How Open Farm Advertises on Meta

# Ad summary The ad presents a man in a car talking about cats being able to discern whether their owners are dating a good match for them. He states cats are very selective and that the person must pass the cat's test before the owner will get serious with them. He poses the question of what the viewer does when meeting the cat; Does the viewer allow the cat to sniff them, chase them around cluelessly, or do they calmly offer the cat some space. # Brand positioning The brand, Open Farm, is presented as a high-quality cat food option. It's implicitly positioned in the higher end of the cat food market as it appeals to owners who are particular about what their cats eat. The ad language states owners are careful about "what goes in the bowl", and are using real, responsibly sourced, and questionable-free ingredients. The ad appeals to people who view their cats as family members and want to provide them with the best possible nutrition. # Product The product is Open Farm cat food. The ad mentions that the food is for cat owners who care what goes into their cat's bowls. The product has real ingredients, is responsibly sourced, and has no questionable ingredients. The ad highlights the quality and care that goes into making the food, implying that it is a premium choice for discerning cat owners. # Visual style The video has a casual, UGC feel. It is shot in a selfie-style with the man speaking directly to the camera. The lighting appears natural, as if shot in daylight. There are no noticeable special effects or transitions. The pacing is natural, dictated by the man's speech. # Hooks Spoken: 00:00–00:02 Your cat will know when you're with the right person, by the way. Text overlay: 00:00–01:25 Your cat will know when you're with the right person btw Visual: 00:00–00:02 The man’s face is visible while he’s recording a selfie-style video from within the driver seat of a car. The interior of the car is visible and modern, with black leather seats and a sunroof. He is wearing a light gray sweatshirt. Text at the top reads "Your cat will know when you're with the right person btw". The man appears to be Caucasian, with dark hair and a beard. He is casually smiling and speaking directly to the camera. # Funnel stage Consideration # Pain points The pain point is the concern some cat owners have about the quality and sourcing of ingredients in commercial cat food. # Value propositions - Caring what goes in the bowl - Feeding Open Farm # Benefits - Quality ingredients - Knowing your cat is getting good, healthy food # Features - Real ingredients - Responsibly sourced - Nothing questionable # Call to action None used. # Point of view - Customer 100% – The entire ad is told from the perspective of a hypothetical user giving advice. # Storyline - 00:00–00:02 00:00–00:02 The man states, "Your cat will know when you're with the right person, by the way." The intention of this statement is to hook the viewer with an intriguing and somewhat humorous opening that connects with pet owners, especially cat lovers. It sets the stage for the rest of the video by establishing the idea that cats have good judgment when it comes to their owner's relationships. The story is told from the man's perspective, who is sharing his opinions on dating and cats. The tone is casual and conversational. - 00:03–00:07 00:03–00:07 He continues, "Yeah, you might be unsure, your friends might be unsure. Your cat, never confused." This builds on the initial hook by emphasizing the cat's supposed clarity and wisdom in judging people. It subtly positions cats as superior judges of character compared to people, adding a humorous element. The story is still told from the man's perspective, with a tone that is slightly tongue-in-cheek. This is a continuation of the previous point. - 00:08–00:11 00:08–00:11 He continues, "Cat moms are selective because they trust their cat's judgment first." This statement reinforces the idea that cat owners value their pets' opinions, especially in relationships. The tone is still casual and conversational, as he validates the behavior of a specific cat owner. This is a continuation of the previous point. - 00:12–00:17 00:12–00:17 He continues, "They've built peaceful little lives they actually enjoy, so anyone new has to fit into that." Here, the speaker emphasizes the importance of maintaining the cat's comfortable lifestyle when introducing someone new. It appeals to the viewer's sense of responsibility towards their pets, implying that a good partner must respect the cat's routine. This continues the speaker's point of view with a conversational tone. - 00:18–00:22 00:18–00:22 He adds, "The first approval doesn't come from her, it comes from the cat." He continues to emphasize the importance of the cat’s opinion above everyone else's including the cat owner's. He is building on the cat's wisdom. The tone is matter of fact. - 00:23–00:28 00:23–00:28 He poses, "She might casually ask, 'So, dog person or cat person?' Sounds like small talk, it's actually a critical moment, okay?" He establishes the question of cat or dog person and shows it's underlying meaning by setting up that it’s something more. - 00:30–00:44 00:30–00:44 He then poses a series of questions, "When you walk in, do you let the cat sniff you? Or are you chasing it around cluelessly like it's a golden retriever? Do you sit down calmly and silently offer respectful die space just in case the cat wants to loaf?" Here, the speaker provides examples of the different ways someone could engage with the cat. - 00:45–00:58 00:45–00:58 He explains the gravity behind each engagement type: "Because if that cat sits on your lap in the first hour, she's telling everyone. If the cat stays in the room but watches you from across the couch like a tiny security guard, your file is under review, okay? If the cat disappears under the bed, it's not looking great for you." The story is told from the man's perspective, with a playful tone that implies the cat is constantly judging potential partners. This is a continuation of the previous point. - 01:00–01:13 01:00–01:13 He then transitions to talking about cat owners, "The kind of woman who pays attention to all that is usually particular about everything else: routine, details, quality, like actually caring what goes in the bowl." Here he makes a transition about the cat owner in general. - 01:11–01:17 01:11–01:17 He then segues into promoting Open Farm: "...and feeding something like Open Farm. Real ingredients, responsibly sourced, nothing questionable." Here he promotes the product Open Farm to the cat owners that he defined earlier. - 01:18–01:25 01:18–01:25 He concludes, "Call them cat ladies, cat moms, whatever. I call them independent with standards. She and the cat expect nothing less." The man finishes the video by showing respect for the group of people that he targeted. He is being supportive of the consumer.

# Ad summary This ad uses a comedic skit with a dog to promote Open Farm dog food. It utilizes humor and relatability, to reach an audience that enjoys spoiling their pets with high-quality dog food. # Brand positioning Open Farm is presented as a premium, health-conscious brand of dog food. The ad features the tagline "Humanely Raised & Sustainably Sourced" and highlights the use of "100% Traceable Ingredients", "Raised Without Antibiotics", and "No Artificial Flavors or Preservatives" positioning the brand as a provider of high-quality, ethically produced pet food. By implying the dog wants a "Diet Dr. Kelp", the brand is humorously compared to a fine dining establishment implying that their food can be of the same caliber. # Product The ad promotes Open Farm dog food, showcasing both dry kibble and wet food options. The featured kibble is the "Pasture-Raised Lamb & Ancient Grains Recipe", noted for being "Humanely Raised & Sustainably Sourced" with "100% Traceable Ingredients". The wet food options include a Surf & Turf Recipe and a Rustic Red Beef Muttin' Stew. The ad does not explicitly state functional differences between the recipes but highlights the brand's overall commitment to high-quality, ethically sourced ingredients. The ad appeals to pet owners who want to provide a premium and palatable diet for their dogs. # Visual style The ad has a UGC feel, with casual, handheld camera work and natural lighting, giving it an authentic and relatable feel. The editing is simple with standard cuts. The pacing is moderate, syncing visual transitions to the audio's comedic timing. # Hooks Spoken: Dog: Where's my drink? Text overlay: POV: I forgot to put wet food on top of my dogs kibble Visual: 00:00–00:02: A hand pours dry dog food from a metal measuring cup into a silver dog bowl. In the background, a large brown bag of Open Farm Pasture-Raised Lamb & Ancient Grains Recipe dog food sits on a wooden shelf. The background is made of wood panels. / 00:02–00:04: The camera looks at the bowl of kibble from a low angle. A large white dog with a black nose looks into the bowl. Straw bedding can be seen in the background. # Funnel stage Top of funnel (Awareness) # Pain points Pet owners may struggle to find dog food that is both palatable to their pets and aligned with their values regarding ethical sourcing and quality ingredients, creating frustration and guilt. # Value propositions - Provides premium food for your dog. # Benefits - High-quality ingredients - Ethically produced pet food - Palatable diet for dogs # Features - Humanely Raised & Sustainably Sourced - 100% Traceable Ingredients - Raised Without Antibiotics - No Artificial Flavors or Preservatives - Pasture-Raised Lamb & Ancient Grains Recipe - Surf & Turf Recipe - Rustic Red Beef Muttin' Stew # Call to action None used. # Social proof - None used. # Point of view - Customer 50% – A woman is making the food in the ad. - Brand 50% – The brand is speaking for a pet to make a comedic point. # Storyline - 00:00–00:02 The ad opens with a first-person POV showing a hand pouring dry kibble into a dog bowl, followed by the sound of food being poured into a metal bowl. This sets the stage for a relatable scenario of preparing a dog's meal. - 00:03–00:03 The camera shifts to a shot of a white dog looking at the bowl. The dog then asks, "Where's my drink?" This establishes a humorous and unexpected twist by giving the dog human-like dialogue. - 00:04–00:05 A woman looks at the camera and asks "What drink?", setting up the next part of the joke. - 00:06–00:11 The dog exclaims, "My drink! My Diet Dr. Kelp! Don't tell me you forgot my drink!", furthering the humor. - 00:11–00:13 The woman responds, "But you didn't order any", continuing the exchange and highlighting the dog's unusual 'order'. - 00:13–00:17 The dog, now seemingly annoyed, asks, "How am I supposed to eat this pizza without my drink?", again emphasizing his need for a drink with his meal. - 00:17–00:19 The ad concludes with a shot of the woman now topping the dry food with wet food, implying that she is making up for forgetting the 'drink.'

# Ad summary This ad is for Open Farm cat food. It shows a reminder notification prompting users to upgrade their cat's food. The ad promotes traceability, premium whole proteins, and a product that is loved by picky cats. # Brand positioning Open Farm positions itself as a provider of premium pet food made with traceable ingredients and ethically sourced animal proteins. They offer high-quality nutrition without compromising on animal welfare or environmental sustainability. This brand appeals to pet owners who prioritize the health and well-being of their pets and want to ensure they are feeding them responsibly sourced food. # Product The Open Farm Rawmix cat food is a blend of freeze-dried raw meat, nutrient-rich bone broth, and certified organic fruits and vegetables. It comes in bags of various sizes. Its key selling points are that it provides premium whole proteins and traceable ingredients, catering to picky cats while ensuring they receive high-quality nutrition. # Visual style The ad utilizes a notification-style pop-up to grab attention. The background cat photo adds warmth and personality, while the product shots provide clear information. The layout is clean and efficient, ensuring the key messages are easily scannable. # Hooks Headline: Last chance to upgrade your cat's food. # Funnel stage Middle of funnel (Consideration) # Pain points The ad highlights the challenge pet owners face when their cats are picky eaters, yet still need high-quality nutrition. This is evident from the label: "Loved by picky cats." # Value propositions - 25% Off + Free Shipping # Benefits - Food loved by picky cats # Features - Traceable ingredients - Premium whole proteins # Call to action None used. # Social proof - Loved by picky cats # Point of view - Brand: The brand is communicating all aspects of the image. # Storyline - The ad opens by mimicking a smartphone reminder notification to upgrade the viewer's cat food. This is designed to grab attention using a familiar user interface and create a sense of urgency. - It then presents an offer of 25% off plus free shipping, intending to incentivize the viewer to act immediately and purchase the product. The offer aims to remove cost barriers and make the product more appealing. - The ad highlights the benefits of the product, stating that it contains traceable ingredients, premium whole proteins, and is loved by picky cats. The intention is to reassure viewers about the quality and palatability of the cat food.

# Ad summary A dog owner shares her experiences with Open Farm dog food. She highlights how she had to bribe her picky dog to eat and how Open Farm has changed that, with the dog now enjoying her meals without added incentives. # Brand positioning Open Farm is presented as a provider of high-quality, ethically sourced dog food. The brand aims to occupy the space of a premium, health-conscious option, emphasizing real meat, humane raising practices, and sustainable sourcing. It aligns with a lifestyle of responsible pet ownership, prioritizing the dog's health and well-being. Open Farm differentiates itself from conventional dog food brands by pushing against the use of fillers, antibiotics, and low-quality ingredients, focusing instead on functional and emotional benefits by ensuring pets enjoy their meals and receive optimal nutrition through sustainable and ethical practices. # Product Open Farm dog food is advertised as a premium option made with high-quality, ethically sourced ingredients, focusing on real meat content, humane raising practices, and sustainability. The ad highlights the grain-free beef recipe, emphasizing that it contains more real meat than other brands and that it is humanely raised without antibiotics or fillers. The brand offers the product in a Wild Caught Salmon and Ancient Grains recipe and in a Grain-Free Beef recipe to provide alternative options for pets with different protein preferences or dietary needs. The ad addresses the pain point of picky eaters and promotes the kibble's superior taste and nutritional value. The auto-ship option allows for hassle-free delivery and a 5% discount. # Visual style The ad has a UGC feel with simple editing. The production quality is casual, with natural lighting and a home setting. The pacing is moderate, with cuts timed to the narrator's speech. # Hooks Spoken: 00:00–00:02 The bribe cycle I finally broke after two years. Text overlay: 00:00–00:02 The bribe cycle I finally broke Visual: 00:00–00:01 A brindle dog stands next to a bowl of dry kibble on a hardwood floor in a home setting. There is a table and chairs in the background and sunlight is shining through a window. / 00:01–00:02 Close-up of a person's hands adding cubes of yellow cheese to a bowl of dry kibble. The bowl is on a patterned surface, with toys and other objects blurred in the background. # Funnel stage Consideration # Pain points The pain point is having a dog that is picky with food, requiring the owner to add extra ingredients or even hand-feed the dog to ensure they eat. # Value propositions - Open Farm's high-quality ingredients and nutrient density address concerns about nutritional value and taste. - Auto Ship enables owners to save 5% and ensure that their dog food is always available. # Benefits - Dog chose her food over table scraps - Dog runs to her bowl - Better meat tastes better - Save 5% every time # Features - More real meat - Humanely raised - No antibiotics - No fillers - Wild Caught Salmon - High protein - Nutrient dense - Auto ship - Grain free beef # Call to action try Open Farm # Social proof - The first time my dog, Daisy, chose her food over waiting for table scraps, I was shocked – Woman 1 (Customer) # Point of view - Customer 100% – The entire ad is told from the point of view of a pet owner, who is also a customer of the brand, using a casual tone and personal anecdotes to convey their experience with the product. # Storyline - 00:00–00:02 The ad begins with the narrator highlighting the 'bribe cycle' she broke after two years with her dog. - 00:02–00:10 The narrator describes how she had to add cheese, warm up chicken, hand-feed, and felt guilty when her dog skipped meals. - 00:10–00:12 The narrator states that she stopped negotiating with her dog, a 25-pound dog, who had her completely trained. - 00:12–00:15 The narrator asks 'What changed?' and then introduces Open Farm dog food. - 00:15–00:21 The narrator shares that her dog, Daisy, chose her food over waiting for table scraps, and the narrator admits she was shocked. - 00:21–00:24 The narrator states that Open Farm kibble is packed with more real meat than anything she has tried. - 00:24–00:25 The narrator shares she feeds her dog the Grass-Fed Beef recipe. - 00:25–00:28 The narrator notes that the beef is humanely raised, contains no antibiotics, and no fillers. - 00:29–00:31 The narrator notes that Open Farm also offers a Wild Caught Salmon recipe. - 00:31–00:34 The narrator highlights that Open Farm is high in protein and nutrient-dense, and that the quality of the ingredients can be seen. - 00:35–00:37 The narrator states that the better meat just tastes better, so that's why she eats it. - 00:37–00:42 The narrator shares that her dog runs to her bowl before she can even finish scooping, and that she has gotten her power back. - 00:42–00:47 The narrator describes setting up Auto Ship and saving 5% on her order. - 00:47–00:52 The narrator states, 'If your dog has you trained too, try Open Farm'.

# Ad summary This image ad for Open Farm cat food uses a close-up of a cat to draw attention to the product. The ad highlights features like transparent sourcing and premium whole proteins, and it offers 25% off plus free shipping. # Brand positioning Open Farm is presented as a premium pet food brand that emphasizes high-quality ingredients and ethical sourcing. The brand positions itself as a provider of "better cat food," implying that conventional cat food options are inferior. By highlighting "transparent sourcing," Open Farm suggests a commitment to openness and accountability, appealing to pet owners who are concerned about the origins and quality of their pet's food. The brand aims to occupy a space in the consumer's mind as a trustworthy and health-conscious choice for their pets, contrasting with brands that may prioritize cost over quality or transparency. # Product The ad features Open Farm RAWMIX cat food, available in bags of different sizes. The product is designed to provide cats with a diet rich in "premium whole proteins" and sourced with "transparent sourcing." The ad aims to address the purchase barrier of picky eaters by highlighting that it is "loved by picky cats." The featured RAWMIX offers complete and balanced nutrition with wild-caught ocean whitefish as the first ingredient. The packaging features a farm scene and the brand's logo, reinforcing the brand's commitment to quality and sourcing. # Visual style The ad has a clean and inviting visual style, using a combination of natural imagery and clear text overlays. The close-up of the cat creates a personal connection, while the product placement and callouts provide information about the food's benefits. The use of white blocks and speech bubbles gives the ad a modern, digital feel, reminiscent of platform-native graphics. The background is blurred to put the focus on the cat and the product. # Hooks Headline: REMINDER Last chance to switch to better cat food. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of cat owners who are looking for better cat food options, especially if they have picky eaters. It communicates that some cats may not like the taste of other cat foods: "Loved by picky cats" # Value propositions - 25% Off + Free Shipping # Benefits - Better cat food - Loved by picky cats # Features - Transparent sourcing - Premium whole proteins # Call to action None used. # Social proof - Loved by picky cats # Point of view - Brand: The top section with the reminder and the discount is the brand explaining the promotion. - Brand: The speech bubbles pointing to the cat food bags as well as the actual cat food packaging are the brand pointing out the features and benefits of Open Farm cat food. - Customer: The text that says, "Loved by picky cats" presents the perspective of cat owners whose cats enjoy the product. # Storyline - The brand grabs the audience's attention by presenting a reminder that now is the last chance to switch to better cat food. This messaging is intended to create a sense of urgency and encourage viewers to consider Open Farm as an alternative to their current cat food. - The brand offers an incentive of 25% off plus free shipping. This is meant to make the offer more appealing. - The brand highlights transparent sourcing, premium whole proteins, and the claim that the product is loved by picky cats. The message is intended to instill confidence in the product's quality and appeal to hesitant buyers.

# Ad summary This ad is for Open Farm’s Wild-Caught Salmon Recipe cat food. It is narrated by a male veterinarian in a medical coat in front of a light gray wall. He talks about the high quality and the ingredients of the food. He shows a bag of the product, which is red and white with a photo of a cat. Throughout the video, there is a white cat who eats the food. # Brand positioning The Open Farm brand aims to occupy the consumer's mind as a provider of ethically and sustainably sourced pet food with high-quality ingredients. The values aligned with the brand include transparency, sustainability, and the well-being of pets. The brand pushes against category norms that include fillers, artificial flavors, and animal byproducts. The brand positioning is both functional, focusing on the high-quality ingredients and nutritional benefits, and emotional, as it assures pet owners that they are providing the best for their cats. The brand strives to be the go-to choice for pet owners who seek premium, trustworthy ingredients. # Product Open Farm Wild-Caught Salmon Recipe cat food is a grain-free cat food that is made with 100% ethically and sustainably sourced proteins. It features traceable ingredients, ensuring consumers know exactly what they are feeding their cats. A key ingredient, wild-caught salmon, is loaded with naturally occurring omega-3 fatty acids and DHA, which are beneficial for the cat’s skin and coat. The recipe is made without poultry, potato, corn, wheat, soy, artificial flavors or preservatives, animal by-products, rendered poultry, or meat meals, highlighting its commitment to natural, high-quality nutrition. The ad showcases that Open Farm offers a complete, balanced meal solution that can also be mixed with toppers for extra excitement at mealtime. The ad also addresses the purchase barrier of uncertainty by offering a 30-day satisfaction guarantee for even the pickiest eaters. # Visual style The ad has a polished yet casual aesthetic. It combines direct address from an expert (the vet) with simple visuals of the product and a happy cat, creating a trustworthy and approachable feel. The editing style is relatively static, relying on simple cuts between shots of the vet speaking, the product packaging, and the cat interacting with the food. The production quality suggests a UGC hybrid, with a professional-looking presenter in a simple setting. The pacing is moderate, with consistent cuts that match the rhythm of the voiceover, enhancing clarity. # Hooks Spoken: 00:00–00:04 As a vet, I believe every cat deserves a food that tastes and smells like the real thing, Text overlay: 00:00–00:01 As a vet, / 00:01–00:04 I believe every cat deserves a food that tastes and / 00:03–00:04 smells like the real thing, Visual: 00:00–00:04 A medium shot shows a fair-skinned man, likely in his 40s, with short brown hair, wearing a blue medical scrub top with a white undershirt, standing in front of a light gray wall. The camera is stationary and selfie-style. He is gesturing with his hands as he speaks, smiling slightly, and looking directly at the camera. There is a small microphone clipped to his scrub top. # Funnel stage Consideration # Pain points Cat owners may be unsure about the ingredients and quality of their cat's food. # Value propositions - Ethically and sustainably sourced proteins means quality ingredients you can trust. - Traceable ingredients means you know exactly what you're feeding your cat. - Wild caught salmon, naturally occurring omega 3 fatty acids and DHA, and made without any artificial ingredients means a healthier cat. # Benefits - Great for your cat's skin and coat - More nutritious food # Features - Grain Free - 100% ethically and sustainably sourced proteins - Traceable ingredients - Wild caught salmon - Omega 3 fatty acids and DHA - Made without poultry or potato - Made without corn, wheat, or soy - Made without artificial flavors or preservatives - Made without animal by-products - Made without rendered poultry or meat meals # Call to action None used. # Social proof - "As a vet, I believe every cat deserves a food that tastes and smells like the real thing" – Male 1 (Veterinarian) - "I'm a big fan of this wild caught salmon recipe from Open Farm" – Male 1 (Veterinarian) # Point of view - Expert 100% – The entire video is delivered by a veterinarian, lending authority and credibility to the product endorsement. # Storyline - 00:00–00:04 00:00–00:04 The vet introduces himself and states that he believes every cat deserves a food that tastes and smells like the real thing. He is conveying that cats should have enjoyable food while showcasing his veterinary authority. - 00:04–00:06 00:04–00:06 The vet holds up a bag of Open Farm Grain Free Wild-Caught Salmon Recipe cat food. This introduces the product visually while reinforcing the taste and smell benefits from the previous beat. - 00:06–00:11 00:06–00:11 The vet says he's a big fan of the wild-caught salmon recipe from Open Farm. He is going to tell us why and then he holds out cat food for a white cat to eat. He is telling the audience he has a reason to support the brand and is hinting he will now be elaborating on what makes it a good choice. - 00:11–00:17 00:11–00:17 The vet says when he says that Open Farm takes the quality of their ingredients seriously, he means they take it to a whole other level. This sets up a deeper dive into the food's sourcing and ingredient standards. - 00:17–00:24 00:17–00:24 The vet shows the ingredient information on the bag as he says that the cat food has 100% ethically and sustainably sourced proteins and each ingredient is traceable. A cat eats from a bowl. The cat’s consumption and pleasure visually reinforces the messaging. - 00:24–00:33 00:24–00:33 The vet says that the recipe has wild-caught salmon, which is loaded with naturally occurring omega 3 fatty acids and DHA that's great for your cat's skin and coat. The focus shifts to the nutritional benefits of the cat food. - 00:33–00:47 00:33–00:47 The vet focuses on what he loves to see as a vet, which is high end protein coming from wild caught salmon and what is not in the cat food like artificial flavors, artificial preservatives, fillers, and animal byproducts. This emphasizes product transparency. - 00:47–00:53 00:47–00:53 The vet says you can serve the food as a complete balanced meal, or you can mix things up with toppers. He is holding a white cat in his arms. This showcases the versatility of the food and offers solutions for picky eaters. - 00:53–00:57 00:53–00:57 The vet says if you've been thinking about feeding your cat a more nutritious food, now is the time. This reinforces the health benefits and positions the food as a timely upgrade. - 00:57–01:02 00:57–01:02 The vet says Open Farm offers a 30 day satisfaction guarantee for even the pickiest of eaters. This addresses any remaining hesitation by offering a risk-free trial period.

# Ad summary An ad for Open Farm dog food featuring a woman who shares that her dog is a picky eater. She shows all the things she used to do to entice her dog to eat her food, but now that she uses Open Farm food her dog eats it immediately. She highlights the ingredients of Open Farm and how to set up autoship. # Brand positioning Open Farm dog food positions itself as a premium, ethically sourced pet food brand. It differentiates itself by focusing on high-quality ingredients such as grass-fed beef and wild-caught salmon, and emphasizing the absence of fillers, antibiotics, and inhumane practices. Open Farm seeks to appeal to pet owners who prioritize the health, well-being, and ethical treatment of animals, offering a functional and emotional value through its nutritious and sustainably sourced food options. # Product Open Farm dog food is presented as a high-quality pet food with a focus on real meat content, specifically grass-fed beef and wild-caught salmon options. It emphasizes humane and sustainable sourcing, with no antibiotics or fillers. The brand highlights its high protein and nutrient density. The kibble format is designed for easy feeding. The ad suggests that Open Farm is the solution for picky eaters, highlighting that dogs will choose it over table scraps. An autoship option is available, offering convenience and a 5% discount. The ad tells the viewer that this product is worth trying because it solves the problem of picky eating by being more delicious and higher quality. # Visual style The ad has a UGC aesthetic with a casual and personal feel. The editing style includes quick cuts to maintain engagement. The production quality is a hybrid of UGC and polished commercial, with natural lighting and authentic settings. Pacing is moderate and consistent. # Hooks Spoken: Female 1: I quit doing all of this for my picky eater and she actually eats now. Text overlay: I quit doing all of this for my / picky eater and / she actually eats now Visual: 00:00–00:02 A medium shot of a woman sitting at a wood table with her hand to her head. She has long brown hair, fair skin, and is wearing a gray sweater. She is looking at her phone, which is in front of her. In the background is a tan wall with a framed painting. # Funnel stage Consideration # Pain points The pain point is the struggle of having a picky eater dog, which leads to needing to add extras to food, feeling guilty when they don’t eat, and essentially being trained by their dog. # Value propositions - High-quality dog food that dogs prefer. - Grass-fed beef and wild-caught salmon options for varied tastes. - No antibiotics or fillers for a healthier diet. - Auto ship so that you never run out of food. # Benefits - My dog actually eats now - Better meat just tastes better - Ethically sourced - Humanely raised - No antibiotics - No fillers - See the quality - I got my power back # Features - Grass-fed beef - Wild caught salmon - Ancient grains - High protein - Nutrient dense - Auto ship - 5% off with auto ship # Call to action try Open Farm # Social proof - The first time my dog, Daisy, chose her food over waiting for table scraps, I was shocked." – Female 1 (Customer) # Point of view - Customer 90% – The majority of the ad is told from the perspective of a pet owner sharing her experience with Open Farm dog food. - Brand 10% – The brand voice is used to highlight features and benefits of Open Farm dog food, and to encourage auto-ship. # Storyline - 00:00–00:02 00:00–00:02 A woman sits at a table looking stressed while looking at her phone and shares that she quit doing all the things she used to do for her picky eater, and now her dog actually eats. This aims to resonate with pet owners who struggle with picky eating habits in their pets and are looking for a solution. It is told from the perspective of a dog owner. - 00:02–00:13 00:02–00:13 The woman shares different methods she has tried to encourage her dog to eat, including adding cheese to her food, warming up chicken to mix in, hand-feeding, and feeling guilty when she skipped meals. This shows how much she has to do to get her dog to eat, and signals how exhausting it can be to have a picky eater. It's from her point of view, and it reinforces that she is an empathetic caregiver. - 00:13–00:15 00:13–00:15 The woman asks what changed and reveals Open Farm dog food. This creates anticipation and introduces the solution to the problem of the picky eater. It is from her perspective. - 00:15–00:21 00:15–00:21 The woman shares that this is the first time her dog Daisy chose her food over table scraps, and she was shocked. This uses social proof to show that dogs prefer Open Farm food. This is from the customer's perspective, which builds trust. - 00:22–00:37 00:22–00:37 The woman talks about the ingredients of Open Farm food, highlighting that it is packed with more real meat than anything she has tried, and that better meat just tastes better. This conveys that the product is different and higher quality. It is from the brand perspective. - 00:38–00:43 00:38–00:43 The woman states that is why her dog eats Open Farm, and that she runs to her bowl before she even finishes scooping the food. She proclaims that she has got her power back. This highlights how easy it is to feed Open Farm dog food because the dog loves it. The audience experiences it from the pet owner's point of view, with the tone of relief. - 00:44–00:48 00:44–00:48 The woman shows the Open Farm website and how to set up auto-ship. She shares that she saves 5% every time which adds up. This encourages customers to purchase the product through auto-ship by sharing the benefits. This is told from the brand perspective. - 00:49–00:52 00:49–00:52 The woman asks if your dog has her trained too and encourages the viewer to try Open Farm. This includes a call to action to get the customer to purchase the product. It is told from the brand perspective.

# Ad summary This ad features a woman who fosters dogs and is preparing a dog to go to its new family. She mentions that she likes to send them off with a new bag of dog food. The woman says that after the dog had surgery, she has been feeding her Open Farm Epic Blend Superfood Kibble. She loves that high quality protein is the first ingredient and that the ingredients are fully traceable. She says she appreciates that there is a veterinary nutritionist on staff and that she wants to keep her dogs healthy with fresh, nutritious food. # Brand positioning Open Farm aims to be a premium provider of high-quality and nutritious pet food. The brand emphasizes transparency and traceability, allowing customers to see exactly where each ingredient comes from. Positioned as a brand that values ethical sourcing and animal welfare, it uses humanely raised and sustainably sourced ingredients. Open Farm differentiates itself by offering full traceability of ingredients and having an in-house veterinary nutritionist, appealing to pet owners who are highly conscious of their pet's health and the environmental impact of their food choices. The brand positions itself as a reliable choice for owners seeking the best for their pets' health and well-being. # Product Open Farm Epic Blend Superfood Kibble is high-quality dog food. The advertised features include high-quality proteins like humanely raised chicken as the first ingredient, and fully traceable ingredients, allowing pet owners to scan the lot code on each bag. This ensures the new family doesn't have to transition the dog to new food while they are already going through so much change. It is a nutritious food that the dog already loves and gives the foster parent peace of mind. The food is presented as a way to maintain a dog's health and provide them with fresh, nutritious food. # Visual style The ad uses a combination of static and handheld shots. The production quality has a UGC feel due to the simple framing and natural lighting. The editing style is quick cuts, and the pace is quick to keep viewers engaged. # Hooks Spoken: 00:00–00:05 Because Raven has been doing so well on her healing journey, it is time to start thinking about her next journey with her new family. Visual: 00:00–00:05 The shot is medium framed and stationary in a white kitchen, and shows a fair-skinned woman with dark hair wearing a blue-and-white striped button-down shirt with a white shirt underneath. She is standing behind a white countertop with her hands clasped in front of her. To her left is a large brown bag of Open Farm dog food. Behind her is a white refrigerator covered in pictures and magnets. The woman smiles and gestures with her hands as she speaks. # Funnel stage Middle of funnel (Consideration) # Pain points The pain point is the stress and potential health issues a foster dog might experience when transitioning to a new family and a new diet simultaneously. "So they don't have to worry about transitioning them to a new food while they're already going through so much change." # Value propositions - High quality dog food for the dog's health - Ingredients are traceable - Nutritionist on staff to make sure your dog has the proper nutrients # Benefits - The new family doesn't have to worry about transitioning them to a new food while they're already going through so much change - Gives me such a peace of mind - Reassurance that she's getting the nutrition she needs - Keeping her healthy - Send her off on her next adventure with fresh nutritious food # Features - High quality dog food - Nutritious - High quality proteins like humanely raised chicken are always the first ingredient and the foundation of their recipes - All of their ingredients are fully traceable by scanning the lot code on each bag - They have an in-house veterinary nutritionist # Call to action None used. # Social proof - "I love this option for our foster dogs because high quality proteins like humanely raised chicken are always the first ingredient and the foundation of their recipes." – Female 1 (Foster parent) - "Plus, I really appreciate that they have an in-house veterinary nutritionist." – Female 1 (Foster parent) # Point of view - Customer 100% – The entire video is told from the perspective of a dog foster parent who uses the product. # Storyline - 00:00–00:05 00:00–00:05 The woman starts by saying that the foster dog has been doing well on her healing journey, so it's time to start thinking about her journey with her new family. This is a preamble, setting up the context that she is sending the dog to a new home. - 00:05–00:08 00:05–00:08 There is a shot of the woman smiling and holding the dog. This adds an emotional element to the situation. - 00:08–00:12 00:08–00:12 The woman states that she likes to start prepping her fosters for their new families ahead of time. This introduces the approach she will elaborate on. - 00:12–00:17 00:12–00:17 The woman introduces a bag of high-quality dog food she gives to the new family. This introduces the product as a key element of her preparation. - 00:17–00:21 00:17–00:21 She says this prevents the new family from having to transition to a new food while the dog is going through so much change. This offers a practical benefit, framing the product as a thoughtful choice for easing transition stress. - 00:21–00:24 00:21–00:24 The woman explains that there is so much to consider when sending a dog to a new family. This acknowledges the complexity of rehoming a pet. - 00:24–00:29 00:24–00:29 She explains that knowing the dog will be getting high-quality, nutritious food she already loves gives her such a peace of mind. This adds reassurance, emphasizing the emotional comfort the product provides. - 00:29–00:34 00:29–00:34 The woman says that ever since her surgery, the dog has been eating Open Farm's Epic Blend Superfood Kibble. This references the specific product and its use. - 00:34–00:40 00:34–00:40 The woman states that high-quality proteins like humanely raised chicken are always the first ingredient and the foundation of their recipes. This promotes the product as a healthy choice. - 00:40–00:45 00:40–00:45 She says that all ingredients are fully traceable by scanning the lot code on each bag. This emphasizes product transparency. - 00:45–00:49 00:45–00:49 The woman appreciates that they have an in-house veterinary nutritionist. This adds credibility, reinforcing trust in the product's nutritional value. - 00:49–00:52 00:49–00:52 She says that this is extra reassurance that the dog is getting the nutrition she needs. This enhances peace of mind, reinforcing the product's benefit for the dog. - 00:52–00:57 00:52–00:57 The woman mentions that Raven has been through enough health scares and her priority is keeping her healthy. This emphasizes concern for the dog's well-being. - 00:57–01:02 00:57–01:02 The woman states that this is why she is choosing to send her off with fresh, nutritious food that she loves. This reinforces the product choice, providing a hopeful send-off.

# Ad summary An ad for Open Farm's GoodGut dog food, presented by a creator in her home alongside her dog, Moose. She highlights that she only uses Open Farm for her dog and discusses how the new kibble helps to nourish, maintain, and protect your pup's gut health. She then pours the kibble into a dog bowl, which is then eaten by the dog. # Brand positioning Open Farm is presented as a top-notch pet food brand with ethically sourced, 100% traceable ingredients. The brand positions itself as environmentally conscious, with all packaging being recyclable. The brand's positioning is both functional, offering nutrient-dense and easy-to-digest kibble, and emotional, as the creator highlights the importance of supporting brands that do right by her pup and the planet. The brand follows the norm in the pet food category of providing quality products. # Product Open Farm's GoodGut is a new kibble that helps nourish, maintain, and protect your pup's gut health. It is a vet-formulated recipe that contains 10 unique probiotic strains. The product includes prebiotics, such as psyllium husk and chicory root, to nourish gut bacteria and proprietary blend of probiotics, that equals 2 billion CFUs in every pound of GoodGut. Finally, it contains postbiotics to reduce gut inflammation and strengthen the gut barrier. It is available in two sizes: a 3.5 lb bag and a 19 lb bag. GoodGut is available in Wild-Caught Salmon, Grass-Fed Beef, and Harvest Chicken recipes. The food is presented as a perfect option for pet parents who have pups with sensitive tummies or maybe some issues with loose stool but still want something that's nutrient-dense and very tasty for their furry friend. # Visual style The ad's overall aesthetic is polished but maintains a UGC feel. The lighting is natural, and the editing style involves static shots with smooth transitions. The production quality is high-end, supporting a trustworthy tone, and the pacing is consistent. There are no clear audio-visual sync moments. # Hooks Spoken: Since Moose was a puppy, I've only ever fed him Open Farm, so he has literally tried every single product they've ever made. [enthusiastic] Text overlay: GOODGUT Visual: 00:00–00:05: A woman with long brown hair and makeup, wearing a black sweater and blue jeans, stands in a kitchen. She is holding a yellow bag of dog food while petting a tan, fluffy dog. Behind her are two pink bags of dog food on a white kitchen island. The camera is stationary, and the lighting is bright. # Funnel stage Consideration # Pain points The ad addresses the pain point of pet parents who have pups with sensitive tummies or issues with loose stool. This is signaled by the line: "This is gonna be the perfect option for pet parents who have pups with sensitive tummies or maybe some issues with loose stool..." # Value propositions - Ethically sourced, 100% traceable ingredients - Recyclable packaging - Perfect option for pet parents who have pups with sensitive tummies - Comes in Wild-Caught Salmon, Grass-Fed Beef, and Harvest Chicken recipes. # Benefits - Helps nourish, maintain, and protect your pup's gut health - Nourishes gut bacteria - Supports a healthy gut for probiotics to thrive - Supports intestinal well being - Reduces gut inflammation - Strengthens the gut barrier - Helps support a strong immune system - Nutrient-dense - Easy to digest - Very tasty # Features - Vet formulated recipe - 10 unique probiotic strains - Prebiotics like psyllium husk and chicory root - Proprietary blend of probiotics - 2 billion CFUs in every pound of GoodGut - Postbiotics # Call to action None used. # Social proof - "Since Moose was a puppy, I've only ever fed him Open Farm..." – Woman 1 (Creator) - "I think it's safe to say it has the Moose stamp of approval" – Woman 1 (Creator) # Point of view - Customer 100% – The entire video is presented from the point of view of a dog owner. # Storyline - 00:00–00:05 The creator explains that since Moose was a puppy, she's only ever fed him Open Farm, so he has literally tried every single product they've ever made. She explains she will be discussing Open Farm's GoodGut for dogs. - 00:08–00:17 The creator states this is a new kibble to add to the Open Farm lineup, which is very exciting for Moose since he is a bit of an Open Farm connoisseur. She says that as a pet parent, she won't feed him anything else because Open Farm's values as a brand are just top-notch. - 00:18–00:27 She then mentions that all of Open Farm's food is made with ethically sourced, 100% traceable ingredients that can find by just scanning the QR code on the packaging. The creator points out that the packaging is also recyclable. - 00:27–00:37 She states this is huge for her because she only wants to support brands that do right by her pup and the planet. The creator shares that as Open Farm's offerings continue to expand, she wants to fill you guys in and give you all the tools you need to help pet parents decide what's right for them. - 00:37–00:45 The creator says "so...meet GoodGut!" Then states that GoodGut is a vet-formulated recipe to help nourish, maintain, and protect your pup's gut health, which is super top of mind for pet parents right now. - 00:46–00:51 She states that 88% of them actually name protecting their pup's gut health as their top priority. She asks what makes Open Farm's GoodGut the best in class. - 00:52–01:07 The creator explains that these recipes have 10 unique probiotic strains. She says they start with prebiotics like psyllium husk and chicory root to nourish gut bacteria, which supports a healthy gut for probiotics to thrive. Then there's a proprietary blend of probiotics that equal 2 billion CFUs in every pound of GoodGut. - 01:07–01:17 She states that this supports intestinal well being and then finally, postbiotics to reduce gut inflammation and strengthen the gut barrier. The creator continues that over 70% of immune cells reside in the gut, so postbiotics help support a strong immune system. - 01:18–01:24 The creator says Moose doesn't care about all of that and just cares that it tastes good. She then shares that Moose's absolute favorite thing in the entire world is a freeze-dried topper. - 01:24–01:39 She states that so they've got this nutrient-dense, easy to digest kibble, paired with a freeze-dried raw topper that's packed with probiotics. The creator notes that GoodGut has 2 size options, both a 3.5lb bag and a 19lb bag, which come in Wild-Caught Salmon, Grass-Fed Beef, and Harvest Chicken recipes. - 01:39–01:51 The creator concludes this is going to be the perfect option for pet parents who have pups with sensitive tummies or maybe some issues with loose stool, but they still want something that's nutrient-dense and very tasty for their furry friend. She says that she thinks it's safe to say it has the Moose stamp of approval and thanks viewers for watching.

# Ad summary A dog owner explains that she stopped adding extras to her dog’s meals and switched to Open Farm dog food. The dog now eats the food without prompting, the owner notes. # Brand positioning Open Farm aims to provide ethically sourced, high-quality food for pets. The brand positions itself as a provider of pet food made with real meat, humanely raised and sustainably sourced ingredients, without fillers or antibiotics. The ad also highlights the convenience of their auto-ship program, aligning with the values of health-conscious pet owners who prioritize premium ingredients and care about ethical and sustainable practices. # Product Open Farm offers premium dog food made with ethically sourced ingredients. The Grass-Fed Beef recipe is made with humanely raised beef without antibiotics or fillers, and the Wild-Caught Salmon recipe is an alternative option for dogs who prefer fish. Open Farm kibble is packed with more real meat than other dog foods and has high protein and nutrient density. The brand also offers an auto-ship option, providing a convenient way to ensure pet owners have a steady supply of pet food while saving 5% on every order. # Visual style The ad has a natural, UGC aesthetic, with simple editing and casual shots. The production quality is moderate, suggesting a hybrid between a polished commercial and user-generated content. The pacing is steady, with several cuts per minute to maintain engagement. # Hooks Spoken: Female 1: I stopped negotiating with my dog and here's why. Text overlay: I stopped negotiating with my dog / and here's why Visual: 00:00–00:03: A light-skinned woman with long dark hair and a blue cable knit sweater is shown from the chest up, holding a brindle-colored dog with white chest markings. They are sitting in what appears to be a dining room. # Funnel stage Consideration # Pain points Struggling to get a picky dog to eat their food without needing extra enticements or hand-feeding: "I stopped negotiating with my dog." # Value propositions - Ethically sourced, high-quality ingredients that appeal to dogs' taste preferences - Better meat tastes better; that's why she eats it # Benefits - Dog chooses Open Farm food over table scraps - Better meat just tastes better - 5% savings with Auto Ship # Features - Ethically and sustainably sourced - 100% traceable ingredients - Grass-fed beef - Wild-caught salmon - High protein - Nutrient dense - No antibiotics - No fillers - Auto ship available # Call to action try Open Farm # Social proof - "The 1st time my dog, Daisy, chose her food over waiting for table scraps, I was shocked" – Female 1 (Customer) - "I got my power back" – Female 1 (Customer) # Point of view - Customer 100% – The ad is told from the perspective of a dog owner sharing her experience with the product. # Storyline - 00:00–00:02 The ad opens with a woman holding her dog, introducing a narrative of change in their feeding routine. - 00:02–00:07 00:02–00:07: The ad shows a series of flashbacks where the woman added cheese and warmed-up chicken into her dog’s food to get her to eat. The visuals show her hand-feeding the dog. - 00:07–00:13 00:07–00:13: The ad explains that the woman stopped feeling guilty when the dog skipped meals and that she stopped negotiating with the 25-pound dog who had her completely trained. The visuals show a bowl of dog food and the dog laying on its bed and the couch. - 00:13–00:16 00:13–00:16: The woman asks, “What changed?” The visual shows a bag of Open Farm Wild-Caught Salmon & Ancient Grains Recipe dog food. - 00:16–00:21 00:16–00:21: The woman states that her dog, Daisy, chose her food over waiting for table scraps. She says that she was shocked. - 00:21–00:26 00:21–00:26: She adds that the dog food kibble is packed with real meat. The visual shows the dog food and the woman stating that she feeds her dog grass-fed beef. - 00:26–00:32 00:26–00:32: The ad explains that the dog food is humanely raised with no antibiotics or fillers and the brand also carries wild-caught salmon if the dog prefers fish. The visuals show a bag of Open Farm Grass-Fed Beef Recipe dog food and the wild-caught salmon dog food being poured into a dog bowl. - 00:32–00:39 00:32–00:39: The ad shows that the dog food is high in protein, nutrient-dense, and you can see the quality. The woman adds that better meat just tastes better, which is why her dog eats it. - 00:39–00:43 00:39–00:43: The woman states that her dog runs to her bowl before she can even finish scooping the food. The dog eats the dog food. The woman adds that she got her power back once she knew that this was the one. - 00:43–00:48 00:43–00:48: The woman says that she set up Auto Ship, so it just shows up, and she saves 5% every time. The visual shows her phone on the Open Farm website, and the woman is shown sitting next to her dog holding the bag of Open Farm Grass-Fed Beef Recipe dog food. - 00:48–00:52 00:48–00:52: The woman asks, “If your dog has you trained too…” Then encourages the viewer to try Open Farm.

# Ad summary This ad highlights the brand's commitment to quality by showing three individuals, presumably employees, standing in a scenic location in Australia or New Zealand, emphasizing that the brand flew them across the world to check standards. The ad aims to create a sense of trust and dedication. # Brand positioning The brand positions itself as one that goes above and beyond typical industry standards. It emphasizes dedication to quality, implying that it does not cut corners, and that it is willing to invest in ensuring the highest standards. This positioning conveys a message of trustworthiness and commitment to excellence, suggesting that customers should choose this brand because it prioritizes quality and thoroughness over cost-cutting measures. # Product No product is directly featured or described in the ad. The focus is solely on the brand's commitment to quality control and standards. The ad does not explicitly mention any specific features, ingredients, or use cases of any product. The intention is to build trust and credibility in the brand itself. # Visual style The image has a natural, unfiltered look, similar to a snapshot taken on a smartphone. The lighting is slightly overcast, giving the scene a soft, diffused appearance. The focus is on capturing a real-life moment rather than creating a highly polished or stylized image. The overall aesthetic is casual and authentic, reinforcing the brand's message of transparency and dedication. # Hooks Headline: Most brands won't fly across the world to check their standards. We did. # Funnel stage Top of funnel (Awareness) # Pain points Many brands do not invest in their standards. # Call to action None used. # Point of view - Brand: The text at the top emphasizes how the brand has a strong commitment to quality standards and is willing to invest more than other brands to verify their standards. - Customer: The text at the bottom emphasizes how the brand representatives experienced something memorable while checking standards. - Brand: The Canadian flag turning into the Australian and New Zealander flag visually shows the journey undertaken. # Storyline - The ad starts by contrasting the brand with most others, stating that "Most brands won't fly across the world to check their standards." This is told from the brand's perspective and intended to highlight their unique dedication to quality control, setting them apart from competitors who might prioritize cost savings. - The ad continues by stating "We did", reinforcing that the brand actually went the extra mile to verify their standards personally. This is told from the brand's perspective, showing that the brand backs its words with actions. - The ad states "What we saw still live rent free in our heads -->", referring to the brand representatives' experience while checking standards. This part is told from the perspective of the people who went to check on these brand standards, and is intended to emphasize the lasting impact and importance of what they witnessed. - The ad concludes with the visual depiction of the Canadian flag turning into an Australian and New Zealander flag. The ad is alluding to the origin location turning into the destination where standards were verified. This moment is intended to visually communicate the journey and transformation, underscoring the lengths the brand went to for quality assurance.

# Ad summary This image ad features a positive customer testimonial praising the quality of the brand's food and delivery service. The ad is visually focused on a close-up of a dog's face, which serves to connect the review to the brand's pet food offerings. # Brand positioning Open Farm is presented as a premium pet food brand focused on quality and customer satisfaction. The ad highlights the brand's commitment to great food and prompt delivery, suggesting a reliable and high-standard service. The brand aims to occupy a space in the consumer's mind as a provider of excellent pet food with the added benefit of convenient and timely delivery. The brand's positioning is both functional (quality food, prompt delivery) and emotional (customer satisfaction and peace of mind). # Product The ad implicitly promotes Open Farm's pet food, emphasizing the high quality of the food and the efficiency of the delivery service. The product is targeted towards pet owners who value quality and convenience in their pet food choices. The USP of the product, as suggested by the ad, is not only the great food but also the prompt delivery, with the added benefit of getting a notice that your order will be shipped soon, giving you time to modify if needed. The ad addresses a potential purchase barrier by highlighting the ability to modify the order, implying flexibility and customer-centric service. The food is not shown directly, but the focus is on customer satisfaction with both the food and the delivery service. # Visual style The ad has a clean, straightforward visual style. The color palette is simple, with a solid green background that makes the dog and the text stand out. The close-up of the dog gives the ad an emotional appeal, tapping into the viewer's love for their pets. The overall production quality looks professionally done, but not overly polished, which helps to convey a sense of authenticity and trustworthiness. The ad's typography is clean and legible, making it easy to read the testimonial and quickly understand the message. The image treatment is minimal, with no obvious filters or effects, giving it a natural and genuine feel. # Hooks Headline: "Great food and prompt delivery, lots of notice that your order will be shipped soon so it gives you time to modify if need be." # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of wanting high-quality pet food delivered promptly and reliably, while also providing the flexibility to make changes to the order. The testimonial mentions, “notice that your order will be shipped soon so it gives you time to modify if need be," indicating that customers value the ability to adjust their orders before they are shipped. # Value propositions - High-quality food and efficient delivery provide a reliable and convenient pet food solution. - Order modification options provide a flexible, customer-centric service. # Benefits - High quality food - Fast and reliable delivery - Flexibility to modify your order # Features - Great food - Prompt delivery - Notice that your order will be shipped soon so it gives you time to modify if need be # Call to action None used. # Social proof - "Great food and prompt delivery, lots of notice that your order will be shipped soon so it gives you time to modify if need be." # Point of view - Customer: The testimonial at the top of the image reflects a customer's positive experience with the brand's food and delivery service. - Brand: The brand logo at the top center subtly reinforces brand recognition and positions the company as confident in its product and service quality. # Storyline - The ad opens with a five-star rating, immediately establishing a sense of high quality and customer satisfaction. This is from the customer's perspective, emphasizing the positive experience of other customers with the product and service, aiming to build trust and credibility from the outset. - Next, a customer testimonial is presented, praising the 'Great food and prompt delivery' and mentioning the convenience of being notified when the order will be shipped, with the option to modify it if needed. This is told from the customer's perspective, highlighting specific benefits and addressing potential concerns about order accuracy and flexibility. - The visual focus shifts to a close-up of a dog’s face, which reinforces the product's target audience and the ad's theme. The ad uses this visual to create an emotional connection with pet owners, suggesting that their pets will benefit from and enjoy Open Farm's products.

# Ad summary This ad promotes Open Farm's autoship program, highlighting the benefits of zero stress, surprise gifts, first dibs on favorites, 5% savings on every order, and the ability to swap, schedule, or cancel anytime. The ad features a dog sitting next to two Open Farm boxes, emphasizing the joy pets experience when receiving their delivery. # Brand positioning Open Farm is presented as a pet food brand focused on providing high-quality, nutritious food for pets, delivered conveniently through an autoship program. The brand emphasizes ease and stress-free management of pet food supplies, with added perks like surprise gifts and exclusive access to favorite products. Open Farm positions itself as a customer-centric brand that values both the pet's and owner's happiness, as implied by the text 'We wish we could see your pet's face when they see what's inside'. # Product The product being advertised is Open Farm's autoship program, which delivers pet food directly to the customer's doorstep. The program offers several benefits, including 'Surprise Gifts', 'First Dibs on Your Favorites', 'Save 5% on every order', and the flexibility to 'Swap, Schedule or Cancel Anytime'. The product is designed for pet owners who want a convenient and stress-free way to manage their pet food supply. The ad addresses the purchase barrier of commitment by highlighting the ability to cancel anytime, making it a low-risk option for potential customers. # Visual style The ad has a clean and inviting visual style, with a focus on natural elements and a friendly tone. The production quality appears to be high, with well-lit and composed shots. The color palette is dominated by greens and browns, which evoke a sense of naturalness and earthiness. The typography is clean and legible, and the overall design is simple and straightforward. # Hooks Headline: Zero Stress with Autoship (and more): # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the stress and inconvenience associated with managing pet food supplies, as signaled by the headline 'Zero Stress'. # Value propositions - Zero Stress with Autoship - Surprise Gifts with Autoship - First Dibs on Your Favorites with Autoship - Save 5% on every order with Autoship - Swap, Schedule or Cancel Anytime with Autoship # Benefits - Zero Stress # Features - Autoship - Surprise Gifts - First Dibs on Your Favorites - Save 5% on every order - Swap, Schedule or Cancel Anytime # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire ad is presented from the brand's perspective, highlighting the benefits of the Open Farm autoship program and emphasizing the joy pets experience when receiving their delivery. # Storyline - The ad opens with the headline 'Zero Stress with Autoship (and more):', which is told from the brand's perspective. This sets the stage by immediately highlighting the primary benefit of the Open Farm autoship program, which is to eliminate stress associated with pet food management. - The ad then lists the benefits of the autoship program: 'Surprise Gifts', 'First Dibs on Your Favorites', 'Save 5% on every order', and 'Swap, Schedule or Cancel Anytime'. This is told from the brand's perspective, detailing the perks and flexibility of the service. - The ad features two Open Farm boxes and a dog sitting next to them. This is shown from the brand's perspective, visually reinforcing the product and its appeal to pets. The text on the lower box, 'We wish we could see your pet's face when they see what's inside', is told from the brand's perspective, emphasizing the joy and excitement pets experience when receiving their Open Farm delivery.

# Ad summary This ad features a testimonial from a customer who uses Open Farm dog food for her two Golden Retrievers. The ad highlights the convenience of auto delivery and the health benefits of the food. # Brand positioning Open Farm is presented as a premium pet food brand focused on providing healthy and nutritious food for pets. The brand emphasizes the quality of its ingredients, such as wild-caught salmon, and promotes a grain-free diet. Open Farm aims to occupy a space in the consumer's mind as a provider of high-quality, nutritious pet food that supports the health and well-being of pets. The brand aligns with values of health, nutrition, and convenience, offering auto-delivery services. It pushes against the norm of using lower-quality ingredients in pet food, positioning itself as a healthier alternative. # Product The featured product is Open Farm Grain-Free Dog Kibble, specifically the Wild-Caught Salmon recipe. It is a dry dog food made with high-quality ingredients, including wild-caught salmon. The product is designed for dogs of all ages and breeds, as implied by the customer's testimonial about feeding it to her two Golden Retrievers. The ad highlights the grain-free aspect of the kibble, appealing to pet owners seeking healthier dietary options for their dogs. The USPs include the use of wild-caught salmon and the absence of grains. The ad addresses the purchase barrier of convenience by mentioning auto-delivery, making it easier for pet owners to maintain a consistent supply of the food. The ad tells the viewer that this product is worth trying because it is a healthy and nutritious option that dogs love. # Visual style The ad has a clean and straightforward visual style, with a focus on showcasing the product and a customer testimonial. The production quality appears to be high, with clear and well-lit images. The visual motifs include a product-focused layout with a testimonial at the top and product details at the bottom. The image treatment includes background removal and color correction to make the product and dog stand out. The typography is clean and legible, and the overall style is designed to be scannable and informative in a social media feed. # Hooks Headline: "I subscribe to auto delivery every 3 weeks. I know exactly the day it will be delivered. I have a 9 year Old and 8 Month old Golden Retriever. Both of them are on this food and they Love it, I believe it to be a Healthy Nutritious Food for them." # Funnel stage Middle of funnel # Pain points The pain point is the inconvenience of running out of dog food and the desire to provide a healthy and nutritious diet for pets. The quote "I subscribe to auto delivery every 3 weeks. I know exactly the day it will be delivered" signals the frustration of running out of food and the desire for a convenient solution. # Value propositions - Auto delivery ensures you never run out of food - Wild-Caught Salmon provides high-quality protein - Grain-Free Kibble is a healthy option for dogs # Benefits - Convenience of auto delivery - Healthy and nutritious food for dogs # Features - Auto delivery every 3 weeks - Wild-Caught Salmon - Grain-Free Dog Kibble # Call to action None used. # Social proof - "I subscribe to auto delivery every 3 weeks. I know exactly the day it will be delivered. I have a 9 year Old and 8 Month old Golden Retriever. Both of them are on this food and they Love it, I believe it to be a Healthy Nutritious Food for them." – Lynda P. # Point of view - Customer: The top portion of the image features a quote from Lynda P., a verified buyer, sharing her positive experience with the product and auto-delivery service, indicating a customer's point of view. - Brand: The bottom portion of the image showcases the product packaging and highlights the key ingredients and benefits of the dog kibble, representing the brand's point of view. - Dog: The image of the happy Golden Retriever reinforces the idea that dogs enjoy the food and are healthy while eating it, representing the dog's point of view. # Storyline - The ad begins with a customer testimonial, indicated by quotation marks and green stars, where Lynda P. shares her positive experience with Open Farm's auto-delivery service and the health benefits of the food for her two Golden Retrievers. This is included to build trust and credibility by showcasing a real customer's satisfaction. The audience experiences this from the customer's perspective. - The ad then shows a bag of Open Farm Wild-Caught Salmon Grain-Free Dog Kibble, along with a description of what the dog is eating. This is included to visually represent the product being discussed in the testimonial and to highlight its key ingredients and benefits. The audience experiences this from the brand's perspective. - Finally, the ad features a close-up of a happy Golden Retriever, reinforcing the idea that dogs enjoy the food and are healthy while eating it. This is included to create an emotional connection with the audience and to visually demonstrate the positive outcome of using the product. The audience experiences this from the dog's perspective.

# Ad summary This ad promotes Open Farm dog food products, highlighting their high-quality ingredients and suitability for picky eaters. It features a central image of a dog surrounded by various Open Farm products, each labeled with its key benefits. # Brand positioning Open Farm is presented as a premium pet food brand focused on quality and nutrition. The brand positions itself as offering 'Michelin-Star Quality Meal' options for pets, emphasizing high standards and superior ingredients. This suggests a commitment to providing pets with meals that are not only nutritious but also palatable, even for picky eaters. The brand aligns with values of health, quality, and culinary excellence in pet care, pushing against the norms of standard, less appealing pet food options. The brand positioning is both functional, highlighting nutrient density and hydration, and emotional, appealing to pet owners who want the best for their animals. # Product The ad features a range of Open Farm dog food products designed to provide a complete and balanced diet. The products include: Nutrient-dense salmon and ancient grains dog food, presented as a primary meal option; Crunchy single ingredient cod skins treats, positioned as a healthy and appealing snack; Tasty meal-mixer, designed to enhance the flavor and nutritional value of regular meals; and extra hydration options, likely referring to wet food or hydration supplements. These products are targeted towards dog owners who prioritize high-quality, nutritious, and palatable food for their pets, especially those with picky eating habits. The ad addresses the purchase barrier of finding food that even the most discerning dogs will enjoy, emphasizing the quality and taste of Open Farm products. # Visual style The ad features a clean and straightforward visual style with a focus on product presentation. The production quality appears to be high, with well-lit and professionally photographed images. The layout is simple and organized, with clear labels and descriptions. The image treatment includes background removal and color correction to ensure a consistent and appealing look. The typography is large and bold, making it easy to read and scan. The overall style is designed to be informative and trustworthy, conveying the quality and benefits of Open Farm products. # Hooks Headline: Michelin-Star Quality Meal # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the frustration of dog owners who struggle to find food that their picky eaters will enjoy. The phrase 'for Picky Eaters' directly signals this problem. # Value propositions - Michelin-Star Quality Meal for Picky Eaters: High-quality ingredients and palatable options for even the most discerning dogs. - Nutrient-dense salmon & ancient grains: Provides a balanced and nutritious diet. - Crunchy single ingredients treats: Offers a healthy and enjoyable snack. - Tasty meal-mixer: Enhances the flavor and nutritional value of regular meals. - Extra hydration: Ensures pets stay hydrated. # Benefits - Michelin-Star Quality Meal - for Picky Eaters # Features - Nutrient-dense salmon & ancient grains - Crunchy single ingredients treats - Tasty meal-mixer - Extra hydration # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire ad is presented from the brand's perspective, showcasing its products and highlighting their benefits to potential customers. - Customer: The ad addresses the needs of dog owners, particularly those with picky eaters, by offering solutions and emphasizing the quality and taste of the products. # Storyline - The ad opens by establishing Open Farm as a provider of 'Michelin-Star Quality Meal' options, immediately setting a high standard for the brand. This is told from the brand's perspective, aiming to capture attention and convey the premium nature of their products. - The ad highlights that the food is 'for Picky Eaters', addressing a common concern among dog owners. This is told from the brand's perspective, identifying a specific target audience and promising a solution to their problem. - The ad showcases various Open Farm products, each with a label pointing out its key benefits, such as 'Nutrient-dense salmon & ancient grains', 'Crunchy single ingredients treats', 'Tasty meal-mixer', and 'Extra hydration'. This is told from the brand's perspective, providing detailed information about the product's features and benefits. - A central image of a healthy-looking dog is included, visually reinforcing the idea that Open Farm products contribute to the well-being of pets. This is shown from the brand's perspective, using a happy dog as a visual endorsement of the product's effectiveness.

# Ad summary This ad promotes Open Farm's autoship program, highlighting perks such as surprise gifts, first dibs on favorites, savings on every order, and flexible scheduling. The ad features a dog sitting next to a stack of Open Farm boxes, emphasizing the brand's appeal to pet owners. # Brand positioning Open Farm is presented as a premium pet food brand focused on quality and convenience through its autoship program. The brand emphasizes a customer-centric approach by offering perks like surprise gifts and priority access to favorite products. By showcasing a happy dog alongside delivery boxes, Open Farm aligns with pet owners who prioritize their pet's well-being and seek hassle-free solutions. The brand positions itself as a provider of high-quality pet food delivered directly to the customer's door, simplifying pet care. # Product The featured product is Open Farm's pet food, delivered through an autoship subscription service. The service offers several benefits, including surprise gifts, first access to favorite items, and a 5% discount on every order. The autoship program also provides flexibility, allowing customers to swap, schedule, or cancel their orders at any time. The product is packaged in cardboard boxes with the Open Farm logo and branding, emphasizing the company's commitment to sustainability. The boxes are designed to assure pet owners that their pet's food is of high quality and carefully packaged. # Visual style The ad features a clean and modern design with a split-screen layout. The left side is a solid green color with white text and icons, while the right side showcases the product and a dog in a realistic setting. The overall aesthetic is bright and inviting, with a focus on simplicity and clarity. # Hooks Headline: Perks of Autoship: # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of pet owners who want a convenient and reliable way to ensure they always have high-quality food for their pets. The ad offers a solution to the problem of running out of pet food or having to make frequent trips to the store: "Swap, Schedule or Cancel Anytime" # Value propositions - Surprise Gifts: Adds excitement and value to each delivery. - First Dibs on Your Favorites: Ensures customers always get what they need. - Save 5% on Every Order: Provides ongoing savings. - Swap, Schedule or Cancel Anytime: Offers complete control over the subscription. # Benefits - Convenience - Savings - Flexibility # Features - Surprise Gifts - First Dibs on Your Favorites - Save 5% on Every Order - Swap, Schedule or Cancel Anytime # Call to action None used. # Social proof - we could see your pet's n they see what's inside # Point of view - Brand: The entire ad is presented from the brand's perspective, highlighting the benefits of its autoship program and showcasing its products. # Storyline - The ad begins by highlighting the benefits of Open Farm's autoship program, aiming to immediately capture the viewer's attention with the value proposition. The brand is telling the story from a customer-centric perspective, focusing on the perks and convenience offered. - Next, the ad lists specific advantages such as surprise gifts, first dibs on favorites, savings on every order, and flexible scheduling. The brand continues to speak directly to the customer, emphasizing the tangible benefits of the autoship service. - The ad concludes with a visual of Open Farm delivery boxes and a happy dog, reinforcing the idea that the service provides high-quality pet food and customer satisfaction. The brand is showing the customer what they can expect when they sign up for the autoship program.

# Ad summary This ad promotes Open Farm RawMix Kibble as a high-quality dog food option. The ad features a woman explaining that her dog, Darby, didn't like her old kibble because it contained artificial flavors, colors, and preservatives. She then introduces Open Farm RawMix Kibble as a better alternative, highlighting that it's made without fillers like corn, wheat, or soy, and contains clean, traceable ingredients and real protein. The ad also mentions that the kibble is covered in savory bone broth and has freeze-dried raw pieces mixed in. The woman shares that she got 20% off her first order using the code WELCOME20 at openfarmpet.com and encourages viewers to grab a bag and thank her later. # Brand positioning Open Farm is presented as a premium pet food brand that prioritizes high-quality, ethically sourced ingredients. The brand positions itself as a healthier alternative to conventional kibble, emphasizing the absence of artificial flavors, colors, preservatives, and fillers like corn, wheat, and soy. Open Farm aligns with values of transparency and sustainability, highlighting the use of clean, traceable ingredients and humanely raised meats. The brand aims to occupy a space in the consumer's mind as a provider of nutritious and delicious food that pet owners can feel good about feeding their animals. The brand pushes against the category norm of using cheap fillers and artificial additives, instead focusing on real, whole ingredients. # Product Open Farm RawMix Kibble is a dog food made with clean, traceable ingredients and real protein. It is designed for dogs who need a high-quality, nutritious meal without artificial flavors, colors, preservatives, or fillers like corn, wheat, and soy. The kibble is made with grass-fed beef, grass-fed lamb, and humanely raised pork. It is covered in savory bone broth and has freeze-dried raw pieces mixed in. The product aims to address the purchase barriers of pet owners who are concerned about the quality and ingredients of their dog's food, offering a transparent and healthy alternative. # Visual style The ad has a polished UGC feel, with a mix of direct-to-camera shots and product demonstrations. The editing style includes quick cuts and smooth transitions. The production quality is high-end, with good lighting and clear visuals. The pacing is consistent throughout the ad, with cuts timed to the voiceover lines. # Hooks Spoken: 00:00–00:01 My pup Darby was trying to tell me something... Text overlay: 00:00–00:01 My pup Darby was trying to tell me something... / 00:00–00:01 *I know something better exists* / 00:00–00:01 *Mom, I don't like my kibble* / 00:00–00:01 *PLZ 🥺* Visual: 00:00–00:01 A close-up shot of a dog's face. The dog is tan and white and looking directly at the camera. Text overlays appear around the dog's head. # Funnel stage Consideration # Pain points The pain point is that many dog owners are concerned about the quality and ingredients of their dog's food, particularly the presence of artificial additives and fillers. The ad addresses this by stating, "She wanted better kibble that didn't contain artificial flavors, colors, or preservatives." # Value propositions - High-quality ingredients for a healthier dog - Ethically sourced and sustainable - Delicious taste that dogs love # Benefits - Better kibble for your dog - Best quality meal that she deserves - Helps fuel her day, every day # Features - Made without artificial flavors, colors, or preservatives - Made without fillers like corn, wheat, or soy - Made with clean, traceable ingredients - Contains real protein - Covered in savory bone broth - Has freeze-dried raw pieces mixed in - Grass-fed beef - Grass-fed lamb - Humanely raised pork # Call to action Grab a bag and thank me later. # Social proof - "I even got 20% OFF my first order because I used the code WELCOME20 at openfarmpet.com." # Point of view - Customer 100% – The entire ad is told from the perspective of a customer who is sharing her experience with the product. # Storyline - 00:00–00:01 My pup Darby was trying to tell me something... - 00:01–00:06 She wanted better kibble that didn't contain artificial flavors, colors, or preservatives. - 00:06–00:10 So I immediately treated her to RawMix Kibble from Open Farm. - 00:10–00:15 Unlike other kibbles on the market, Open Farm is made without any fillers like corn, wheat, or soy. - 00:15–00:18 So I know she's getting the best quality meal that she deserves. - 00:18–00:21 It's made with clean, traceable ingredients and REAL protein. - 00:21–00:23 Helping fuel her day, every day. - 00:23–00:27 We're talking grass-fed beef, grass-fed lamb, humanely raised pork and more! - 00:27–00:33 I can literally see and smell the quality too since it's covered in savory bone broth and has freeze-dried raw pieces mixed in. - 00:33–00:35 She can't eat it quick enough. - 00:35–00:41 I even got 20% OFF my first order because I used the code WELCOME20 at openfarmpet.com. - 00:40–00:42 Grab a bag and thank me later.

# Ad summary This ad promotes Open Farm dog food by showcasing a series where shelter dogs are fed using an RC car. The ad focuses on HK, a 5-year-old mixed breed dog who has been at the shelter for almost a year. The ad highlights HK's story, emphasizing his need for a calm and predictable home, and offers a year's worth of Open Farm food to anyone who adopts him. # Brand positioning Open Farm is presented as a brand that cares about the well-being of shelter animals, particularly dogs. The brand is positioned as supportive of pet adoption by providing a year's worth of food to new pet owners. This aligns the brand with values of compassion, support, and commitment to animal welfare. The brand aims to occupy a space in the consumer's mind as a provider of high-quality food and a supporter of animal welfare. The brand pushes against the norm of simply selling pet food by actively participating in and promoting pet adoption. # Product Open Farm dog food is presented as a high-quality food option for dogs, particularly those in shelters. The ad features various Open Farm products, including Grass-Fed Beef Recipe, Surf & Turf Recipe, and Jerky Strips Turkey Recipe. The food is intended for dogs of all breeds and sizes, with a focus on large breeds who tend to stay longer in shelters. The ad addresses the purchase barrier of the increasing cost of living by offering a year's worth of Open Farm food to anyone who adopts HK, ensuring he has a healthy head start in his new home. The ad highlights the value of Open Farm food in supporting the health and well-being of adopted dogs. # Visual style The ad has a UGC feel with a polished commercial overlay. The editing style is smooth with static shots and occasional zooms. The production quality is a hybrid of UGC and commercial, supporting the tone of authenticity and care. The pacing is consistent, with a focus on showcasing the dog and the brand's involvement. The audio-visual sync is smooth, with voiceover lines timed to visual actions. # Hooks Spoken: 00:00–00:05 Welcome to day one of our series where we feed shelter animals their meals from an RC car until they get adopted. Text overlay: 00:00–00:05 Day 1 of delivering shelter dogs their dinner with an RC car until they get adopted / 00:00–00:05 Welcome to day 1 of our series / 00:00–00:05 where we feed shelter animals their meals from an RC car until they get adopted Visual: 00:00–00:06: A close-up, first-person view from an RC car. Two hands are shown filling a white dog bowl with Open Farm dog food and treats. The bowl sits on a green platform attached to the RC car. Bags of Open Farm dog food and treats are visible in the background. The lighting is bright and even. # Funnel stage Middle of funnel (Consideration) # Pain points Factors like increasing cost of living and resources can greatly affect a family's decision on whether to adopt a dog or not. # Value propositions - If you adopt HK, we will make sure he comes home with 1 Year of Open Farm food! - To make sure that he has a healthy head start in his new home # Benefits - Healthy head start in his new home - A whole year's worth of Open Farm food # Features - Grass-Fed Beef Recipe - Surf & Turf Recipe - Jerky Strips Turkey Recipe # Call to action We have all of that in the description below # Point of view - Brand 100% – The entire video is told from the brand's perspective, showcasing their involvement in animal welfare and promoting their product. # Storyline - 00:00–00:05 The video begins with a text overlay introducing the series of delivering shelter dogs their dinner with an RC car until they get adopted. - 00:00–00:05 The speaker welcomes viewers to day 1 of the series, explaining that they feed shelter animals their meals from an RC car until they get adopted. This sets the stage for a heartwarming and unique approach to showcasing the brand's involvement in animal welfare. - 00:05–00:09 The speaker introduces HK, stating that they will be feeding him his dinner bowl, but first, they will share a little bit about his story. This creates anticipation and emotional connection with the dog. - 00:09–00:13 The speaker shares HK's background, mentioning that he is a 5-year-old mixed breed dog and one of the shelter's longest-staying residents. This highlights the dog's need for a home and creates empathy. - 00:13–00:17 The speaker continues to describe HK's situation, noting that he has been waiting for his forever family for almost a year. This emphasizes the urgency and the dog's longing for a home. - 00:17–00:21 The speaker shares a statistic that large dog breeds stay at the shelter four times longer than small breeds, adding context to HK's extended stay. This highlights the challenges faced by larger dogs in finding homes. - 00:21–00:28 The speaker explains that HK came from a busy, high-stress environment where he lived with multiple other dogs, making it hard for him to thrive. This provides insight into HK's past and his need for a calm environment. - 00:28–00:31 The speaker states that the ideal home for HK is somewhere calm, quiet, and predictable, emphasizing the type of environment he needs to thrive. This sets expectations for potential adopters. - 00:31–00:47 The speaker announces that if someone adopts HK, he will come home with a year's worth of Open Farm food, ensuring he has a healthy head start in his new home. This provides an incentive for adoption and highlights the brand's support. - 00:47–00:53 The speaker encourages viewers to learn more about HK, his personality, and how to adopt him, directing them to the description below. This provides a clear call to action and facilitates the adoption process.

# Ad summary This ad showcases Open Farm's freshly crafted dog food, emphasizing its ease of preparation and variety of recipes. # Brand positioning Open Farm is presented as a provider of high-quality, freshly crafted pet food. The brand emphasizes the ease of feeding pets with their products, suggesting a focus on convenience and nutritional value. The brand aligns with a lifestyle that prioritizes pet health and well-being, positioning itself as a modern solution for pet owners seeking fresh, wholesome food options. Open Farm differentiates itself by offering freshly crafted recipes, contrasting with traditional dry or canned pet food options. # Product The ad features Open Farm's freshly crafted dog food, available in various recipes such as Wild-Caught Fish and Tummy Rescue. The food is presented as easy to prepare, with the ad highlighting the simplicity of feeding. The product is packaged in sealed containers to maintain freshness. The Wild-Caught Fish recipe is shown in a pink container, while the Tummy Rescue recipe comes in an orange container. The ad also shows a bowl filled with the dog food, ready to be served. The USPs include the freshness and ease of preparation, appealing to pet owners looking for convenient and healthy meal options for their dogs. # Visual style The ad features a clean, minimalist aesthetic with a focus on product presentation. The production quality appears to be studio-shot, with bright, even lighting and a neutral background. The visual motifs include a flatlay arrangement of the products and ingredients. The image treatment involves background removal and color grading to enhance the vibrancy of the product packaging. The typography is large and bold, ensuring scannability in the feed. The style contrasts with platform-native content, opting for a high-design approach that aims to capture attention through visual appeal. # Hooks Headline: Feeding Freshly Crafted is easy as 1, 2, 3 # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the pain point of complicated pet food preparation, suggesting that traditional methods can be time-consuming or confusing. The phrase "is easy as 1, 2, 3" signals a frustration with complex feeding routines. # Value propositions - Freshly crafted food that is easy to feed. # Benefits - Feeding is easy # Features - Freshly Crafted # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire ad is presented from the brand's perspective, showcasing the product's features and benefits. # Storyline - The ad opens by showcasing the variety of Open Farm's freshly crafted dog food recipes, including Wild-Caught Fish and Tummy Rescue. This is intended to highlight the brand's range of options and appeal to different dietary needs, told from the brand's perspective. - The ad transitions to emphasize the ease of feeding with Open Farm products, stating that it's as easy as 1, 2, 3. This aims to address the common pain point of complicated pet food preparation, told from the brand's perspective. - The ad concludes by showing a bowl of Open Farm dog food, ready to be served. This reinforces the message of convenience and highlights the product's appeal to pets, told from the brand's perspective.

# Ad summary This ad tells the story of a woman's paralyzed dog, Tyrion, and how she helped him regain his spark through physical therapy, hydrotherapy, and a high-quality diet from Open Farm. The ad highlights Tyrion's progress, emphasizing that he is now pain-free, medication-free, and has a healthy digestive system thanks to Open Farm dog food. # Brand positioning Open Farm is presented as a high-quality dog food brand that prioritizes the health and well-being of pets, particularly those with special needs. The brand is positioned as a solution for pet owners seeking nutritious and complete meals, with meat as the primary ingredient. Open Farm aligns with values of health, quality, and care, promoting a lifestyle where pets receive the best possible nutrition to thrive, even in challenging health situations. The brand pushes against the norm of using fillers and low-quality ingredients in pet food, focusing instead on providing a protein-packed, balanced diet. # Product Open Farm Grain-Free Venison Recipe is a high-quality dog food designed to provide a complete and balanced meal for dogs. The recipe is protein-packed, with meat as the first ingredient, ensuring optimal nutrition. It is suitable for dogs of all breeds and life stages, including those with specific health needs like Tyrion, a paralyzed dog. The ad highlights that switching to Open Farm has improved Tyrion's digestive system and overall health. The product is presented as a solution for pet owners seeking to provide their dogs with a nutritious diet that supports their well-being, even in the face of health challenges. # Visual style The ad has a UGC feel, combining personal footage with professional shots of physical therapy and hydrotherapy sessions. The editing style includes quick cuts to maintain a fast pace and keep viewers engaged. The production quality is a hybrid of casual and polished, reflecting both the personal story and the professional care provided. The pacing is consistent throughout the ad, with cuts timed to the voiceover to emphasize key points. # Hooks Spoken: 00:00–00:03 Almost two years ago my dog went from this... to this Text overlay: 00:00–00:05 POV: your paralyzed dog finds his spark again ✨ / 00:00–00:03 almost two years ago my dog went from this... to this Visual: 00:00–00:01 A wide shot of a grassy field under a clear blue sky. A small, light-brown dog runs in the distance, casting a long shadow of the person holding the camera. Trees are visible in the background. The camera is handheld and slightly shaky. / 00:01–00:03 A medium shot of a small, white dog sitting on a wooden floor next to a gray couch. The dog appears unwell, with a bandage on its leg. The background includes a dining area with a table and chairs. The lighting is bright and natural. # Funnel stage Middle of funnel (Consideration) # Pain points The central pain point is the challenge of caring for a paralyzed dog and ensuring their health and happiness. The ad highlights the initial fear and lack of knowledge the owner experienced: "In the beginning I was terrified. I was 27 at the time. I didn't know anything about paralyzed dogs or how to care for one." # Value propositions - High-quality dog food for dogs with special needs - Complete and balanced nutrition for optimal health - Protein-packed meal with meat as the first ingredient # Benefits - Improved digestive system - Better overall health - Pain-free - Medication-free - Good muscle tone # Features - Grain-free - Venison recipe - Protein-packed - Complete and balanced meal - Meat is always the first ingredient # Call to action None used. # Point of view - Customer 100% – The entire video is told from the perspective of a dog owner sharing her personal experience and journey in caring for her paralyzed dog. # Storyline - 00:00–00:03 00:00–00:03 The ad opens with a shot of a dog running in a field, followed by a shot of the same dog looking unwell and unable to move. This sets up the contrast between the dog's former and current state, creating curiosity and concern. - 00:03–00:05 00:03–00:05 The narrator, a young woman, reassures viewers that Tyrion is now happy and healthy. This shifts the tone from concern to hope and sets the stage for the story of his recovery. - 00:05–00:11 00:05–00:11 The narrator shares her initial fear and lack of knowledge about caring for a paralyzed dog. This establishes her vulnerability and makes her journey relatable to other pet owners facing similar challenges. - 00:11–00:23 00:11–00:23 The narrator explains how she sought help from experts, learned about Tyrion's autoimmune disease, and incorporated physical therapy, hydrotherapy, and a specialized diet into his care. This highlights the importance of professional guidance and comprehensive care in managing the dog's condition. - 00:23–00:34 00:23–00:34 The narrator emphasizes the importance of dog food in maintaining Tyrion's health and happiness. This introduces the central theme of nutrition and sets the stage for the product endorsement. - 00:34–00:45 00:34–00:45 The narrator highlights Tyrion's improved condition, noting that he is pain-free, medication-free, and has good muscle tone and a healthy digestive system. This reinforces the positive impact of the comprehensive care and specialized diet. - 00:45–00:52 00:45–00:52 The narrator introduces Open Farm Grain-Free Venison Recipe, emphasizing its protein content and complete and balanced nutrition. This directly promotes the product as a key factor in Tyrion's recovery and well-being. - 00:52–00:57 00:52–00:57 The narrator expresses her pride in Tyrion's progress and encourages him to keep it up. This provides a heartwarming conclusion and reinforces the message of hope and resilience.