's Gold Label Smoked Salmon. The product is presented as hand-cut smoked salmon medallions. It is marketed as having a sweet, savory, and caramelized flavor profile. The salmon is contained in a round tin can with a gold interior lining. The packaging features a black label with colorful illustrations. # Visual style The ad has a polished, studio-shot aesthetic. The visual motif is a flatlay. There is subtle color grading with natural lighting. The typography is large and bold, in caption-style. The ad is high-design to be disruptive and grab the viewer's attention. # Hooks Headline: Meet our Gold Label Smoked Salmon # Funnel stage Top of funnel # Pain points None used. # Value propositions - The product is Gold Label Smoked Salmon. # Benefits - Sweet, savory, & caramelized # Features - Hand-cut smoked salmon medallions # Call to action None used. # Social proof - None used. # Point of view - Brand: This POV is consistent throughout the ad image as the entire image showcases and describes a single product from the brand. # Storyline - The ad introduces the brand's Gold Label Smoked Salmon, setting the stage for a premium product showcase. The intent is to immediately grab the viewer's attention and highlight the product. This part of the story is being told from the brand's perspective. - The ad provides descriptive details about the salmon medallions, emphasizing the craftsmanship and unique flavor profile. The intent is to further entice the viewer by elaborating on the quality and taste. This part of the story is being told from the brand's perspective. - The product and brand packaging is showcased with related ingredients and a utensil to invite use case discovery. The intent is to showcase the product and brand for future customer consideration. This part of the story is being told from the brand's perspective.

# Ad summary The ad announces the release of Fishwife's Gold Label Smoked Salmon, showcasing the product packaging and the salmon in the can. # Brand positioning Fishwife is presented as a premium, gourmet food brand that specializes in ethically sourced seafood. The brand leans into unique flavors, high-quality ingredients, and nostalgic packaging that evokes a sense of classic culinary artistry. The 'Gold Label' line suggests exclusivity and luxury, appealing to consumers who value refined culinary experiences. By emphasizing its 'original recipe,' Fishwife positions itself as a brand that values tradition and authenticity, catering to customers who appreciate sophisticated flavor and sustainable practices. # Product The product being advertised is Fishwife's Gold Label Smoked Salmon. It is presented in two forms: the tinned salmon as it appears when opened, and the outer packaging. The packaging is a black square tin with a retro design featuring the brand name, product name in bold, decorative illustrations of sea life and seaweed, and a small golden badge that says, “Gold Label.” The label highlights that it is made from "Our Original Recipe", positioning it as a premium version of smoked salmon. This product aims to break purchase barriers by conveying its unique recipe and high-quality ingredients through vintage packaging. # Visual style The ad features a clean, minimalistic style, emphasizing the product and its packaging. The overall aesthetic has a retro, vintage feel, achieved through the color palette, font choices, and graphic elements. # Hooks Headline: Just Dropped # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - Offering a premium product with a unique, original recipe # Benefits - None used. # Features - Our Original Recipe # Call to action None used. # Social proof - None used. # Point of view - Brand: The brand is the narrator throughout, introducing the product and highlighting its quality and newness. # Storyline - The ad opens with a statement 'Just Dropped,' delivered by the brand, to capture attention and communicate the new product's arrival. - The ad then features an open tin of smoked salmon, visually communicating the quality of the fish. The brand uses a close-up shot of the product to highlight its texture and appearance, aiming to entice potential customers. - The ad finishes with an image of the product packaging, presented by the brand. This is to reinforce the visual branding and provide key details, such as the product name and highlight the brand's "original recipe."

# Ad summary This ad for Fishwife tinned seafood highlights the sardines with preserved lemon and hot pepper varieties, emphasizing their high protein and low carb content. The ad aims to appeal to health-conscious consumers looking for convenient and nutritious options. # Brand positioning Fishwife is presented as a purveyor of premium tinned seafood. The brand distinguishes itself by offering unique flavor combinations like preserved lemon and hot pepper in its sardines. The brand's playful name and illustrated packaging suggests a modern, artisanal approach to a traditionally processed food, positioning it for consumers who appreciate quality ingredients and interesting flavors. # Product The ad features Fishwife's tinned sardines in two varieties: preserved lemon and hot pepper. These sardines are positioned as high-protein, low-carb options, with the ad copy highlighting, "18g of protein, 0g carbs." The packaging indicates that the sardines are "WILD-CAUGHT IN THE NORTHEAST ATLANTIC" and "PACKED IN 100% SPANISH EXTRA VIRGIN OLIVE OIL." The ad also emphasizes the convenience of the product with the statement, "No scoop required." # Visual style The ad has a bright and vibrant visual style, with a focus on product presentation. The background is a mix of artificial grass and out-of-focus flowers against a blue sky. The overall aesthetic is playful and modern, with a focus on highlighting the product's unique packaging and flavor varieties. # Hooks Headline: 18g of protein, 0g carbs # Funnel stage Consideration # Pain points The ad addresses the pain point of needing convenient, healthy, and tasty food options that fit into a balanced diet. # Value propositions - The tins are high in protein and low in carbs. - The product requires no scoop, making it easy to use. # Benefits - High protein - Low carb - Convenient # Features - 18g of protein - 0g carbs - No scoop required # Call to action None used. # Social proof - None used. # Point of view - Brand: The brand's point of view is reflected in the ad's copy and visual presentation, highlighting product benefits, features, and branding. # Storyline - The ad opens by listing the nutritional benefits, "18g of protein, 0g carbs", in order to grab the viewer's attention with how healthy this product is. This information is being conveyed by the brand. - The brand emphasizes the convenience of the product: "No scoop required." with a callout meant to address a potential barrier to entry for the product. This information is being conveyed by the brand. - The ad then showcases two tinned sardine varieties, highlighting their distinctive flavor profiles and visually appealing packaging. This moment is meant to convey a sense of quality and variety. This information is being conveyed by the brand.

# Ad summary In a UGC-style demo, a creator prepares a snack of smoked salmon on top of a deviled egg, chip, and cracker. # Brand positioning Fishwife is presented as a gourmet tinned seafood brand that caters to the foodie culture, as evidenced by the focus on high-quality olive oil and chef-kiss-worthy packaging. The brand pushes against the perception of tinned fish being a lower quality food option by focusing on the luxurious preparation. # Product Fishwife's smoked salmon is tinned salmon preserved in olive oil that is highlighted for its quality and flavor. The product is easy to use, as the ad visually demonstrates it is ready to eat right out of the tin. The salmon flakes apart easily. The packaging is celebrated for being colorful and fun. # Visual style The ad has a casual UGC feel, with a fixed camera and no visual effects. The coloring is natural. # Hooks Spoken: 00:00–00:04 Oh my gosh, I smell it already. And it has that incredible olive oil. Text overlay: 00:01–00:07 Oh my gosh, I smell it already. / 00:02–00:06 And it has that incredible olive oil. Visual: 00:00–00:01 Extreme close up of pale-skinned hands with colorful manicured nails opening a gold tin of smoked salmon. The background shows a bottle of kewpie mayonnaise with a red cap, sliced lemons, crackers, sliced hard-boiled eggs, a jar of chili oil, and a box of Fishwife smoked salmon. / 00:01–00:04 The camera pulls back to show a fair-skinned person with red hair and lots of rings holding the tin of smoked salmon and the metal opener. The background is blurry but appears to be a kitchen. # Funnel stage Middle of funnel (Consideration) # Pain points None used. # Value propositions - Easy to eat right out of the tin - Ready to eat - Incredible olive oil # Benefits - Melts in your mouth for days # Features - Incredible olive oil # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – All of the ad is from the perspective of a person enjoying the product and telling you about it. # Storyline - 00:00–00:05 00:00–00:05 The creator opens a tin of Fishwife smoked salmon and raves about the smell and the incredible olive oil. - 00:05–00:12 00:05–00:12 She shows the box of Fishwife smoked salmon, commenting on how she's obsessed with the packaging. - 00:12–00:21 00:12–00:21 She opens the tin again and remarks how easily the salmon falls apart. - 00:21–00:28 00:21–00:28 She tastes the salmon, then describes it as melty. - 00:28–00:34 00:28–00:34 The creator prepares a deviled egg topped with the smoked salmon. - 00:34–00:43 00:34–00:43 She adds kewpie mayo and pickled red onions on top, then tastes it and says that it's perfect. - 00:43–00:58 00:43–00:58 Next, the creator prepares a chip topped with kewpie mayo, smoked salmon, pickled red onion, and chili oil, which she eats. - 00:58–01:14 00:58–01:14 Finally, she prepares the deviled egg a second time, but adds a nice hunk of fish and lemon zest.

# Ad summary A food demo ad featuring a creator trying Fishwife's new smoked salmon in olive oil and incorporating it into egg and chip-based snacks. # Brand positioning Fishwife is positioned as a premium tinned seafood brand with creative packaging and high-quality ingredients like olive oil. The brand pushes against the typical norms of the seafood market by elevating canned seafood to an aspirational and trendy culinary experience. This positioning is functional due to its high-quality ingredients, such as smoked salmon in olive oil, and emotional because of its packaging and overall aesthetic. # Product Fishwife's Smoked Salmon in Olive Oil is advertised as a ready-to-eat tinned seafood product perfect for snacks. The product includes flakes of smoked salmon preserved in high-quality olive oil, which the ad mentions has an incredible smell. The salmon's texture is described as so delicate it 'just falls apart,' implying the use of quality fish and smoking techniques. The packaging is noted for being aesthetically pleasing, especially the 'orange,' which is a 'chef's kiss.' The ad addresses the purchase barrier by making the product versatile, showing how to incorporate it into an egg and chip-based snack. # Visual style The ad has a UGC feel with a personal, casual tone, and is filmed with simple camera angles. The cuts are timed with the music and voiceover. The quick editing and personal delivery style support the intent of making the product feel accessible and appealing to a wide audience. # Hooks Spoken: 00:00–00:01: It just falls apart. Text overlay: 00:00–00:01: It just falls apart. Visual: 00:00–00:02: A medium, eye-level shot shows a person with pink hair wearing a pink top sitting at a table. In front of her are the brand's smoked salmon, a bottle of kewpie mayonnaise, lemon wedges, crackers, a jar of pickled peppers, a small silver pepper grinder, and a cracked open egg. She uses silver tongs to pull the smoked salmon out of the tin to show it to the camera. # Funnel stage Consideration # Pain points None used. # Value propositions - The smoked salmon is delicate and just falls apart. - The product includes flakes of smoked salmon preserved in high-quality olive oil, which the ad mentions has an incredible smell. # Benefits - Talk about melts in your mouth for days. # Features - Smoked Salmon - Olive oil # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The entire ad is told from the perspective of a customer who is trying and enjoying the product. # Storyline - 00:00–00:01 00:00–00:01: The video starts with a shot of the creator speaking directly to the camera while using silver tongs to hold up a piece of salmon from an open tin. - 00:01–00:04 00:01–00:04: The creator describes how the salmon 'just falls apart,' eats it, and compliments the flavor. - 00:04–00:11 00:04–00:11: The creator introduces the product, Fishwife Smoked Salmon, and states that she is obsessed with the brand's packaging. This beat is conveyed through the speaker's identity as an enthusiastic user and the light, casual tone. - 00:11–00:17 00:11–00:17: The creator opens the tin and points out the 'incredible olive oil.' The perspective is from the brand, highlighting a key ingredient, and the overall effect is positive due to the speaker's tone and excitement. - 00:18–00:26 00:18–00:26: The creator repeats an initial clip of how the salmon 'just falls apart', then eats the salmon, reinforcing the product's quality. - 00:26–00:32 00:26–00:32: The creator expresses how the salmon 'melts in your mouth for days.' The brand utilizes a customer POV as the speaker is tasting and describing their experience with the product. - 00:32–00:39 00:32–00:39: The creator demonstrates how she would eat the salmon, putting the product on a jammy egg with kewpie mayo and pickled red onion. - 00:39–00:42 00:39–00:42: The creator eats the salmon and egg snack and compliments it. - 00:43–00:57 00:43–00:57: The creator shows the viewers how they can eat the salmon with a chip, kewpie mayo, red onion, and chili oil. - 00:57–01:07 00:57–01:07: The creator shows the viewers how to eat the salmon on a jammy egg with kewpie mayo, a little lemon zest, and a little squeeze of lemon. - 01:07–01:13 01:07–01:13: The creator takes a bite of the salmon and egg and compliments it.

# Ad summary Image advert announcing Fishwife's new smoked salmon product. # Brand positioning Fishwife is presented as a modern tinned seafood company, committed to responsibly sourced and high-quality products. The brand embraces a playful and approachable tone, as seen in its logo and packaging design. With a focus on tinned seafood, Fishwife aims to elevate this traditionally humble category by offering premium, responsibly sourced, and artfully packaged products that appeal to a contemporary audience looking for convenience without sacrificing quality. # Product The product featured is Fishwife's Smoked Salmon, a new offering from the brand. The salmon is responsibly raised in Norway and slow smoked over beech wood. It is tinned, providing convenience and preservation. The packaging is colorful and vintage-inspired, with detailed illustrations and clear labeling, making it an appealing and accessible option for consumers looking for high-quality tinned seafood. # Visual style The ad has a clean, modern visual style with a focus on product presentation. The use of bright colors and playful typography gives it a fresh and approachable feel. The production quality appears to be studio-shot with careful attention to lighting and detail. # Hooks Headline: Just Dropped # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - High-quality, responsibly sourced smoked salmon in a convenient tinned format - Premium ingredients and traditional smoking methods for a superior taste # Benefits - Responsibly sourced - Convenient tinned format - Premium quality # Features - Smoked Salmon - Responsibly raised in Norway - Slow smoked over beech wood # Call to action None used. # Social proof - None used. # Point of view - Brand: Throughout the ad, the brand is communicating directly with the audience to promote their new smoked salmon product. # Storyline - The ad starts with the phrase "Just Dropped" repeated 3 times. This messaging is from the brand, and creates a sense of urgency, announcing the arrival of a new product and encouraging immediate attention. - The second beat focuses on a tin of smoked salmon, visually highlighting the new product. This shot is from the brand's perspective, showing the product itself, emphasizing its appeal. - The ad concludes with an image of the product packaging, showcasing its design and branding. The brand uses this view to underscore the quality and origin of the product, reinforcing the brand's commitment to responsible sourcing and premium ingredients.

# Ad summary This ad features a close-up of Fishwife's new smoked salmon product. The image is brightly lit with the product as the focal point, positioned next to an open tin showcasing the smoked salmon. The ad emphasizes the product's quality and preparation. # Brand positioning Fishwife is presented as a modern tinned seafood company that values quality ingredients and sustainable practices. The brand offers a unique and elevated experience with a focus on tinned seafood, specifically highlighting the origin of its salmon from Norway and the smoking process over beech wood. The brand's positioning appears to be functional, providing detailed information about the product's sourcing and preparation, while also creating an element of fun and approachability with the brand's quirky imagery and handwritten logo. # Product The product being advertised is Fishwife's new Smoked Salmon, which is responsibly raised in Norway and slow smoked over beech wood. The salmon is packed in olive oil, described as tender, buttery, and lightly smoked. The product is sold in a colorful, illustrated tin. The ad emphasizes the quality and preparation methods of the smoked salmon, and aims to communicate the value of the product by calling out the flavors and method of preparation. # Visual style The ad has a bright and clean aesthetic with a focus on product presentation. The image treatment features natural lighting and true-to-life colors. The overall style is designed to be eye-catching and appealing, with a blend of retro and modern elements. # Hooks Headline: Our New Smoked Salmon is Here # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - The smoked salmon is responsibly raised and slow smoked over beech wood. - Tender, buttery, and lightly smoked salmon packed in olive oil. # Benefits - Tender - Buttery - Lightly smoked # Features - Responsibly raised in Norway - Slow smoked over beech wood - Packed in olive oil # Call to action None used. # Social proof - None used. # Point of view - Brand: The brand is communicating throughout the ad, announcing the arrival of a new product and highlighting key features and benefits of its new smoked salmon. # Storyline - The ad begins by announcing the arrival of "Our New Smoked Salmon," immediately positioning the product as new and noteworthy. This opening sets the stage for introducing the product, from the brand's perspective. - The focus shifts to a visual and textual description of the product. The tin is shown alongside an open tin of the smoked salmon, highlighting the brand's artful packaging and the quality of the product. From the brand's perspective, this description aims to build trust and interest. - The ad concludes by elaborating on the salmon's qualities, describing it as "Tender, buttery, lightly smoked, & packed in olive oil." This final beat emphasizes the key selling points and unique characteristics of the salmon, guiding the audience to see the product as a high-quality, premium offering. This description comes from the brand.

# Ad summary A creator demonstrates how to prepare and enjoy Fishwife smoked salmon using a variety of pairings and serving styles. The ad features close-up shots of the product and recipe components and concludes with positive product feedback. # Brand positioning Fishwife presents itself as a gourmet tinned seafood brand, emphasizing high-quality ingredients and flavor. The brand appeals to consumers seeking elevated culinary experiences and convenient indulgence. The brand's tone is playful, demonstrated through the bright packaging, trendy creator and the unconventional pairings displayed in the ad. # Product Fishwife Smoked Salmon comes in a tin with easy open pull tab and is packed in olive oil. The ad promotes the salmon as a high-quality, flavorful product that melts in your mouth and falls apart easily. The ad addresses purchase barriers by highlighting the product's convenient packaging, rich olive oil, and versatility in different recipes. The smoked salmon is presented as a desirable treat that is worth trying or buying. # Visual style The ad has a casual, UGC-style aesthetic, with natural lighting and handheld camera work that gives the video a raw and authentic feel. Editing consists of quick cuts to highlight different stages of preparation, enhancing the pacing. The editing rhythm emphasizes product actions and is timed to natural pauses in the voiceover. This approach mirrors content trends on platforms like TikTok. # Hooks Spoken: Female 1: Girl. [Casual] / Female 1: Talk about melts in your mouth. [Casual] Text overlay: Girl. (Caption box) / Talk about melts in your mouth. (Caption box) Visual: 00:00–00:03 A medium shot of a woman with pink hair sitting at a table with a variety of food items, including a tin of smoked salmon, a bottle of mayonnaise, lemon wedges, a jar of pickled red peppers, hard-boiled eggs, and potato chips. She is wearing a purple shirt and a green beaded necklace. She eats something off of a spoon and looks directly at the camera. / 00:03–00:05 The previous shot with the addition of on-screen text "Girl." / 00:05–00:08 The previous shot with the addition of on-screen text "Talk about melts in your mouth." # Funnel stage Middle of funnel (Consideration) # Pain points None used. # Value propositions - The salmon is so flavorful, it "melts in your mouth for days." - The smoked salmon product is high-quality and delicious. # Benefits - Melts in your mouth - Incredible olive oil # Features - Smoked salmon - Packed in olive oil # Call to action None used. # Social proof - "Talk about melts in your mouth" - Female 1 (Creator) - "Honestly, that was perfect" - Female 1 (Creator) # Point of view - Customer 100% – The ad is filmed by the creator, who is shown sampling the product and sharing her experience with it. # Storyline - 00:00–00:03 The video opens with a close-up of the creator eating something from a spoon. - 00:05–00:08 The creator pauses to introduce the new Smoked Salmon from Fishwife, emphasizing that its flavor is such that it "melts in your mouth." - 00:08–00:11 The creator shows the salmon packaging and says, "We've gotta dig in." - 00:11–00:17 Responding to the previous statement, the creator displays and praises the packaging before opening the tin of smoked salmon. - 00:17–00:25 The creator emphasizes the incredible olive oil that the salmon is packed in and how the salmon "falls apart" before using a pair of metal tongs to lift a piece of salmon. - 00:25–00:30 The creator reacts positively and eats the salmon. - 00:32–00:35 The creator repeats the "melts in your mouth" line from the beginning of the video, extending the praise by saying "for days." - 00:35–00:39 To demonstrate the versatility of the salmon, the creator prepares a series of small bites with different ingredients beginning with "jammy egg over here" and "doing a little kewpie". - 00:40–00:42 Continuing the preparation of different bites, the creator adds "Pickled red onion right on top." - 00:43–00:46 The creator eats the pickled onion bite, reacting positively and saying that it was "perfect." - 00:46–00:47 The creator begins to prepare a chip bite, saying "Let's do something fun." - 00:48–00:55 The creator builds the chip bite with "some kewpie", a "nice amount" of smoked salmon, red onion, and chili oil. - 00:56–01:01 The creator eats the chip bite. - 01:02–01:03 The creator prepares another egg bite, saying "Last bite". - 01:03–01:11 The creator prepares the last egg bite with a "nice hunk of fish," lemon zest, and lemon juice. - 01:11–01:17 The creator eats the last egg bite and chews with a satisfied expression.

# Ad summary This ad features Fishwife's new smoked salmon product. It showcases the packaging while highlighting the quality and taste of the product and uses a lifestyle-focused image to create an elevated feel. # Brand positioning Fishwife is presented as a brand focused on high-quality, gourmet seafood. The language used, such as describing the salmon as a "tender, buttery fillet hand-packed in olive oil," suggests a premium product that emphasizes taste and craftsmanship. The visual style of the ad, with its bright colors and arrangement of fresh produce, implies a connection to fresh, natural ingredients. Fishwife aims to occupy the space of a modern, artisanal food brand that stands out from mass-produced seafood options. # Product The featured product is Fishwife's new smoked salmon, described as a "tender, buttery fillet hand-packed in olive oil." The salmon comes in a gold tin with decorative artwork including floral elements and an image of a woman fishing. The product is positioned as a high-quality, flavorful option for consumers looking for a gourmet seafood experience. The hand-packed detail suggests a level of care and quality that sets it apart from standard canned seafood. The image shows an open tin with salmon inside, inviting the viewer to imagine the taste and texture of the product. # Visual style The ad has a bright and colorful aesthetic with a focus on showcasing the product in a visually appealing way. The high-quality product shot and artful arrangement of food elements create an elevated feel. The use of natural lighting and vibrant colors gives the ad a fresh and inviting look. # Hooks Headline: Meet our New Smoked Salmon # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - tender, buttery fillet # Benefits - A tender, buttery fillet hand-packed in olive oil # Features - tender fillet - hand-packed in olive oil # Call to action None used. # Social proof - None used. # Point of view - Brand: The copy "Meet our New Smoked Salmon" comes from the brand as a way to introduce a new product. - Brand: The phrase "A tender, buttery fillet hand-packed in olive oil" comes from the brand and highlights the product's quality and craftsmanship. - Customer: The visual composition, including the fresh produce and artful arrangement, aims to evoke the customer's appreciation for gourmet food. # Storyline - The ad opens with a welcoming message, "Meet our New Smoked Salmon," inviting the audience to discover a new product. This sets the stage for introducing the product and brand from the brand's perspective. - The storyline transitions to a description of the smoked salmon as "A tender, buttery fillet hand-packed in olive oil," emphasizing the product's quality and craftsmanship. This description is told from the brand's point of view, aiming to convey the product's premium characteristics. - The visual elements, featuring the product alongside fresh produce, enhance the product's appeal and suggest a lifestyle associated with fresh, high-quality food. This part of the story is told from the customer's perspective, drawing them in with a visually appealing arrangement.

# Ad summary A creator shares her enjoyment of Fishwife Sardines in Hot Pepper # Brand positioning Fishwife is presented as a purveyor of tinned seafood, specifically sardines. The ad aims to position the brand as a trendy and aesthetically pleasing choice for food enthusiasts, emphasizing the product's uniqueness and quality. The brand is presented as one that pushes against the perception of canned fish as cheap, ordinary food by associating it with a nail design and the phrase "what a frickin good experience." # Product The product being advertised is Fishwife Sardines with Hot Peppers. The sardines are tinned and preserved with hot peppers. The presenter notes that the can feels "loaded," implying a substantial amount of product. They are displayed with visible hot peppers and dripping in oil. The sardines are consumed directly from the can, presented as a quick and easy snack or addition to a meal. # Visual style The ad has a casual, UGC-style aesthetic with natural lighting and a static camera. The editing is minimal, with simple cuts between shots. The overall feel is low-fi and authentic, which supports the intention of showing a genuine experience of trying the product. The pacing is consistent throughout the ad. # Hooks Spoken: 00:03–00:06 Okay, we're trying the sardines in hot peppers. Visual: 00:03–00:06 The camera zooms out slightly, and the creator is holding a tin of "SARDINES HOT PEPPER Fishwife" directly to the camera. The background shows a house interior and natural lighting. # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - A "frickin good experience" from tinned sardines # Benefits - What a frickin good experience. - Yes to it all. # Features - Sardines - Hot peppers # Call to action None used. # Social proof - "What a frickin good experience. Yes to it all. Yes" – Female 1 (Creator) # Point of view - Customer 100% – The entire video is told from the perspective of a customer trying the product, shown through the casual, UGC-style presentation. # Storyline - 00:00–00:02 00:00–00:02 The creator holds up a sardine on chopsticks with a smile and says "Yes.", expressing her anticipation to eat them. - 00:02–00:06 00:02–00:06 The creator holds up the tin of Fishwife sardines with hot peppers and says that she is trying sardines with hot peppers. - 00:06–00:12 00:06–00:12 Responding to the mention of sardines in hot peppers, the creator corrects herself, saying, "I keep saying in, sardines with hot peppers. To go with my little sardine nail," and holds up her nail, which has a silver sardine nail design. - 00:12–00:17 00:12–00:17 The creator shakes the can, says, "Oh, this feels loaded," and tries to open the can, but struggles, saying, "I'm not gonna open." - 00:17–00:21 00:17–00:21 The creator cuts the top of the can open, says, "Cut that open, and it's dripping everywhere, but there are the sardines." - 00:21–00:26 00:21–00:26 Continuing the previous moment, the creator picks up a sardine, says "Yes," then eats it with chopsticks. - 00:26–00:31 00:26–00:31 The creator eats the sardine. - 00:31–00:39 00:31–00:39 The creator picks up a pepper, says, "Look at the little peppers," eats it, and says, "Wow." - 00:40–00:46 00:40–00:46 In response to eating the sardine, the creator says, "What a frickin good experience. Yes to it all. Yes," before giving a kiss.

# Ad summary An influencer is promoting white sturgeon caviar. She first tastes a spoonful from a spoon, then prepares a number of different appetizers, all including the caviar. # Brand positioning Fishwife offers ethically sourced tinned seafood. The company emphasizes sustainability, traceability, and female empowerment. The brand is presented as high-end and luxury, appealing to consumers who value both quality and ethical sourcing. The ad specifically promotes their White Sturgeon Caviar. # Product Fishwife's White Sturgeon Caviar is presented as a luxury food item. It is showcased as a versatile ingredient that can be paired with various appetizers, such as hard-boiled eggs, potato chips, parmesan fries, blinis, creme fraiche, feta-stuffed olives, and sliced tomatoes. The ad highlights the caviar's ability to add a unique and salty taste to any dish. The packaging features detailed illustrations and gold accents. # Visual style The ad has a polished aesthetic, with a focus on showcasing the luxury food item and its pairings. The shots are generally static with occasional zooms and close-ups, and focus on capturing the textures and colors of the food. The visual motifs include close-ups of the caviar and the various appetizers being prepared. The video has an approximate pace of 15 cuts per minute, and most cuts are synced to the beat of the background music. # Hooks Spoken: 00:04–00:05 [Enthusiastically] Wow! / 00:05–00:07 [Enthusiastically] This one's for my savory girlies. Text overlay: 00:04–00:05 Wow! / 00:06–00:08 This one's for my savory girlies. Visual: 00:00–00:01 A hand holds a spoon with caviar on it and shows the container of caviar. A white sweater can be seen on the person, and surrounding the caviar are bellinis, what appears to be french fries, a container of creme fraiche, feta-stuffed olives, and hard-boiled eggs. / 00:01–00:02 The person places the caviar and creme fraiche on top of a potato chip. / 00:02–00:03 The person puts the potato chip in their mouth. / 00:03–00:05 The person chews the potato chip and then throws their hands up in satisfaction, indicating it tastes good. / 00:05–00:08 The person holds up the Fishwife caviar container. The container is black and gold and appears to have an image of a fish on it. The ingredients are still in front of the person. # Funnel stage Consideration # Pain points None used. # Value propositions - The spoon has a little fish, adding to the luxury experience. # Benefits - Adds that perfect little saltiness # Features - White Sturgeon Caviar - Spoon even has a little fish # Call to action None used. # Social proof - "She's stunning" – Influencer 1 (Creator) # Point of view - Customer 100% – The ad is told from the perspective of a customer and creator who loves and uses the product. # Storyline - 00:00–00:05 00:00–00:05 The influencer tastes a spoonful of caviar from a spoon and expresses her satisfaction. - 00:05–00:10 00:05–00:10 The influencer introduces Fishwife's White Sturgeon Caviar, stating it is for savory girls, and shows a spoon that has a little fish engraved on it. - 00:11–00:23 00:11–00:23 The influencer introduces all of the items she will be using to build caviar appetizers: Parmesan fries, bellinis, creme fraiche, potato chips, feta stuffed olives, sliced tomatoes, and hard boiled eggs. - 00:24–00:33 00:24–00:33 The influencer is shown taking a spoonful of caviar as part of the customary "fist bump," which is then eaten directly off the fist. - 00:33–00:41 00:33–00:41 The influencer shows a hard-boiled egg topped with creme fraiche and caviar. - 00:41–00:48 00:41–00:48 The influencer eats the hard-boiled egg appetizer and comments on how the caviar adds "perfect little saltiness" to the dish. - 00:49–00:58 00:49–00:58 The influencer builds a potato chip appetizer with creme fraiche and caviar, eating it and expressing her delight. - 00:59–01:12 00:59–01:12 The influencer prepares a parmesan fry with caviar and creme fraiche, eating it with delight. - 01:13–01:20 01:13–01:20 The influencer makes a sliced tomato appetizer with creme fraiche and caviar and takes a bite. - 01:21–01:30 01:21–01:30 The influencer says she is getting this caviar for her sister. She then builds a potato chip appetizer with caviar. - 01:31–01:38 01:31–01:38 The influencer builds a potato chip with caviar, creme fraiche, and a feta stuffed olive, which she refers to as "an epic bite."

# Ad summary This ad is a UGC-style video featuring a woman trying and reviewing sardines in hot peppers. She expresses her enjoyment of the product. # Brand positioning Based on the packaging shown, Freshé is a brand that offers tinned seafood, specifically sardines. The brand appears to be targeting consumers interested in quick, flavorful, and unique seafood options, moving away from traditional presentations of canned fish. Visually, the sardine tin presents a bright, colorful, and youthful aesthetic, suggesting a modern and playful approach to seafood. # Product The Freshé product featured is sardines in hot peppers. These sardines come in a pull-top tin and are packed with small red peppers. The product promises convenience and a unique flavor profile. The sardine nail design is also highlighted, indicating a fun and trendy approach to enjoying seafood. # Visual style The ad features a casual, UGC-style aesthetic with static shots and natural lighting, giving it a relatable feel. The production quality suggests a standard smartphone camera, and the editing is minimal, which supports the tone of an authentic review. The cuts are not timed to any music, with pacing remaining consistent throughout the ad. # Hooks Spoken: 00:00–00:02 Look at the little peppers. Text overlay: 00:00–00:02 Look at the little peppers. Visual: 00:00–00:02 Close-up shot of a woman holding an open tin of sardines with chopsticks, picking out a red pepper. The background includes a table with other food items such as rice and a bowl of salmon. The setting appears to be a home dining area. # Funnel stage Middle of funnel (Consideration) # Pain points None used. # Value propositions - Sardines in a pull-top tin combined with hot peppers provide a unique and convenient flavor experience. # Benefits - Unique flavor profile - Convenience # Features - Sardines - Hot peppers - Pull-top tin # Call to action None used. # Point of view - Customer 100% – The entire video is from the perspective of a customer trying and reviewing the product. # Storyline - 00:00–00:06 00:00–00:06 A woman uses chopsticks to pick up a sardine and red pepper from an open tin, chews, and expresses her enjoyment. - 00:06–00:10 00:06–00:10 The woman holds up the product packaging, Freshé Sardines in Hot Peppers, introducing the product she will be tasting. - 00:10–00:16 00:10–00:16 She clarifies the product name is "sardines with hot peppers" and shows off her sardine-themed nail art. - 00:16–00:21 00:16–00:21 She tries to open the tin of sardines, commenting that it feels "loaded" and struggles briefly to open it. - 00:21–00:28 00:21–00:28 She successfully opens the sardine tin, showing the sardines and peppers inside, and pulls out a sardine to display to the camera. - 00:28–00:34 00:28–00:34 She eats the sardine, reacting positively and chewing with satisfaction. - 00:35–00:42 00:35–00:42 She continues to eat more sardines and peppers while expressing her enjoyment with lip-smacking. - 00:42–00:50 00:42–00:50 She expresses her high satisfaction, describing the experience as "frickin good" and enthusiastically endorsing the product.

# Ad summary This ad features a woman trying different food combinations using Fishwife brand caviar. # Brand positioning Fishwife aims to elevate tinned seafood beyond a budget pantry staple to a gourmet experience. They position themselves as purveyors of ethically sourced, high-quality seafood, emphasizing taste and sustainability. The brand aligns with a modern, foodie-driven lifestyle, pushing against the category's perception as ordinary or cheap. They use functional and emotional brand positioning and appeal to the consumer who appreciates culinary exploration, quality ingredients, and brands with ethical values. # Product The ad highlights Fishwife's White Sturgeon Caviar, a delicacy featuring black sturgeon eggs. It is packaged in a black box with gold lettering. The product comes with a mother-of-pearl spoon, etched with a fish shape. The ad presents the caviar as a gourmet ingredient, meant to be enjoyed in small quantities and paired with other foods. It emphasizes the caviar's subtle saltiness, showcasing its versatility and luxury. # Visual style The ad has a casual, UGC-style aesthetic with a static shot and minimal editing. The production quality is mid-range, leaning towards a natural look. The color grading is subtle and the shots are naturally lit. The pacing is consistent at around 12 cuts per minute. The audio is synced with the cuts, emphasizing the natural sounds of food preparation and consumption. # Hooks Spoken: 00:00–00:01 [Enthusiastically] Stunning. Text overlay: 00:01–00:01 Stunning. Visual: 00:00–00:02 A woman with brown hair in pigtails is centered against a neutral grey background. She wears a white top and gold jewelry. She holds a small jar of black caviar in front of her face with both hands. In the foreground, a wooden board holds bellinis, hard boiled eggs, a container of crème fraiche, potato chips, feta stuffed olives, sliced tomatoes, and caviar. # Funnel stage Consideration # Pain points None used. # Value propositions - Fishwife caviar is a great gift. # Benefits - Adds that perfect little saltiness. # Features - White Sturgeon Caviar - Comes with a mother-of-pearl spoon # Call to action None used. # Social proof - "The way it just adds that perfect little saltiness, I'm so obsessed" – Female 1 (Customer) # Point of view - Customer 100% – The entire ad is presented from the perspective of a customer informally reviewing the product. # Storyline - 00:00–00:02 00:00–00:02 The woman opens a small jar of Fishwife caviar and says, "Stunning." - 00:02–00:03 00:02–00:03 She holds up a boxed Fishwife product and says, "This one's for my savory girlies." - 00:04–00:07 00:04–00:07 She opens the box, shows the small spoon, and comments, "The spoon even has a little fish." - 00:07–00:17 00:07–00:17 She gestures to a variety of snack items and lists, "We've got a spread. Parmesan fries. Bellinis. We got our crème fraiche. Some potato chips. Feta stuffed olives and then some sliced tomatoes." - 00:17–00:20 00:17–00:20 She picks up a hard-boiled egg slice, acknowledging, "Oh! Can't forget the hard-boiled eggs." - 00:20–00:25 00:20–00:25 She holds up the caviar and says, "Y'all know the drill, first things first. Gotta get that fist bump. Cheers." - 00:25–00:29 00:25–00:29 She samples the caviar on its own, closing her eyes in appreciation. - 00:29–00:37 00:29–00:37 She begins assembling a caviar-topped hard-boiled egg, commenting, "Up first, we're taking a hard-boiled egg... She's stunning." - 00:37–00:40 00:37–00:40 She samples the hard-boiled egg with caviar. - 00:40–00:45 00:40–00:45 The woman comments, "The way it just adds that perfect little saltiness, I'm so obsessed." - 00:45–00:50 00:45–00:50 She prepares a caviar-topped potato chip, saying, "We're going to do a potato chip. A classic." - 00:50–00:54 00:50–00:54 She eats the caviar topped potato chip, expressing, "Wow!" - 00:55–01:00 00:55–01:00 She prepares a parmesan fry topped with caviar and says, "Okay, let's try one of these fries... That's beautiful." - 01:00–01:06 01:00–01:06 She prepares another fry and says, "With the parm. That is good." - 01:11–01:12 01:11–01:12 She showcases a tomato slice with caviar and declares, "Yum." - 01:12–01:16 01:12–01:16 She eats the tomato slice with caviar. - 01:17–01:26 01:17–01:26 Addressing her sister, she says, "I hope my sister's not watching. Ashley, if you are... Scroll! I'm going to get this for her cuz what better gift than this caviar?" - 01:27–01:35 01:27–01:35 She eats the olive with caviar, saying, "An epic bite right here. Cheers."

# Ad summary A creator shares her spread of savory snacks and adds caviar from Fishwife to each of them, recommending it to all her savory girlies. # Brand positioning Fishwife is presented as a brand selling tinned seafood, focusing on quality, flavor, and sustainable practices. The brand aims to occupy a space in the consumer's mind as a source of high-quality seafood that is also easy to use and enjoy. Fishwife appears to align with a lifestyle that values delicious food, convenience, and ethical sourcing. The brand positions itself as a modern take on traditional tinned seafood, offering unique flavors and innovative products that push against the norms of bland or boring canned goods. Fishwife promotes an emotional connection by making their product a gift and a reason to 'scroll' for the sister. # Product Fishwife sells White Sturgeon Caviar, offered as a gourmet ingredient for creating elevated savory snacks. The product is presented as a luxurious addition to various foods like parmesan fries, potato chips, hard-boiled eggs, tomatoes, and bellinis. It is recommended for "savory girlies." The ad showcases the caviar's ability to add a "perfect little saltiness" to any dish, with the spoon even having a little fish. # Visual style The ad has a UGC feel. The editing style consists of quick cuts and static shots. The production quality is similar to a polished commercial, though it still retains a level of realness due to the setting. The pacing is consistent throughout, and cuts, text, and product actions are often timed to music beats or voiceover lines. # Hooks Spoken: Female 1: I hope my sister's not watching. Ashley, if you are... scroll! Text overlay: I hope my sister's not watching. / Scroll! Visual: 00:01–00:02 A medium shot shows a person with braided pigtails holding a chip with a white spread on it. / 00:02–00:04 A medium shot shows a person with braided pigtails holding a chip with a white spread on it. # Funnel stage Consideration # Pain points None used. # Value propositions - gourmet ingredient for creating elevated savory snacks - a luxurious addition to various foods # Benefits - adds that perfect little saltiness # Features - White Sturgeon Caviar # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The entire video is told from the perspective of a content creator, giving a first-person review of the Fishwife caviar. # Storyline - 00:00–00:01 The creator is eating a tomato slice. - 00:01–00:04 00:01–00:04 The creator addresses her sister, expressing that she hopes her sister isn't watching and that if she is, she should scroll. - 00:04–00:11 00:04–00:11 The creator states that she is going to get her sister caviar because what better gift than caviar? She proceeds to add caviar to a chip and asks, "Right?" - 00:11–00:16 00:11–00:16 Holding up the box of caviar, the creator states, "This one's for my savory girlies," and then shows off the included spoon, saying "The spoon even has a little fish." - 00:16–00:26 00:16-00:26 The creator shows a spread of savory items such as parmesan fries, bellinis, creme fraiche, potato chips, feta-stuffed olives, and tomatoes. - 00:26–00:28 00:26-00:28 The creator states not to forget the hard-boiled eggs. - 00:28–00:34 00:28-00:34 The creator states "Y'all know the drill, first things first. Gotta get that fist bump," before proceeding to eat a dollop of caviar off of her hand. - 00:34–00:38 00:34-00:38 The creator nods as she enjoys the caviar. - 00:38–00:45 00:38-00:45 The creator puts creme fraiche and caviar onto a hard-boiled egg and states, "Whoa! She's stunning." - 00:45–00:49 00:45-00:49 The creator eats the caviar-covered hard-boiled egg. - 00:49–00:54 00:49-00:54 The creator states that the caviar "just adds that perfect little saltiness" and that she is "so obsessed." - 00:54–01:03 00:54-1:03 The creator makes a potato chip bite, adding creme fraiche and caviar. She eats the potato chip and states, "Wow!" - 01:04–01:07 1:04-1:07 The creator makes a parmesan fry bite, adding creme fraiche and caviar. She states, "That's beautiful." - 01:08–01:17 1:08-1:17 The creator makes a bellini bite, adding creme fraiche and caviar. She states, "That is good." - 01:18–01:25 01:18-01:25 The creator makes a tomato bite, adding creme fraiche and caviar. She states, "Yum."

# Ad summary An influencer is sharing their love for Fishwife Sardines. They're eating the sardines on avocado toast and sharing how good it tastes. # Brand positioning Fishwife is presented as a modern tinned seafood brand that is worth the hype. The sardine packaging is colorful with whimsical imagery that conveys a sophisticated, yet fun brand. The brand pushes against norms in the tinned seafood category by positioning the product as a trendy item, not something old-fashioned. The brand aligns itself with a health-conscious lifestyle by using high-quality ingredients like olive oil and lemon and emphasizing their flavor profiles. # Product The product being advertised is Fishwife Sardines with Preserved Lemon. They are wild-caught in the Northeast Atlantic and are packed in 100% Spanish extra virgin olive oil. The sardines are preserved in lemon, giving them a flavor that the creator implies is superior to other sardine brands. The sardines come in a blue box with the brand name and product description written on it. The creator addresses the purchase barrier of fear around sardines by stating that 'now that the fear is gone out of the whole sardine situation, it's onward and upward.' # Visual style The ad's overall aesthetic is casual and scrappy with natural lighting. The editing style includes static shots with jump cuts. The pacing is consistent. The audio-visual sync is standard. # Hooks Spoken: 00:00–00:03 I know y'all see that. Do not play with me. Visual: 00:00–00:03 The background is a living room area. The foreground is a close-up shot of an avocado toast with multiple sardines on top. A person with braided hair with beads is holding the toast. The shot is taken from a low angle with the camera steady. The lighting is natural. The product is the sardine toast. # Funnel stage Consideration # Pain points The ad addresses a potential fear or skepticism around sardines. # Value propositions - Sardines with lemon taste good. - Lemon helps with the fishy taste. - Sardines can be incorporated into a meal. # Benefits - The fillets are substantial. - The preserved lemon shines through so nicely. - Can be eaten on avocado toast. # Features - Sardines - Preserved lemon - Olive oil # Call to action Y'all gotta get into this. # Social proof - "From someone who did not want to touch a sardine, like two months ago" – Male 1 (Creator) # Point of view - Customer 100% – The entire video is told from the customer's perspective. # Storyline - 00:00–00:03 00:00–00:03 The creator is holding avocado toast with sardines on top and saying hello to the camera. He is being playful with the audience by calling out how delicious it looks and daring them to disagree. This is conveyed through his confident tone and direct address. This is to get the audience's attention and get them interested in the product being featured. - 00:03–00:07 00:03–00:07 The creator is now holding a tin of sardines to the camera and talking to the camera. The creator states that it is 'Tinned Fish Tuesday' and tells the audience to get into it. This is the brand's perspective and it's conveyed with his upbeat tone. This establishes the weekly tinned fish eating routine. - 00:07–00:12 00:07–00:12 The creator is holding the tin of sardines closer to the camera and lists the ingredients: sardines, preserved lemon, olive oil. This conveys the product and brand information for the product. This is the brand's perspective. - 00:12–00:23 00:12–00:23 The creator opens the sardine tin and tells the audience that now that the fear is gone out of the whole sardine situation, it's onward and upward. He states that he thinks he's going to like these better because of the lemon. This conveys the brand's perspective, while using his own opinions. - 00:23–00:30 00:23–00:30 A close up shot of the sardines in the tin. The creator says 'very much still intact, and I know y'all see those little pieces of preserved lemon. I know y'all see that'. The camera is close to the product to show the visual quality and state of the product. This establishes the product is of high quality and tasty. - 00:30–00:37 00:30–00:37 The creator takes a sardine out of the tin with chopsticks, states that he originally was going to eat the whole fish. But then remarks, 'she's big, she's girthy, let's see what she gives'. The creator is being playful and joking with the audience about the fish. - 00:37–00:42 00:37–00:42 The creator eats the sardine and states 'that was good as hell, everybody hold on'. This establishes the taste of the product and draws in the audience. - 00:42–00:47 00:42–00:47 The creator is holding the avocado toast and says 'these babies needed a proper vessel, so I decided avocado toast'. The purpose is to show that the sardines are great to eat on top of avocado toast. - 00:47–00:54 00:47–00:54 The creator is putting sardines on top of the avocado toast. This shows the way he prepares the sardines and his own enjoyment. He says, 'you guys, like, I'm excited, like look at this what, please'. The creator is hyping up his dish and being humorous. - 00:54–01:06 00:54–01:06 The creator puts lemon on top of the sardine toast and then takes a bite. The purpose is to show how to serve and eat the sardines. He shows the audience how tasty the dish is, and then states 'this goes so crazy'. - 01:06–01:22 01:06–01:22 The creator is telling the audience about his own journey of discovering this sardine brand. He says 'from someone who did not want to touch a sardine like two months ago. Y'all gotta get into this. The fillets are substantial, the preserved lemon shines through so nicely. And on an avocado toast?' - 01:22–01:25 01:22–01:25 The creator eats more of the sardine and avocado toast. He says 'see y'all next time'. This ends the video and tells the audience to come back.

# Ad summary This ad is a UGC-style creative of a content creator who is taste testing Fishwife Sardines with Preserved Lemon in Olive Oil on avocado toast. The video shows him trying the product by itself before putting it on top of avocado toast. # Brand positioning Fishwife is presented as a modern tinned seafood company aimed at a younger, more adventurous consumer. The brand leans into visual elements that stand out, such as its illustrated packaging, to create an emotional connection with the customer through its high-end product. It also implies an alignment with environmentally conscious practices. # Product The advertised product is Fishwife Sardines with Preserved Lemon in Olive Oil, sold in a box. The sardines are wild-caught in the northeast Atlantic and packed in 100% Spanish extra virgin olive oil. The product's USPs are that it contains preserved lemon pieces, which the creator says elevates the flavor, and the filets are substantial. The ad shows the product eaten by itself and on avocado toast. It addresses the purchase barrier of fearing sardines by saying, "Now that the fear is gone out of the whole sardine situation, it's onward and upward." # Visual style The ad has a casual, UGC style. It is brightly lit with natural light. There are quick cuts. # Hooks Spoken: She's big. / She's girthy. Text overlay: She's big. / She's girthy. Visual: 00:00–00:02: The camera is at eye level, facing a man with brown skin, bead-braided hair, and an "I LOVE HOLLYWOOD" t-shirt. The man is holding a large sardine with chopsticks. The background is a brightly lit room, with plants and a partially visible door. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the purchase barrier of fearing sardines by saying, "Now that the fear is gone out of the whole sardine situation, it's onward and upward." # Value propositions - Substantial fillets - Contains preserved lemon # Benefits - The fillets are substantial. - The preserved lemon shines through so nicely. # Features - Wild-caught in the northeast Atlantic - Packed in 100% Spanish extra virgin olive oil - Preserved lemon pieces # Call to action Y'all gotta get into this. # Social proof - "From someone who did not want to touch a sardine like two months ago" # Point of view - Customer 100% – The ad is presented from the point of view of a customer, shown via the use of the casual tone and presentation. # Storyline - 00:00–00:01 The creator holds up a large sardine on chopsticks. - 00:00–00:01 The creator describes the sardine as being "big" and "girthy". - 00:01–00:03 The creator takes a bite of the sardine and says, "Let's see what she gives". - 00:03–00:06 The creator eats the sardine and expresses enjoyment. - 00:05–00:07 The creator says that the sardine was "good as hell". - 00:07–00:09 The creator shows the box of sardines and says "I know y'all see it. Let's get into it." - 00:09–00:16 The creator shows the product packaging which reads "Sardines with Preserved Lemon, Olive Oil". - 00:16–00:17 The creator opens the sardine box. - 00:16–00:22 The creator comments that the fear is gone out of the sardine situation and says it's onward and upward. - 00:22–00:27 The creator opens the can of sardines and says he thinks he is going to like them better because of the lemon. - 00:27–00:29 The creator shows the open sardine can and says that the fish are very much still intact. - 00:29–00:34 The creator uses chopsticks to point out the little pieces of preserved lemon. - 00:34–00:38 The creator prepares to eat the sardines and explains that his original plan was to eat the whole sardine first. - 00:38–00:44 The creator then repeats that the sardine is big and girthy before taking a bite. - 00:44–00:45 After eating the sardine, the creator exclaims that it's "good as hell." - 00:45–00:51 The creator then says "everybody hold on", and explains that the sardines need a proper vessel, so he is putting them on avocado toast. - 00:51–00:53 The creator puts a sardine on the avocado toast and says, "you guys like, I'm excited". - 00:53–00:58 The creator puts several sardines on the avocado toast and exclaims, "What? Hello. I know y'all see that. Do not play with me." - 00:58–01:02 The creator squeezes more lemon on the avocado toast and takes a bite. - 01:02–01:10 The creator expresses joy, but then appears to cough and exclaims that the taste "goes so crazy!". - 01:10–01:15 The creator adds text that reads "From someone who did not want to touch a sardine like two months ago" and says, "y'all gotta get into this". - 01:15–01:24 The creator highlights that the "fillets are substantial" and the "preserved lemon shines through so nicely", especially on an avocado toast. - 01:24–01:29 The creator says "see y'all next time".

# Ad summary An image ad suggesting viewers switch from protein bars to Fishwife brand sardines with preserved lemon. # Brand positioning Fishwife is presented as a modern, health-conscious, and somewhat unconventional food brand that elevates traditionally humble foods like tinned fish. The brand explicitly focuses on high-quality, sustainably sourced seafood. The positioning is emotional, encouraging consumers to reconsider their preconceptions about canned fish by offering a premium, gourmet experience. They push against the category norms of budget-friendly canned goods, opting instead for visually appealing packaging and sophisticated flavor pairings. # Product The product advertised is Fishwife Sardines with Preserved Lemon. These are sardines that have been caught in the Northeast Atlantic and packed in Spanish extra virgin olive oil. The product targets health-conscious individuals seeking a quick and nutritious snack or meal option. The sardine's USPs include its wild-caught sourcing and gourmet flavor profile with preserved lemon, distinguishing it from standard tinned sardines. The ad addresses the purchase barrier of canned fish being perceived as low-quality by presenting Fishwife's sardines as a delicious and convenient protein alternative to protein bars. # Visual style The ad has a clean, minimalist aesthetic. The production quality appears to be studio shot. It utilizes a flatlay composition to highlight the product. The image treatment involves bright, even lighting with no filters or heavy color grading. The visual design is intended to be scannable and eye-catching within a social media feed. # Hooks Headline: Ditch the Protein Bar. Eat Fish. # Funnel stage Consideration # Pain points The ad addresses the assumption that canned fish is a boring, low-quality food. "Ditch the Protein Bar. Eat Fish." # Value propositions - Positioned as a healthy and tasty alternative to traditional protein bars - Provides consumers with high-quality, sustainably sourced seafood. # Benefits - Alternative to Protein Bar - Eat Fish # Features - Sardines with Preserved Lemon - Wild Caught in the Northeast Atlantic - Packed in Spanish Extra Virgin Olive Oil # Call to action None used. # Social proof - None used. # Point of view - Brand: The sardine's packaging and the text, 'Ditch the Protein Bar. Eat Fish.' showcases the brand and its product's benefits as an alternative to protein bars. # Storyline - The ad begins with a visual of the Fishwife Sardines tin. The brand is showcasing its product. This is done to immediately capture attention with the product's unique packaging and gourmet flavor profile. - The ad copy then offers a direct comparison: 'Ditch the Protein Bar. Eat Fish.' The brand is positioning its sardines as a healthier and tastier alternative to conventional protein bars. This is done to persuade the audience to reconsider their snack choices and view Fishwife sardines as a convenient, nutritious option.

# Ad summary This ad promotes Fishwife sardines as a convenient and protein-rich snack. # Brand positioning Fishwife aims to disrupt the traditionally perceived image of canned fish as a low-quality or unappealing food. The brand positions itself as a provider of high-quality, sustainably sourced seafood, appealing to consumers who value ethical and convenient food options. With its playful branding and emphasis on taste, Fishwife encourages consumers to reconsider canned fish as a delicious and nutritious choice. # Product The featured product is Fishwife Sardines with Preserved Lemon. These sardines are wild-caught in the Northeast Atlantic and packed in a vibrantly designed box. The packaging is adorned with illustrations of lemons, fish, and other nautical elements. The product is presented as a convenient and tasty source of protein, perfect for a quick and easy meal or snack. The ad copy suggests the product offers a way to enjoy high-quality protein without the need for extensive preparation or cooking. # Visual style The ad features a clean, vibrant aesthetic with a focus on product presentation. The shot is well-lit and professionally composed, with the reflective surface adding a touch of sophistication. The backdrop of a blue and white cloudy sky creates an airy, natural feel. The overall style is modern and visually appealing, highlighting the product's quality and the brand's unique identity. # Hooks Headline: Protein Without the Scoop # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the problem of needing an easy, accessible protein source. The phrase "Protein Without the Scoop" implies that other protein sources may be less convenient or require more effort to prepare. # Value propositions - High-quality protein without the need for extensive preparation # Benefits - Convenient protein source # Features - Sardines with preserved lemon - Wild-caught in the Northeast Atlantic # Call to action None used. # Social proof - None used. # Point of view - Brand: The brand is presenting the product as a convenient protein source through the slogan "Protein Without the Scoop". # Storyline - The ad opens with a close-up shot of an open can of Fishwife Sardines with Preserved Lemon. This immediately introduces the product and highlights its visual appeal and freshness. - The vibrant packaging of the sardines box is prominently displayed, reinforcing the brand's identity and unique aesthetic. The audience views the product through the brand's lens, showcasing its quality. - The final beat is the textual overlay, which states "Protein Without the Scoop." This implies a value proposition for consumers looking for easy and accessible protein sources, positioning Fishwife Sardines as a convenient and nutritious alternative. The message is presented from the brand's perspective, emphasizing the product's benefits.