How Primal Kitchen Advertises on Meta

# Ad summary A co-founder shows the viewer how to prepare a 5-ingredient, 60g protein lunch in under 1 minute. She prepares a chicken salad in a bowl and serves it over lettuce, then states the protein contents of both the salad and the drink that accompanies the meal. # Brand positioning Primal Kitchen's mayo is presented as a healthy alternative to traditional mayonnaise made with avocado oil. The brand aligns with a health-conscious lifestyle. The brand seems to push against norms that suggest traditional mayo is the standard, by offering an alternative made with better oils. The brand positioning is primarily functional, centered on the ingredients, but also aims to meet emotional needs of consumers looking to maintain a healthy diet. # Product The product is Primal Kitchen's mayonnaise made with avocado oil. The label states that it is 'Mayo made with Avocado Oil'. It is suggested for use in a chicken salad recipe with shredded chicken, walnuts, grapes, and mayo. The recipe can be served on top of a bed of lettuce. The ad promotes the product as a healthy alternative to traditional mayonnaise. # Visual style The ad has a UGC style, and is filmed in a home kitchen. The editing style is a mix of static shots and zooms, with a casual and friendly tone. The pacing is consistent throughout the ad, around 36 BPM. There is no notable audio-visual sync. # Hooks Spoken: Female 1: Come with me as we make a five ingredient 60 gram protein lunch in like one minute. Text overlay: 00:00–00:04 / Co-Founder's 60g of Protein Lunch Visual: 00:00–00:02: A woman stands in a modern kitchen with white subway tile backsplash. She is fair-skinned with long brown hair, wearing a brown baseball cap with the letters 'RNCH' embroidered on it, and a brown and blue sweater. She stands at a white countertop with a light brown wooden cutting board in front of her. The cutting board contains cut chicken, grapes, and a knife. A can of Waay, a small white bowl filled with walnuts, and a bottle of Primal Kitchen mayonnaise also sit on the counter. The camera zooms in on a bowl with chicken salad sitting on a bed of greens. / 00:02–00:04: The camera zooms back out to the woman, as she is cutting the chicken on the cutting board. The camera is stationary and at eye level. # Funnel stage Consideration # Pain points None used. # Value propositions - Healthy alternative to traditional mayonnaise # Benefits - 60g protein - 5 ingredient - lunch in 30 seconds # Features - Mayo made with Avocado Oil # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The brand is communicating directly with the viewer through a co-founder, showcasing the product's use in a simple recipe. # Storyline - 00:00–00:04 00:00–00:04: The co-founder introduces the recipe she will be making. The intent is to immediately showcase the purpose and content of the video, in a friendly way. - 00:04–00:14 00:04–00:14: The co-founder prepares the meal by adding chicken, walnuts, and grapes to a bowl. She then adds the product, Primal Kitchen Mayonnaise, to the bowl, and mixes the ingredients together. The intent is to show how the product can be used in a simple recipe. - 00:14–00:17 00:14–00:17: The co-founder showcases the final product, and serves it over a bed of lettuce. The intent is to show how the product can be used to create a quick and delicious lunch. - 00:17–00:24 00:17–00:24: The co-founder holds up the can of Waay and states that the salad has 50g of protein, and the Waay has 10g of protein. She reiterates that this meal is five ingredients with 60g of protein, and that it can be made in 30 seconds. She then takes a sip of the Waay. The intent is to summarize the benefits of the lunch, and tie in an additional product to complement the salad.

# Ad summary A woman creates a high-protein egg salad using Primal Kitchen Green Goddess Avocado Oil Dressing and other ingredients. # Brand positioning Primal Kitchen is presented as a health-conscious brand offering avocado oil-based condiments. The brand values align with a lifestyle that prioritizes clean eating, high protein intake, and convenient healthy choices. Primal Kitchen differentiates itself by offering alternatives to traditional, less healthy condiments. # Product Primal Kitchen Green Goddess Avocado Oil Dressing is a dressing made with avocado oil and other ingredients, positioned as a healthy alternative to traditional salad dressings. In this ad, the dressing is used as an ingredient in a high-protein egg salad recipe. The ad highlights the dressing's use of avocado oil and its ability to enhance a simple dish, transforming it into a protein-packed meal. The Green Goddess Avocado Oil Dressing is described as the finishing touch for the egg salad. # Visual style The ad has a bright and clean aesthetic with a focus on food preparation. The editing style consists of static shots with occasional close-ups to emphasize the ingredients and process. The production quality has a UGC feel, suggesting authenticity. The cuts are timed to some spoken words to emphasize points. The overall aesthetic supports a tone of simplicity and healthy eating. # Hooks Spoken: 00:00–00:04 Come with me as I make a delicious green goddess egg salad with 38 grams of protein. Text overlay: 00:00–00:29 40g of Protein / 00:00–00:29 Green Goddess Egg Salad Visual: 00:00–00:04 A woman stands in a bright, modern kitchen with white cabinets and a stainless steel range hood. In the foreground, there's a wooden cutting board with hard-boiled eggs, chives, a can of Waay orange drink, and a bottle of Primal Kitchen Green Goddess dressing. The woman is fair-skinned, in her 40s, wearing a green-and-brown sweater. She speaks directly to the camera, gesturing with her hands. The camera is stationary and shows a medium shot. # Funnel stage Consideration # Pain points None used. # Value propositions - The dressing transforms a simple dish into a protein-packed meal - Convenient way to consume 38g of protein # Benefits - High-protein meal option - Delicious taste - Healthy alternative to traditional egg salad # Features - Made with avocado oil - Contains 38 grams of protein - Includes ingredients such as eggs, chives, parsley, dill, and cottage cheese # Call to action None used. # Social proof - "So good." - Female 1 (Creator) # Point of view - Customer 100% – The entire video is from the perspective of a home cook preparing and enjoying a dish, suggesting a user's experience. # Storyline - 00:00–00:04 00:00–00:04 A woman in a kitchen introduces a recipe for a green goddess egg salad with 38 grams of protein. This aims to grab the viewer's attention by promising a healthy and protein-rich meal. The perspective is from the woman/creator who is directly addressing the audience with a friendly and enthusiastic tone. - 00:05–00:14 00:05–00:14 The woman chops hard-boiled eggs, chives, parsley and dill. This conveys the recipe's ingredients and preparation steps. The perspective is from the woman demonstrating her cooking skills. The tone is instructional and casual. - 00:15–00:22 00:15–00:22 The woman adds cottage cheese and Primal Kitchen Green Goddess dressing to the bowl of chopped ingredients. This conveys more recipe ingredients and continues the demonstration. The perspective is from the woman showing how to combine the ingredients. - 00:22–00:24 00:22–00:24 The woman tries a bite of the egg salad. This offers a positive taste test and implies product satisfaction. The perspective is from the creator enjoying their creation, with an enthusiastic and pleased tone. - 00:24–00:29 00:24–00:29 The woman shows the finished egg salad and a can of Waay protein drink. This reinforces the total protein content of the meal, emphasizing a benefit. The perspective is from the brand, highlighting the total protein content with a promotional and health-focused tone.

# Ad summary A woman in her kitchen makes a high-protein lunch using rotisserie chicken, chives, buffalo sauce, mayonnaise, and sparkling protein water. The ad emphasizes the lunch's high protein content, quick preparation time, and easy recipe. # Brand positioning Primal Kitchen is presented as a brand focused on healthy and convenient eating, demonstrated through the use of their avocado oil-based mayonnaise and buffalo sauce in a quick, protein-packed lunch recipe. The brand aligns with a lifestyle that values balanced nutrition, convenience, and flavor without compromising health. By featuring a simple, at-home recipe using easily accessible ingredients, Primal Kitchen positions itself as approachable and adaptable to everyday dietary needs. The brand focuses on functional benefits, such as providing healthy, quick meal options. # Product The products featured are Primal Kitchen's avocado oil mayonnaise and buffalo sauce, used as part of a quick and easy high-protein lunch recipe. The avocado oil mayonnaise is highlighted for its healthy fat content and versatility. The buffalo sauce is presented as a way to add flavor and spice to the meal, catering to individual preferences for heat. The overall lunch, which also contains shredded rotisserie chicken, chives, and sparkling protein water (waay), is designed for individuals seeking a high-protein option that can be prepared in under a minute. The ad addresses the need for convenient and nutritious meal solutions, demonstrating how these products can be used together to overcome the barrier of time-consuming meal preparation. # Visual style The ad has a polished, bright, and clean aesthetic, reflecting a modern kitchen setting. The editing style involves quick cuts to maintain a fast pace, emphasizing the speed of the recipe. The production quality leans towards a UGC feel but is well-lit and shot, suggesting a hybrid approach. The pacing is quick, likely around 40-50 cuts per minute, designed to capture attention quickly and convey information efficiently. Cuts often coincide with actions, such as chopping or pouring, enhancing the visual rhythm. # Hooks Spoken: 00:00–00:02 50 grams protein lunch in 50 seconds, let's go. Text overlay: 00:00–00:25 Quick 50g of Protein Lunch Visual: 00:00–00:01 The shot features a woman in a kitchen setting, wearing a green top, with her hair in a bun. She’s standing at a white countertop, in front of white cabinets and a stainless steel range hood. She is holding a white bowl and taking a bite with a fork, looking directly at the camera. On the counter are a yellow waay can, a bottle of Primal Kitchen mayonnaise, and a bottle of Primal Kitchen buffalo sauce. / 00:01–00:02 A close-up shot shows a person mixing ingredients in a white bowl, including diced chicken, chives, and orange sauce, on a wooden cutting board. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of needing a quick, high-protein lunch option. This is demonstrated visually as the woman prepares a speedy meal in her kitchen. The time constraint and need for convenience are emphasized in the statement, "Quick 50g of Protein Lunch in 50 seconds, let's go." # Value propositions - Convenient: quick and easy to prepare - High protein: delivers 50g of protein for a nutritious meal - Taste: Enjoyable flavor, as noted by the creator's positive review - Time-saving: pre-cooked rotisserie chicken # Benefits - Quick 50g of Protein Lunch in 50 seconds - 30 second lunch - Best recipe I've ever had # Features - 50g of Protein - Five ingredients: rotisserie chicken, chives, buffalo sauce, Primal Kitchen mayonnaise, and waay protein water # Call to action None used. # Social proof - "That's like the best recipe I've ever had." – Female 1 (Customer) # Point of view - Customer 100% – The ad is presented from the point of view of a woman demonstrating and enjoying the recipe, providing a user perspective. # Storyline - 00:00–00:02 00:00–00:02 The ad begins with the creator holding a bowl and about to take a bite, followed by a shot of her mixing ingredients in the bowl. This immediately establishes the focus on a quick, easy-to-make meal. The voiceover promises a "Quick 50g of Protein Lunch in 50 seconds." The perspective is from the creator, aiming to engage viewers who want convenient, high-protein meal ideas. The tone is enthusiastic and urgent, encouraging viewers to try the recipe. - 00:02–00:07 00:02–00:07 The creator starts chopping rotisserie chicken, emphasizing a quick prep. The message is that the recipe uses pre-cooked chicken to save time. The perspective is from the creator, showcasing the ease of preparing the ingredients. The tone is efficient and practical. - 00:07–00:15 00:07–00:15 The creator adds chives, buffalo sauce, and Primal Kitchen mayonnaise to the bowl. This step highlights the simple ingredients and flavor components of the recipe. The perspective remains with the creator, demonstrating the ease of assembling the dish. The tone is casual and informative. - 00:15–00:19 00:15–00:19 The creator stirs the ingredients together and then adds a can of waay sparkling protein water. The message is that the protein water adds extra protein. The perspective is from the creator, showing the quick mixing process. The tone is upbeat. - 00:19–00:25 00:19–00:25 The creator holds up the bowl and can and says, "Cheers! 50 grams of protein, five ingredients, like 30 second lunch!" She takes a bite and remarks, "That's like the best recipe I've ever had." This reinforces the benefits of the meal. The perspective is from the creator, acting as a user sharing her positive experience. The tone is enthusiastic and testimonial-driven.

# Ad summary The ad showcases the co-founder of Primal Kitchen preparing a quick high-protein lunch using Primal Kitchen mayonnaise and buffalo sauce with chicken, celery, and chives. # Brand positioning Primal Kitchen is presented as a health-conscious brand offering products made with real ingredients, like avocado oil mayonnaise and buffalo sauce. The brand aims to occupy a space in the consumer's mind as a provider of healthy and convenient condiments that are quick and easy to use. The brand promotes a lifestyle that prioritizes quick, high-protein meals that don't compromise on taste or quality. By offering condiments made with avocado oil, Primal Kitchen aligns with a health-focused consumer base that is conscious of ingredients and nutritional value. The brand is presented with a functional brand positioning of health and simplicity, as well as convenience. # Product The ad features Primal Kitchen's Avocado Oil Mayo and Buffalo Sauce, both presented as condiments made with high-quality ingredients. The Avocado Oil Mayo is a mayonnaise made with avocado oil, positioned as a healthier alternative to traditional mayonnaise. The Buffalo Sauce is used to add flavor and spice to the dish. Both products are featured in the making of a quick, high-protein lunch. The ad also mentions a sparkling drink called "waay" and the rotisserie chicken. The overall message is that these Primal Kitchen products are easy to incorporate into a quick meal. # Visual style The ad has a clean and bright aesthetic, typical of modern cooking or lifestyle content. The editing style includes some quick cuts to show ingredients being prepared. The production quality is polished, with clear visuals and audio, suggesting a professionally produced piece with a UGC feel. The pacing is moderate, with cuts timed to match the speaker's rhythm. # Hooks Spoken: Female 1: That's like the best chicken salad I've ever had. Text overlay: Co-Founder's 50g of Protein Lunch Visual: 00:01–00:02: A pair of hands mixes the ingredients together in a small white bowl. / 00:02–00:03: The woman is again centered in the frame in the same modern white kitchen eating from a bowl. # Funnel stage Consideration # Pain points The ad addresses the pain point of wanting a quick and easy lunch that is also high in protein. # Value propositions - Quick high-protein lunch - Healthy ingredients # Benefits - Quick to make - High protein # Features - Avocado Oil Mayo - Buffalo Sauce - 50g of Protein # Call to action None used. # Social proof - That's like the best chicken salad I've ever had – Female 1 (Co-founder) # Point of view - Brand 100% – The ad is told from the brand's perspective, featuring the co-founder demonstrating the product in a positive light. # Storyline - 00:00–00:02 The co-founder of Primal Kitchen tries her chicken salad. - 00:02–00:10 00:02–00:10: She states it is "like the best chicken salad I've ever had" and that she "made a 50-gram protein lunch" in 4 minutes using Primal Kitchen Mayo and Buffalo Sauce, chives, celery, and rotisserie chicken. - 00:10–00:14 00:10–00:14: Buffalo sauce is poured into the bowl. - 00:11–00:14 00:11–00:14: Celery is chopped and added to the bowl. - 00:12–00:14 00:12–00:14: The salad is mixed, then the co-founder holds a "waay" drink and states, "50 grams of protein". - 00:15–00:18 00:15–00:18: The co-founder states, "Took me like 3 minutes to make lunch". - 00:18–00:19 00:18–00:19: She takes a drink of her sparkling water.

# Ad summary This ad features a split-screen of a woman preparing different recipes using Primal Kitchen mayo and buffalo sauce. # Brand positioning Primal Kitchen is presented as a brand that offers healthy alternatives to traditional condiments. The brand is positioned for health-conscious individuals seeking clean eating options, specifically avocado oil-based mayonnaise and buffalo sauce, suggesting an alignment with the paleo or keto lifestyle. # Product The ad features Primal Kitchen's Avocado Oil Mayo and Buffalo Sauce. The mayo is highlighted as a healthy alternative to traditional mayonnaise made with avocado oil. The buffalo sauce is portrayed as a flavorful condiment made with high-quality ingredients. The use cases shown include making chicken salad and dips, highlighting the products' versatility. The ad implies that these products address the purchase barrier of unhealthy condiments by offering nutritious options without sacrificing taste. # Visual style The ad has a bright, clean, and casual aesthetic, resembling UGC or a cooking demo. The editing style consists of quick cuts between different angles and steps in the food preparation process. The production quality has a polished feel, enhancing the appeal of the food and products. The visual motif includes multiple windows showing different aspects of the preparation. The pacing is moderate, with cuts timed to match the rhythm of the music. # Hooks Visual: 00:00–00:03 The screen is split into multiple windows, each showing a different angle or step in the preparation of food. In the foreground, a woman with long brown hair, wearing a striped sweater, stands in a white kitchen preparing food. In the background, the kitchen is brightly lit with white cabinets and stainless steel appliances. The camera framing varies across the different windows, including close-ups of the products, medium shots of the woman preparing food, and overhead shots of the ingredients. Camera movement is minimal, focusing on the actions within each frame. The woman is seen mixing ingredients in a bowl, chopping vegetables, and squeezing the Primal Kitchen products. The products, including Primal Kitchen's Avocado Oil Mayo, Buffalo Sauce, and a can of 'Wavy' seltzer, are prominently displayed. The overall texture is clean and bright, reflecting a modern kitchen environment. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of unhealthy condiments by offering nutritious options without sacrificing taste. # Value propositions - Healthy condiments without sacrificing taste - Nutritious options for clean eating # Benefits - Healthy alternative to traditional condiments - Flavorful condiment made with high-quality ingredients - Versatile for various recipes like chicken salad and dips # Features - Avocado Oil Mayo - Buffalo Sauce # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The ad is presented from the perspective of a user demonstrating the product in a casual, relatable way. # Storyline - 00:00–00:08 00:00–00:08 The ad shows a split-screen of a woman preparing different recipes using Primal Kitchen mayo and buffalo sauce. This is intended to showcase the products in action and highlight their versatility. The perspective is from an observer, providing a clear view of the food preparation process. The tone is casual and inviting, as if the viewer is watching a cooking demonstration.