How Misfits Market Advertises on Meta

# Ad summary This ad promotes Misfits Market, a grocery delivery service. The ad features "Unicorn Grits," a rare pink corn variety, highlighting the ease of discovering new and unique items through the service. # Brand positioning Misfits Market is presented as a grocery delivery service that specializes in discovering new and unique items. The brand aligns with a lifestyle of convenience, making it easy to find unique products without leaving home. The brand positions itself as a purveyor of uncommon or rare food items, providing customers with access to items not readily available elsewhere. This brand positioning is functional (simplicity) and emotional (discovery, indulgence). # Product The product featured is "Unicorn Grits," which come from a rare heirloom pink corn kernel. The grits are naturally and magically pink, making breakfast feel indulgent. They are grown in the low country, stone-ground in small batches, and offer a creamy texture with a delightful floral aroma. It addresses the purchase barrier of availability by offering the grits through Misfits Market, making them accessible without leaving home. The ad highlights the uniqueness and premium quality of the grits. # Visual style The ad has a bright and cheerful aesthetic, with natural lighting and clear shots of the food. The editing style includes quick cuts to maintain viewer interest. The production quality is a mix of UGC and polished commercial style, which supports a tone of authenticity and enthusiasm. The pacing is relatively consistent. # Hooks Spoken: These unique grits come from a rare heirloom corn kernel, Text overlay: These unique grits come from a rare heirloom corn kernel Visual: 00:00–00:02: Close-up shot of a bowl of cooked grits topped with a pat of butter melting. The grits have a pinkish hue. # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies that consumers may struggle to find unique and high-quality food items easily: "They make it so easy to discover new items...without even leaving my house." # Value propositions - Unicorn Grits: Experience a rare and unique breakfast that is naturally magically pink - Misfits Market: Easily discover new and exciting foods from the comfort of your home # Benefits - Unique breakfast experience - Indulgent meal - Easy discovery of new items - Convenient delivery # Features - Rare heirloom corn kernel - Naturally pink color - Stone-ground - Small batches - Creamy texture - Delightful floral aroma # Call to action Sign up now to get groceries delivered right to your door. # Social proof - "I like mine slow cooked with bone broth and cream, and mixed up with some cheddar cheese, topped with bacon ends and pieces. I was so excited to find them at Misfits Market" – Female 1 (Customer) # Point of view - Customer 100% – The ad is told from the perspective of a customer sharing their experience and excitement about the product and Misfits Market. # Storyline - 00:00–00:02 The ad opens with a close-up shot of grits topped with butter. - 00:00–00:02 The speaker, positioned as a customer of Misfits Market, introduces the featured product: Unicorn Grits. The speaker states they "come from a rare heirloom corn kernel". - 00:02–00:03 The ad cuts to shots of a farmer in a cornfield and a close-up of a bag of pink grits. - 00:02–00:05 The speaker continues, stating that the corn is "hard to find, hard to grow," and "naturally magically pink!". This message emphasizes the rarity and uniqueness of the product. - 00:05–00:07 The ad cuts to shots of corn stalks and corn kernels in a machine. - 00:05–00:07 The speaker states, "Which is why farmers named it their Unicorn Corn". This reinforces the rarity and special nature of the corn. - 00:07–00:11 The ad shows aerial shots of fields and then cuts to shots of the grits being poured into a bowl. - 00:07–00:13 The speaker continues, “The grits are grown in the low country, stone ground in small batches, and offer a creamy texture with a delightful floral aroma”. This emphasizes the origin and quality of the grits. - 00:13–00:23 The ad shows a close-up of grits being spooned into a bowl, followed by shots of the grits being prepared with butter, cheese, and bacon. - 00:13–00:24 The speaker continues, "They make breakfast feel indulgent. I like mine slow cooked with bone broth and cream, and mixed up with some cheddar cheese, and topped with bacon ends and pieces. I was so excited to find them at Misfits Market". This provides a personal testimonial and highlights the satisfying and indulgent nature of the product. - 00:24–00:29 The ad shows the speaker opening a Misfits Market box and pulling out the Unicorn Grits. - 00:24–00:30 The speaker continues, "They make it so easy to discover new items like naturally pink Unicorn Grits without even leaving my house". This emphasizes the convenience and ease of discovering unique products through Misfits Market. - 00:30–00:33 The ad shows a screen recording of the Misfits Market website. - 00:30–00:34 The speaker ends with "Sign up now to get groceries delivered right to your door at Misfits Market." The speaker prompts users to sign up to get groceries delivered.

# Ad summary A woman reviews Cheerie Lane popcorn pods from Misfits Market, describing how they look like an entire husk of corn, pop into popcorn in 3 minutes, and are made with heirloom corn kernels. # Brand positioning Cheerie Lane is presented as a healthy, natural, and nostalgic popcorn brand. The ad promotes its popcorn pods as an all-in-one product that transforms into popcorn. The brand emphasizes cleaner and healthier ingredients, highlighting that its butteriness comes from a cocoa butter base, which is better for your heart than the hydrogenated oils found in other popcorn brands. Positioning itself as a brand that values tradition and quality, Cheerie Lane uses corn grown on a fifth-generation Iowa family farm. # Product Cheerie Lane popcorn pods are all-in-one units that transform into popcorn in about 3 minutes. The pods resemble an entire husk of corn and are made from heirloom corn kernels. The pods are for individuals seeking a healthier movie theater-style popcorn experience at home, as it is made with a cocoa butter base, which is promoted as a cleaner and healthier alternative to hydrogenated oils typically found in other popcorn brands. The pods are perfectly portioned for one or two people. The product addresses the pain point of traditional popcorn that uses unhealthy ingredients. The ad showcases the ease and speed of making the popcorn at home and the health benefits due to the cocoa butter base. # Visual style The ad has a casual, UGC-feel, resembling a standard product review found on social media platforms. It features natural lighting and simple transitions. The editing style includes quick cuts to maintain an engaging pace. The overall aesthetic is bright and colorful, which aims to appeal to a younger audience. Cuts are synced to the beats of music used. # Hooks Spoken: 00:00–00:04 My favorite part because it looks like an entire husk of corn! Text overlay: 00:00–00:04 My favorite part because it looks like / 00:02–00:04 an entire husk of corn! / 00:03–00:05 You guys!! LOOK AT THIS! Visual: 00:00–00:01 A person is holding a Cheerie Lane Popcorn Pod in front of the Cheerie Lane Popcorn Pod box. The pod is a light-yellow color with white flecks. The person's lips and chin are visible in the frame. / 00:01–00:03 A woman with curly brown hair and wearing a neon green top holds a Cheerie Lane Popcorn Pod up to the camera and looks at it. She has on multiple rings and a silver necklace. The background is blurred and white. / 00:03–00:05 A close up shot shows the face of the woman from the previous shot while she holds the popcorn pod. She has on silver hoop earrings, silver rings, and a nose ring. # Funnel stage Consideration # Pain points Traditional popcorn is unhealthy due to the hydrogenated oils, artificial flavors, and high sodium content. # Value propositions - Get movie theater popcorn made right at home with zero thought - A healthier popcorn with a cocoa butter base cleaner for your heart than the hydrogenated oils found in other popcorn # Benefits - Movie theater flavor - Making it home - Cleaner and healthier for your heart - Perfectly portioned for one... two if you feel like sharing! - Made right at home, with zero thought. # Features - All-in-one pods that transform into popcorn - Made from heirloom corn kernels - Butteriness comes from a cocoa butter base # Call to action Sign up today at MisfitsMarket.com # Social proof - "My favorite part because it looks like an entire husk of corn!" – Female 1 (Creator) - "It's actually genius!" – Female 1 (Creator) # Point of view - Customer 95% – The ad is told from the perspective of a creator or influencer who is testing and reviewing the product. - Brand 5% – Brand perspective is conveyed through the visual of the corn harvesting machine and the text about it being a fifth generation Iowa family farm. # Storyline - 00:00–00:04 00:00–00:04 The creator holds up the popcorn pod and comments that it looks like an entire husk of corn. This opening creates curiosity and implies the product is unique. The creator uses a casual and excited tone. - 00:04–00:08 00:04–00:08 The creator displays a box of products, including boxes of Cheerie Lane popcorn pods, then grabs two boxes of Cheerie Lane Butter Popcorn Pods and states that it's a movie theatre flavor, but made at home. This shows what the product is and makes it relatable to viewers who enjoy movie theater popcorn. - 00:08–00:13 00:08–00:13 The creator asks how the popcorn pods work, rips open the package, removes the popcorn pod, and exclaims that it is so cute. This transitions into a how-to segment, showing the ease of opening the product. - 00:13–00:17 00:13–00:17 The creator places the popcorn pod in a pot, puts the lid on it, and highlights how it turns from a pod to a bowl of popcorn in about 3 minutes. This section demonstrates how the popcorn is made, and its speed. - 00:17–00:22 00:17–00:22 The creator states that the popcorn pods are made from heirloom corn kernels and are home-grown on a fifth-generation Iowa family farm. The perspective shifts to that of the brand to highlight where the ingredients come from and establish their credibility. - 00:23–00:30 00:23–00:30 The creator shows a close up of the popcorn pod and states that the butteriness comes from a cocoa butter base, which is cleaner and healthier for your heart than the hydrogenated oils found in other popcorns. The ad returns to the creator's POV to emphasize the health benefits. - 00:31–00:41 00:31–00:41 The creator grabs a bowl of popcorn, states that it has that buttery, salty flavor that you want from movie theater popcorn, made right at home with zero thought, and is perfectly portioned for one...two if you feel like sharing. She states that it's actually genius. Here, the creator summarizes the overall benefits and convenience of the product. - 00:41–00:47 00:41–00:47 A mobile screen shot of the Misfits Market website shows the product for sale and states to get Cheerie Lane Popcorn Pods and your undiscovered new favorite snacks at MisfitsMarket.com. The perspective shifts to a marketing perspective, directing the viewer to shop the product on the website.

# Ad summary This ad promotes Misfits Market, a subscription service for seasonal produce. It showcases various uncommon and seasonal fruits and mushrooms that are currently available, such as pineberries, kiwi berries, sno mandarins, lychee, and lion's mane mushrooms. The ad highlights the unique flavors and textures of these items, emphasizing that they are only available for a limited time, and encourages viewers to sign up for Misfits Market to discover cool new produce. # Brand positioning Misfits Market is presented as a purveyor of unique and seasonal produce items that are not typically found in mainstream grocery stores. The brand positions itself for consumers who value variety and novelty in their food choices and enjoy discovering new culinary experiences. Misfits Market's offerings seem to challenge typical grocery norms by emphasizing the availability of uncommon produce. The brand aligns with a tone of discovery and excitement, catering to those with an adventurous palate who are interested in exploring rare and interesting fruits and vegetables. # Product The ad features an assortment of uncommon produce items available through Misfits Market. These include Pink-A-Boo pineberries, described as a naturally crossbred strawberry with a white exterior and a sweet, pineapple-like flavor; kiwi berries, presented as mini versions of full-sized kiwis that can be eaten whole; sno mandarins, noted for their concentrated natural sugars from cool California nights and sunny days, making them extra sweet; lychee, characterized as floral, juicy, and wildly refreshing; and Lion’s Mane mushrooms, known for their shaggy look and surprisingly meaty bite with a lobster-like texture when seared. The ad addresses the limited-time availability of these seasonal finds, emphasizing their uniqueness and encouraging immediate purchase. # Visual style The ad has a bright and inviting aesthetic, with close-up shots of the produce to highlight their unique features. The editing style includes quick cuts, maintaining a pace that keeps the viewer engaged. The production quality appears to be a blend of polished commercial and UGC feel, creating a relatable yet informative tone. The audio-visual sync is smooth, with transitions and text timed to match the music and voiceover. # Hooks Spoken: Pineberries are a naturally Text overlay: Pineberries are a naturally Visual: 00:00–00:02 The camera shows stacked clear plastic clamshell containers full of pale strawberries labeled “Pink-A-Boo RIPE & READY Wish Farms” inside of a brown cardboard box. The foreground is tightly framed, with soft, diffused lighting. # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the pain point of limited availability and access to unique and rare produce items that are not commonly found in regular grocery stores. The ad resolves: “These seasonal finds are only here for a short window.” # Value propositions - Discover cool new produce with unique flavors and textures. - Enjoy seasonal fruits and mushrooms that are only available for a limited time. - Experience the convenience of eating whole kiwi berries. - Taste the concentrated sweetness of sno mandarins grown in California. - Indulge in the refreshing and floral taste of lychee. - Explore a meat substitute with a unique lobster-like texture from Lion’s Mane mushrooms. # Benefits - Pineberries provide a unique flavor experience. - Kiwi berries offer the convenience of eating the whole fruit without peeling. - Sno mandarins offer enhanced sweetness due to their growing conditions. - Lychee offers a refreshing and enjoyable sensory experience. - Lion's mane mushrooms provide a meat substitute with a unique texture and flavor. # Features - Pineberries are a naturally crossbred strawberry with a white exterior and a sweet, pineapple-like flavor. - Kiwi berries are mini versions of full-sized kiwis that can be eaten whole, skin and all. - Sno mandarins’ natural sugars are concentrated from cool California nights and sunny days. - Lychee is floral, juicy, and wildly refreshing. - Lion's mane mushrooms have a shaggy look and a surprisingly meaty bite; when seared, they're meaty, tender, and known for their lobster like texture. # Call to action Sign up today at MisfitsMarket.com # Social proof - None used. # Point of view - Brand 100% – The entire ad is communicated through the official voice of Misfits Market, highlighting its featured products and encouraging viewers to sign up. # Storyline - 00:00–00:09 The ad begins by highlighting pineberries, describing them as a naturally crossbred strawberry with a white exterior and a sweet, pineapple-like flavor, aiming to pique interest with an unusual fruit and its unique taste. - 00:09–00:12 00:09–00:12 The ad emphasizes that these items are seasonal finds hitting Misfits Market, connecting the specific produce to the brand and creating a sense of exclusivity and limited availability, implying that the viewer should act fast. - 00:12–00:20 00:12–00:20 The ad introduces kiwi berries, describing them as mini versions of full-sized kiwis that can be eaten skin and all, highlighting the convenience and novelty of this smaller fruit. - 00:20–00:24 00:20–00:24 The ad transitions to sno mandarins, positioning them as not your average mandarins, implying that they have superior qualities or characteristics. The perspective shifts to that of the brand, promising a unique citrus experience. - 00:24–00:35 00:24–00:35 The ad details that the sno mandarins’ natural sugars are concentrated from cool California nights and sunny days, emphasizing the ideal growing conditions that contribute to their exceptional sweetness, enhancing the fruit's appeal. - 00:35–00:44 00:35–00:44 The ad presents lychee, describing it as floral, juicy, and wildly refreshing. It implies the viewer will understand its appeal after one bite, aiming to intrigue the audience with its sensory attributes and inviting them to try it. - 00:44–00:53 00:44–00:53 The ad showcases Lion's Mane mushrooms, describing their shaggy look and surprisingly meaty bite. The ad notes the lobster-like texture when seared, positioning them as a unique and delicious meat substitute. - 00:53–01:02 00:53–01:02 The ad reiterates that these seasonal finds are only here for a short window, reinforcing the sense of urgency and scarcity. It encourages viewers to sign up for Misfits Market if they love discovering cool new produce, making a direct call to action and associating the brand with discovery and novelty.

# Ad summary The image ad promotes Misfits Market's hand-selected specialty and heritage meats, emphasizing the premium quality and unique offerings not found elsewhere. # Brand positioning Misfits Market is presented as a purveyor of hand-selected specialty and heritage meats, positioning itself as a provider of premium proteins that are not commonly available. The brand aims to occupy a space in the consumer's mind as a source for unique and high-quality meat products, differentiating itself by offering items that can't be found just anywhere. The brand's tone is one of exclusivity and quality, suggesting a focus on providing consumers with exceptional culinary experiences. # Product The ad features a variety of premium meat products, including cuts of beef, pork, and lamb. These are presented in vacuum-sealed packaging or wrapped in branded butcher paper, showcasing their freshness and quality. The products are intended for consumers who appreciate high-quality proteins and are looking for unique, hard-to-find cuts. The ad emphasizes that these are 'premium proteins you won't find anywhere else,' highlighting the product's exclusivity and unique selling proposition. The products are ready to cook, inviting consumers to create restaurant-quality meals at home. # Visual style The ad has a clean and appetizing visual style, with a focus on showcasing the quality and variety of the meat products. The production quality appears to be studio-shot, with good lighting and clear product photography. The color palette is warm, using earth tones and contrasting blues to highlight the freshness of the meats. The layout is simple and organized, designed to draw the viewer's eye to the headline and product offerings. The overall effect is professional and inviting, meant to convey a sense of premium quality and culinary appeal. # Hooks Headline: Hand-Selected Specialty & Heritage Meats # Funnel stage Top of funnel (Awareness) # Pain points The pain point is difficulty in accessing specialty or heritage meats. The ad addresses the consumer's potential frustration of not being able to find unique, high-quality protein sources locally or through conventional means with the statement: "Try premium proteins you won't find anywhere else." # Value propositions - Try premium proteins you won't find anywhere else: suggests access to exclusive, high-quality meats, adding perceived value through rarity and quality. # Benefits - Unique proteins you won't find anywhere else # Features - Hand-Selected - Specialty & Heritage Meats - Premium proteins # Call to action None used. # Social proof - None used. # Point of view - Brand: Top caption and logo areas, communicating the brand's unique offering and identity. - Customer: The visual presentation of various meat products allows the viewer to experience the appeal and desirability of the products from their perspective. # Storyline - The ad opens with a declaration that Misfits Market offers "Hand-Selected Specialty & Heritage Meats," immediately establishing a sense of exclusivity and premium quality. The brand is speaking directly to the audience, positioning itself as an expert curator of meats and setting the stage for its value proposition. - This is followed by the statement, "Try premium proteins you won't find anywhere else," which reinforces the theme of exclusivity and encourages the audience to explore unique offerings. The brand continues speaking directly to the audience, implying that Misfits Market provides something special and hard to find. - The ad visually showcases a variety of meat products arranged in an appetizing manner, reinforcing the brand's commitment to offering high-quality options. The audience experiences this moment from a consumer's perspective, with a display of visually appealing products to tempt them to purchase. - Finally, the Misfits Market logo is displayed, solidifying the brand's identity and providing a clear point of reference for where to find these unique meats. This comes from the brand's perspective, emphasizing its identity.

# Ad summary This Misfits Market ad showcases a bone broth recipe using ingredients delivered from Misfits Market. It positions the brand as a provider of natural, organic, and antibiotic-free beef bones. The creator demonstrates how to prepare bone broth, highlighting its versatility for soups, sauces, and even mac and cheese, emphasizing the convenience and health benefits of using Misfits Market. # Brand positioning Misfits Market is presented as a convenient online grocery delivery service specializing in natural, organic, and antibiotic-free products, particularly beef bones. The brand aims to occupy the space of a reliable and accessible source for high-quality ingredients that are difficult to find in typical urban environments. By emphasizing the ease of home delivery, Misfits Market promotes a lifestyle where consumers can enjoy nutritious, homemade meals without the hassle of extensive grocery shopping, appealing to health-conscious individuals who value convenience and quality. # Product The featured product is grass-fed beef bones, specifically Fronterie Naturel Meats All Natural Grass-Fed Beef Bones, sourced through Misfits Market. These bones are marketed as being 100% grass-fed, with no antibiotics or added hormones, making them a natural and organic choice. The product is for consumers who seek high-quality ingredients for making homemade bone broth, particularly those in urban areas where finding such products can be challenging. The bone broth is promoted for its versatility, being suitable for soups, sauces, and even enhancing boxed mac and cheese with extra protein. The ad addresses the purchase barrier of difficulty in finding natural beef bones by showcasing Misfits Market's convenient delivery service, making it easier for customers to access these ingredients. # Visual style The ad has a UGC feel, with casual kitchen scenes and natural lighting. Editing includes quick cuts during the cooking process. The production quality is a hybrid of a casual video and a polished commercial. The cuts per minute are moderate, staying consistent throughout the ad. # Hooks Spoken: Delicious, soothing, and absolutely packed with benefits, this is homemade bone broth. Text overlay: Drink this / every. single. day. / This homemade bone broth. Visual: 00:00–00:02: Close-up shot of a person using a spoon to scoop a large chunk of gelled bone broth out of a black pan. The background is blurred and indistinct. Text overlay: "Drink this every. single. day." / 00:02–00:03: Close-up shot of dark brown liquid being poured into a clear glass mug. The background features a blurred kitchen setting. # Funnel stage Top of funnel (Awareness) # Pain points The difficulty in finding natural, organic, and antibiotic-free beef bones in urban areas. # Value propositions - Natural and organic beef bones for those in urban areas where it can be hard to find - Easy to access - Can be used in variety of meals and dishes - 100% Grass-fed beef bones with no antibiotics or added hormones. # Benefits - Homemade bone broth is delicious and soothing. - Packed with benefits # Features - Grass-fed beef bones - Natural - Organic - No antibiotics - No added hormones # Call to action Sign up today at MisfitsMarket.com # Point of view - Customer 100% – The entire video is delivered from the perspective of a customer using and reviewing the product. # Storyline - 00:00–00:02 Shows bone broth. - 00:02–00:03 Presents the bone broth and states that it is homemade. - 00:03–00:10 Explains that it is hard to find natural organic beef bones. - 00:10–00:13 Introduces the Frontiers Grass-Fed Beef Bones, delivered by Misfits Market. - 00:13–00:16 Details the process of roasting the bones to add flavor. - 00:16–00:23 The ingredients, carrots, onions, and celery are shown as well as some vegetable trimmings. - 00:23–00:26 Pouring the water in and explaining the simmering process of the broth. - 00:26–00:32 The broth is then strained, let sit, and the fat is removed. - 00:32–00:36 The fat is saved for cooking oil or dressing. - 00:36–00:40 Demonstrates different ways that the bone broth can be used. - 00:40–00:47 Drinks a cup of bone broth every single day. - 00:47–00:53 Highlights the convenience of ordering from Misfits Market.

# Ad summary This ad promotes Misfits Market by having a young woman describe and showcase 5 different beverage brands that Misfits Market carries. # Brand positioning Misfits Market aims to position itself as a retailer that offers a wide variety of high-quality beverages. The brand seeks to be the go-to destination for discovering unique and simple pleasures within the beverage market. By curating a selection of what they consider the "coolest brands on the market", Misfits Market aligns with a lifestyle of indulgence in simple, high-quality drinks. They position themselves as a forward-thinking company that embraces growth and innovation in the beverage industry by offering a variety of canned beverages. # Product Misfits Market is an online retailer that provides access to a variety of high-quality beverages. The drinks featured include All Phenoms sparkling water, Laurel's coffee, Joni mocktails, Huxley superfruit energy drinks, and Corpse Reviver electrolyte water. These canned beverages provide function, flavor, and joy. Each brand offers unique benefits, such as vitamins, minerals, adaptogens, nootropics, probiotics, A2 dairy, botanicals, electrolytes, and natural caffeine, catering to various wellness needs and preferences. Misfits Market aims to address the pain point of disliking plain water by offering flavorful and functional alternatives, making hydration and enjoyment accessible in convenient, high-quality canned beverages. # Visual style The ad has a bright, natural aesthetic with polished commercial production quality. The editing style includes quick cuts and smooth transitions, which help maintain an upbeat pace. The ad's pacing is consistent, with cuts timed to coincide with the speaker's talking points and the unveiling of different beverages. The visual motifs include frequent close-ups of the beverages being poured into glasses, highlighting their colors and textures. The UGC feel supports the tone, making the ad feel authentic and accessible to the viewer. # Hooks Spoken: 00:00–00:03 Everyone wants to be hydrated but a lot of people don't like to drink water, Text overlay: 00:00–00:03 Everyone wants to be hydrated but... Visual: 00:00–00:03 A medium close-up shot features a fair-skinned young woman with long brown hair, a green sweater, and a delicate necklace. She is positioned in front of a plain, off-white wall. # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the pain point that many people want to be hydrated but don't like to drink water. It is stated directly at the beginning of the ad: "Everyone wants to be hydrated but a lot of people don't like to drink water," # Value propositions - The ad clearly communicates the value of simple pleasures and functional benefits by showcasing high-quality beverages that provide both taste and wellness benefits. - Offers a variety of alternatives for those who dislike plain water. - Laurel's A2 dairy lattes are a great alternative to those with lactose intolerance. # Benefits - Hydration - Wellness - Function - Flavor - Unique taste profile - Energy - Digestibility # Features - All Phenoms: sparkling water, organic fruits and botanicals, vitamins, minerals, adaptogens, nootropics, probiotics. - Laurel's Coffee: A2 dairy lattes - Joni: mocktail, functional drinks, botanicals - Huxley: superfruit energy drinks, all natural caffeine - Corpse Reviver: botanical seltzer electrolyte water # Call to action Sign up today at MisfitsMarket.com # Social proof - "Best canned latte on the market." - "I truly feel like I can conquer anything in the day." # Point of view - Customer 100% – The entire video is presented from the perspective of a user who loves the product. # Storyline - 00:00–00:03 00:00–00:03 The ad starts with a woman speaking directly to the camera, acknowledging that many people want to be hydrated but don't like drinking water, setting up the problem that the ad will address. Her tone is casual and conversational, making the viewer feel like she is a friend offering advice. - 00:03–00:13 00:03–00:13 The woman transitions to showcasing various products from Misfits Market that offer alternative ways to hydrate, introducing the solution to the problem. The presentation is energetic and enthusiastic, creating a sense of excitement around the beverages. - 00:13–00:33 00:13–00:33 The woman introduces All Phenoms sparkling water, explaining that it merges sparkling water with wellness. The drink is crafted from fruits and botanicals and includes vitamins, minerals, adaptogens, nootropics, and probiotics. The description is informative and emphasizes the product’s health benefits. - 00:33–00:43 00:33–00:43 She presents Laurel's coffee, specifying that it uses A2 dairy, which is gentler on the stomach. The woman calls Laurel's coffee "the best canned latte on the market". Her tone is enthusiastic, promoting the product’s quality and benefits. - 00:43–00:57 00:43–00:57 The speaker returns to face the camera to give more context about A2 dairy, and explain that it is easier to digest for those who may be lactose intolerant. The explanation is educational, providing viewers with a better understanding of the product. - 00:57–01:05 00:57–01:05 The woman recommends Laurel's lattes to those who generally avoid dairy, suggesting a solution for people with dietary restrictions. The recommendation is friendly and encouraging. - 01:05–01:17 01:05–01:17 She moves onto Joni mocktails, describing them as true mocktails designed with women’s wellness in mind and with unique flavor profiles. The woman indicates that she is a huge fan of this mocktail. The description highlights the product’s unique appeal and health focus. - 01:17–01:32 01:17–01:32 The presenter introduces Huxley superfruit energy drinks, highlighting their all-natural caffeine and high quality. Her endorsement builds trust in the product’s quality and benefits. - 01:32–01:48 01:32–01:48 She presents Corpse Reviver electrolyte water, noting it’s from a woman-owned business in Colorado and that she feels like she can conquer anything after drinking it. The description is enthusiastic and highlights the brand’s values and product benefits. - 01:48–02:03 01:48–02:03 The woman summarizes that being able to indulge in high-quality drinks is a simple pleasure with high growth, and Misfits Market aims to be the first market to play into what they consider the coolest brands. This reiterates the ad's main points and reinforces the brand's position. - 02:03–02:06 02:03–02:06 The ad ends with the Misfits Market logo and a call to action to sign up today, encouraging viewers to take the next step. The presentation is simple and direct, focusing on driving conversions.

# Ad summary This ad promotes Odds & Ends Truffle Mushroom Mezzaluna Ravioli, available for a limited time through Misfits Market. It highlights the ravioli's unique filling made from rescued truffle cheddar trimmings, combined with mushrooms, and encased in fresh pasta dough. The ad emphasizes the ravioli's creamy, earthy, and lightly truffled flavor, as well as its quick and comforting preparation. # Brand positioning Odds & Ends is presented as a brand focused on sustainability and resourcefulness, turning rescued trimmings into delicious and unique food products. The brand aligns with values of reducing food waste and creating high-quality, gourmet-inspired items from unexpected sources. Odds & Ends positions itself as innovative and environmentally conscious, appealing to consumers who care about sustainability and appreciate unique flavor combinations. The brand aims to occupy a space in the consumer's mind as a provider of gourmet food items that are both delicious and ethically produced. # Product The featured product is Odds & Ends Truffle Mushroom Mezzaluna Ravioli, a limited seasonal edition available through Misfits Market. The ravioli is made with a rich, savory filling of Odds & Ends Truffle Cheddar and mushrooms, encased in half-moon pockets of fresh pasta dough. The filling is described as creamy, earthy, and lightly truffled, providing a balanced flavor profile. The ravioli is flash-frozen for peak freshness and can be quickly cooked by dropping it into boiling water, making it a convenient and comforting winter meal. The ad addresses the purchase barrier of perceived complexity by highlighting the ease of preparation and the gourmet taste that belies its simplicity. # Visual style The ad has a bright and clean aesthetic, with a focus on showcasing the product and its ingredients. The editing style is quick and dynamic, with frequent cuts to maintain viewer engagement. The production quality is polished, with clear visuals and professional-looking shots. The pacing is fast, with cuts timed to the voiceover to emphasize key points. The overall tone is informative and appetizing, designed to entice viewers to try the product. # Hooks Spoken: 00:00–00:02 What do you do with leftover truffle cheddar? Text overlay: 00:00–00:02 What do you do with leftover truffle cheddar? Visual: 00:00–00:02 A person wearing a white lab coat and blue gloves holds a large wheel of cheese. The background is dark and out of focus. # Funnel stage Consideration # Pain points The ad addresses the pain point of food waste by showcasing how leftover truffle cheddar can be transformed into a delicious meal. "What do you do with leftover truffle cheddar?" # Value propositions - Turning rescue trimmings into a delicious product - Convenient and easy to prepare - Gourmet taste without the complexity # Benefits - Rich, savory flavor - Creamy, earthy, lightly truffled taste - Quick and comforting winter meal - Tastes way fancier than it is # Features - Truffle cheddar filling - Mushroom filling - Half-moon pockets of fresh pasta dough - Flash-frozen for peak freshness # Call to action Sign up today at MisfitsMarket.com # Point of view - Brand 100% – The entire ad is told from the brand's perspective, showcasing the product and its unique features. # Storyline - 00:00–00:01 The ad opens with a question about what to do with leftover truffle cheddar, immediately engaging the viewer with a relatable scenario. - 00:01–00:03 The ad answers the question by stating that you can make pasta, introducing the product as a solution to food waste. - 00:03–00:07 The ad highlights the collaboration with family-owned pasta makers, emphasizing the quality and craftsmanship behind the product. - 00:07–00:12 The ad explains that the ravioli is made from rescued trimmings of Odds & Ends Truffle Cheddar, showcasing the brand's commitment to sustainability. - 00:12–00:18 The ad describes the filling as rich and savory, packed with mushrooms, and tucked inside half-moon pockets of fresh pasta dough, appealing to the viewer's sense of taste and texture. - 00:18–00:26 The ad emphasizes the creamy, earthy, and lightly truffled flavor profile, clarifying that it's not overpowering but just right. - 00:26–00:31 The ad shows the ravioli being flash-frozen for peak freshness, highlighting the product's quality and convenience. - 00:31–00:36 The ad demonstrates the ease of preparation by showing the ravioli being dropped into boiling water for a quick and comforting winter meal. - 00:36–00:43 The ad concludes by stating that the ravioli is only available for a limited time through Misfits Market, urging viewers to add it to their next box.

# Ad summary This ad promotes Misfits Market, a service that delivers organic produce and other groceries. The ad features a woman showing off the contents of her Misfits Market box, highlighting the variety and quality of the items she received. # Brand positioning Misfits Market is presented as a provider of organic produce and groceries delivered directly to the customer. The brand emphasizes sustainability by offering compostable and biodegradable packaging. The ad positions Misfits Market as a convenient and eco-friendly option for consumers who value organic, high-quality food and environmentally responsible practices. The brand aims to occupy a space in the consumer's mind as a provider of fresh, organic groceries that are both good for the customer and the planet. # Product Misfits Market is a subscription service that delivers organic produce and groceries directly to consumers. The ad showcases a variety of items included in the box, such as a large head of cabbage, celery, carrots, organic onions in compostable packaging, mushrooms, organic blueberries, giant red onions, organic avocados, sweet mini peppers, cucumbers, Fuji apples, organic cottage cheese, pesto, sweet Italian ground pork sausage, air-chilled chicken, dairy-free mozzarella shreds, and Mooski dark chocolate chilled oat bars. The ad emphasizes the organic nature of the products and the compostable packaging of some items. The products are presented as high-quality and desirable, with the woman expressing her enthusiasm for specific items like the sausage and avocados. # Visual style The ad has a UGC feel, with a casual, unpolished aesthetic. The editing style is simple, with static shots and minimal transitions. The production quality is low-fi, which supports the intended tone of authenticity and relatability. The pacing is consistent, with a moderate number of cuts per minute, keeping the video engaging without feeling rushed. The audio-visual sync is natural, with the visuals aligning with the spoken content. # Hooks Spoken: This is the biggest head of cabbage I have ever seen. Visual: 00:00–00:03 The woman is centered in the frame, holding a large head of cabbage in front of her face. She is smiling and looking directly at the camera. The background is a home kitchen with dark wood cabinets and a ceiling fan. The lighting is natural, and the camera is stationary. # Funnel stage Top of funnel (Awareness) # Pain points The ad implies the pain point of wanting access to organic, high-quality groceries while also being environmentally conscious. The compostable and biodegradable packaging of the onions is highlighted as a solution to this. # Value propositions - Organic produce: Provides healthier and higher-quality food options. - Compostable packaging: Reduces environmental impact and promotes sustainability. - Convenient delivery: Saves time and effort by bringing groceries directly to the customer. # Benefits - Convenient delivery of organic produce and groceries - Sustainable packaging (compostable and biodegradable) - High-quality products # Features - Organic produce - Compostable and biodegradable packaging - Variety of items (vegetables, fruits, dairy, meat, snacks) - Dairy-free mozzarella shreds - Plant-based oat bars # Call to action You can find $10 off your first box pinned in my beacons # Social proof - "These are the best avocados I've ever had in my life" – Female 1 (Customer) # Point of view - Customer 100% – The entire video is told from the perspective of a customer showcasing her Misfits Market box. # Storyline - 00:00–00:06 00:00–00:06 The woman begins by showing off a large head of cabbage and other vegetables, expressing her excitement about the size and quality of the produce. This is intended to grab the viewer's attention and highlight the abundance of fresh items in the Misfits Market box. The tone is enthusiastic and casual, creating a relatable and engaging experience for the audience. - 00:06–00:19 00:06–00:19 She continues to display various items from the box, including carrots, organic onions in compostable packaging, and mushrooms. This showcases the variety of products available through Misfits Market and emphasizes the brand's commitment to sustainable packaging. The tone remains enthusiastic and informative, highlighting the benefits of the service. This builds on the previous moment by providing more detail about the types of products offered and the brand's values. - 00:19–00:37 00:19–00:37 The woman shows off additional items, including organic blueberries, giant red onions, organic avocados, and sweet mini peppers. She expresses particular enthusiasm for the avocados, stating they are the best she's ever had. This adds a personal endorsement to the product showcase, building trust and credibility with the audience. The tone is excited and genuine, making the products seem more appealing. - 00:37–01:07 00:37–01:07 She continues to display the remaining items, including cucumbers, Fuji apples, organic cottage cheese, pesto, sweet Italian ground pork sausage, air-chilled chicken, dairy-free mozzarella shreds, and Mooski dark chocolate chilled oat bars. She expresses her love for the sausage, humorously asking viewers not to buy it all. This adds a touch of humor and personality to the ad, making it more memorable and engaging. The tone is playful and enthusiastic, reinforcing the positive impression of the products. - 01:07–01:12 01:07–01:12 The woman concludes by showing all the items laid out on the counter and mentioning that viewers can find a discount for their first box in her beacons. This provides a clear call to action, encouraging viewers to try Misfits Market for themselves. The tone is friendly and inviting, making it easy for viewers to take the next step.

# Ad summary This image ad for Misfits Market features a variety of fresh produce spilling out of a branded cardboard box. The ad highlights the brand's focus on flavor, real impact, and home delivery. # Brand positioning Misfits Market positions itself as “the better grocery store”, directly challenging the norms of traditional grocery shopping. The brand focuses on the emotional benefit of ‘flavorful discovery’ along with the functional benefits of ‘real impact’ and convenient home delivery. The brand appears to sit in the premium grocery delivery space, but with a focus on value and sustainability. # Product Misfits Market offers a grocery delivery service focused on providing a variety of fresh produce delivered directly to your door. The selection includes fruits, vegetables, and other grocery items, with an emphasis on ‘flavorful discovery’. The service aims to provide a positive ‘real impact’, likely referring to sustainability or social responsibility. The ad promotes the convenience of having groceries ‘All delivered to your door’ making it a compelling option for those seeking fresh, flavorful ingredients without the hassle of traditional grocery shopping. # Visual style The ad features a highly polished, studio-shot image with a focus on showcasing the variety and freshness of the produce. The visual motif is a vibrant, overflowing arrangement of fruits and vegetables. The image treatment includes bright lighting and a background to make the colors pop. The typography is large and bold, increasing scannability in-feed. # Hooks Headline: THE BETTER GROCERY STORE IS HERE # Funnel stage Top of funnel # Pain points The pain point is the inconvenience and lack of discovery in traditional grocery shopping. The ad addresses this with 'Flavorful discovery. Real impact. All delivered to your door,' suggesting an alternative that is both convenient and offers unique product options. # Value propositions - Flavorful discovery. - Real impact. - All delivered to your door. # Benefits - Real impact # Features - Flavorful discovery - All delivered to your door # Call to action None used. # Social proof - None used. # Point of view - Brand: The text promotes the benefits of Misfits Market, conveying the brand's message and value proposition. - Customer: The arrangement of produce spilling from the box mimics the POV of a customer receiving their delivery. # Storyline - The ad opens with a headline that immediately positions Misfits Market as 'THE BETTER GROCERY STORE', which is designed to capture attention and directly state its superior status. The brand is telling the audience that it is not just another option, but the superior choice for groceries. - The ad then showcases a vibrant assortment of fresh produce overflowing from a Misfits Market box, emphasizing the variety and quality of products available through their service. The brand is visually conveying that the grocery store provides colorful and healthy options. - The ad concludes with a brief summary emphasizing 'Flavorful discovery. Real impact. All delivered to your door,' and the Misfits Market logo. The brand is highlighting the emotional and functional value propositions while reinforcing the brand identity.

# Ad summary This ad promotes DONA Ceremonial Matcha, sold through Misfits Market. The ad features a creator demonstrating how to make a warm matcha latte, highlighting the quality and taste of DONA matcha, and encouraging viewers to find it on Misfits Market. # Brand positioning The ad positions Misfits Market as a grocery provider that sells unique finds, with a focus on brands that consumers won't see at their normal grocery store. The brand aligns with a lifestyle of health-consciousness and discovery, offering products like ceremonial matcha and organic oat milk. This strategy caters to a consumer who values quality ingredients and enjoys exploring niche food items. # Product The product featured is DONA Ceremonial Matcha, presented as a premium-quality green tea powder. The ad highlights that most matcha found in stores is poorly processed, resulting in a bitter and gritty taste. DONA matcha is different because it is hand-picked at the peak of freshness and stone-ground, which brings out all of the flavors and natural oils. The matcha is showcased being prepared in a traditional warm ceremonial style, as well as in an iced matcha latte. The ad addresses the barrier of poor matcha quality by emphasizing DONA's superior processing methods. # Visual style The ad has a UGC feel with natural lighting and minimal editing. The production quality is a hybrid, with some elements appearing more polished while others retain a casual, homemade style. The editing features quick cuts and split screens, timed loosely to the voiceover, creating a dynamic and engaging rhythm. The pacing is consistent throughout the ad. # Hooks Spoken: 00:00–00:04 Most matcha you'll find in stores is poorly process resulting in a bitter and gritty mess. Text overlay: 00:00–00:04 Most matcha you'll find in stores / 00:02–00:04 is poorly process resulting in a bitter and gritty mess. Visual: 00:00–00:02 A close-up shot features a woman's hands with lavender nail polish holding a white container of DONA matcha. The background includes a gray speckled counter, a pale yellow dish towel with a blue floral design, and a textured ceramic bowl on a black scale. / 00:02–00:04 Split screen. Top: A strainer sits over a ceramic bowl. Bottom: A woman's hand uses a wooden spoon to press matcha powder through the strainer. The background is the same speckled counter. # Funnel stage Middle of funnel (Consideration) # Pain points Many matcha brands are poorly processed, resulting in a bitter and gritty mess. # Value propositions - Stone-ground matcha naturally brings out all of the flavors and the natural oils. - Ceremonial matcha is perfect by itself, which is how it’s supposed to be drank, implying a pure, high-quality experience. # Benefits - Avoid bitter and gritty mess - Brings out all of the flavors and the natural oils - Perfect by itself # Features - Hand-picked matcha - Stone ground matcha # Call to action Join Misfits and get your groceries delivered. # Social proof - "Oh. It's good." – Female 1 (Creator) # Point of view - Customer 100% – The entire ad is delivered from the perspective of an individual using and reviewing the product. # Storyline - 00:00–00:04 00:00–00:04 The ad opens with a close-up of the ingredients and equipment used to prepare matcha, followed by a statement that most store-bought matcha is poorly processed and bitter. This sets up a problem/solution format. - 00:04–00:11 00:04–00:11 The creator says Dona matcha is different, then describes Dona matcha's quality, noting it's hand-picked at the peak of freshness. The message highlights Dona matcha’s superior quality as a solution to the poor quality of other matcha brands. The perspective is from a product reviewer. - 00:11–00:18 00:11–00:18 The ad continues with the creator explaining that DONA matcha is stone ground, which brings out the flavors and natural oils, and that ceremonial matcha is perfect by itself. This further illustrates the benefits of DONA matcha and how it is traditionally enjoyed. The perspective is from a product reviewer. - 00:18–00:36 00:18–00:36 The creator then demonstrates how to make an iced matcha latte, using oat milk, and shares that she can't wait to drink it. This adds a relatable and enjoyable moment of use and shows an alternative way to enjoy DONA matcha. The perspective is from a product reviewer. - 00:36–00:40 00:36–00:40 The ad transitions to a screen recording of the Misfits Market website, directing viewers to find DONA matcha and other unique finds. This frames the product as part of a larger curated selection of niche products. The perspective shifts to the brand, promoting product availability on the Misfits Market website. - 00:40–00:42 00:40–00:42 The ad concludes with a call to action to sign up today at MisfitsMarket.com. This reinforces brand messaging and directs viewers to a specific action. The perspective is from the brand.

# Ad summary The ad features John J., a Meat & Seafood Buying Expert for Misfits Market, who introduces Thomas Farms Wagyu Beef Sirloin Steaks. He highlights their quality, tenderness, delicate flavor, marbling, and competitive pricing compared to steakhouses. The ad shows the steaks being cooked and served, emphasizing the care taken in raising the animals by Thomas Farms, and positions Misfits Market as a source for high-quality meat and seafood. # Brand positioning Misfits Market is presented as a purveyor of high-quality food products, specifically emphasizing their rigorous quality standards across all products, particularly in the meat and seafood sector. They position themselves as a trusted source for premium ingredients, partnering with suppliers like Thomas Farms who share their values of animal welfare and quality genetics. The brand aims to occupy a space in the consumer's mind as a reliable and ethical source for superior food, offering products that might otherwise be expensive (like Wagyu) at a more accessible price point. Their positioning is functional (quality, price) and emotional (care for animals, better eating experience). # Product The featured product is Thomas Farms Wagyu Beef Sirloin Steak, sold through Misfits Market. It is described as "all natural," "raised without added hormones," "minimally processed," and containing "no artificial ingredients." The ad highlights its superior quality, stating it's "better than a lot of ribeyes out there" and comes at a "lower price point." Key features include being "more tender," having a "really nice, delicate flavor," and possessing "a lot of marbling running through the steak." The marbling melts down during cooking, resulting in a "deliciously tender steak." It's recommended to cook to a "medium doneness," around "150 degrees of internal temperature," to achieve a "nice, rosy pink center." The product is for consumers who appreciate high-quality, premium beef but are also value-conscious. It's shown being cooked at home, suggesting it's for everyday gourmet meals. The ad addresses the purchase barrier of high cost for premium steaks by emphasizing its lower price point compared to steakhouses. # Visual style The ad has a hybrid production quality, blending polished commercial shots (food close-ups, aerial cow footage) with a UGC-like feel for the expert and customer segments (direct address, home kitchen setting). The editing is moderately paced with a mix of quick cuts for product reveals/demos and longer static shots for the expert's explanations. There's a clear audio-visual sync, with visuals directly illustrating the spoken points. The overall aesthetic is clean, bright, and inviting, emphasizing freshness and quality. # Hooks Spoken: If you ordered this in a steakhouse, you'd pay close to triple. Text overlay: If you ordered this / in a steakhouse, / you'd pay close to triple. Visual: Close-up, slightly overhead shot of two cooked steaks on a metal cooling rack over a baking sheet. One steak is partially sliced, revealing a pink interior. A pair of metal tongs is visible, holding the sliced steak. The background is a dark stovetop and a white countertop. Camera is stationary, third-person. / Extreme close-up, slightly overhead shot of a hand wearing a black glove slicing a raw, heavily marbled piece of red meat (Wagyu beef) with a silver knife on a wooden cutting board. Camera is stationary, third-person. # Funnel stage Middle of funnel (Consideration) # Pain points The high cost of premium steak at steakhouses or the difficulty in finding high-quality, ethically sourced meat. Signaled by: "If you ordered this in a steakhouse, you'd pay close to triple." and "Not all meat is created equal." # Value propositions - If you ordered this in a steakhouse, you'd pay close to triple. - These Wagyu sirloins are better than a lot of ribeyes out there. And they come at a lower price point. - tremendous amount of care into raising the animals... good care mixed with these really good genetics leads to a just absolutely delicious steak. - raising an animal that's a little more comfortable, it's going to lead to less stress and ultimately lead to a better eating experience. # Benefits - absolutely delicious steak - better than a lot of ribeyes out there - lower price point - deliciously tender steak - better eating experience # Features - all natural - raised without added hormones - minimally processed - no artificial ingredients - more tender - really nice, delicate flavor - a lot of marbling running through the steak - rosy pink center # Call to action Sign up today at MisfitsMarket.com # Social proof - I know this because I source the stuff." – Male 1 (Meat & Seafood Buying Expert) - We're really proud and happy to work with Thomas Farms." – Male 1 (Meat & Seafood Buying Expert) - Thomas Farms is a partner we've worked with for quite some time." – Male 1 (Meat & Seafood Buying Expert) # Point of view - Expert 70% – The "Meat & Seafood Buying Expert" John J. provides detailed information and insights about Wagyu beef and Misfits Market's sourcing. - Customer 20% – A woman is shown unboxing, cooking, and eating the product, demonstrating the user experience. - Brand 10% – The Misfits Market logo and website are displayed at the end, representing the official brand message. # Storyline - 00:00–00:01 A close-up shot of two cooked steaks on a cooling rack, with one being cut. The narrator states that if this steak were ordered in a steakhouse, it would cost triple. This immediately establishes the product's premium quality and hints at a value proposition. The perspective is that of an expert revealing an insider secret, conveyed through the narrator's confident tone and the visual of a perfectly cooked, high-end steak. This moment sets up the core value proposition of the ad. - 00:01–00:04 A close-up of a hand in a black glove slicing raw Wagyu beef. The narrator explains he knows the steakhouse price because he "source the stuff," reinforcing his expert credibility and hinting at the brand's direct sourcing. The visual of raw, marbled meat emphasizes the quality of the product even before cooking, and the narrator's personal claim builds trust. This moment builds on the previous one by establishing the source of the expert's knowledge. - 00:04–00:07 John J. introduces himself as a "Meat & Seafood Buying Expert" and expresses excitement to talk about Wagyu beef. This directly introduces the expert and the product, setting a friendly, informative tone. The direct address to the camera and the on-screen title clearly establish his role and the topic. This transitions from the initial hook to the main subject matter. - 00:07–00:09 John J. states Misfits Market is proud to work with Thomas Farms. This introduces the partner brand and begins to build trust through association. His proud tone conveys confidence in the partnership. This expands the brand narrative to include key partners. - 00:09–00:12 A woman holds up a package of Thomas Farms Wagyu Beef Sirloin Steak. John J. explains Thomas Farms puts "a tremendous amount of care" into raising animals. This visually confirms the product and highlights the ethical and quality standards of the supplier. The customer's positive expression and the clear product packaging reinforce the message. This visually connects the brand's claims to the actual product. - 00:12–00:14 A cow grazes in a field at sunset. John J. continues to emphasize the "good care" and "good genetics" that lead to a delicious steak. This visual reinforces the natural, ethical raising practices, aligning with the brand's values. The serene visual and the narrator's reassuring tone build trust. This moment provides visual evidence for the claims made in the previous beat. - 00:14–00:18 The woman presents a cooked Wagyu steak with sides on a plate. John J. concludes that the care and genetics lead to an "absolutely delicious steak." This is the payoff, showing the final, desirable product, reinforcing the benefit of the ethical sourcing. The customer's satisfied expression and the appealing food shot create desire. This beat delivers on the promise of the previous beats. - 00:18–00:20 John J. claims these Wagyu sirloins are "better than a lot of ribeyes out there" and come at a "lower price point." This directly addresses quality and value, positioning the product favorably against common alternatives. His confident, slightly boastful tone emphasizes the product's superiority. This moment directly addresses potential competitor comparisons and highlights value. - 00:20–00:22 The woman unboxes a Misfits Market delivery, revealing the Wagyu steaks. John J. explains the steaks will be "more tender" and have a "really nice, delicate flavor." This shows the product's arrival and begins to detail its specific qualities, making the experience relatable. The customer's happy unboxing experience adds a personal touch. This beat demonstrates the product's delivery and introduces specific features. - 00:22–00:25 John J. describes the "lot of marbling" in the steak. This explains a key characteristic contributing to its quality. His informative tone educates the viewer. This beat provides a technical detail supporting the product's quality. - 00:25–00:29 Two raw steaks are placed on a hot griddle. John J. explains that as the steak cooks, the fat melts down. This demonstrates the cooking process and links marbling to tenderness. The sizzling sound and visual of raw meat transforming build anticipation. This beat visually demonstrates the cooking process and its effect. - 00:29–00:33 A hand uses tongs to flip a steak on the griddle, showing a seared side. John J. concludes that the melting fat results in a "deliciously tender steak." This visually confirms the cooking process and reiterates the tenderness benefit. The close-up of the seared steak enhances sensory appeal. This beat reinforces the benefit of proper cooking. - 00:33–00:39 John J. advises cooking the sirloin steaks to "medium doneness," around "150 degrees of internal temperature." This provides practical cooking advice, enhancing the user experience and ensuring optimal results. His helpful, instructional tone guides the viewer. This beat offers practical guidance for the consumer. - 00:39–00:43 A fork cuts into a cooked steak, revealing a "rosy pink center." John J. explains this doneness ensures the "nice, rosy pink center." This visually confirms the recommended doneness and its appealing result, reinforcing the cooking advice. The close-up of the perfect interior creates strong desire. This beat visually validates the cooking instructions. - 00:43–00:44 John J. states, "Not all meat is created equal." This sets up Misfits Market's commitment to quality and differentiates them from competitors. His assertive tone emphasizes the importance of this statement. This beat serves as a transition to the broader brand message. - 00:44–00:46 A Misfits Market box moves along a conveyor belt in a warehouse. John J. emphasizes Misfits Market's "really serious quality standards across all our products." This transitions to the broader brand message of quality sourcing and operational excellence. The industrial setting conveys scale and professionalism. This beat highlights the brand's overall commitment to quality. - 00:46–00:48 A person in a field holds a bunch of greens. John J. highlights the importance of quality standards "especially in the meat and seafood world." This reinforces the brand's commitment to quality across categories, not just meat. The visual of fresh produce expands the perception of Misfits Market's offerings. This beat broadens the scope of the brand's quality promise. - 00:48–00:52 A hand unpacks various meat and seafood products from a Misfits Market box. John J. explains it's "really important for us to make sure that we're working with partners who both understand but also embody... what we're trying to do and the types of products we're trying to buy." This showcases the variety of products and the brand's careful partner selection, building trust. The visual of diverse, high-quality products reinforces the message. This beat demonstrates the breadth of Misfits Market's quality offerings and sourcing philosophy. - 00:52–00:59 John J. explains that Thomas Farms is a long-term partner involved in the cows' lives "from day one." He details that comfortable animals lead to "less stress" and a "better eating experience." This reinforces the ethical sourcing and links it to product quality, appealing to conscious consumers. His detailed explanation builds confidence. This beat reiterates the ethical sourcing and its impact on product quality. - 00:59–01:01 A woman holds up the Thomas Farms Wagyu Beef Sirloin Steak package again. John J. reiterates the long-standing partnership. This brings the focus back to the specific product and the trusted supplier, reinforcing the initial product introduction. The customer's positive interaction with the product is again highlighted. This beat circles back to the featured product, reinforcing trust. - 01:01–01:05 John J. explains Thomas Farms' involvement in the cows' lives from day one, ensuring comfort and less stress for a better eating experience. This reinforces the ethical and quality aspects, emphasizing the holistic approach to animal welfare. His passionate tone conveys genuine commitment. This beat further elaborates on the ethical sourcing details. - 01:05–01:11 An aerial shot of cows grazing in a field. John J. explains that raising animals comfortably leads to less stress and a better eating experience. This visual reinforces the humane and natural environment, providing a compelling image for the ethical claims. The sweeping shot conveys a sense of scale and naturalness. This beat provides visual proof of the humane animal raising practices. - 01:11–01:15 Misfits Market logo and CTA "Sign up today at MisfitsMarket.com" on a yellow background. This is the final call to action, prompting viewers to engage with the brand. The clear, direct text provides a next step. This concludes the ad with a clear directive.

# Ad summary This ad promotes Long Weekend soups, which are premium instant soups that taste like they are made from scratch. The ad features close-up shots of the two available flavors, tomato bisque and carrot ginger, and demonstrates how to prepare the soups by adding hot water. # Brand positioning Long Weekend positions itself as a premium instant soup brand that offers the convenience of quick preparation without sacrificing the quality and taste of homemade soup. The brand emphasizes the use of real ingredients and a slow-simmered recipe, challenging the perception of instant soups as low-quality or artificial. By highlighting the freeze-drying process, Long Weekend aligns with values of less waste and longer shelf life, appealing to consumers who are conscious of food waste and prefer natural, preservative-free options. The brand's positioning is both functional, offering convenience and quality, and emotional, appealing to consumers who enjoy the comfort of homemade soup. # Product Long Weekend soups are premium instant soups that come in a cup and are prepared by adding hot water. The soups start as slow-simmered recipes made with real ingredients and are then freeze-dried to maintain their delicious flavor. The freeze-drying process not only offers convenience but also ensures less waste and a longer shelf life, eliminating the need for preservatives. The available flavors include a rich, cozy tomato bisque and a bright carrot ginger with sweet zestiness. The dehydrated format ensures that the soups stay fresh for months without preservatives, offering a convenient and environmentally conscious option. # Visual style The ad has a bright, clean aesthetic with close-up shots of the product and ingredients, emphasizing the freshness and quality of the soups. The editing style is smooth with quick cuts, and the production quality gives a polished commercial feel that supports the intended tone. The pacing is consistent and upbeat, enhancing the overall appeal of the ad. # Hooks Spoken: 00:00–00:02 Meet Long Weekend. Text overlay: 00:00–00:02 Meet Long Weekend. Visual: 00:00–00:01 A pair of fair-skinned hands place an orange Long Weekend soup cup on a wooden surface in front of a white tiled wall. The soup is labeled "Carrot Ginger." The same hands then place a red Long Weekend soup cup on top. This soup is labeled “Tomato Bisque.” / 00:01–00:03 A pair of fair-skinned hands take the two stacked soup cups out of a cardboard box for Misfits Market. # Funnel stage Middle of funnel (Consideration) # Pain points The pain point is the trade-off between convenience and quality when choosing instant soups. # Value propositions - Premium instant soups: Convenient without sacrificing quality. - Freeze-dried format: Not just convenience, but also less waste and longer shelf life. # Benefits - Taste like they were made from scratch - Rich, just-made taste in minutes - Less waste - Longer shelf life - Stays fresh for months without preservatives - Far fewer bowls end up spoiled or tossed - Use peak season produce - Pause the flavor at its best - Two flavors: A rich, cozy tomato bisque and a bright carrot ginger with sweet zestiness # Features - Premium instant soups - Slow simmered recipes - Made with real ingredients - Freeze dried to maintain flavor - Dehydrated # Call to action Find Long Weekend at Misfits Market. # Social proof - None used. # Point of view - Brand 100% – The entire ad is from the brand's perspective, delivering information about the product and its benefits. # Storyline - 00:00–00:02 The ad introduces Long Weekend as a brand of premium instant soups. - 00:02–00:06 It highlights that the soups taste like they were made from scratch because they were. - 00:06–00:11 The ad explains the soup starts as slow simmered recipes made with real ingredients. - 00:11–00:14 It states that the soups are then freeze dried to maintain that delicious flavor. - 00:14–00:20 The ad demonstrates that when hot water is added, you are getting a rich, just-made taste in minutes. - 00:20–00:26 It highlights that the freeze dried format doesn’t just mean convenience, it also means less waste and a longer shelf life. - 00:26–00:34 The ad explains that because the soups are dehydrated, they stay fresh for months without preservatives, meaning far fewer bowls end up spoiled or tossed. - 00:34–00:41 The ad shows how the process also makes it possible to use peak season produce, and pause the flavor at its best. - 00:41–00:52 The ad concludes by revealing there are two flavors: a rich, cozy tomato bisque and a bright carrot ginger with sweet zestiness, and tells the viewer to find Long Weekend at Misfits Market.

# Ad summary This ad promotes Dona Ceremonial Matcha and showcases the product's unique qualities and how to use it in both a traditional preparation and a modern matcha latte. The ad aims to educate viewers about high-quality matcha while highlighting Dona's commitment to sourcing and processing. It encourages viewers to discover Dona matcha and other unique finds on Misfits Market, suggesting they will find items not available at typical grocery stores. # Brand positioning Dona, a Brooklyn-based and female-owned company, specializes in sourcing high-quality matcha through direct trade from small-batch farmers in Japan. The brand emphasizes the unique growing conditions of its matcha, cultivated in volcanic soil, which imparts a distinct, rich earthiness not found in other brands. This positioning suggests a focus on quality, ethical sourcing, and unique flavor profiles, appealing to discerning consumers who value craftsmanship and authentic experiences. By highlighting its direct-trade practices, Dona positions itself as a brand that cares about sustainability and the livelihoods of its suppliers. Dona also positions itself as a brand that is against the bitter and gritty taste you get in most matchas because Dona matcha is sourced directly and is high-quality. # Product The featured product is Dona Ceremonial Matcha, a high-quality matcha powder sourced directly from small-batch farmers in different regions in Japan who grow tea in volcanic soil. This unique sourcing method gives the tea a "rich earthiness" unlike other matchas. According to the ad, "most matcha you'll find in stores is poorly processed resulting in a bitter and gritty mess", however Dona matcha is carefully hand-picked when it is at its peak of freshness and is stone ground to bring out all the flavors and natural oils. The matcha is presented as perfect to drink as it is. The ad also suggests it can also be used for making a matcha latte by combining it with ice and oat milk and encourages viewers to look for other unique finds they won't see at their normal grocery store. # Visual style The ad has a casual, UGC-style aesthetic, with bright, natural lighting in a home kitchen setting. The editing is smooth and straightforward with medium speed cuts. The production quality has a hybrid feel with the woman speaking directly to the camera paired with B-roll shots of tea trees, and matcha powder. This combination gives the ad a friendly, informative tone. The ad shifts between showcasing the presenter and showing a hands-on approach. # Hooks Spoken: As a coffee and tea snob, I'm particularly, particular about my matcha, Text overlay: Unboxing your new morning ritual Visual: 00:00–00:03: The shot shows a fair-skinned woman with curly auburn hair, wearing a light green sweater in a brightly lit white kitchen. The woman is centered in the frame and speaks directly to the camera. In the foreground there is a wooden box labeled with "Dry Ice" and "May Contain" stickers. Superimposed on the shot is the text "Unboxing your new morning ritual." # Funnel stage Consideration # Pain points Most matcha you'll find in stores is poorly processed, resulting in a bitter and gritty mess. # Value propositions - Volcanic soil and stone-ground processing are connected to rich earthiness, preserved flavor, and natural oils. - Hand-picked leaves are linked to peak freshness and high quality. - Quality-obsessed sourcing and processing prevent a bitter, gritty taste. # Benefits - Rich earthiness - High quality - The flavors and natural oils are naturally brought out - Perfect by itself - Great as a matcha latte # Features - Ceremonial matcha - Sourced direct trade from small batch farmers in different regions in Japan - Grown in volcanic soil - Hand-picked at the peak of freshness - Stone ground # Call to action Sign up today at MisfitsMarket.com # Point of view - Customer 100% – The entire ad is told from the perspective of a customer/influencer, whose casual tone and personal experience are communicated. # Storyline - 00:00–00:03 The ad begins with an unboxing presentation of the product. - 00:03–00:10 00:03–00:10: The presenter establishes her matcha expertise, highlighting the Dona brand's Brooklyn origin and female ownership. - 00:10–00:16 00:10–00:16: The ad shows an aerial shot of rows of lush tea trees growing in Japan. She highlights that Dona sources directly from small-batch farmers in Japan, specifically noting their cultivation in volcanic soil for unique earthiness. This beat emphasizes the brand's sourcing and unique product attributes. - 00:17–00:20 00:17–00:20: Building on that momentum, the presenter notes the "rich earthiness you aren't going to find in other matchas". - 00:20–00:27 00:20–00:27: The presenter contrasts Dona matcha with the gritty, bitter matcha typically found in stores, emphasizing Dona's commitment to quality. The ad highlights the brand's unique processing by cutting to shots of matcha powder being filtered into a bowl. This beat addresses a common consumer pain point (poor matcha quality) while emphasizing the brand's superior processing. - 00:27–00:32 00:27–00:32: The focus shifts to Dona's quality obsession, mentioning hand-picking at peak freshness. - 00:32–00:37 00:32–00:37: The presenter adds hot water into a bowl of matcha powder while discussing the stone-ground process, highlighting the preservation of flavors and natural oils. - 00:37–00:42 00:37–00:42: The presenter mixes the water and matcha powder together and explains how to drink the matcha powder as it is. - 00:42–00:56 00:42–00:56: The ad transitions to a secondary product usage: a matcha latte. The presenter shows how to prepare it by adding ice and oat milk and pouring in the warm ceremonial matcha. The ad highlights how it's using oat milk from the brand Minor Figures, a call out to another brand. - 00:56–01:00 00:56–01:00: The ad then shows a product listing for Misfits Market for Dona Ceremonial Matcha. The ad focuses on the product in relation to Misfits Market, noting that Misfits Market offers "unique finds you won't see at your normal grocery store." - 01:00–01:02 01:00–01:02: The ad ends with the Misfits Market logo and tagline.

# Ad summary This ad showcases a variety of grocery items available through Misfits Market, emphasizing the potential bounty a customer could receive. # Brand positioning Misfits Market is presented as a provider of a wide variety of grocery items, ranging from snacks and beverages to pantry staples and fresh produce. The brand is positioned as a convenient way to access a diverse selection of food products, potentially at a value, as suggested by the volume of items shown. The brand aims to occupy a space in the consumer's mind as a one-stop shop for groceries, offering a curated selection of items that cater to various needs and preferences. The brand aligns with a lifestyle of convenience and variety, promoting the idea that customers can easily stock up on a range of products without having to visit multiple stores. The brand positioning is functional, focusing on the breadth of product offerings and the ease of access. # Product The ad features a variety of grocery items available through Misfits Market. These include snacks like Pipcorn popcorn, beverages such as cold brew coffee and LaCroix sparkling water, pantry staples like Banza pasta and all-purpose flour, and other items like Tillamook cheese and various sauces and condiments. The products are intended for anyone who buys groceries, with the selection catering to a range of tastes and dietary preferences. The ad highlights the variety and abundance of products available through Misfits Market, suggesting that customers can find everything they need in one place. The ad addresses the purchase barrier of limited selection by showcasing a wide range of items, implying that customers will have plenty of options to choose from. The ad tells the viewer that Misfits Market is worth trying because it offers a diverse selection of grocery items, making it a convenient and comprehensive shopping solution. # Visual style The ad has a clean, well-lit studio shot with a focus on showcasing the variety of products available. The visual motif is a product flatlay, arranged to create a sense of abundance and variety. The image treatment includes background removal and color grading to create a cohesive and appealing visual. The typography is large and bold, making it easy to read and scannable in-feed. # Hooks Headline: All this could be yours # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the potential frustration of limited selection when shopping for groceries, as visually demonstrated by the wide variety of products shown. # Value propositions - Potential abundance and variety of products available through the service # Benefits - Convenient access to a diverse selection of food products # Features - Variety of grocery items - Snacks - Beverages - Pantry staples # Call to action None used. # Social proof - None used. # Point of view - Brand: The POV is from the brand, showcasing the variety of products they offer and enticing potential customers with the possibility of receiving a similar assortment. # Storyline - The ad presents a large assortment of grocery items, conveying the message that a customer could receive all of these products. The brand is telling the story, aiming to entice viewers with the potential abundance and variety available through their service.

# Ad summary This ad uses customer testimonials to promote the quality and convenience of Uber Eats grocery delivery service. The ad features close-up shots of fresh produce and other food items, along with quotes from satisfied customers. # Brand positioning This ad promotes Uber Eats as a convenient and reliable grocery delivery service. The brand is positioned as offering high-quality, organic produce and a wide variety of products beyond just produce, saving customers time and energy. The brand aims to occupy a space in the consumer's mind as a provider of more than just restaurant food, but also as a source for fresh, organic groceries delivered directly to their door. The brand aligns with values of convenience, quality, and variety, pushing against the norm of traditional grocery shopping by offering a seamless delivery experience. # Product The ad features Uber Eats grocery delivery service, highlighting its ability to deliver fresh, organic produce and a variety of other products. The service is for individuals who value convenience, quality, and time-saving solutions for their grocery needs. The ad emphasizes the quality of the organic produce and the time and energy saved by using the service. The unique selling proposition is the combination of high-quality produce and the convenience of delivery, addressing the purchase barrier of time and effort required for traditional grocery shopping. The ad showcases a variety of food items, including a chocolate bar, romanesco broccoli, mushroom, dragon fruit, tomato, and an egg, implying a wide range of available products. # Visual style The ad has a clean and modern visual style with a focus on showcasing fresh produce and food items. The production quality appears to be high, with well-lit and detailed close-up shots. The visual motif is a collage-style arrangement of food items and customer testimonials. The image treatment includes background removal and a consistent color palette. The typography is simple and legible, integrated seamlessly into the design. The style is platform-native, resembling content that might be found on Instagram Stories, enhancing scannability and stop power in feed. # Hooks Headline: None used # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of time and energy spent on traditional grocery shopping. The quote "Saved me a lot of time and energy this week" signals the frustration of time-consuming grocery trips. # Value propositions - High-quality organic produce delivered conveniently - Time and energy savings by avoiding traditional grocery shopping - Cost savings on groceries # Benefits - Saves time - Saves energy - Saves money # Features - Organic produce - Wide variety of products # Call to action None used. # Social proof - "I'm uber impressed at the quality of the organic produce." - "Saved me a lot of time and energy this week, aaaaand I saved some $$$. Definitely check them out. They have a lot more than just produce." # Point of view - Customer: The testimonials are from the customer's point of view, sharing their positive experiences with the quality of the produce and the time and money saved using the service. - Brand: The visuals of the fresh produce and chocolate bar are from the brand's point of view, showcasing the variety and quality of items available through Uber Eats grocery delivery. # Storyline - The ad opens with close-up shots of fresh produce and a chocolate bar, visually showcasing the variety and quality of items available through Uber Eats grocery delivery. This is intended to grab the viewer's attention and highlight the appeal of the products, from the brand's perspective. - A customer testimonial states, "I'm uber impressed at the quality of the organic produce." This is included to build trust and credibility by showcasing positive feedback from a satisfied customer, from the customer's perspective. - Another customer testimonial mentions, "Saved me a lot of time and energy this week, aaaaand I saved some $$$. Definitely check them out. They have a lot more than just produce." This is included to further emphasize the convenience and cost-saving benefits of the service, as well as the wide variety of products available, from the customer's perspective.

# Ad summary This ad for Misfits Market highlights the amount of food that goes to waste due to cosmetic imperfections or packaging errors. Misfits Market buys this food and passes the savings on to their customers. # Brand positioning Misfits Market is presented as a sustainable and affordable online grocery service that fights food waste. The brand aims to occupy the space of eco-conscious consumerism, aligning with values of sustainability, affordability, and social responsibility. It pushes against the norms of traditional grocery stores that prioritize perfect-looking produce and standardized packaging, instead offering 'misfit' items at a discount. The brand positioning is both functional (providing affordable groceries) and emotional (empowering consumers to reduce waste and support a more sustainable food system). Misfits Market offers a variety of products, including fresh produce, meat, and pantry staples, all of which are sourced from suppliers who have excess inventory or items that don't meet traditional retail standards. # Product Misfits Market is an online grocery service that sells food that would otherwise go to waste due to cosmetic imperfections, excess inventory, or packaging errors. The service is for anyone who wants to save money and reduce food waste. Misfits Market offers a variety of products, including fresh produce, meat, and pantry staples. The USPs are that it is affordable, sustainable, and convenient. The ad shows people receiving Misfits Market boxes at their homes and unpacking them. The ad addresses the purchase barrier of food waste by showing that the food is perfectly good to eat. # Visual style The ad has a polished commercial aesthetic with a hybrid feel, combining professional footage with UGC-style shots. The editing style includes quick cuts and smooth transitions, creating a dynamic and engaging viewing experience. The pacing is consistent throughout the ad, with a moderate BPM that keeps the viewer's attention without feeling rushed. The audio-visual sync is well-executed, with cuts and product actions timed to the music beats and voiceover lines. # Hooks Spoken: 00:00–00:03: Did you know that our food system is basically designed to be wasteful? Text overlay: Reply to freshfruit1's comment / What's the craziest reason something was rejected from the grocery store? (Comment bubble) Visual: 00:00–00:03: A close-up shot shows a machine cutting food. The foreground is a metal blade and pieces of white food. The background is a blurred metal surface. The lighting is bright and even. A comment bubble is visible in the upper left corner of the frame. # Funnel stage Middle of funnel (Consideration) # Pain points The central frustration is the amount of food that goes to waste due to cosmetic imperfections, excess inventory, or packaging errors. "We grow so much food in the U.S. that goes to waste." # Value propositions - Save money by saving food - Reduce food waste by buying perfectly good food # Benefits - Save money - Save food # Features - Sells food that would otherwise go to waste - Offers fresh produce, meat, and pantry staples - Affordable - Sustainable - Convenient # Call to action Go to misfitsmarket.com # Point of view - Brand 60% – The brand's perspective is communicated through the founder's direct address and the presentation of facts and figures about food waste. - Customer 40% – The customer's perspective is communicated through visuals of people receiving and unpacking Misfits Market boxes, conveying their satisfaction and excitement. # Storyline - 00:00–00:03 00:00–00:03: The ad opens with a question about why food is rejected from grocery stores, immediately grabbing the viewer's attention and setting the stage for the problem the brand addresses. The question is presented in a comment bubble, suggesting a social media context and inviting engagement. The tone is inquisitive and slightly provocative, aiming to pique curiosity. - 00:03–00:07 00:03–00:07: The founder of Misfits Market states that the food system is designed to be wasteful, introducing the core issue the brand aims to solve. This statement is delivered in a straightforward, informative tone, establishing the brand's perspective and mission. The message is intended to shock the audience and highlight the need for change. - 00:07–00:12 00:07–00:12: The founder explains that he started Misfits Market because of the amount of food that goes to waste in the US, providing context for the brand's origin and purpose. This is a continuation of the previous point, adding a personal touch and establishing credibility. The tone is earnest and passionate, conveying the founder's commitment to the cause. - 00:12–00:17 00:12–00:17: The founder shares the story of visiting an apple orchard and seeing apples that wouldn't be eaten, illustrating the problem of food waste with a specific example. This is a personal anecdote that makes the issue more relatable and tangible. The tone is reflective and slightly disheartened, highlighting the absurdity of the situation. - 00:17–00:24 00:17–00:24: The ad shows various reasons why fruits and vegetables get tossed, such as funny shapes, being too big or small, or having too many to sell. This visually reinforces the problem of food waste and highlights the arbitrary standards of traditional grocery stores. The tone is matter-of-fact and slightly critical, exposing the flaws in the current system. - 00:24–00:33 00:24–00:33: The founder explains that traditional grocery stores only want the best-looking stuff, and that food waste isn't just limited to fresh produce. This expands on the previous point, broadening the scope of the problem and highlighting the brand's comprehensive approach. The tone is informative and slightly accusatory, challenging the practices of traditional retailers. - 00:33–00:39 00:33–00:39: The ad introduces Misfits Market as a solution, stating that they buy all the perfectly good food that would otherwise go to waste and pass the savings on to their customers. This is a direct response to the problem presented earlier, positioning the brand as a viable alternative. The tone is optimistic and empowering, offering a sense of hope and agency. - 00:39–00:44 00:39–00:44: The ad highlights that Misfits Market has rescued nearly 200 million pounds of high-quality food and is just getting started, showcasing the brand's impact and potential. This is a form of social proof, demonstrating the brand's success and credibility. The tone is proud and ambitious, inspiring confidence and trust. - 00:44–00:49 00:44–00:49: The ad ends with a call to action to visit misfitsmarket.com to start saving money by saving food, directly prompting the viewer to take action. This is a clear and concise instruction, making it easy for the viewer to engage with the brand. The tone is encouraging and persuasive, emphasizing the benefits of joining the Misfits Market community.

# Ad summary This ad showcases Misfits Market and a few of the unique produce items available. # Brand positioning Misfits Market is positioned as a destination for discovering unique and seasonal produce. The brand aligns with values of exploration and trying new things, rather than adhering to traditional grocery shopping norms. The brand is functional, offering access to unique products, while also appealing to the emotional desire for discovery and adventure in food. # Product Misfits Market is an online marketplace that offers a variety of unique and seasonal produce items. The ad showcases several examples, including lychee, described as floral, juicy, and wildly refreshing; kiwi berries, described as mini versions of full-sized kiwis that can be eaten whole, skin and all; Pineberries, described as a naturally crossbred strawberry with a white exterior and a sweet, pineapple-like flavor that are delicate, aromatic, and fun to eat; Sno mandarins, whose natural sugars are concentrated from cool California nights and sunny days, and the kind of sweetness only comes around for a super short window each year; Lion's Mane mushrooms, which have a shaggy look and surprisingly meaty bite, and when seared, are meaty, tender, and known for their lobster-like texture. The ad focuses on the novelty and limited availability of these items, encouraging viewers to explore and try new produce. # Visual style The ad has a UGC feel, with natural lighting and close-up shots of produce. The editing style is quick cuts, keeping a fast pace, around 15-20 cuts per minute. The production quality is somewhere in between UGC and commercial, with some shots being more polished than others. The visuals sync with the voiceover in some instances, as the fruit or mushroom name appears when the voiceover names the product. # Hooks Spoken: Female 1: There's lychee. Text overlay: 00:00–00:01 LYCHEE Visual: 00:00–00:01 A close-up shot of lychee fruit in a white bowl against a blurred background. A hand with light pink nail polish picks up a lychee. The text "LYCHEE" appears as a lower-third overlay. # Funnel stage Top of funnel (Awareness) # Pain points The ad does not explicitly state a pain point. # Value propositions - Unique produce: The ad emphasizes the novelty and unusual nature of the produce offered by Misfits Market. - Seasonal availability: The ad highlights that these finds are only available for a short window, creating a sense of urgency. # Benefits - Discovering cool new produce # Features - Lychee: Floral, juicy, and wildly refreshing - Kiwi berries: Mini versions of full-sized kiwis that can be eaten whole, skin and all - Pineberries: Naturally crossbred strawberry with a white exterior and a sweet, pineapple like flavor, delicate, aromatic, and fun to eat - Sno mandarins: Natural sugars are concentrated from cool California nights and sunny days - Lion's mane mushrooms: Shaggy look and surprisingly meaty bite, meaty, tender, and known for their lobster like texture # Call to action Sign up today at MisfitsMarket.com # Social proof - None used. # Point of view - Brand 100% – The entire ad is presented from the perspective of the brand, showcasing and describing its products in a promotional tone. # Storyline - 00:00–00:08 The ad introduces lychee fruit, highlighting its floral, juicy, and refreshing qualities, and the presenter entices you to find out why people obsess over this fruit. The perspective is from the brand, aiming to pique curiosity about unique produce. - 00:08–00:11 The ad transitions to a variety of other seasonal fruits and vegetables, introducing kiwi berries, pineberries, and sno mandarins and positioning them as seasonal finds at Misfits Market. This continues the brand's voice, showcasing the range of unique produce available. - 00:11–00:19 The ad describes kiwi berries as mini versions of kiwis that can be eaten whole, appealing to convenience and novelty. This is told from the brand's perspective, highlighting product features. - 00:19–00:29 The ad introduces pineberries, describing them as naturally crossbred strawberries with a white exterior and a sweet, pineapple-like flavor, while appealing to curiosity and culinary exploration. The brand is speaking. - 00:29–00:43 The ad introduces Sno mandarins and highlights their concentrated sweetness due to cool California nights and sunny days and this kind of sweetness only comes around for a super short window each year. This continues the brand's voice, emphasizing the limited availability and unique qualities of seasonal produce. - 00:43–00:53 The ad introduces Lion's Mane mushrooms, describing their shaggy look and meaty bite, positioning them as an unusual and potentially appealing food item. The brand presents the mushrooms. - 00:53–01:01 The ad summarizes the seasonal finds and encourages viewers to discover cool new produce from Misfits Market. This ends the narrative with a call to action, encouraging viewers to explore Misfits Market. The brand's voice is clear in its promotion of discovery and seasonal eating.

# Ad summary This ad promotes Misfits Market, highlighting unique and seasonal winter produce available through their subscription service. The ad showcases kiwi berries, pineberries, sno mandarins, lychee, and lion's mane mushrooms, emphasizing their unique flavors and textures. It encourages viewers to sign up and discover these seasonal finds. # Brand positioning Misfits Market is positioned as a provider of unique and seasonal produce that breaks away from the monotony of typical grocery store offerings. The brand promotes a sense of discovery and excitement around food, aligning with a lifestyle that values trying new things and embracing variety. Misfits Market differentiates itself by offering unusual produce items that are only available for a limited time, appealing to consumers who seek out unique culinary experiences and appreciate the value of fresh, seasonal ingredients. The brand's positioning is both functional, providing access to unique produce, and emotional, tapping into the joy of culinary exploration. # Product The ad features a selection of unique winter produce available through Misfits Market. This includes kiwi berries, described as mini versions of full-sized kiwis that can be eaten whole, skin and all. Also featured are pineberries, a naturally cross-bred strawberry with a white exterior and a sweet, pineapple-like flavor, highlighted as delicate, aromatic, and fun to eat. Sno mandarins, are described as having concentrated natural sugars from cool California nights and sunny days, only available for a super short window each year. The product list includes lychee, which is floral, juicy, and wildly refreshing, also lion's mane mushrooms, with a shaggy look and a surprisingly meaty bite that, when seared, becomes meaty, tender, and known for their lobster-like texture. These are offered through Misfits Market's subscription box, and provide unique seasonal produce. All the products are presented as exciting and worth trying due to their unique flavors, textures, and limited availability. # Visual style The ad has a polished, bright aesthetic with a focus on showcasing the unique qualities of the produce. Quick cuts and smooth transitions are used to maintain a lively pace, with close-up shots highlighting textures and details. The production quality is high, blending commercial polish with a UGC feel to engage the audience. The ad maintains a consistent pacing and rhythm, with cuts timed to the voiceover lines. # Hooks Spoken: 00:00–00:02 Winter produce doesn't have to be boring. Text overlay: 00:00–00:02 Winter produce doesn't / 00:01–00:02 have to be boring. Visual: 00:00–00:01 A person's hand reaches into an open cardboard box with "Misfits" visible on the box and several produce items including a yellow-orange citrus fruit with a bumpy exterior, a package of pink strawberries, beets, and more. The camera is close up. The lighting is bright. / 00:01–00:02 A person holds two handfuls of pinkish-red fruit with bumpy exteriors. The camera zooms in on the fruit. # Funnel stage Top of funnel (Awareness) # Pain points The pain point is the perception that winter produce is boring and uninteresting. The ad states, "Winter produce doesn't have to be boring," # Value propositions - Offers unique and seasonal produce that breaks away from the monotony of typical grocery store offerings. - Gives access to concentrated natural sugars from Sno Mandarins, from cool California nights and sunny days. - Provides access to seasonal finds are only here for a short window # Benefits - Unique seasonal finds - Cool new produce # Features - Kiwi berries: mini versions of full-sized kiwis that can be eaten whole, skin and all. - Pineberries: a naturally cross-bred strawberry with a white exterior and a sweet, pineapple-like flavor. - Sno mandarins: natural sugars are concentrated from cool California nights and sunny days. - Lychee: floral, juicy, and wildly refreshing. - Lion's mane mushrooms: shaggy look and a surprisingly meaty bite; meaty, tender, and known for their lobster-like texture when seared. # Call to action Sign up today at Misfitsmarket.com # Social proof - "One bite and you'll get why people obsess over this fruit." # Point of view - Brand 100% – The entire ad is conveyed from the official voice of the brand. # Storyline - 00:00–00:02 00:00–00:02 The ad opens with a voiceover stating, "Winter produce doesn't have to be boring." A hand is shown holding an orange. The message is intended to challenge the perception that winter produce is limited or uninteresting, immediately suggesting that the ad will present exciting alternatives. This is the brand voice establishing a problem and intention. - 00:02–00:07 00:02–00:07 The voiceover continues, "These are some of the coolest fruits and veggies in season right now." The visuals transition to show various types of produce. This sets the stage for the brand to introduce a variety of unique fruits and vegetables that challenge the idea of uninteresting winter produce. - 00:07–00:14 00:07–00:14 The ad focuses on kiwi berries. The voiceover explains they are back in season and are like mini versions of full-sized kiwis. It is highlighted that you can eat them whole, skin and all. The ad shows how a kiwi berry is cut in half, and then a person is shown eating it. This shows a specific product, its features, and how to consume it. - 00:15–00:25 00:15–00:25 The ad transitions to pineberries, described as a naturally cross-bred strawberry with a white exterior and a sweet, pineapple-like flavor, showcasing them as delicate, aromatic, and fun to eat. The ad visually shows a person cutting and holding the fruit. The brand voice emphasizes the unique flavor and sensory experience of the fruit. - 00:25–00:38 00:25–00:38 Next, the ad shows sno mandarins and states they are not your average mandarins, their natural sugars are concentrated from cool California nights and sunny days. It states that this kind of sweetness only comes around for a super short window each year. The brand voice shows how the natural sugars are more concentrated and the seasonality aspect. - 00:39–00:47 00:39–00:47 The ad features lychee, noting that it is floral, juicy, and wildly refreshing, stating that one bite will show why people obsess over this fruit. The visual shows a lychee being peeled and its texture. The intent is to highlight the unique taste and sensory experience of lychee to create consumer desire for the product. - 00:48–00:57 00:48–00:57 The ad switches to lion's mane mushrooms, which have a shaggy look and a surprisingly meaty bite. It is also noted that they are meaty, tender, and known for their lobster-like texture when seared. The visual shows the texture. The brand voice notes the look and flavor/texture components. - 00:57–01:05 00:57–01:05 The voiceover concludes, stating, "These seasonal finds are only here for a short window, so if you love discovering cool new produce, now's your moment." The message highlights the limited availability of the products and encourages viewers to take immediate action. It then shows Misfits Market branding with, "Sign up today at Misfitsmarket.com".

# Ad summary A woman creates an ad promoting Frieda's lychee and Misfits Market. She talks about the history of lychee in China, its smell, and its taste, and she encourages viewers to buy some from Misfits Market. # Brand positioning Misfits Market is presented as a modern grocery service that specializes in delivering unique and high-quality produce directly to your door. The ad positions Misfits Market as a convenient alternative to traditional grocery stores, offering a curated selection of interesting fruits and vegetables. The brand seems to appeal to consumers seeking unusual ingredients, such as lychee, that you "won't see at your normal grocery store." The brand aligns with a lifestyle that values trying new foods and having a more diverse and interesting diet. # Product The featured product is Frieda's lychee, a small, round fruit native to China, also referred to as the "fruit of romance." The ad details its physical characteristics: a bumpy exterior, a fragrant aroma resembling roses, and a sweet, juicy interior with a flavor described as a cross between peach and strawberry. The white, succulent pulp is said to taste like a peeled grape. The ad also addresses how to purchase the product and says that viewers can get lychee delivered to their door through Misfits Market. # Visual style The ad has a UGC feel, with natural lighting and simple transitions between shots. The editing is quick, with many cuts timed to the beat of the music. The aesthetic suggests a friendly, approachable tone aimed at an audience interested in trying new foods. # Hooks Spoken: Female 1: I love it when they're stuck together because they actually kind of look like a heart. Visual: 00:00–00:03: A woman with curly brown hair and wearing a burgundy top is centered in the frame. She holds a bunch of lychee in front of her face and smiles. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of limited access to unique or exotic produce, framing traditional grocery stores as lacking the variety and interest that Misfits Market provides. The ad says: "Finding unique produce you won't see at your normal grocery store." # Value propositions - Lychee's sweet, juicy, and unique flavor offers a delightful sensory experience. - Misfits Market delivers unusual produce directly to your door, offering a convenient way to try new and interesting ingredients. # Benefits - Unique produce you won't see at your normal grocery store. - Get your groceries delivered. # Features - Native to China - Sweet and juicy - Smell like a fresh rose - Super juicy - Peach crossed with a strawberry # Call to action Join Misfits Market and get your groceries delivered. # Point of view - Customer 100% – The entire ad is presented from the perspective of a customer reviewing the product and sharing her experience. # Storyline - 00:00–00:03 The woman holds lychee up to the camera and states she thinks they look like a heart when stuck together. She describes lychee as “the fruit of romance.” This statement is intended to engage the audience by introducing the fruit in an interesting and inviting way. She speaks directly to the camera and uses a friendly, conversational tone. - 00:03–00:16 The woman states that lychee is native to China and has been grown for over 2,000 years. She shares a story about an emperor in the Tang Dynasty who had horse-back riders travel day and night to deliver lychee to his concubine. The intention is to add depth and allure to the fruit. The viewer experiences the story through the woman's description. - 00:16–00:25 The woman describes the smell and flavor of lychee and shows what the fruit looks like inside. This is meant to inform the audience about the sensory experience of eating lychee. The viewer sees the fruit through the woman's eyes as she speaks. - 00:25–00:32 The woman states that if you already love lychee or want to try them for the first time, you can get them delivered to your door with Misfits Market. The intention is to provide a solution and an easy way for the audience to purchase lychee. The viewer experiences the ad through the woman's point of view as she speaks directly to the camera. - 00:32–00:42 Responding to the previous statement, the woman says that getting lychee delivered to your door via Misfits Market is done “not by horseback, but still with all the TLC of an emperor trying to satisfy his beloved." The woman displays the Misfits Market produce selection on her phone and encourages viewers to “join Misfits Market.” These statements are meant to draw parallels to the prior historical anecdote and entice viewers to join the service. The viewer experiences the ad through the woman's point of view as she speaks directly to the camera.

# Ad summary This Misfits Market image ad emphasizes the quality and enjoyment of their produce with a focus on the color and crunch of a red cabbage. It is using a direct response with the 'Shop Now' CTA. # Brand positioning Misfits Market is positioned as a purveyor of high-quality produce, emphasizing the sensory experience of eating their fruits and vegetables. The brand's focus on 'loud color' and 'louder crunch' suggests a commitment to providing fresh, flavorful, and visually appealing produce that stands out from standard supermarket offerings. This positions the brand as one that values both taste and aesthetic appeal, targeting customers who appreciate the vibrancy and quality of their food. # Product The product featured is a red cabbage, showcased through a close-up image that highlights its vibrant purple color and layered structure. The ad emphasizes the 'louder crunch,' suggesting freshness and crisp texture, key selling points for produce. This appeals to consumers looking for high-quality, flavorful vegetables. By focusing on the sensory experience of color and crunch, the ad positions the cabbage as a standout ingredient that enhances meals, encouraging consumers to purchase it from Misfits Market. # Visual style The ad uses a clean and straightforward visual style, focusing on the natural vibrancy and texture of the red cabbage. The production quality appears to be highly polished, with professional photography and clear typography. The composition is simple, using a solid background to make the product stand out. The use of a close-up shot and vibrant colors enhances the sensory appeal, while the clear and direct messaging ensures high scannability in a fast-paced feed. # Hooks Headline: Loud color. Louder crunch. # Funnel stage Bottom of funnel (Conversion) # Pain points The ad addresses the pain point of consumers seeking fresh, high-quality produce that stands out in terms of flavor and visual appeal. It implies a frustration with standard supermarket offerings that may lack vibrancy and crispness, signaled through the focus on 'loud color' and 'louder crunch.' # Value propositions - The 'Loud color' and 'Louder crunch' highlight the sensory experience and freshness of the produce, enhancing meals. # Benefits - Visually appealing produce - Fresh and crisp texture # Features - Loud color - Louder crunch # Call to action SHOP NOW # Social proof - None used. # Point of view - Brand: Appears throughout the ad to highlight the product's qualities and encourage purchase. # Storyline - The ad opens by highlighting the brand, Misfits Market, establishing the source and credibility of the product being advertised. This sets the stage for brand recognition from the brand's POV. - The next message emphasizes the vibrant quality of the product, claiming 'Loud color. Louder crunch.' reinforcing the sensory appeal and freshness of the produce from the brand's POV. - The narrative concludes with a clear call to action 'Shop Now,' prompting the viewer to make an immediate purchase. This encourages direct engagement and conversion from the brand's POV.