How Heart & Soil Advertises on Meta

# Ad summary A man shares Heart and Soil's Grass-Fed Whey protein powder to his audience. He expresses his excitement for the product, stating that it tastes like a milkshake without needing to add any sugars or fruits. He states the whey is clean and easy on the gut. # Brand positioning Heart & Soil positions itself as a provider of high-quality supplements sourced from natural ingredients. The brand emphasizes a return to ancestral health principles, suggesting a focus on whole foods and traditional practices. They stand apart from mainstream supplement brands that may rely on artificial additives or heavily processed ingredients by using ingredients like grass-fed whey and raw cacao. This positions Heart & Soil as a premium option for health-conscious consumers seeking clean, nutrient-dense supplements, and aligning with values of natural living and radical health. # Product Heart & Soil Grass-Fed Whey protein powder comes in a chocolate sea salt flavor and is packaged in a cylindrical container. It is made from 100% grass-fed whey. The product is a protein powder that is blended with milk to create a fast and delicious beverage. It contains 25 grams of protein per serving. The ad highlights that the protein powder is delicious enough to be consumed on its own, like a milkshake, without needing any fruit or extra sugar. The powder is advertised as a great part of a new and healthy lifestyle. It is described as being absolutely clean and easy on the gut. # Visual style The ad has a casual and approachable aesthetic. The video is shot in a well-lit kitchen with natural lighting. The presenter has a relaxed demeanor and speaks conversationally. The editing is straightforward and uncomplicated, emphasizing the ease of using the product. The cuts are timed to key moments in the demonstration and voiceover. The production quality suggests a UGC feel, aligning with the tone of a customer sharing their experience. The aesthetic is authentic and down-to-earth. # Hooks Spoken: Male 1: All right, guys, so I'm excited about this and need to share it with you. Text overlay: This is Heart and Soils 100% Natural Grass-Fed Whey Visual: 00:00–00:09 The shot features a man centered in the frame, holding a circular Heart and Soil container on a white countertop. The man is fair-skinned, with short gray hair and stubble. He is wearing a black short sleeve t-shirt. He looks down at the product while holding and rotating it. The background includes a white wall with a wood-framed sign, a white kitchen, and wooden pallet furniture. # Funnel stage Middle of funnel (Consideration) # Pain points Many protein powders are not “clean” or delicious, so finding one that tastes good and is healthy can be difficult. - “As part of my new and healthy lifestyle, I've been trying to find a protein powder that's absolutely clean, that's delicious, and that's easy on the gut.” # Value propositions - Protein powder provides 25 grams of protein - Can be made as part of a new and healthy lifestyle - Tastes so good, you don’t need to add anything to it # Benefits - Absolutely clean - Delicious - Easy on the gut - Like making a milkshake every day # Features - 100% Natural Grass-Fed Whey Protein Powder - Chocolate Sea Salt Flavor - 25 grams of protein per serving # Call to action Check them out, heartandsoil.co # Social proof - “I found their chocolate and sea salt flavor, and it's like making a milkshake every day.” – Male 1 (Customer) # Point of view - Customer 100% – The presenter is promoting the brand from a customer point of view. # Storyline - 00:00–00:03 The presenter shows the product and expresses his excitement to share it. - 00:03–00:09 00:03–00:09 The presenter then states that the product is Heart and Soil’s 100% Natural Grass-Fed Whey Protein Powder. He begins to open the container to show the product. - 00:09–00:11 00:09–00:11 The presenter transitions to showing the nutritional information on the product, indicating this ingredient information is important. - 00:11–00:18 00:11–00:18 The presenter states that, as part of his new and healthy lifestyle, he has been trying to find a protein powder that is absolutely clean, delicious, and easy on the gut. He begins to put a scoop of protein powder into a personal blender. - 00:18–00:22 00:18–00:22 He elaborates that he found Heart and Soil’s chocolate and sea salt flavor, and it is like making a milkshake every day. - 00:22–00:28 00:22–00:28 He says he doesn’t need to put fruit or sugars in it, just the protein powder. The presenter demonstrates the process of blending the beverage. - 00:28–00:38 00:28–00:38 He then states that all you need is your favorite beverage, in this case, milk, and your Ninja blender to throw it in for 25 grams of protein that is super easy, super fast, and super delicious. He is shown pouring the blended beverage into a glass and then drinking it. - 00:38–00:46 00:38–00:46 The presenter states that the product is from Heart and Soil, and that the company has all kinds of supplements, ending the video with a prompt to “Check them out at heartandsoil.co, and you can thank me later.” The Heart and Soil logo is shown on the product container.

# Ad summary This ad features an image taken from a user's Instagram story where they mention that Heart & Soil gifted them their Beef Organ supplements. The user then goes on to say that after using the supplements for about 30 days, they feel that it works pretty well as a multi-vitamin and has helped them deal with brain fog due to their wild work schedule. # Brand positioning Heart & Soil is a supplement brand focused on ancestral and regenerative health practices, as seen by the tagline "regenerative small batch". The company is focused on providing natural and high-quality supplements. The brand emphasizes a back-to-basics approach to wellness by using nutrient-rich organ supplements, positioning itself as a provider of essential nutrients sourced from nature. Heart & Soil stands out by focusing on niche supplements and dietary support, and offering a more comprehensive approach to well-being. # Product Heart & Soil Beef Organs is a dietary supplement in capsule form, designed to provide the benefits of consuming beef organs. The supplements come in a dark amber bottle with a gold lid. The label is primarily cream-colored with brown text and features an image of a bull. The product is positioned as a regenerative small batch supplement. According to the ad, after about 30 days of use, the supplement works pretty well as a multi-vitamin and helps deal with brain fog due to a wild work schedule. # Visual style The ad features a user-generated content (UGC) style with a snapshot from an Instagram story. The image has natural lighting and is taken at a close-up angle, focusing on the product. The overall style is casual and authentic, resembling a typical social media post, with added text overlays to highlight the customer's experience. # Hooks Headline: So @heartandsoilsupplements gifted me their Beef Organ supplements. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of experiencing brain fog, particularly due to a demanding work schedule. The customer states that the supplement has been "helping me deal with brain fog due to my wild work schedule." # Value propositions - Works pretty well as a multi-vitamin - Helps deal with brain fog # Benefits - Works pretty well as a multi-vitamin - Helping me deal with brain fog due to my wild work schedule # Features - Beef Organ supplements # Call to action None used. # Social proof - "And after using it for about 30 days, I gotta say it works pretty well as a multi-vitamin, and it's been helping me deal with brain fog due to my wild work schedule." # Point of view - Customer: The POV is from a customer sharing their personal experience with the Heart & Soil Beef Organ supplements on their Instagram story, mentioning they were gifted the product and describing its benefits after 30 days of use. # Storyline - The story begins with a person posting to their Instagram story, mentioning that @heartandsoilsupplements gifted them their Beef Organ supplements. This is included to establish authenticity and a personal connection, indicating that the product was received as a gift, which may suggest a collaboration or endorsement. The audience is experiencing the story from the perspective of a customer who is sharing their initial impression of receiving the product. - The narrative progresses with the customer noting that after using the product for about 30 days, they feel it works pretty well as a multi-vitamin and helps them deal with brain fog due to their wild work schedule. This is included to provide a firsthand testimonial about the product's efficacy and benefits, which adds credibility to the product's claims. The audience is experiencing this part of the story from the customer's perspective as they share their personal experience and results.

# Ad summary A woman shares a wellness secret for hormone balance. # Brand positioning Heart & Soul is positioned as a brand that caters to women's wellness needs, focusing on hormone balance through their "Her Package" supplement. The brand emphasizes the use of grass-fed and bioavailable ingredients, suggesting a commitment to quality and effectiveness. The terms "regenerative" and "small batch" on the product label suggest a focus on natural and artisanal production methods, distinguishing it from mass-produced alternatives. The brand aligns with a health-conscious lifestyle, promoting a daily routine that prioritizes hormonal well-being. By offering a supplement specifically designed for female hormone balance, Heart & Soul addresses a niche within the broader wellness market. # Product The featured product is Heart & Soul's "Her Package," a dietary supplement designed for female hormone balance. The supplement comes in capsule form, packaged in a brown bottle with a gold lid. The label highlights that it is a "regenerative" and "small batch" product, emphasizing quality and natural production. Key features mentioned include being grass-fed and bioavailable, suggesting high-quality ingredients that are easily absorbed by the body. The ad implies that the product is intended for women seeking to maintain or improve their hormonal health, with the explicit goal of building a daily routine around this supplement. # Visual style The ad has a UGC feel, with natural lighting and simple editing. The production quality is good but not overly polished, which supports the intended tone of an everyday person sharing their routine. The pacing is slow and consistent with the voiceover. # Hooks Spoken: 00:01–00:05 taking supplements that are actually built for female hormone balance, grass-fed and bioavailable, & part of my daily routine. Text overlay: 00:01–00:05 taking supplements that are actually built for female hormone balance / 00:03–00:05 grass-fed + bioavailable & part of my daily routine Visual: 00:01–00:02 A hand holding a brown bottle of Heart & Soul "Her Package" supplements. The bottle has a gold lid and a white label with purple accents. The background is out of focus and appears to be a kitchen counter. / 00:02–00:05 A hand holding multiple brown capsules against a white table. The bottle of Heart & Soul "Her Package" supplements is visible in the background, out of focus. The lighting is bright and natural, casting shadows from a window. # Funnel stage Top of funnel (Awareness) # Pain points Hormone imbalance in women # Value propositions - The product is designed to support female hormone balance. # Benefits - built for female hormone balance - part of my daily routine # Features - grass-fed - bioavailable # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The entire video is presented from the perspective of a woman sharing her wellness routine, giving a sense of authenticity and personal experience. # Storyline - 00:00–00:02 00:00–00:02 The ad begins with a woman looking in the mirror in her bathroom, followed by a shot of a hand holding a bottle of Heart & Soul "Her Package" supplements. This establishes the concept of the ad and introduces the featured product. - 00:02–00:05 00:02–00:05 The woman holds several of the capsules in her hand. The narrator states that she is "taking supplements that are actually built for female hormone balance, grass-fed and bioavailable, and part of my daily routine." This presents the product as a solution to the problem of hormone balance while also addressing the question of what the product is and what problem it solves.

# Ad summary A UGC-style testimonial ad for Heart & Soil animal-based protein powder, focusing on its benefits for skin and nails. The ad features a woman making brownies using the protein powder and showcasing her nails. # Brand positioning Heart & Soil is presented as a provider of animal-based protein powder aimed at improving overall health and beauty. The brand aligns with a lifestyle focused on holistic well-being and nutritional optimization, seemingly pushing back against the norms of traditional whey-based protein powders. The brand positioning is both functional (providing essential nutrients) and emotional (improving confidence through better skin and nails). # Product The product being advertised is Heart & Soil's animal-based protein powder. It is designed to improve skin and nail health, and it contains 19g of protein per serving. The protein powder is for individuals looking to improve their beauty routine through nutritional supplements, as implied by the focus on skin and nails. It can be incorporated into recipes like brownies, showcasing its versatility and ease of use. The ad addresses the purchase barrier of skepticism by highlighting the visible improvements in the user's appearance after using the product. # Visual style The ad has a UGC feel with natural lighting and a simple background. The editing style includes quick cuts between the woman speaking and the brownie preparation process. The production quality suggests it was filmed on a smartphone. # Hooks Spoken: 00:00–00:07 Female 1: I wanna share two things you guys might not know about me. Text overlay: 00:07–00:17 Heart & Soil (lower-third) Visual: 00:00–00:02 A woman with long, wavy brown hair stands indoors against a pale wall wearing a white t-shirt with teal lettering that says, "EDUCATE EMPOWER PREVENT." She’s centered in the frame and looks directly into the camera with a neutral expression. She pinches her fingers together as she speaks. / 00:02–00:07 The woman holds her hands up to her face, showing off her short nails. # Funnel stage Middle of funnel (Consideration) # Pain points Weak nails and skin # Value propositions - Improves skin and nail health # Benefits - Helps to have stronger nails and skin # Features - Animal-based protein - 19g of protein # Call to action You gotta try it. # Social proof - "I used to have the weakest nails and skin, and this has literally changed that." – Female 1 (Customer) # Point of view - Customer 100% – The entire video is told from the perspective of a customer sharing their personal experience with the product. # Storyline - 00:00–00:07 00:00–00:07 The creator introduces herself and states that she wants to share two things the viewer may not know about her. - 00:07–00:17 00:07–00:17 The creator states that she used to have weak nails and skin and showcases Heart & Soil animal-based protein powder as the solution that helped her strengthen them. - 00:17–00:27 00:17–00:27 The ad transitions to a cooking scene where someone is making brownies, incorporating the Heart & Soil protein powder as one of the ingredients. - 00:27–00:35 00:27–00:35 The creator is shown eating the brownies and emphasizes her love for the product, recommending that the viewer try it for themselves, with a final wave to the camera.

# Ad summary This ad features a functional medicine NP endorsing Heart & Soil's Gut & Digestion supplement. The ad highlights the benefits of beef liver for energy, hair health, iron status, and overall nutrient repletion, positioning the product as a complete multivitamin alongside proper nutrition and targeted supplements. # Brand positioning Heart & Soil is presented as a regenerative supplement brand, focusing on ancestral health and nutrition. The brand aims to occupy a space in the consumer's mind as a provider of high-quality, small-batch supplements that support fundamental aspects of health, such as gut and digestion. The brand aligns with values of holistic wellness and natural solutions, positioning itself against conventional, synthetic multivitamins. # Product Heart & Soil's Gut & Digestion is a dietary supplement that supports energy, hair health, iron status, and overall nutrient repletion. Marketed as a regenerative, small-batch supplement, it is positioned as one of nature's most complete multivitamins. It is for individuals looking to improve their nutrition and target specific health needs. The product is designed to be used alongside proper nutrition and other targeted supplements, suggesting it is part of a holistic health regimen. The ad addresses the purchase barrier by highlighting its comprehensive benefits. # Visual style The ad has a UGC production quality, appearing to be shot on a phone with natural lighting. The visual motif is a product showcase combined with an expert testimonial, presented in a straightforward manner. The image treatment involves a simple, unfiltered look, emphasizing the product and the text. The typography integration is clear and legible, enhancing scannability in-feed. # Hooks Headline: As a functional medicine NP, beef liver is one of my favorite supplements for supporting: # Funnel stage Middle of funnel (Consideration) # Pain points Pain point: The ad addresses the struggle to maintain optimal health and nutrient levels through diet alone, implying that supplementation is a necessary addition to proper nutrition. # Value propositions - One of nature's most complete multivitamins - Can be used alongside proper nutrition and targeted supplements. # Benefits - Energy - Hair health - Iron status - Overall nutrient repletion # Features - Beef liver # Call to action None used. # Social proof - "As a functional medicine NP, beef liver is one of my favorite supplements" # Point of view - External source: The entire image features a testimonial from a functional medicine NP, providing an expert endorsement of the product and its benefits. # Storyline - From the perspective of a functional medicine NP, beef liver is introduced as one of her favorite supplements for supporting various health aspects. This is included to establish credibility and highlight the product's benefits through an expert endorsement. - The benefits of the supplement are listed, including energy, hair health, iron status, and overall nutrient repletion, framed as information from the expert. This is included to highlight the product's key value propositions and appeal to the audience's health concerns. - The ad states that the supplement is one of nature's most complete multivitamins and can be used alongside proper nutrition and targeted supplements, still told from the perspective of an expert explaining her reasoning. This is included to further emphasize the comprehensive benefits of the product.

# Ad summary This image ad showcases a Heart & Soil colostrum supplement. The visual focuses on the product itself, emphasizing its branding and key features. # Brand positioning Heart & Soil presents itself as a provider of high-quality, natural supplements sourced from grass-fed animals. The brand aims to resonate with health-conscious individuals who prioritize ancestral nutrition and seek to optimize their immune function, gut health, and muscle recovery through whole-food supplements. By focusing on 'grass-fed' and 'unflavored' colostrum, the brand positions itself as a purveyor of minimally processed, nutrient-rich products, likely appealing to those who are wary of artificial additives or flavors and who value natural ingredients. # Product The product featured is Heart & Soil Colostrum, an unflavored powder supplement derived from 100% grass-fed sources. The product is designed to support immune function, gut health, and muscle recovery, catering to individuals interested in holistic wellness. The packaging indicates a supply of 60 servings, with 36 grams per serving. The inclusion of the claim '100% Grass-Fed' suggests a focus on quality sourcing and natural ingredients. The term 'unflavored powder' suggests it can be easily mixed into various beverages or foods, making it a versatile option for daily consumption. The ad emphasizes the product's multiple benefits, making it appealing to those seeking comprehensive health support. # Visual style The ad uses a clean, natural aesthetic to highlight the product. The shot is well-lit and focuses on the product's packaging and key features. The overall style is minimalistic, with a focus on conveying information efficiently. The image has a modern, health-conscious vibe. The dark glass jar provides visual contrast. # Hooks Headline: None used # Funnel stage Consideration # Pain points None used. # Value propositions - The colostrum supplement supports immune function, gut health, and muscle recovery, offering a comprehensive health solution. - Being 100% grass-fed suggests high-quality sourcing, appealing to health-conscious consumers. # Benefits - Immune Function - Gut Health - Muscle Recovery # Features - 100% Grass-Fed - Unflavored Powder # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire image focuses on showcasing the product and its benefits, indicating that the ad is presented from the brand's point of view. # Storyline - The image opens with a close-up of a hand holding a jar of Heart & Soil Colostrum, immediately showcasing the product. The intention is to draw the viewer's attention to the product's packaging and branding. The audience experiences the ad from the brand's perspective, with a direct focus on the product itself. - Key features of the colostrum powder, such as immune function, gut health, and muscle recovery, are visually highlighted on the product label. The intention is to quickly communicate the product's core benefits to potential customers. The audience continues to experience the ad from the brand's perspective, learning about the product's advantages. - The setting is simple and clean, with a blurred background that doesn't distract from the product. The intention is to maintain focus on the supplement and reinforce its pure and natural qualities. The audience experiences the ad from the brand's perspective, further emphasizing the product's quality and benefits.

# Ad summary This ad shows a woman in her kitchen reviewing Heart & Soil grass-fed whey protein. She states she has trouble eating breakfast in the morning and is excited to try this protein powder since she can throw it in a smoothie and start her day. She states that this whey protein has 25 grams of protein per serving. Then, the ad shows the woman making the smoothie, pouring it into a glass, and enjoying it while holding her baby. # Brand positioning Heart & Soil is presented as a brand focused on health and wellness. The woman in the ad describes the product as grass-fed whey protein, positioning the brand to be high-quality and natural. This suggests the brand aims to appeal to health-conscious consumers who prioritize clean and wholesome ingredients. The overall tone is casual and approachable, suggesting that the brand values simplicity and convenience. # Product Heart & Soil grass-fed whey protein is presented as a convenient way to get protein, especially for those who struggle with breakfast. The product contains 25 grams of protein per serving. It is shown being added to a smoothie, implying it is easy to incorporate into a daily routine. The ad addresses the purchase barrier of time by highlighting the convenience of adding it to a smoothie, making it ideal for busy individuals. The whey protein is packaged in a brown cardboard container. # Visual style The ad has a polished UGC style with a clean, bright aesthetic. The editing consists of quick cuts and static shots. The production quality is relatively high, giving it a commercial feel while maintaining a casual, approachable tone. The pacing is moderate, with cuts timed to the woman's speech. # Hooks Spoken: Female 1: Hey besties! So I just got this and I'm super, super excited to try this. Visual: 00:00–00:03 A woman stands in a kitchen. She is holding a brown cardboard container of Heart & Soil grass-fed whey protein. She has long brown hair, wears a black cardigan, light pink t-shirt, black leggings, and clear glasses. The kitchen has white cabinets, a black stove, a gray backsplash, and black hardware. # Funnel stage Consideration # Pain points The ad addresses the frustration of struggling to eat breakfast in the morning. The woman says, "I am kind of terrible at eating breakfast in the morning." # Value propositions - A convenient way to get protein - Easy to incorporate into a daily routine # Benefits - Provides a good amount of protein - Easy to throw into a smoothie to get your day started # Features - Grass-fed whey protein - 25 grams of protein per serving # Call to action None used. # Point of view - Customer 100% – This is communicated by a non-branded individual showcasing the product. # Storyline - 00:00–00:07 The woman in the ad introduces the Heart & Soil grass-fed whey protein she just received. - 00:07–00:15 She says she is excited to try the product because she has trouble eating breakfast in the morning. - 00:13–00:16 She states that this is something she can throw into a smoothie and get her day started. - 00:16–00:22 The woman mentions this is the first time she will try it, and she is going to make a smoothie and let the audience know how it tastes. - 00:22–00:28 She says that it has 25 grams of protein per serving. - 00:28–00:36 The ad then shows the woman adding a banana, almond milk, and the whey protein into a blender. - 00:36–00:39 The woman blends the smoothie. - 00:39–00:42 The woman pours the smoothie into a glass and holds her baby. - 00:42–00:44 She holds up the smoothie and smiles.

# Ad summary A woman in her kitchen introduces Heart & Soil's Gut & Digestion supplements. She explains that although she is a chef that cooks nose-to-tail, she finds that eating organs every day is not for her, so she prefers the pill form. # Brand positioning Heart & Soil is a supplement company that specializes in ancestral nutrition. They aim to provide people with a convenient way to consume the nutrients found in organ meats, which they position as being a rich source of nutrients that have been treasured since the dawn of time. The brand emphasizes the functional benefits of their products, offering a simple way to obtain essential nutrients without the inconvenience or aversion associated with eating whole organ meats. # Product Heart & Soil Gut & Digestion is a dietary supplement made from liver, pancreas, spleen, and tripe. It is packaged in capsule form for easy consumption. The supplement aims to provide the same nutrients as eating organ meats directly, but with a different emotional experience. It is presented as a convenient alternative to consuming whole organs, offering a way to obtain essential nutrients without the challenges associated with preparing and eating organ meats. # Visual style The ad has a bright, clean, and modern aesthetic, typical of UGC-style content. The editing is fairly straightforward, with clear cuts between each shot, and a moderate pace. The use of a modern kitchen setting, combined with the presenter's makeup and clothing style, gives the ad a polished yet approachable feel, blending UGC vibes with commercial quality. # Hooks Spoken: Female 1: Real organs. Ancient, mineral rich, deeply nourishing. Visual: 00:00–00:02 The woman is centered, sitting at a white countertop, smiling and looking directly at the camera. She has long dark hair and red lipstick and is wearing a white tank top, and a black and white gingham apron. In the background is a modern, bright kitchen with white walls and light wood shelving. / 00:02–00:04 The woman lifts her apron over her head and then the camera focuses on a close up of a plate of raw organs. # Funnel stage Consideration # Pain points The process of cooking with and eating organs is not appealing to many people. # Value propositions - Ancient, mineral rich, deeply nourishing organs in an easy-to-swallow capsule form. - Offers ancestral nutrition in a convenient form. # Benefits - Nutrient-rich - Deeply nourishing - Same nutrients, different emotional experience # Features - Gut and digestion supplement - Made from liver, pancreas, spleen, and tripe - Capsule form # Call to action None used. # Social proof - "As a chef, I cook nose to tail..." – Female 1 (Chef) # Point of view - Customer 100% – The ad is delivered by a woman sharing her experience and perspective. # Storyline - 00:00–00:02 The woman, wearing an apron, leans on the counter in her kitchen and smiles. - 00:02–00:04 00:02–00:04 She lifts her apron above her head and then picks up a plate of raw organs. - 00:04–00:09 00:04–00:09 She puts the organs in a bowl of water and mixes them around. This visual is intended to show how gross this process is. - 00:09–00:12 00:09–00:12 She then picks up a knife and begins cutting the organs on a red cutting board. - 00:12–00:14 00:12–00:14 She then opens a box that contains a bottle of Heart & Soil Gut & Digestion. - 00:14–00:20 00:14–00:20 She holds the bottle of Heart & Soil Gut & Digestion and opens it, pouring out a capsule. She picks it up and poses with it. - 00:20–00:24 00:20–00:24 She holds the capsules on a plate and poses with them, with the bottle of Heart & Soil Gut & Digestion in the background. - 00:24–00:29 00:24–00:29 She poses with the plate of cut organs in the background and the bottle of Heart & Soil Gut & Digestion in the foreground.

# Ad summary A woman sitting at a table is reviewing the Heart & Soil grass-fed whey protein powder. She shows the protein powder and mixes the powder with milk to make a shake. She tries the shake and mentions the subtle flavor of the protein powder. # Brand positioning Heart & Soil aims to occupy the space of a natural, ancestral supplements brand that provides essential nutrients in their most natural and bioavailable form. The brand promotes values centered around holistic wellness and reconnecting with traditional diets. It appears to push against the norms of highly processed and synthetic supplements by focusing on whole-food ingredients. The brand positioning seems functional, focusing on performance and nutrition, but also hints at emotional benefits like overall well-being. # Product The product featured is Heart & Soil Grass-fed Whey Protein powder in chocolate flavor. The ad indicates that the user should mix two scoops of the protein powder with 8-12 ounces of milk and then mix with a milk frother until smooth. According to the woman reviewing the product, the drink has a very subtle flavor and does not taste weird like other protein powders. The product helps the user increase their protein intake with 25 grams of protein per serving. # Visual style The ad has a UGC feel. The lighting is natural. The editing includes quick cuts, and the pacing is consistent throughout the ad. # Hooks Spoken: Okay, it's legit, y'all. / You guys, I want to review this. Text overlay: @heartandsoilsupplements / Okay, it's legit, y'all. Visual: 00:00–00:03 A woman is sitting at a wooden table in a brightly lit room with white walls. She has long blonde hair and is wearing a beige tank top. In front of her is a glass filled with a brown liquid with a metal straw. She is making eye contact with the camera. # Funnel stage Consideration # Pain points Some protein powders have a strange taste. # Value propositions - The protein powder does not have a weird flavor. - The protein powder is smooth. # Benefits - Good source of protein - Good flavor # Features - Grass-fed Whey Protein - Chocolate Sea Salt Flavor - 25 grams of protein # Call to action None used. # Social proof - "Mark has already tried it. He said he really liked it." # Point of view - Customer 100% – The entire video is told from the point of view of a customer reviewing a product. # Storyline - 00:00–00:03 A woman is sitting at a table with a protein shake. She states that she will review the protein powder. - 00:03–00:05 The woman shows the Heart & Soil Grass-fed Whey Protein container. - 00:11–00:18 She mentions that she mixed the protein powder with 12 ounces of milk even though the directions say 8-12 ounces. - 00:18–00:27 She takes a sip of the shake and mentions it is a little watered down and has a very subtle flavor. - 00:27–00:34 She continues to drink the shake and mentions that it does not taste weird like other protein powders. - 00:34–00:39 She mentions that she mixed the shake with a milk frother, and it came out smooth. - 00:42–00:47 She reiterates that it is pretty good and that it has 25 grams of protein.

# Ad summary This ad features a bodybuilder endorsing Heart & Soil grass-fed whey protein powder. The ad emphasizes the importance of immediate recovery after a workout, highlighting that the first 30 minutes post-exercise are crucial for protein intake. The man prepares and consumes his post-workout shake right outside the gym, referring to this routine as "gym-car-shake." He notes that the protein powder is easy on the gut and has elite bioavailability. # Brand positioning Heart & Soil positions itself as a health and wellness brand focused on optimizing recovery through grass-fed whey protein. It aims to occupy the consumer's mind as a provider of high-quality, gut-friendly protein that enhances post-workout recovery. The brand aligns with a healthy lifestyle and the pursuit of peak physical condition. The brand emphasizes functionality by providing essential amino acids, gut-friendliness, and great taste, while positioning itself as a solution for those who train hard and seek immediate recovery. # Product Heart & Soil's grass-fed whey protein is designed for individuals looking to optimize their post-workout recovery. The product aims to make it easy to replenish protein within 30 minutes of exercise, to maximize absorption and gut health. The ad highlights that the protein powder has 25g of protein, 9 essential amino acids, and is gut-friendly. It’s easy to digest. It is presented as a tasty and convenient solution for immediate post-workout needs, addressing barriers related to digestion and protein absorption. The ad promotes the protein as a way to support the body's prime window for protein intake after a workout. # Visual style The ad's aesthetic blends a natural, outdoor setting with commercial-style product shots. The editing rhythm includes both static shots and quick cuts to maintain a consistent pace. The production quality has a polished commercial feel. The cuts, text, and product actions are timed to match the voiceover lines. # Hooks Spoken: 00:00–00:02: Train hard, recover immediately. Text overlay: 00:00–00:01 LIFTED? / 00:00–00:01 NOW RECOVER. Visual: 00:00–00:01: A muscular, dark-skinned man with a black beanie, black workout clothes, and white sneakers walks out of a garage-style gym. In the background is a glimpse of gym equipment and red and black decor. # Funnel stage Consideration # Pain points The ad addresses the challenge of efficiently recovering after a workout, with the man emphasizing that "the first 30 mins matters." # Value propositions - The product allows the user to train hard and recover immediately with high-quality grass-fed protein. - The product contains 25g of protein, 9 essential amino acids, and tastes great. - The product is easy to digest. # Benefits - Elite bioavailability - Recover with intention # Features - 25g protein - 9 essential amino acids - Gut friendly - Great taste - Grass-fed # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The ad is presented from the perspective of an everyday user, demonstrating how the product fits into his routine. # Storyline - 00:00–00:01 00:00–00:01: A muscular man exits a gym. - 00:01–00:02 00:01–00:02: The scene transitions to the man opening the trunk of his car. - 00:02–00:09 00:02–00:09: The man prepares a protein shake using Heart & Soil grass-fed whey protein. - 00:09–00:14 00:09–00:14: The man leans against his car while drinking the protein shake. - 00:14–00:17 00:14–00:17: A group of people stands in a field during a sunset with the HEART&SOIL logo and text overlay, "WE'RE HELPING PEOPLE RECLAIM THEIR HEALTH AND VITALITY."

# Ad summary A man sits in his car and talks about how his girlfriend was having bad periods. He says that they found out that eating bovine organs could help restore her hormone balance. He then names the Heart & Soil brand and how they source the organs in a product called Her Package, and recommends that boyfriends buy the product to support their girlfriends. # Brand positioning Heart & Soil is presented as a convenient source for those seeking to incorporate bovine organs into their diet. The brand distinguishes itself by providing these organs in capsule form, making consumption more accessible. By offering this product, Heart & Soil aligns with a lifestyle focused on holistic health, natural remedies, and ancestral eating habits. The tone is educational, informing consumers about the potential benefits of bovine organs for hormonal balance. This positions Heart & Soil against the backdrop of modern processed foods, advocating for a return to traditional nutritional sources. # Product Heart & Soil's "Her Package" is a supplement containing bovine uterus and fallopian tubes in capsule form, designed to help restore hormone balance in women. The product is aimed at women experiencing hormonal imbalances and is recommended by the speaker as a convenient source of bovine organs. The capsules are presented as an easy solution for those interested in ancestral eating habits, offering a convenient alternative to consuming raw organs. # Visual style The ad has a scrappy, lo-fi production quality with natural lighting and simple editing. The editing style is fairly static, with minimal transitions and a consistent pacing, creating a casual, UGC-like feel. # Hooks Spoken: 00:00–00:04 It turns out that the reason that she was having such bad periods was because her hormones were all out of whack. Text overlay: 00:00–00:03 It turns out that the reason / 00:01–00:03 that she was having such bad periods / 00:03–00:05 was because her hormones were all out of whack. Visual: 00:00–00:04 The man is in the driver seat of his car. The camera is chest up on him and stationary. He is wearing a tan t-shirt, has short brown hair, and is light-skinned. He gestures with his hands as he talks. # Funnel stage Middle of funnel (Consideration) # Pain points The ad highlights the pain point of women having bad periods and the discomfort and imbalance caused by hormonal issues. The boyfriend highlights that 'the reason she was having such bad periods was because her hormones were all out of whack' which he is attempting to resolve for her. # Value propositions - Bovine organs in convenient capsule form to help improve hormonal balance. # Benefits - Helps restore hormone balance - Made both of our lives so much easier - Nothing like it was before # Features - Bovine organs (uterus and fallopian tubes) - Capsule form # Call to action Get her Her Package from Heart & Soil # Social proof - "She tried it, and it has made both of our lives so much easier." – Male 1 (Customer) - "I mean, she still struggles with some PMS symptoms, but it is nothing like it was before." – Male 1 (Customer) # Point of view - Customer 100% – The entire ad is told from the perspective of a customer who has found a solution to a problem. # Storyline - 00:00–00:04 A man sits in the driver's seat of his car and states that his girlfriend was having bad periods because her hormones were all out of whack. The intention is to capture the audience's attention by introducing a relatable problem, told from the man's perspective and with a casual tone. - 00:04–00:14 The man explains they looked into solutions and found that eating bovine organs could help restore her hormone balance. This beat aims to provide a potential solution to the problem. This is told from the man's perspective, who speaks with a conversational tone. - 00:14–00:22 The man states that she tried the solution, and it has made their lives easier and addresses concerns by acknowledging that she still struggles but it is not as bad as before. This segment aims to build trust by showing the solution works and providing a realistic expectation. This is told from the man's perspective, who speaks with a conversational tone. - 00:22–00:29 The man notes that they found a super convenient source of bovine organs from Heart & Soil. This transition introduces the brand that provides the solution, told from the man's perspective with a helpful and informed tone. - 00:29–00:36 The man tells the audience that the product comes in a product called Her Package and has made both of their lives easier. This beat aims to promote the product by showing the benefits, told from the man's perspective in a casual tone. - 00:36–00:44 Addressing boyfriends, the man recommends to quit telling their girlfriend to drink water and get her the Her Package from Heart & Soil. This final beat is a direct call to action targeted at a specific audience, given from a casual point of view.

# Ad summary An image ad for Heart & Soil colostrum. The image shows a hand holding a clear jar of colostrum. # Brand positioning Heart & Soil is presented as a health supplement brand that focuses on ancestral supplements. The brand promotes a health-conscious lifestyle. The ad showcases their commitment to natural and minimally processed products, which is implied by the text "100% Grass-Fed". This positions the brand as a provider of high-quality, health-focused supplements. # Product The product featured is Heart & Soil Colostrum, an unflavored powder dietary supplement. The label highlights that it's made from 100% grass-fed sources and contains 3g per serving. The packaging includes icons representing benefits such as immune function, gut health, and muscle recovery. The product is for health-conscious individuals looking to improve their overall well-being through natural supplements. The total net weight is 6.34oz (180g). # Visual style The visual style is simple and product-focused, with a clean and well-lit shot of the product. The production quality is high with good lighting and clear focus on the product. The typography is modern and legible. The overall effect is clean and informative. # Hooks Headline: None used # Funnel stage Middle of funnel (Consideration) # Pain points None used. # Value propositions - The Colostrum product offers immune function, gut health, and muscle recovery from a 100% Grass-Fed unflavored powder. # Benefits - Immune Function - Gut Health - Muscle Recovery # Features - 100% GRASS-FED - UNFLAVORED POWDER - 3G per serving - 60 day supply - DIETARY SUPPLEMENT # Call to action None used. # Social proof - None used. # Point of view - Customer: The image shows the product being held as if the customer were examining it, and describes all of the features and health benefits of the product. # Storyline - The jar of Heart & Soil colostrum is presented to the viewer, so they can see exactly what they are buying and how much product is in the container. The brand is highlighting that the product has 60 day supply. - The features of the product are described so the viewer knows the health benefits of the product and its ingredients, and why they should buy it.

# Ad summary The ad promotes brownie protein balls and suggests that they are the perfect thing to eat before a workout for a protein and carbohydrate boost. The ad features a personal trainer and nutrition coach who recommends eating before workouts. The ad demonstrates how to make the protein balls. # Brand positioning The brand aims to be a friendly and helpful resource for nutrition information and fitness advice. It positions itself as an approachable brand that pushes against the norm of working out on an empty stomach, suggesting that food is essential for energy and workouts. The brand's tone is casual and friendly, aligning with a lifestyle focused on health and fitness. The brand's positioning is functional, focusing on providing energy for workouts and promoting recovery. # Product The product is brownie protein balls, a snack designed to provide the perfect protein-to-carbohydrate ratio before a workout. They are described as foolproof, chocolatey, delicious, and are intended to fuel your workout and promote recovery. The ad addresses the pain point of working out on an empty stomach by highlighting the importance of food as energy for the body. The protein balls are also positioned as beneficial for women's hormones, adding an additional appeal. # Visual style The ad has a UGC feel, with a mix of static shots and quick cuts to show the preparation process. The lighting appears to be natural, and the production quality is simple and straightforward. The editing style includes quick cuts between different stages of the recipe preparation. The pacing is moderate and consistent throughout the ad. # Hooks Spoken: 00:00–00:03 As a certified nutrition coach and personal trainer, I have made it my life mission to get people to stop working out on an empty stomach. Text overlay: 00:00–00:03 brownie protein balls Visual: 00:00–00:02 The shot shows a woman holding a transparent bowl filled with dark brown brownie protein balls. She is wearing a white top and has long, dark, wavy hair. Her nails are painted bright pink. In the background, there is a white wall, a light fixture, and a framed picture. / 00:02–00:03 She takes a protein ball from the bowl and eats it. The camera zooms in slightly to focus on the brownie protein ball as she brings it to her mouth. # Funnel stage Middle of funnel (Consideration) # Pain points Working out on an empty stomach. “I have made it my life mission to get people to stop working out on an empty stomach.” # Value propositions - Provides the perfect protein to carbohydrate ratio, which is important to fuel your workout and promote recovery. - Easy to make - Taste good # Benefits - Gives you the perfect protein to carbohydrate ratio before a workout - Fuel your workout - Promote recovery # Features - Chocolatey - Foolproof - Perfect protein to carbohydrate ratio # Call to action None used. # Social proof - "This recipe is one of my absolute favorites." # Point of view - Customer 100% – The ad is told from the perspective of a woman who is a personal trainer and nutrition coach, sharing her experience and recipe for brownie protein balls. # Storyline - 00:00–00:02 00:00–00:02 The ad begins with a woman, who is also a certified nutrition coach and personal trainer, holding a bowl of brownie protein balls. She is smiling and showing off the product. - 00:02–00:03 00:02–00:03 She eats one of the protein balls to show the audience that she also uses the product. - 00:03–00:10 00:03–00:10 The ad transitions to the process of making the protein balls, showing the ingredients being poured into a bowl, mixed together, and then chocolate chips added. - 00:10–00:15 00:10–00:15 Then the ad shows the batter being rolled into balls and being placed into a bowl. - 00:15–00:18 00:15–00:18 Finally, the woman is back holding up the finished brownie protein ball.

# Ad summary A single-image ad featuring Heart & Soil Colostrum supplement. The ad focuses on the benefits of the supplement, such as immune function, gut health, and muscle recovery, targeting health-conscious individuals interested in natural supplements. # Brand positioning Heart & Soil is presented as a health and wellness brand focused on offering supplements made with natural ingredients. The brand positions itself in the market as a provider of high-quality, grass-fed supplements for those looking to improve their immune function, gut health, and muscle recovery. It appeals to customers who care about the source and quality of their supplements, emphasizing a connection to nature and a holistic approach to health. The brand's focus on specific benefits like immune function and gut health suggests a desire to address specific needs in the wellness space, potentially targeting those seeking functional, performance-enhancing solutions. # Product The product is Heart & Soil Colostrum, an unflavored powder supplement derived from 100% grass-fed sources. It is designed to support immune function, gut health, and muscle recovery. The packaging indicates a 60-day supply with 3g per serving. The key features highlighted on the label include “Immune Function,” “Gut Health,” and “Muscle Recovery”, emphasizing the product's ability to address these specific health needs. This is for health-conscious individuals looking to naturally improve their overall health and wellness. The ad language communicates that this product is worth trying or buying because it offers a natural and effective way to support key aspects of health, such as immune function, gut health, and muscle recovery. # Visual style The ad has a natural and clean visual style, with a focus on showcasing the product in a well-lit environment. The production quality appears to be high, with clear focus on the product and its packaging. The image treatment includes soft lighting and a shallow depth of field to draw attention to the product. The visual style is designed to be easily scannable in-feed, using a clear and direct presentation of the product and its key benefits. # Hooks Headline: None used # Funnel stage Middle of funnel (Consideration) # Pain points None used. # Value propositions - 100% Grass-Fed: Implies high-quality ingredients for health-conscious consumers. - Unflavored Powder: Versatile and easy to mix with various foods or drinks. - Immune Function, Gut Health, Muscle Recovery: A natural supplement to support key aspects of health. # Benefits - Immune Function - Gut Health - Muscle Recovery # Features - 100% Grass-Fed - Unflavored Powder - 3G Per Serving - 60 Day Supply # Call to action None used. # Social proof - None used. # Point of view - Brand: The point of view is from the brand, showcasing the product and highlighting its features and benefits on the product label. - Customer: The hand holding the product suggests a customer interaction, indicating a personal use or review scenario. # Storyline - The image shows a jar of Heart & Soil Colostrum supplement being held in a person's hand. The brand is telling the audience that this product is a natural supplement derived from 100% grass-fed sources. This is included to highlight the product and its ingredients. - The label highlights the key benefits of the product: immune function, gut health, and muscle recovery. The brand is telling the audience that the supplement will help improve these functions. This is included to show the product's benefits. - The ad provides information such as the serving size (3g per serving) and the fact that it's unflavored. The brand is telling the audience what to expect from the product. This is included to inform the audience about the product details.

# Ad summary An image ad formatted as a user-generated social media post. The post shows a woman holding a jar of Heart & Soil Colostrum supplement, with text overlaying the image endorsing the brand. # Brand positioning Heart & Soil is presented as a premium supplement brand focused on ancestral health principles, emphasizing natural and minimally processed products. Positioning itself in the health and wellness market, it caters to consumers seeking supplements that align with a more primal or traditional lifestyle. The brand differentiates itself by offering supplements made from whole food sources, particularly animal-based nutrients, promoting benefits such as immune function, gut health, and muscle recovery. # Product Heart & Soil Colostrum is a dietary supplement in powder form. It is derived from grass-fed sources and is unflavored. The ad highlights its potential benefits, including immune function, gut health, and muscle recovery. The product is packaged in a transparent jar with a gold lid, allowing the consumer to see the powder inside. The label clearly states that it is a dietary supplement, emphasizing its role in supporting overall health. # Visual style The ad has a user-generated content (UGC) aesthetic, mimicking a casual social media post. The image appears to be taken in natural lighting with minimal editing, giving it an authentic feel. The visual motifs include a focus on the product and a simple, uncluttered background. The typography is integrated into the image as if it were part of the original post, enhancing its platform-native style. # Hooks Headline: 10\10 best brand # Funnel stage Middle of funnel (Consideration) # Pain points None used. # Value propositions - 100% grass-fed, unflavored powder promoting immune function, gut health, and muscle recovery. # Benefits - Immune Function - Gut Health - Muscle Recovery # Features - 100% GRASS-FED - UNFLAVORED POWDER # Call to action None used. # Social proof - "10\10 best brand" # Point of view - External source: The top caption features a social media mention of @heartandsoilsupplements and the text overlay '10\10 best brand' serve as an endorsement of the brand. - Customer: The woman holding the product conveys a user perspective, implying satisfaction with the product. - Brand: Icons showing product benefits such as 'Immune Function, 'Gut Health,' and 'Muscle Recovery' are presented to highlight the advantages of using Heart & Soil Colostrum. # Storyline - The ad opens with a social media post featuring @heartandsoilsupplements and '10\10 best brand' displayed on the image. This serves as an endorsement from the perspective of an influencer. - The perspective shifts to a consumer holding the Heart & Soil Colostrum supplement. This is intended to highlight the product in a real-world setting, creating a sense of authenticity. - The product's key features—'Immune Function,' 'Gut Health,' and 'Muscle Recovery'—are shown via icons. This is told from the brand's perspective, conveying the health benefits associated with the product.

# Ad summary This ad features a bottle of Heart & Soil "Whole Package" dietary supplement pills, along with two individual pills, held in a person's hand. The ad is likely targeted towards individuals interested in health supplements, particularly those who value regenerative farming practices and natural ingredients. # Brand positioning Heart & Soil positions itself as a provider of regenerative whole food supplements, emphasizing ancestral health principles. The brand seems to target health-conscious consumers who are wary of mainstream processed foods and seek natural alternatives. They appeal to a consumer base that values traditional practices and ethical sourcing, creating a perception of high-quality, nutrient-rich products for optimal health and wellness. # Product The product being advertised is the Heart & Soil "Whole Package" dietary supplement. The label specifies it contains 3g of organs per serving and comes in a bottle of 180 capsules. The bottle features a design with the brand's bull logo, "REGENERATIVE" in bold text, and "SMALL BATCH" underneath. The label also contains the phrases "100% GRASS-FED" and "100% GRASS-FINISHED", emphasizing the natural, high-quality sourcing of the ingredients. This product likely aims to appeal to those seeking a comprehensive supplement regimen from grass-fed sources. # Visual style The ad has a natural and approachable visual style with a focus on product clarity. The production quality appears to be user-generated content (UGC), giving it an authentic feel, as if a customer is sharing their experience. The image treatment is minimal, with natural lighting and no obvious filters, reinforcing the brand's emphasis on natural products. The overall visual style is simple and straightforward, prioritizing scannability in-feed. # Hooks Headline: None used # Funnel stage Middle of funnel (Consideration) # Pain points None used. # Value propositions - Providing a full serving of organs from 100% grass-fed and finished animals # Benefits - None used # Features - 3g Organs Per Serving - 100% Grass-Fed - 100% Grass-Finished - Regenerative - Small Batch - 180 Capsules # Call to action None used. # Social proof - None used. # Point of view - Customer: The perspective is that of a potential customer being introduced to the product, viewing it in a real-world setting. # Storyline - The hand holds the bottle of "Whole Package" supplement pills along with two individual pills, suggesting authenticity and transparency about the product's form. This aims to instill trust by showing the product up close and in its physical form.

# Ad summary The ad features a creator who is testing grass-fed whey protein in chocolate sea salt flavor by Heart & Soil. He mentions that he trains six days a week and this is the best-tasting whey protein he has ever had. # Brand positioning Heart & Soil is presented as a provider of 100% grass-fed whey protein from pasture-raised Australian cows without GMOs or added hormones. The brand focuses on the nutritional quality and taste of its protein powder. It positions itself as a brand that delivers a protein supplement with no artificial ingredients. The brand seems to occupy a space in the market for consumers seeking high-quality, naturally sourced protein powder, targeting those who prioritize clean ingredients and palatable taste over artificial additives or genetically modified organisms. Heart & Soil appears to ignore category norms that rely on artificial flavorings or genetically modified ingredients. # Product Heart & Soil Grass-Fed Whey Protein in Chocolate Sea Salt flavor is a protein powder for athletes and fitness enthusiasts. The product contains 25g of protein per serving. The whey protein is derived from 100% grass-fed, pasture-raised Australian cows, and is free from GMOs and added hormones. The ad conveys USPs by highlighting its ingredients, natural sourcing, and taste. It addresses the purchase barrier of unpalatable protein supplements by emphasizing the chocolate milk-like flavor and smooth mixing properties. This product is worth trying or buying because it offers a clean, naturally sourced protein option with a good taste, making it suitable for regular consumption. # Visual style The ad has a polished, clean aesthetic. It uses static shots with occasional zooms to highlight key product details. The production quality is high, giving it a commercial feel. The pacing is consistent, with smooth transitions between shots. # Hooks Spoken: Honestly, this is the best-tasting whey protein I've ever had. Text overlay: HONESTLY THIS IS THE BEST-TASTING WHEY PROTEIN I'VE EVER HAD Visual: 00:00–00:03 A man with brown hair and a black t-shirt drinks from a blender bottle. Behind him is a white wall. In the foreground is the Heart & Soil Grass-Fed Whey Protein container on a speckled grey countertop. The camera is static and focuses on the product. Text on the screen says, 'HONESTLY THIS IS THE BEST-TASTING WHEY PROTEIN I'VE EVER HAD' # Funnel stage Consideration # Pain points The single most central frustration the product is solving is that many protein powders do not taste good, making them difficult to consume consistently. The ad copy states, “if it doesn't taste good, I'm not drinking it,” highlighting the importance of taste in protein supplements. # Value propositions - Best-tasting whey protein for those who prioritize flavor - Clean protein source: Grass-fed, pasture-raised, no GMOs or hormones - Convenient and palatable: No need for additional ingredients to improve taste - Smooth mixing for easy consumption # Benefits - Tastes like chocolate milk - Doesn't need fruit or peanut butter # Features - Grass-fed whey - Chocolate sea salt flavor - 25g protein per serving - From pasture-raised Australian cows - No GMOs - No added hormones - Mixes super smooth # Call to action Check it out at heartandsoil.co # Social proof - “Honestly, this is the best-tasting whey protein I've ever had” – Male 1 (Customer) - “This one tastes amazing” – Male 1 (Customer) # Point of view - Customer 100% – The entire ad is told from the perspective of a customer reviewing and recommending the product, which is conveyed through a casual, testimonial-style delivery. # Storyline - 00:00–00:03 The creator drinks a protein shake while claiming it's the best-tasting whey protein. - 00:03–00:05 The creator holds and displays the container of grass-fed whey by Heart & Soil. - 00:05–00:08 The creator shows a scoop of chocolate sea salt flavored protein powder, mentioning he's been testing it for a few days. - 00:08–00:10 Close-up shot of the packaging and the claim that it tastes like chocolate milk. - 00:10–00:13 He emphasizes it doesn't need fruit or peanut butter. - 00:13–00:16 He shows the preparation process, highlighting it's 100% grass-fed from pasture-raised Australian cows. - 00:16–00:21 He continues listing features like no GMOs, no added hormones, and that it mixes super smooth. - 00:21–00:24 He talks about how he trains six days a week, implying he is always consuming protein, and he won't drink it if it doesn't taste good. - 00:24–00:27 He mentions that this one tastes amazing and is definitely a winner. - 00:27–00:29 He concludes by asking the viewer to check it out at heartandsoil.co and drinks the protein shake again.

# Ad summary The ad is about Heart & Soil grass-fed whey protein. It features a man in an outdoor setting who is giving a 'shout out' to Heart & Soil for sending him their chocolate sea salt flavored grass-fed whey protein. The man states that he likes to mix it with bananas and mocha to create a smoothie, and he recommends that viewers give Heart & Soil products a try, especially if they care about their health. # Brand positioning Heart & Soil is presented as a health-conscious brand that prioritizes high-quality ingredients for those seeking to improve their health and well-being. The brand distinguishes itself by offering grass-fed whey protein, which is positioned as a superior alternative to conventional protein powders with potentially harmful additives. Heart & Soil aligns with a lifestyle that values natural, wholesome nutrition and promotes the importance of taking care of one's body. The brand's positioning is primarily functional, emphasizing the performance and health benefits of its clean protein source. # Product Heart & Soil Grass-Fed Whey Protein is a 100% grass-fed protein powder designed to replenish the body and promote overall health. It is presented as a superior alternative to protein powders that contain unwanted additives. The featured flavor is chocolate sea salt, which is described as tasting amazing, making it a product that consumers will want to drink, not just something they feel they have to drink. It is suitable for mixing with other ingredients like bananas and mocha to create a smoothie. The product addresses purchase barriers by highlighting its taste and health benefits, encouraging consumers to choose a protein source that supports their well-being. # Visual style The ad has a casual, UGC feel with a brightly lit outdoor setting and static shots. The production quality is simple, resembling a typical social media post. The editing style is mainly static shots with minimal cuts. The pacing is moderately paced, at roughly 17 BPM, and stays consistent throughout the ad. # Hooks Spoken: Male 1: People, Jerry with Happy Barbecue here. Hope everybody's doing well. Visual: 00:01–00:03 The man looks directly into the camera as he speaks and holds the protein container on the table in front of him with both hands. He smiles and gestures with his hands. The background includes a gray stained wooden fence with a sign that says, "GRILL MASTER ON DUTY" with a star on either side. There is a black grill on the right. # Funnel stage Consideration # Pain points The frustration is that many protein powders contain additives that are not good for you. # Value propositions - The chocolate brand tastes amazing so you want to drink it # Benefits - Tastes amazing - Replenish my body - Want to drink it, not because I feel I have to # Features - 100% grass-fed protein # Call to action Give Heart and Soil a look at # Social proof - "For sending me another tub of this amazing 100% grass-fed protein" – Male 1 (Customer) # Point of view - Customer 100% – The ad is told from the perspective of a real customer of the brand who is also a creator; the tone is casual and enthusiastic. # Storyline - 00:01–00:11 The man introduces himself and the brand while holding the Heart & Soil whey protein container. - 00:11–00:26 He shares that he enjoys the product because of the chocolate flavor and that it tastes amazing. - 00:26–00:31 He says he likes to mix the whey protein with other ingredients like bananas and mocha to create a smoothie. - 00:31–00:48 He states that the product is "really good," and recommends viewers give Heart & Soil a look. - 00:48–00:55 He encourages viewers to "make every barbecue a happy barbecue" while making sure to take care of themself with Heart & Soil products.

# Ad summary A woman in workout clothes stands in her bathroom while holding a bottle of Heart & Soil Gut & Digestion supplement. She shares that she has been using the supplement for a couple of months and that it has improved her bloating and regularity, especially during her fitness journey. She highly recommends the supplement and states that she has thrown out all other supplements because they did not work. # Brand positioning Heart & Soil is presented as a supplement brand offering simple, natural solutions for gut health and digestion. The brand aims to occupy a space in the consumer's mind that is rooted in wellness. Heart & Soil positions itself to solve digestive issues, reduce bloating, and promote overall gut health. The brand aligns with a health-conscious lifestyle, where individuals prioritize their well-being and seek natural solutions to improve their digestive health. This is functional brand positioning, as it focuses on the product's performance and practical benefits, such as reduced bloating and improved regularity. # Product Heart & Soil Gut & Digestion is a dietary supplement designed to promote gut health and improve digestive function. It is intended for individuals experiencing bloating, fullness, and irregular bowel movements, particularly those on a peptide fitness journey. The supplement is presented as a solution to regulate digestion, reduce bloating, and maintain overall gut health. The USPs of the product include its effectiveness in addressing digestive issues. The supplement is suggested for daily use, particularly in the morning as part of a daily routine. A purchase barrier addressed is the ineffectiveness of other supplements, with the presenter stating she threw them away because they did not work. # Visual style The ad has a UGC feel with a polished presentation. The setting is a well-lit, clean bathroom, lending a sense of authenticity. The editing style is simple with static shots. Production quality is good. The pacing is consistent, following a natural rhythm of speech. # Hooks Spoken: Female 1: Okay, we don't gatekeep here, so I'm gonna let you in on my secret. Visual: 00:00–00:01: A woman stands in a bright bathroom, facing the camera. She wears a black sports bra and red leggings. The background includes white walls, a shower with glass doors, a vanity with white countertops, and various toiletries. The camera is chest-level and slightly shaky. The woman speaks directly to the camera with a slight smile. / 00:01–00:03: The woman is now holding a brown bottle with a white label that reads “Heart & Soil Gut & Digestion.” She gestures with her hands as she talks, emphasizing her points. The bathroom setting remains the same, with a clean and simple aesthetic. The camera is steady and focused on the woman and the product. # Funnel stage Middle of funnel (Consideration) # Pain points The pain point is the issue of bloating and digestive irregularity. "I definitely tell a difference in my bloating, huge difference. I can tell a difference in being overly full, keeping everything regulated." # Value propositions - The supplement helps reduce bloating and keeps everything regulated. # Benefits - Reduces bloating - Keeps everything regulated # Features - Gut & Digestion Supplement # Call to action None used. # Social proof - "I've been taking this Heart and Soil gut and digestion, um, for a couple months now. I'm loving it. I definitely tell a difference in my bloating, huge difference. I can tell a difference in being overly full, keeping everything regulated."- Female 1 (Customer) # Point of view - Customer 100% – The ad is presented from the POV of a customer who is using the product and speaking to the camera. # Storyline - 00:00–00:03 The creator holds up a bottle of Heart & Soil Gut & Digestion supplement and states that she is not gatekeeping. She says she is letting the audience in on her secret. This is from the creator's perspective as she is sharing a personal recommendation. - 00:03–00:11 She states that she has been taking the Heart & Soil Gut & Digestion supplement for a couple of months and loves it. She claims to have noticed a significant difference in her bloating. This is from the creator's perspective as she is speaking from firsthand experience. - 00:11–00:17 She elaborates on the benefits of the supplement, mentioning that it helps with feeling overly full and keeps everything regulated. This is from the creator's perspective as she continues to share personal experiences and positive outcomes. - 00:17–00:22 She declares the supplement as her go-to and takes it every morning. She states she threw away other supplements that did not work. This is from the creator's perspective as she emphasizes the product's value over other alternatives. - 00:22–00:30 She encourages viewers to message her for a list of the supplements she threw away. She reiterates that this supplement is her go-to and highly recommends it. This is from the creator's perspective as she builds trust and offers a personal recommendation. - 00:30–00:35 She emphasizes its benefits, especially for those on a peptide fitness journey. She shares that she is trying to figure out what works and what doesn't and can highly recommend this product. This is from the creator's perspective, further establishing her credibility through shared experience.

# Ad summary A woman shares her secret for a healthy immune system: Heart & Soil 100% grass-fed colostrum. She mixes a spoonful into yogurt and drinks it as a healthy treat. # Brand positioning Heart & Soil is presented as a natural supplements company offering products rooted in ancestral wisdom. The brand's colostrum supplement is positioned as a clean, grass-fed, and freeze-dried option, standing apart through high-quality processing. The brand promotes a healthy lifestyle that aligns with holistic wellness and values natural nutrition. The brand positions itself as a trusted, well-processed source of colostrum supplements. # Product Heart & Soil colostrum is a supplement made from the mother's first milk, specifically from grass-fed cows. It comes in a jar containing a white powder, and the ad specifies that it's freeze-dried to preserve all of those important nutrients from the colostrum. It is positioned for anyone looking for a way to stay healthy naturally and prevent illness. The product is explicitly promoted as 100% grass-fed colostrum that is especially well-processed. The ad features the colostrum being added to yogurt, to enjoy the supplement as a healthy treat. # Visual style The ad features a bright and clean visual style, indicative of UGC, with a static camera and natural lighting. The editing is straightforward with clear cuts between shots, supporting a casual and informative tone. The pacing is steady, reflecting a personal vlog format. # Hooks Spoken: Female 1: 100% grass-fed colostrum from Heart and Soil is my secret for a healthy immune system. Text overlay: 100% grass-fed colostrum from heart / and soil is my secret for a healthy immune / system. Visual: 00:00–00:02: Indoors in a kitchen, a fair-skinned woman with long brown hair, wearing a black and white striped shirt, smiles and holds a brown jar of Heart & Soil Colostrum in front of her. Kitchen cabinets and a stainless steel refrigerator are visible in the background. / 00:02–00:04: The woman holds the jar of Colostrum in one hand and a glass of white liquid in the other. The glass is decorated with pink strawberries. / 00:04–00:05: Close up of the woman holding the Colostrum jar. # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies a struggle to maintain a healthy immune system and find natural ways to prevent illness. "100% grass-fed colostrum from Heart and Soil is my secret for a healthy immune system." # Value propositions - 100% grass-fed colostrum from Heart and Soil for a healthy immune system. - Freeze-dried to preserve all of those important nutrients from the colostrum. # Benefits - Healthy immune system - Helps prevent illness # Features - 100% grass-fed colostrum - Freeze-dried # Call to action None used. # Social proof - "100% grass-fed colostrum from Heart and Soil is my secret for a healthy immune system" – Female 1 (Expert) - "Hi, I'm Dr. Shelby, and I am both a mom and a board-certified pediatric chiropractor, so I'm always looking for ways to stay healthy naturally." – Female 1 (Expert) # Point of view - Expert 35% – The ad is presented from the point of view of Dr. Shelby, a board-certified pediatric chiropractor. - Brand 65% – The brand's point of view is conveyed through the presenter and on-screen text that highlights product features and benefits. # Storyline - 00:00–00:05 Dr. Shelby presents the Heart & Soil colostrum supplement and shares that it is her secret for a healthy immune system. This introduces the product and its key benefit from the perspective of a healthcare professional. - 00:06–00:14 Dr. Shelby introduces herself as both a mom and a board-certified pediatric chiropractor. She explains that she is always looking for ways to stay healthy naturally, so the audience understands her expertise and personal investment in natural health solutions. - 00:14–00:25 Dr. Shelby defines colostrum as the mother’s first milk and highlights that Heart & Soil colostrum is especially well-processed because it’s freeze-dried to preserve all of those important nutrients from the colostrum. This provides educational context and differentiates the product through its processing method. - 00:25–00:32 Dr. Shelby shows how she likes to mix it in a little bit of yogurt and drink it as a healthy treat, and shares that it is going to help you prevent illness. This provides a relatable usage example and reinforces the health benefits and pleasurable consumption of the product.