How Purple Carrot Advertises on Meta

# Ad summary This ad promotes Purple Carrot, a plant-based meal delivery service. The ad features a woman who shares that she doesn't have to track her food intake because Purple Carrot provides already balanced meals. The ad shows her preparing and enjoying a Purple Carrot meal. # Brand positioning Purple Carrot is a plant-based meal delivery service that aims to simplify healthy eating. The brand is positioned for people who want to eat well without the hassle of meal planning or tracking nutrients. Purple Carrot simplifies nutrition by offering balanced meals that remove the need for calorie or macro counting. It focuses on functional convenience by providing a solution for easy and sustainable healthy eating. # Product Purple Carrot is a plant-based meal delivery service that provides balanced meals with protein and fiber. Each meal is designed to eliminate the need for tracking or calculating nutritional content. The meals are made with plant-based ingredients, offering a convenient way to eat well without the need for meal planning or complicated cooking. # Visual style The ad has a natural and clean aesthetic, with bright lighting and straightforward shots. The editing style is simple with smooth transitions, and the production quality suggests a mix of casual UGC and polished commercial elements. The pacing is relaxed, reflecting the message of effortless healthy eating. # Hooks Spoken: 00:00–00:01 I didn't want another thing to track. Text overlay: 00:00–00:02 I don't track. I trust the system Visual: 00:00–00:02 The refrigerator is organized and fully stocked with fresh, colorful vegetables. Vegetables are placed in organized shelves and drawers. The camera pans down slowly. The lighting is bright. A text overlay appears on the screen. # Funnel stage Middle of funnel (Consideration) # Pain points The central frustration is the need to constantly track and calculate nutritional intake, making healthy eating feel tedious and unsustainable. "I didn't want another thing to track." # Value propositions - Convenience of plant-based meals that are already balanced - Sustainability through a meal delivery service that runs in the background # Benefits - No tracking required - Eating well feels sustainable # Features - Plant-based meals - Balanced with protein and fiber # Call to action None used. # Social proof - "These meals are already balanced with protein and fiber, so I don't have to calculate anything." - "Purple Carrot plant-based meal delivery runs in the background, making eating well feel sustainable." # Point of view - Customer 100% – The entire ad is narrated by a woman expressing her satisfaction with the product, implying she's a customer. # Storyline - 00:00–00:02 00:00–00:02 The ad opens with a shot of a refrigerator filled with vegetables. The visual introduces the concept of healthy eating, setting the stage for the woman's comment that she doesn't track her food intake. The shot and the text overlay emphasize the abundance of whole ingredients. - 00:02–00:03 00:02–00:03 A top-down shot of a prepared bowl of colorful ingredients is shown on a countertop next to chopped vegetables on a cutting board. This shot is presented from the brand's perspective to imply that Purple Carrot is both vibrant and convenient. - 00:03–00:07 00:03–00:07 The ad cuts to the prepared noodles being cooked, strained, and plated. The visuals highlight the simplicity and ease of preparing the meal. The text overlay emphasizes the 'no tracking required' message, reinforcing the convenience of the meal delivery service. - 00:07–00:11 00:07–00:11 The woman is then shown tasting and enjoying the meal outdoors. The reaction shot and outdoor setting aim to convey that the meals are enjoyable and fit into a healthy lifestyle. This offers a glimpse into a customer's experience.

# Ad summary This ad by Purple Carrot promotes their pre-made, plant-based meals. The ad features a woman holding a packaged Purple Carrot meal and saying that if you train hard but hate meal planning, Purple Carrot meals are for you. She then displays a finished plate of Purple Carrot bolognese and states that it has 34 grams of plant-based protein and that she didn’t have to track a thing. She adds a topping to the dish and states that Purple Carrot delivers high-protein meals like this every week. The ad ends with the woman eating the dish, stating that her food actually supports her workouts and lifestyle. # Brand positioning Purple Carrot is presented as a convenient and healthy meal delivery service that caters to individuals who prioritize fitness and a plant-based diet. The brand positions itself as a solution for people who want to fuel their workouts with nutritious meals but don't have the time or desire to meal plan. It aligns with a lifestyle of health, fitness, and ease, offering pre-made meals that are high in plant-based protein and require no tracking or overthinking. Purple Carrot pushes against the norms of traditional meal planning and complex diet tracking, instead providing a simple and straightforward way to support an active lifestyle. The brand positioning is both functional, providing high-protein meals, and emotional, offering convenience and peace of mind. # Product Purple Carrot is a meal delivery service that provides pre-made, plant-based meals. The product is targeted towards people who lift and train hard but hate meal planning. The meals are high in plant-based protein and require no tracking. In the ad, a finished plate of Purple Carrot bolognese is shown, containing 34 grams of plant-based protein. The bolognese sauce sits on a bed of pasta and is sprinkled with a topping from a small bowl. The ad mentions that Purple Carrot delivers high-protein meals every week, making it a convenient way to support workouts and a healthy lifestyle. This is a worthwhile product for people who want to eat healthily and support their fitness goals without the hassle of meal planning. # Visual style The ad has a bright and clean aesthetic. It combines static shots with quick cuts. The production quality appears to be a hybrid between UGC and polished commercial, with a natural, relatable feel. The pacing is moderate, with cuts timed to voiceover lines. The visuals are clear and well-lit, enhancing the appeal of the food and the trustworthiness of the presenter. # Hooks Spoken: 00:00–00:03: If you train hard but hate meal planning, this is for you. Text overlay: 00:00–00:03: If you lift but don't know what to eat...start here Visual: 00:00–00:03: A woman stands outside on a sunny day. She has medium-length brown hair, light skin, is wearing a yellow crop top and blue leggings. She holds a packaged meal in one hand and a black water bottle in the other. The background is a green leafy hedge. The camera is stationary and at eye level, providing a direct view of the woman as she speaks to the camera. # Funnel stage Middle of funnel (Consideration) # Pain points The central frustration is the hassle of meal planning for individuals who train hard. This is signaled by the opening line: “If you train hard but hate meal planning…” # Value propositions - Plant-based protein: The meals are high in plant-based protein, catering to individuals who prioritize a plant-based diet. - No tracking required: Eliminates the need for calorie counting or macro tracking, saving time and mental effort. - Supports workouts and lifestyle: The food supports the woman's workouts and lifestyle. # Benefits - No tracking required - Supports my workouts and my lifestyle # Features - 34g plant protein - High protein meals # Call to action None used. # Social proof - “So my food actually supports my workouts and my lifestyle.” – Female 1 (Customer) # Point of view - Customer 100% – The ad is told entirely from the perspective of a satisfied customer sharing her experience. # Storyline - 00:00–00:03 00:00–00:03: A woman stands outside with a leafy green background, holding a packaged meal and a water bottle. She addresses the viewer, stating that if they train hard but hate meal planning, Purple Carrot is for them, conveying a message of convenience and targeted support. - 00:03–00:05 00:03–00:05: The scene shifts to a close-up of a plate of pasta with bolognese sauce. A hand sprinkles a topping onto the dish, emphasizing its plant-based protein content and appealing to those seeking nutritious options. - 00:05–00:09 00:05–00:09: The woman is now inside, leaning against a kitchen island with chopped vegetables in front of her. She states that the meal has 34 grams of plant-based protein and that she didn’t have to track or overthink anything, positioning Purple Carrot as a hassle-free solution. - 00:10–00:13 00:10–00:13: Back outside, the woman adds a topping to the pasta and says that Purple Carrot delivers high-protein meals like this every week, reinforcing the consistency and convenience of the service. - 00:13–00:18 00:13–00:18: The woman is seen eating the pasta, stating that her food supports her workouts and lifestyle, conveying the overall benefit of Purple Carrot’s meals in supporting an active and healthy life.

# Ad summary The ad features a woman recommending the Purple Carrot meal kit service, highlighting its ease of use, variety, and customization options via screen recordings of the app. # Brand positioning Purple Carrot is presented as a convenient, customizable, and healthy meal delivery service that caters to busy individuals and families looking to avoid takeout and eat well. The brand offers a variety of meal options, including meal kits and ready-to-eat meals, designed to fit different dietary preferences and schedules. The brand positions itself as a solution to the problem of grocery shopping and meal planning, emphasizing simplicity, convenience, and variety. The tone is casual and friendly, promoting a lifestyle of healthy eating without the stress of traditional meal preparation. # Product Purple Carrot is a meal delivery service that offers both meal kits and ready-to-eat meals, designed to simplify meal planning and cooking. The service is aimed at individuals and families who are busy and want to avoid takeout. Purple Carrot stands out for its customization options, allowing users to choose meals based on dietary preferences such as high protein, gluten-free, low calorie, and sodium smart. The service addresses the pain point of grocery shopping and meal planning by delivering pre-portioned ingredients and easy-to-follow recipes. Users can also customize their orders by adding ready-to-eat meals for days when they don't have time to cook. The product is presented as easy to use, with a simple app interface that allows for quick adjustments to meal selections. # Visual style The ad has a clean, straightforward aesthetic with a focus on the Purple Carrot app interface. The use of screen recordings and a solid, lime-green background emphasizes the app's functionality. Editing is static. The visuals are intended to feel user-friendly and accessible, similar to a UGC demo. # Hooks Spoken: Female 1: My family has a problem. Text overlay: $100 Off / YOUR FIRST MONTH Visual: 00:00–00:01 The video begins with a vertically oriented shot of a phone screen, displaying the Purple Carrot app. The app interface is visible, including the scheduling tab, which displays several meals scheduled for different weeks in February. The camera is stationary. The background is a lime-green color. # Funnel stage Consideration # Pain points The central frustration is the struggle of being too busy to cook, leading to frequent takeout orders and a desire for easier, healthier meal options. # Value propositions - Convenience: Ready-to-eat and meal kits for an easy weeknight meal. - Dietary choices that are easily filtered for the customer to choose what they want. - Price: Right now they're offering $100 off your first month. # Benefits - Avoid takeout - Eat well with less effort - Eliminates grocery list - Fits mood or schedule - Customizable in seconds - Can filter by things like sodium smart or under 600 calories - Can find exactly what you need without overthinking it # Features - Meal kits - Ready-to-eat meals - Customizable dietary preferences (high protein, gluten-free, low calorie, sodium smart) - Easy-to-use app interface # Call to action None used. # Social proof - "They've already made my life way easier" – Female 1 (Customer). # Point of view - Customer 100% – The entire ad is delivered from the perspective of a customer sharing her positive experience. # Storyline - 00:00–00:07 The ad begins with the speaker introducing her family's problem of ordering too much takeout due to being busy. - 00:07–00:09 She explains that they decided to try Purple Carrot and that the product has already made their lives easier. - 00:09–00:18 The narrative then shifts to showing how easy the app is to use and how the speaker can choose what works for her from high protein, gluten-free, or quick and easy meals. - 00:18–00:20 The message highlights that the app handles the rest, eliminating the need for a grocery list. - 00:21–00:28 The user explains how much she loves the number of meal kits to choose from, because there's always something that fits her mood or her schedule. - 00:29–00:37 The narrator explains that once you're inside your account, you can customize everything in seconds, and she provides the example that she always adds a ready-to-eat burrito or pasta for those days when she won't have time to cook lunch. - 00:37–00:45 The speaker explains that if you want something specific, you can filter by things like sodium smart or under 600 calories to find exactly what you need without overthinking it. - 00:45–00:54 She describes it as the easiest way that she has found to eat well with way less effort and notes that Purple Carrot is offering $100 off the first month, making it the perfect time to make the viewer's weeks a whole lot simpler.

# Ad summary This ad for Purple Carrot features a woman cooking a meal. She explains that she now relies on access to help her eat better, and that Purple Carrot delivers high-protein, high-fiber meals every week. She prepares a meal and then holds it up to the camera to display it. # Brand positioning Purple Carrot is a meal delivery service focused on healthy, plant-based meals. The brand positions itself as a way to overcome the challenges of maintaining a consistent healthy diet by delivering high-protein, high-fiber meals directly to customers. The brand offers convenience by providing access to healthy meals, eliminating the need for tracking macros or dealing with pressure, thereby making healthy eating an automatic part of the customer’s routine. # Product Purple Carrot is a meal delivery service that provides high-protein, high-fiber, plant-based meals on a weekly basis. These meals are designed to help consumers maintain a healthy diet without the need for tracking macros or feeling pressured. The ad emphasizes the convenience and ease of incorporating plant-based meals into one's diet, suggesting that consistency and good taste are designed into the service. The product appeals to those seeking a hassle-free way to eat well and achieve a consistent, balanced diet without the typical challenges associated with meal planning and preparation. # Visual style The ad features a polished UGC style with a clean and bright aesthetic. The editing involves quick cuts to show the various stages of meal preparation. The production quality is high, suggesting a professional touch while maintaining a casual, user-generated feel. The pacing is moderate, with cuts timed to key phrases or actions. # Hooks Spoken: 00:00–00:03 [Playful tone] Motivation face? Access doesn't. Visual: 00:00–00:03 A woman stands in a kitchen holding a bowl of food. The kitchen has wooden cabinets, stainless steel appliances, and a white marble backsplash. The woman wears a purple sports bra and white athletic shorts. The camera is selfie-style, held at chest level and slightly tilted up. The lighting is bright and natural. # Funnel stage Middle of funnel (Consideration) # Pain points The pain point addressed in the ad is the difficulty in maintaining motivation to eat healthily, conveyed through the phrase: “I used to rely on motivation, but it never lasted.” This indicates a frustration with the need for constant willpower to stick to a healthy diet. # Value propositions - High protein and high fiber meals delivered every week so eating well happens automatically. - Consistency that sticks because there's no tracking macros or pressure. # Benefits - Eating well happens automatically - No tracking macros, no pressure - Consistency that sticks - Tastes great # Features - High protein - High fiber meals delivered every week # Call to action None used. # Point of view - Customer 100% – The ad is told from the perspective of a woman who is a customer of Purple Carrot. # Storyline - 00:00–00:03 00:00–00:03 The ad begins with a woman holding up a bowl of food and stating the phrase "motivation phase." This is meant to capture the viewer's attention by introducing the concept of needing motivation to prepare healthy meals. - 00:03–00:04 00:03–00:04 The woman holds up a Purple Carrot box. This is a visual and verbal pivot to introduce Purple Carrot as an alternative to relying on motivation. - 00:04–00:07 00:04–00:07 The woman explains that she used to rely on motivation, but it never lasted. The woman's tone is casual, as if relating her own relatable experience. - 00:07–00:12 00:07–00:12 The woman states that she now relies on access and then proceeds to prepare a meal on the stove. The visuals show how Purple Carrot delivers high-protein, high-fiber meals every week. This reinforces the service’s key benefits. - 00:12–00:15 00:12–00:15 The woman states that eating well happens automatically and is shown placing a cooked dish onto a plate. The message is that Purple Carrot simplifies healthy eating. - 00:15–00:22 00:15–00:22 The woman states that there’s no tracking macros or pressure, and that consistency is designed to stick. She ends by mentioning that the food tastes great. The messaging is that Purple Carrot eliminates typical barriers to healthy eating while ensuring the food is enjoyable.

# Ad summary This ad for Purple Carrot features a vegan chef preparing a colorful salad, highlighting the convenience and health benefits of the meal delivery service. # Brand positioning Purple Carrot is presented as a chef-crafted, plant-based meal delivery service focused on providing healthy and convenient vegan meals to your doorstep. The brand emphasizes ease of use and a wide variety of options. It differentiates itself by offering dietitian-approved, high-protein, and high-fiber meals, aligning with a health-conscious lifestyle. The brand positions itself as a solution for those seeking vegan meals with quality and variety, verified by Bon Appetit. # Product Purple Carrot is a vegan meal delivery service offering chef-crafted, plant-based meals delivered to your door. It offers over 50 weekly options that are dietitian-approved and high in protein and fiber. The meals include pre-portioned ingredients and recipes, making it easier to cook healthy, plant-based meals at home. The ad showcases the process of making a salad to highlight the freshness and vibrant ingredients that come with the service. # Visual style The ad has a bright and clean aesthetic, with natural lighting and a focus on the vibrant colors of the ingredients. It appears to be shot in a home kitchen setting with a UGC feel, which supports a casual and approachable tone. The editing style is quick cuts, designed to maintain a fast pace and keep the viewer engaged. The cuts are timed to match the music. # Hooks Text overlay: 00:00–00:02 Cook a Purple Carrot 🍴 meal with me Visual: 00:00–00:02 A close-up of a finished salad in a white bowl on a wooden surface. The salad contains lettuce, shredded carrots, roasted sweet potatoes, tofu, and a purple flower garnish. A second glass bowl filled with a salad mix is in the background. The shot is brightly lit, focusing on the vibrant colors of the salad. The camera is stationary and slightly above eye level. # Funnel stage Consideration # Pain points The ad implies that people struggle with finding time to prepare healthy, plant-based meals: “Purple Carrot delivers chef crafted, plant based meals right to your door” # Value propositions - Convenient access to chef-crafted, plant-based meals at home. - Nutritious meals with high protein and fiber content. # Benefits - Delivers meals right to your door - Healthy eating options # Features - Chef-crafted meals - Plant-based meals - 50+ Weekly Options - Dietitian Approved - High Protein + Fiber # Call to action Get $100 off your first month at PurpleCarrot.com # Social proof - "Named The Best Vegan Meal Delivery Service Overall by Bon Appetit" # Point of view - Customer 100% – The ad is presented from the perspective of someone preparing and enjoying a Purple Carrot meal. # Storyline - 00:00–00:02 00:00–00:02 A person prepares a colorful salad in a white bowl. The initial view showcases a finished salad with a variety of ingredients and a purple flower as garnish. - 00:02–00:03 00:02–00:03 The ad transitions to a person slicing purple sweet potatoes. This signals the beginning of the meal preparation process and introduces one of the key ingredients. - 00:04–00:05 00:04–00:05 Sliced sweet potatoes are arranged on a baking sheet with parchment paper, and oil is drizzled over them. This shows a step in the cooking process. - 00:05–00:08 00:05–00:08 Tofu is crumbled over the sweet potatoes on the baking sheet. This highlights the protein content of the meal. - 00:08–00:11 00:08–00:11 Lettuce is chopped on a wooden cutting board. This shows preparation of the greens for the salad. - 00:11–00:13 00:11–00:13 A carrot is peeled into thin ribbons using a vegetable peeler. This visual highlights the freshness and simplicity of the ingredients. - 00:13–00:15 00:13–00:15 The chopped lettuce is tossed in a glass bowl. This emphasizes the variety of fresh ingredients. - 00:15–00:17 00:15–00:17 Carrot ribbons and chopped garlic are added to the lettuce in the bowl. This continues to build the visual appeal of the salad preparation. - 00:17–00:21 00:17–00:21 A dressing is mixed in a mason jar. The shot shows oil, vinegar, and tomato paste added and mixed together. - 00:21–00:24 00:21–00:24 Quinoa is placed in a bowl, followed by the lettuce and carrot mixture. This builds the base of the salad. - 00:24–00:25 00:24–00:25 The salad is topped with the baked sweet potatoes and tofu. This completes the visual representation of the prepared meal. - 00:25–00:27 00:25–00:27 The dressing is poured over the salad. The salad is topped with a purple flower. - 00:28–00:31 00:28–00:31 A person holds up the salad and takes a bite, conveying enjoyment of the final product.

# Ad summary This ad for Purple Carrot shows a woman preparing a meal from a recipe booklet and enjoying it. The ad highlights the food's plant-based ingredients and how it offers a nourishing, non-restrictive approach to healthy eating. # Brand positioning Purple Carrot is presented as a brand focused on making healthy eating accessible and enjoyable through plant-based meals delivered weekly. The brand emphasizes a supportive, non-restrictive approach to nourishment, positioning itself against the notion of strict diets and forced discipline. Instead, Purple Carrot promotes a lifestyle that integrates seamlessly with one's body, providing nutrient-rich meals without the need for rules or extremes. The brand is positioned as a convenient and supportive option in the market for plant-based meal delivery services, targeting consumers who want to nourish their bodies without the stress of restrictive dieting. # Product Purple Carrot offers plant-based meals delivered weekly to make nourishment feel supportive. The product is for individuals seeking to nourish their bodies without adhering to strict diets or extreme eating habits. The advertised Soba Noodle Salad meal is a plant-based dish delivered with a recipe booklet that can be prepared at home using fresh ingredients. Purple Carrot meals aim to make healthy eating feel accessible, convenient, and non-stressful. The ad highlights the meal's ability to support the body without enforcing strict rules or extremes, implying a unique selling proposition centered on balanced and enjoyable nourishment. # Visual style The ad features a bright, natural aesthetic with a clean and modern kitchen setting. The editing is simple, with straightforward cuts between shots of food preparation and the final dish. The production quality is high, giving it a polished yet approachable feel, aligning with a UGC style. The pacing is moderate, with cuts timed to emphasize key moments in the food preparation process. # Hooks Spoken: Female 1: I didn’t want to force discipline my way through eating. Text overlay: 00:00–00:02 Visual: 00:00–00:01: A fair-skinned woman with long brown hair, wearing a dark red long-sleeve shirt, stands in a kitchen holding a Purple Carrot recipe booklet in front of a stainless steel refrigerator. On the counter in front of her is a wooden cutting board with piles of chopped purple cabbage, orange carrots, and Bok choy. / 00:01–00:02: Close-up of a wooden cutting board, where a knife is used to chop a bulb of Bok choy into smaller pieces. Visible on the cutting board are orange carrots, chopped purple cabbage, and sugar snap peas. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the frustration of having to "force discipline" to maintain a healthy diet. # Value propositions - Convenient plant-based meals delivered weekly - Balanced nourishment without strict dieting # Benefits - Meals support my body without forcing rules or extremes - Makes nourishment feel supportive, not stressful # Features - Plant-based meals - Delivered weekly # Call to action None used. # Social proof - "I didn’t want to force discipline my way through eating. These meals support my body without forcing rules or extremes." – Female 1 (Customer) # Point of view - Customer 100% – The entire video is delivered from the perspective of a customer who uses and enjoys the product. # Storyline - 00:00–00:01 The creator holds up a Purple Carrot recipe booklet. - 00:01–00:02 The creator emphasizes that she doesn't want to force discipline when it comes to eating. - 00:02–00:03 The creator chops vegetables on a cutting board. - 00:03–00:05 The creator peels a carrot. - 00:05–00:06 The creator whisks together a sauce. - 00:06–00:07 The final dish is shown garnished and plated. - 00:07–00:08 The creator holds the dish and smiles. - 00:08–00:11 The creator takes a bite of the salad.

# Ad summary This ad uses a humorous approach to promote Purple Carrot, a plant-based meal delivery service. It starts with a group of people reacting to a mock hacking threat, then transitions to showcasing various appealing plant-based meals offered by the service, emphasizing that they are always plant-based and never boring. # Brand positioning Purple Carrot is presented as a plant-based meal delivery service that offers a variety of appealing and non-traditional vegan meals. The brand positions itself as a solution for those seeking plant-based options that are both convenient and exciting, pushing against the perception that vegan food is boring or limited. The brand aligns with values of health, sustainability, and culinary adventure, aiming to occupy a space in the consumer's mind as a provider of innovative and delicious plant-based meals. # Product Purple Carrot is a meal delivery service that provides plant-based meals. The ad showcases a variety of dishes, including a wrap with yellow sauce, a cross-section of a filled pastry, pancakes with white cream, tofu with green onions, pasta with vegetables, dumplings with nuts, and potatoes with salad. The meals are presented as visually appealing and diverse, highlighting the service's ability to offer exciting and flavorful plant-based options. The ad addresses the potential purchase barrier of plant-based meals being perceived as boring by emphasizing that Purple Carrot meals are "always plant based, never boring." # Visual style The ad has a bright and playful aesthetic, with close-up shots of food that emphasize its visual appeal. The editing style is quick and dynamic, with fast cuts between different dishes. The production quality is polished, giving the ad a professional feel. The pacing is fast, with cuts timed to the music beats. # Hooks Spoken: Hacker: Give me $10K or I will leak your camera roll Text overlay: 00:00–00:02 Visual: 00:00–00:02: A top-down shot shows five people gathered around a wooden table. They are looking up at the camera with exaggerated expressions of fear and concern. Each person has a knife placed on the table in front of them. In the center of the table is a black bowl and a black box. The lighting is bright and even. # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the pain point of plant-based meals being perceived as boring or limited. The ad uses the line "Always plant based, never boring" to directly counter this perception. # Value propositions - Plant-based meals that are never boring # Benefits - Convenient - Exciting - Flavorful # Features - Plant-based meals - Meal delivery service # Call to action Find these dishes and more at PurpleCarrot.com # Social proof - None used. # Point of view - Brand 100% – The ad is presented from the brand's perspective, showcasing its product and messaging. # Storyline - 00:00–00:02 A group of people are gathered around a table, reacting with exaggerated expressions of fear and concern. - 00:02–00:11 The ad transitions to a series of close-up shots of various plant-based meals, including a wrap being dipped in sauce, a pastry cut in half, pancakes being topped with cream, tofu being cooked with green onions, pasta being dressed with lime, dumplings being garnished with nuts, and potatoes being served with salad. - 00:11–00:14 The ad concludes with a shot of potatoes and salad, accompanied by the Purple Carrot logo and the tagline "Always plant based, never boring."

# Ad summary This ad features Robin Arzón promoting her partnership with Purple Carrot, highlighting how their meal kits make it easy to build protein-packed, flavorful plant-based meals for busy people, inspired by recipes in her cookbook. # Brand positioning Purple Carrot is presented as a convenient meal kit service specializing in plant-based meals. The brand positions itself as a solution for busy individuals who want to enjoy protein-packed, flavorful vegan food without the hassle of extensive meal planning and preparation. This positions the brand as a functional and convenient alternative for those who want to enjoy plant-based meals, pushing against the perception that plant-based eating is time-consuming or requires advanced cooking skills, or may be low in protein. # Product The ad promotes the Purple Carrot meal kit service, a subscription-based service that delivers pre-portioned ingredients and recipes for plant-based meals directly to the customer's door. The product is for busy individuals who want to enjoy protein-packed, flavorful vegan meals but lack the time for extensive meal planning and preparation. The kits include all the necessary ingredients and step-by-step instructions, making it easy to prepare healthy meals at home. The meal kits are presented as a convenient way to build protein packed flavorful meals on those busy days, addressing the purchase barrier of time constraints. # Visual style The ad has a polished and bright aesthetic, utilizing natural light in a modern kitchen setting. The editing style includes quick cuts to maintain a brisk pace. The production quality is high, giving it a commercial feel. Visual motifs include close-ups of ingredients and the cooking process, interspersed with shots of the presenter. The pacing is consistent, and the audio-visual sync is timed with the music beats. # Hooks Spoken: Robin Arzón: If you think plant-based means low protein, let me prove you wrong. Text overlay: 00:00–00:00: THINK / 00:01–00:01: MEANS / 00:01–00:02: PROTEIN Visual: 00:00–00:02: Robin, a woman appearing to be in her late 30s with tan skin and curly dark hair, stands behind a kitchen counter. She wears an orange jacket with a matching headband, gold hoop earrings, and a blue beaded necklace. On the counter are stacks of dark-colored seaweed sheets, two baby zucchinis, a pile of carrots, a bowl of leafy greens, and a bowl of food. Robin faces forward, smiling, in a medium shot framed against light gray kitchen cabinets and marble countertops. / 00:02–00:03: Close up of Robin, as she points up and smiles. # Funnel stage Consideration # Pain points The ad implies that busy people often struggle to prepare healthy, protein-packed, plant-based meals due to time constraints: "On those busy days." # Value propositions - Purple Carrot makes it easy to build protein-packed flavorful meals on those busy days # Benefits - Build protein-packed, flavorful meals - Easy to make - Convenient for busy days # Features - Meal kit box - Plant-based meals - Inspired by the recipes in her cookbook # Call to action None used. # Point of view - Brand 100% – The ad is delivered from the brand's perspective, showcasing its product and value. # Storyline - 00:00–00:02 Robin stands in her kitchen, addressing the camera with a smile and presenting ingredients, including zucchini, carrots, herbs, and a cookbook. - 00:02–00:03 Robin wants to counter the misconception that plant-based diets lack protein. - 00:04–00:07 She introduces a partnership with Purple Carrot. - 00:07–00:12 She shows the Purple Carrot meal kit box inspired by recipes from her cookbook. - 00:12–00:19 Robin shows how Purple Carrot makes it easy to build protein-packed, flavorful meals. - 00:20–00:24 A title card displays the partnership, bonus gift, and offer of $100 off the first month.

# Ad summary This ad promotes Purple Carrot's meal kits and prepared meals, focusing on their GLP-1 friendly options that are low in calories and carbs, and high in protein and fiber. The ad showcases a person preparing and enjoying a healthy salad, highlighting the convenience and health benefits of Purple Carrot's offerings. # Brand positioning Purple Carrot is presented as a modern and health-conscious brand that provides meal kits and prepared meals. The brand focuses on GLP-1 friendly options, implying a focus on meals that support healthy blood sugar levels and weight management. The brand positions itself as a solution for those seeking convenient and nutritious meals that align with specific dietary needs. The tone is functional, emphasizing the nutritional benefits and ease of preparation. # Product Purple Carrot offers GLP-1 friendly meal kits and prepared meals designed to be low in calories (under 600), high in protein (15g+), high in fiber (10g+), and low in carbs (under 65g). The product is for individuals seeking convenient, healthy, and nutritionally balanced meal options that support weight management and healthy blood sugar levels. The ad features a vibrant salad with ingredients like greens, avocado, and lemon, implying fresh and high-quality components. The USP is providing meal options that meet specific dietary requirements while being quick to prepare (less than 15 minutes cook time). # Visual style The ad features a bright and clean aesthetic with natural lighting and a focus on the vibrant colors of the salad ingredients. The editing style is simple with static shots. The production quality has a polished UGC feel, making it relatable and accessible. The pacing is consistent. # Hooks Spoken: 00:13-00:15: This is so good! [enthusiastically] Text overlay: 00:13–00:15 PURPLE CARROT. Visual: 00:13–00:15: A woman with light skin and brown hair is smiling at the camera while eating the salad. She is wearing a white shirt. The background is out of focus, but appears to be a kitchen setting. The 'PURPLE CARROT.' text overlay is at the top. # Funnel stage Consideration # Pain points The ad addresses the pain point of needing to eat healthy but lacking the time or knowledge to prepare nutritious meals that meet specific dietary requirements. # Value propositions - Provides nutritionally balanced meals that are low in calories, high in protein and fiber, and low in carbs, making it easier to maintain a healthy diet. - Offers the convenience of meal kits and prepared meals with a cook time of less than 15 minutes, saving time and effort. # Benefits - Nutritious meals - Convenient and quick to prepare - Supports healthy blood sugar levels - Weight management # Features - GLP-1 friendly meal kits and prepared meals - Less than 600 calories - 15g+ protein - 10g+ fiber - <65g carbs - Low prep, <15 minute cook time # Call to action None used. # Social proof - This is so good! – Woman 1 (Customer) # Point of view - Customer 100% – The ad is presented from the perspective of a customer who is preparing and enjoying a Purple Carrot meal, creating a relatable and authentic experience. # Storyline - 00:00–00:04 A hand adds white dressing to a vibrant salad. - 00:04–00:09 A fork mixes the salad ingredients. The text overlay highlights nutritional information and meal preparation time. - 00:09–00:13 A fork lifts a bite of salad to show the ingredients. - 00:13–00:15 A woman smiles and nods at the camera while eating the salad.

# Ad summary A woman shares how Purple Carrot has changed her diet by providing plant-based meals delivered weekly. She highlights the convenience of having meals planned out for her, offering both quick meal kits and ready-to-eat bowls. She emphasizes the satisfying nature of the food and how it helps her feel good. # Brand positioning Purple Carrot is presented as a convenient solution for individuals who are too busy to eat well. The brand aims to occupy the space of providing healthy, plant-based meals that fit into a busy schedule, eliminating the need for meal planning or ordering takeout. The brand aligns with values of health, convenience, and a plant-based lifestyle. It pushes against the norms of unhealthy takeout options and time-consuming meal preparation. The brand positioning is both functional (simplicity, convenience) and emotional (feeling good about one's body). # Product Purple Carrot is a meal delivery service that provides plant-based meals delivered weekly. The service is for individuals who are too busy to eat well and want a convenient solution for healthy meals. The service offers both quick meal kits and ready-to-eat bowls. The meals are already planned out, eliminating the need for meal planning. The product addresses the pain point of not having time or energy to figure out what to eat. The ad highlights the satisfying nature of the food and how it helps the user feel good about their body. # Visual style The ad has a polished UGC feel, with bright, natural lighting and a clean aesthetic. The editing style includes quick cuts and smooth transitions, creating a fast-paced rhythm. The production quality is high, giving it a commercial feel while maintaining a relatable, user-generated content vibe. The pacing is consistent throughout the ad, with cuts timed to the voiceover lines. # Hooks Spoken: 00:00–00:02 I stopped ordering takeout because of this. Text overlay: 00:00–00:02 I stopped ordering takeout because of this 🥡 Visual: 00:00–00:02 Close-up shot of a young woman with long brown hair, wearing a black sweatshirt, sitting at a table in a brightly lit room. She is speaking directly to the camera, gesturing with her hands. The background is a plain white wall. # Funnel stage Middle of funnel (Consideration) # Pain points The central frustration is not having the time or energy to plan and prepare healthy meals, leading to unhealthy takeout choices or skipping meals altogether. "I never have the time or energy to figure out what to eat." # Value propositions - Plant-based meals delivered weekly: Convenient and healthy meal options without the hassle of meal planning. - Quick meal kits and ready-to-eat bowls: Flexible options to fit your schedule, whether you have time to cook or need a quick meal. - Balanced meals: Nutritious and satisfying meals that help you feel good about your body. # Benefits - Convenient - Saves time - Eliminates meal planning - Healthy - Satisfying # Features - Plant-based meals - Delivered weekly - Quick meal kits - Ready-to-eat bowls - Balanced meals # Call to action None used. # Social proof - "Then I started using Purple Carrot and it has completely changed my diet" – Female 1 (Customer) - "And I'm actually feeling my body instead of just getting by" – Female 1 (Customer) # Point of view - Customer 100% – The entire video is told from the perspective of a customer sharing her personal experience with the product. # Storyline - 00:00–00:02 00:00–00:02 The creator introduces the video by stating she stopped ordering takeout because of something she's about to share. This is intended to pique the viewer's interest and set up the problem she's about to address. The perspective is from the creator, speaking directly to the audience in a casual, relatable tone. - 00:02–00:05 00:02–00:05 The creator explains that she never has the time or energy to figure out what to eat. This highlights the problem of being too busy to plan meals. The perspective is from the creator, sharing her personal experience in a relatable tone. - 00:05–00:09 00:05–00:09 The creator shares that she was either skipping lunch completely or ordering takeout she'd regret. This emphasizes the unhealthy choices she was making due to lack of time. The perspective is from the creator, sharing her past struggles in a casual tone. - 00:09–00:13 00:09–00:13 The creator introduces Purple Carrot as the solution that completely changed her diet. This marks the transition to the product reveal and its positive impact. The perspective is from the creator, sharing her positive experience in an enthusiastic tone. - 00:13–00:17 00:13–00:17 The creator explains that she now gets plant-based meals delivered weekly that are already planned out for her. This highlights the convenience and ease of the service. The perspective is from the creator, sharing the benefits of the product in a straightforward tone. - 00:17–00:23 00:17–00:23 The creator shares that if she has time, she'll cook one of their quick meal kits, and if not, she'll grab a ready-to-eat bowl. This showcases the flexibility of the service. The perspective is from the creator, demonstrating the product's versatility in a practical tone. - 00:23–00:26 00:23–00:26 The creator states that the food is so satisfying. This emphasizes the positive emotional outcome of using the product. The perspective is from the creator, sharing her satisfaction in a genuine tone. - 00:26–00:29 00:26–00:29 The creator lists examples of the meals offered, such as fried rice, soba noodles, and plant-based gnocchi. This provides specific examples of the variety of meals available. The perspective is from the creator, showcasing the product's offerings in an informative tone. - 00:29–00:31 00:29–00:31 The creator shares that she's actually feeling her body instead of just getting by. This highlights the positive impact on her overall well-being. The perspective is from the creator, sharing her personal transformation in a heartfelt tone. - 00:31–00:37 00:31–00:37 The creator states that if you are always too busy to eat well, Purple Carrot makes it easy with balanced meals that fit into your schedule. This directly addresses the target audience and offers a solution to their problem. The perspective is from the creator, providing advice and reassurance in a friendly tone. - 00:37–00:41 00:37–00:41 The creator explains that you don't have to worry about meal planning or ordering takeout last minute anymore. This reinforces the convenience and benefits of the service. The perspective is from the creator, reiterating the product's value proposition in a clear tone. - 00:41–00:44 00:41–00:44 The creator concludes by stating that it's just real food when you need it most. This emphasizes the quality and convenience of the product. The perspective is from the creator, summarizing the product's essence in a concise and impactful tone.

# Ad summary This ad promotes Purple Carrot's Buffalo Mac and Cheese meal kit. The ad features a woman standing in her kitchen next to a Purple Carrot box. She states that comfort food doesn't have to knock you out, and that the Buffalo Mac and Cheese from Purple Carrot is ready in just 20 minutes, has 17 grams of protein, is high fiber, has balanced macros, and a flavor perfected by chefs. The woman then takes a bite of the mac and cheese and states that it is dietitian-approved, plant-powered, and actually satisfying, and that it is complete nutrition in a bowl of mac and cheese. # Brand positioning Purple Carrot is presented as a meal kit delivery service that specializes in plant-based meals. The brand aims to occupy a space in the consumer's mind as a provider of healthy, convenient, and delicious plant-based options. The brand aligns with values of health, nutrition, and sustainability, promoting a lifestyle that incorporates more plants into one's diet. Purple Carrot pushes against the norm that comfort food has to be unhealthy and indulgent, offering a balanced and nutritious alternative. The brand positioning is both functional, emphasizing the convenience and nutritional benefits of their meals, and emotional, highlighting the satisfaction and enjoyment of eating plant-based comfort food. # Product The featured product is Purple Carrot's Buffalo Mac and Cheese meal kit, a plant-based version of the classic comfort food. It is designed for individuals seeking a quick, nutritious, and satisfying meal option. The ad explicitly states that the meal is ready in just 20 minutes and contains 17 grams of protein, is high in fiber, and has balanced macros. The USPs include its plant-based composition, quick preparation time, and nutritional benefits. The ad showcases the meal being prepared and enjoyed, highlighting its convenience and deliciousness. The ad addresses the purchase barrier of unhealthy comfort food by presenting a dietitian-approved, plant-powered alternative that is both satisfying and nutritious. # Visual style The ad has a bright and clean aesthetic, with a focus on natural lighting and modern kitchen decor. The editing style is quick and snappy, with cuts timed to the voiceover. The production quality is polished, giving the ad a professional feel. The pacing is consistent throughout the ad, maintaining a fast rhythm to keep viewers engaged. # Hooks Spoken: 00:00–00:02: Comfort food doesn't have to knock you out. Text overlay: 00:00–00:02: Comfort food, upgraded. Visual: 00:00–00:01: A woman with curly hair, wearing a black off-the-shoulder top and jeans, stands in a bright, modern kitchen. She is positioned next to a Purple Carrot box on a wooden countertop. Behind her, there are open shelves with plants, bowls, and decorative items. The camera is stationary and captures her from the waist up. / 00:01–00:02: A close-up shot of cooked elbow macaroni being drained in a metal colander. Steam rises from the pasta. The background is blurred. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of unhealthy comfort food that can leave you feeling sluggish and guilty. The ad states, "Comfort food doesn't have to knock you out." # Value propositions - Quick and easy meal preparation (ready in just 20 minutes) - Nutritious and balanced meal option (17 grams of protein, high fiber, balanced macros) - Delicious and satisfying plant-based comfort food (flavor perfected by chefs, dietitian-approved, plant powered) # Benefits - Comfort food that doesn't knock you out - Complete nutrition # Features - Ready in just 20 minutes - 17 grams of protein - High fiber - Balanced macros - Flavor perfected by chefs - Dietitian-approved - Plant powered # Call to action None used. # Social proof - Dietitian-approved # Point of view - Customer 100% – The entire video is told from the perspective of a customer who is enthusiastic about the product. # Storyline - 00:00–00:01 A woman stands in her kitchen next to a Purple Carrot box, introducing the concept of upgraded comfort food. - 00:01–00:02 The woman states that comfort food doesn't have to knock you out, setting the stage for a healthier alternative. - 00:02–00:11 The ad transitions to showcasing the Buffalo Mac and Cheese from Purple Carrot, highlighting its key features and benefits. - 00:11–00:15 The woman reappears, holding a bowl of the prepared Buffalo Mac and Cheese, emphasizing its dietitian-approved, plant-powered, and satisfying qualities. - 00:15–00:15 The woman takes a bite of the mac and cheese, visually conveying her enjoyment and satisfaction. - 00:15–00:19 The woman concludes by stating that the meal represents complete nutrition in a bowl of mac and cheese, reinforcing the product's health benefits.

# Ad summary This ad uses a split screen to show how Purple Carrot can provide better fuel for the same schedule and job. The ad features a woman who is shown working from home and preparing a Purple Carrot meal. The ad highlights the convenience and health benefits of Purple Carrot's chef-crafted, protein-packed meals. # Brand positioning Purple Carrot is presented as a convenient and healthy meal delivery service that offers chef-crafted, protein-packed meals. The brand aims to occupy the space of providing better fuel for busy individuals who have the same schedule and job but want to improve their diet. Purple Carrot aligns with values of health, convenience, and quality, promoting a lifestyle where eating well is made easy. The brand pushes against the norms of traditional meal preparation by offering pre-made, nutritious options delivered weekly, emphasizing the difference in how one feels when consuming their meals. # Product Purple Carrot offers chef-crafted, protein-packed meals delivered weekly to help you break the cycle and feel the difference. The product is for individuals who have the same schedule and job but want better fuel. The meals are designed to be convenient and nutritious, addressing the purchase barrier of time and effort required for meal preparation. The ad showcases a specific meal featuring macaroni and cheese with a side salad, highlighting the variety and balanced nature of the offerings. The ad emphasizes that Purple Carrot meals are worth trying because they provide a convenient way to eat healthy and feel better. # Visual style The ad has a bright and clean aesthetic with natural lighting and a polished commercial feel. The editing style includes quick cuts to showcase the ingredients and meal preparation, followed by static shots of the woman enjoying her meal. The pacing is consistent, creating a smooth and engaging viewing experience. The visuals are timed to the music, enhancing the overall rhythm and appeal of the ad. # Hooks Spoken: 00:00–00:02 [Calmly] Same schedule. Same job. Just better fuel. Text overlay: 00:00–00:02 Same schedule. / 00:01–00:02 Same job. / 00:01–00:02 Just better fuel. Visual: 00:00–00:02: A split screen shows a woman in two different settings. On the left, she is sitting in bed with a gray blanket, wearing a gray sweater, and looking at her phone. A gray mug is next to her. On the right, she is in a bright kitchen, wearing the same gray sweater, preparing a salad with ingredients like carrots, celery, and leafy greens on a white countertop. The background includes white cabinets and various kitchen items. # Funnel stage Middle of funnel (Consideration) # Pain points The central frustration is the challenge of maintaining a healthy diet while managing a busy schedule and job. This is signaled by the contrast between the woman working from bed and the need for "better fuel." # Value propositions - Convenient and healthy meal delivery service - Provides better fuel for busy individuals - Offers pre-made, nutritious options delivered weekly # Benefits - Better fuel for the same schedule and job - Break the cycle - Feel the difference # Features - Chef-crafted meals - Protein-packed meals - Delivered weekly # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The ad is presented from the perspective of a customer using and enjoying the product, showcasing their daily routine and how Purple Carrot fits into it. # Storyline - 00:00–00:02 The ad opens with a split screen showing the same woman in two different scenarios: working from bed on her phone and preparing a meal in a bright kitchen. - 00:00–00:02 The text overlay introduces the concept of "Same schedule. Same job. Just better fuel," setting the stage for how Purple Carrot can improve one's routine. - 00:02–00:05 The ad transitions to close-up shots of fresh ingredients being chopped and a creamy sauce being poured over macaroni, highlighting the chef-crafted nature of Purple Carrot meals. - 00:02–00:07 The text overlay reinforces the message that "Purple Carrot offers chef-crafted, protein-packed meals," emphasizing the brand's key features. - 00:08–00:12 The woman is then shown walking outside with the prepared meal, transitioning to a sunny outdoor setting where she sits down to enjoy her food. - 00:08–00:12 The text overlay states, "Delivered weekly to help you break the cycle, and feel the difference," reinforcing the convenience and positive impact of Purple Carrot. - 00:15–00:18 The ad concludes with close-up shots of the meal, showcasing its appetizing appearance and fresh ingredients.

# Ad summary A woman in her kitchen explains how Purple Carrot has freed up her brain space by taking care of meal planning. She says that she no longer has to stand in the grocery store every Sunday with a half-finished list trying to figure out what goes with what. She says that everything just shows up: the ingredients, the recipe, and the exact portions, so there is no overbuying and no waste. She says that the meal prep part is already done for her, and she doesn't have to think about what she's making for dinner or if she forgot something on her list. She says that she just opens the fridge, pulls out the bag, and follows the steps. She says that it's kind of therapeutic now, and all of the meals are actually really exciting. She says that tonight it's buffalo cauliflower, and last week she made this tofu sesame dish that she is still thinking about. She says that everything's plant-based, but it still feels indulgent, like something you'd get at a nice restaurant. She says that if meal planning is the part that always trips you up, Purple Carrot will save you. She says that Purple Carrot takes care of the thinking; you just cook and eat. # Brand positioning Purple Carrot is a meal kit delivery service that specializes in plant-based meals. The brand aims to occupy the space in the consumer's mind as a convenient and exciting way to enjoy plant-based cuisine. The brand aligns with values of convenience, health, and sustainability, promoting a lifestyle that is both indulgent and mindful. Purple Carrot pushes against the norms of traditional meal planning and grocery shopping, offering a solution that eliminates the need for extensive planning and reduces food waste. The brand positioning is both functional, providing convenience and reducing waste, and emotional, offering excitement and indulgence in plant-based eating. The brand aims to make plant-based eating accessible and enjoyable for everyone, regardless of their dietary preferences or cooking skills. # Product Purple Carrot is a meal kit delivery service that provides customers with pre-portioned ingredients and recipes for plant-based meals. The product is for individuals who want to enjoy plant-based cuisine without the hassle of meal planning and grocery shopping. The service includes all the necessary ingredients, a detailed recipe, and exact portions to eliminate overbuying and waste. The USPs of Purple Carrot are convenience, variety, and sustainability. The service addresses the purchase barriers of time, effort, and food waste, offering a solution that simplifies meal preparation and reduces environmental impact. The ad highlights the excitement and indulgence of the meals, suggesting that they are comparable to dishes found in nice restaurants. The ad tells the viewer that Purple Carrot is worth trying because it takes care of the thinking, allowing them to simply cook and eat. # Visual style The ad has a polished, UGC feel. The editing style is smooth with quick cuts. The production quality is high-end, supporting the intended tone of convenience and indulgence. The pacing is consistent throughout the ad. The cuts and product actions are timed to the voiceover lines. # Hooks Spoken: 00:00–00:03 I can't even explain how much brain space this has freed up. Visual: 00:00–00:03 A woman stands in a bright, modern kitchen, facing the camera. She has long brown hair and is wearing a light pink zip-up hoodie. She is standing at a counter with a wooden cutting board, chopping cauliflower with a knife. The background includes white cabinets, a stainless steel oven, and a window. # Funnel stage Middle of funnel (Consideration) # Pain points The central frustration is the time, effort, and mental energy required for meal planning and grocery shopping. The woman says that she no longer has to stand in the grocery store every Sunday with a half-finished list trying to figure out what goes with what. # Value propositions - Convenience: Purple Carrot takes care of the thinking, you just cook and eat. - Variety: Provides exciting meals that feel indulgent, like something you'd get at a nice restaurant. - Sustainability: Exact portions eliminate overbuying and reduce food waste. # Benefits - Frees up brain space - Eliminates meal planning - Reduces grocery shopping time - Eliminates overbuying - Reduces food waste - Provides exciting meals - Feels indulgent # Features - Pre-portioned ingredients - Detailed recipe - Exact portions - Plant-based meals # Call to action None used. # Social proof - "Last week I made this tofu sesame dish that I am still thinking about" – Female 1 (Customer) # Point of view - Customer 100% – The entire ad is told from the perspective of a customer sharing her experience with the product. # Storyline - 00:00–00:03 00:00–00:03 The woman is chopping cauliflower on a cutting board and says that she can't even explain how much brain space Purple Carrot has freed up. - 00:03–00:16 00:03–00:16 She says that with Purple Carrot, she's not standing in the grocery store every Sunday with a half-finished list trying to figure out what goes with what. - 00:16–00:26 00:16–00:26 She says that everything just shows up: the ingredients, the recipe, and the exact portions, so there is no overbuying and no waste. She says that the meal prep part is already done for her. - 00:26–00:33 00:26–00:33 She says that she doesn't have to think about what she's making for dinner or if she forgot something on her list. She says that she just opens the fridge, pulls out the bag, and follows the steps. She says that it's kind of therapeutic now. - 00:33–00:38 00:33–00:38 She says that all of the meals are actually really exciting. She says that tonight it's buffalo cauliflower, and last week she made this tofu sesame dish that she is still thinking about. - 00:38–00:45 00:38–00:45 She says that everything's plant-based, but it still feels indulgent, like something you'd get at a nice restaurant. She says that if meal planning is the part that always trips you up, Purple Carrot will save you. She says that Purple Carrot takes care of the thinking; you just cook and eat.

# Ad summary This ad promotes a plant-based noodle dish that is high in fiber and balanced in macros. The ad features a woman who is working on her laptop and then decides to make the noodle dish. The ad highlights the convenience and health benefits of the dish. # Brand positioning This ad presents a brand that offers convenient and healthy meal options for busy individuals. The brand emphasizes the ease of incorporating their products into daily routines, positioning itself as a solution to decision fatigue and time constraints. The brand aligns with a lifestyle focused on balanced nutrition and efficiency, appealing to those who prioritize health without sacrificing convenience. The brand pushes against the norms of time-consuming meal preparation, offering a quick and accessible alternative. # Product The featured product is a plant-based noodle dish designed for convenience and health. It is presented as a quick and easy meal option, requiring minimal preparation. The dish is highlighted for being high in fiber, balanced in macros, and 100% plant-based, catering to health-conscious consumers. The ad emphasizes that the product is a reliable habit during busy times, offering a nutritious meal without the hassle of extensive cooking. The product is shown being prepared with ingredients like broccoli, macadamia nuts, and noodles, suggesting a focus on natural and wholesome components. # Visual style The ad has a bright and clean aesthetic with natural lighting. The editing style includes quick cuts to show the preparation process. The production quality is polished, giving it a commercial feel. The pacing is consistent, with cuts timed to the background music. # Hooks Text overlay: Decision fatigue? Gone. Visual: 00:00–00:01: A woman with long brown hair, wearing a beige sweater, sits at a black desk with a silver laptop. She rests her head on her hand, looking tired. The background includes a white wall with an abstract art piece. / 00:01–00:02: The woman walks to a stainless steel refrigerator in a bright kitchen with light wood cabinets and white countertops. She opens the refrigerator. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of decision fatigue and the struggle to find quick, healthy meal options during a busy lifestyle. The woman's initial tired and unmotivated state at her desk visually signals this frustration. # Value propositions - Convenient meal option for busy individuals - Nutritious and healthy choice - Easy to incorporate into daily routine # Benefits - Eliminates decision fatigue - Provides a quick and easy meal - Fuels you with real food # Features - High fiber - Balanced macros - 100% plant-based # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The entire video is presented from the perspective of a customer using and enjoying the product. # Storyline - 00:00–00:01 A woman is sitting at a desk with a laptop, looking tired and unmotivated. - 00:01–00:03 The ad transitions to the woman opening a refrigerator, suggesting she is looking for a meal option. - 00:03–00:06 The ad shows the woman preparing the noodle dish by chopping broccoli and macadamia nuts. - 00:06–00:10 The ad shows the noodles being cooked and then combined with the other ingredients. - 00:10–00:13 The woman is shown eating the noodle dish at her desk, looking satisfied and energized.

# Ad summary This ad showcases Purple Carrot's plant-based meal options, emphasizing their chef-crafted recipes and variety. The ad features close-up shots of fresh ingredients being prepared and assembled into a vibrant salad, highlighting the brand's commitment to making plant-based meals exciting and delicious. # Brand positioning Purple Carrot is presented as a brand dedicated solely to plant-based meals, positioning itself as an expert in the field. The brand emphasizes chef-crafted recipes and a wide variety of options, suggesting a commitment to quality and innovation in plant-based cuisine. By focusing exclusively on plants, Purple Carrot aims to occupy the space of a specialized, high-quality provider, differentiating itself from brands that offer plant-based options alongside meat-based meals. The brand aligns with a lifestyle that values health, sustainability, and culinary exploration, pushing against the perception that plant-based eating is limited or boring. The brand positioning is both functional (variety, chef-crafted) and emotional (excitement, culinary delight). # Product The featured product is Purple Carrot's plant-based meal service, which offers a variety of chef-crafted recipes made entirely from plants. The ad highlights the freshness and quality of the ingredients, such as dill, broccoli, and avocado, showcasing the vibrant and appealing nature of the meals. The service is implied to be for individuals seeking convenient and delicious plant-based options, with over 50 options available weekly. The ad addresses the potential purchase barrier of plant-based meals being perceived as basic or uninspired by emphasizing the culinary expertise and variety offered by Purple Carrot. The ad conveys that Purple Carrot's meals are worth trying because they are expertly crafted, diverse, and made with high-quality ingredients, making plant-based eating an exciting and satisfying experience. # Visual style The ad has a clean and bright aesthetic, with a focus on natural lighting and close-up shots of fresh ingredients. The editing style is smooth, with static shots and minimal transitions. The production quality is polished, giving the ad a professional and appetizing feel. The pacing is moderate, with cuts timed to the music. The overall visual style supports the intended tone of freshness, quality, and culinary expertise. # Hooks Text overlay: 00:00–00:01 Plant based shouldn't look basic. Visual: 00:00–00:01 Close-up shot of a person's hands trimming fresh dill on a light brown wooden cutting board. The background is slightly blurred, showing a stainless steel stovetop with black burners. The lighting is bright and natural. The camera is stationary and focused on the hands and dill. # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the pain point that plant-based meals are often perceived as basic or uninspired. "Plant based shouldn't look basic." # Value propositions - Chef-crafted recipes ensure high-quality, delicious plant-based meals. - Over 50 weekly options provide variety and prevent meal fatigue. - Plant-based meals that are exciting and visually appealing. # Benefits - Plant based shouldn't look basic. - Purple Carrot does plants better, because plants is all they do. # Features - Chef-Crafted Recipes - Over 50 options weekly # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The entire video is presented from the brand's perspective, showcasing the product and its benefits. # Storyline - 00:00–00:01 00:00–00:01 The ad begins with a close-up of hands trimming fresh dill on a wooden cutting board. This shot introduces the theme of fresh, plant-based ingredients and sets the tone for a focus on quality and culinary detail. The perspective is from a close, observational viewpoint, emphasizing the care and attention to detail in preparing the ingredients. The tone is natural and inviting. - 00:01–00:02 00:01–00:02 The shot transitions to broccoli being chopped on the same cutting board. This continues the theme of fresh ingredients and highlights the variety of vegetables used in Purple Carrot's meals. The perspective remains close and observational, maintaining the focus on the preparation process. The tone is consistent with the previous shot, emphasizing freshness and quality. - 00:02–00:03 00:02–00:03 An avocado is sliced on the cutting board. This adds another layer of variety and visual appeal to the ingredients being showcased. The perspective and tone remain consistent, reinforcing the emphasis on fresh, high-quality plant-based components. - 00:03–00:05 00:03–00:05 The camera zooms out to show a bowl of chopped broccoli, sliced avocado, and trimmed dill on the cutting board, with a stovetop in the background. This shot provides a broader view of the ingredients and their arrangement, suggesting a complete meal in progress. The perspective shifts slightly to provide context, while the tone remains focused on freshness and culinary preparation. - 00:05–00:07 00:05–00:07 The camera shows a close-up of a salad being assembled in a green bowl, with ingredients including broccoli, avocado, and a creamy dressing. This shot highlights the final product and showcases the appealing presentation of the plant-based meal. The perspective is intimate, drawing the viewer in with the visual appeal of the salad. The tone is appetizing and inviting. - 00:07–00:08 00:07–00:08 The salad is sprinkled with a topping, completing the dish. This final touch emphasizes the attention to detail and culinary expertise that goes into Purple Carrot's meals. The perspective remains close and observational, maintaining the focus on the preparation process. The tone is consistent with the previous shots, emphasizing freshness and quality. - 00:08–00:12 00:08–00:12 The completed salad is held up, showcasing the final product. This shot provides a clear view of the finished meal and reinforces the brand's message that plant-based eating can be exciting and delicious. The perspective is from a neutral viewpoint, allowing the viewer to appreciate the overall presentation. The tone is appetizing and inviting, reinforcing the brand's value proposition.

# Ad summary This ad promotes Purple Carrot, a plant-based meal delivery service. The ad features a woman demonstrating how to prepare the Buffalo Mac & Cheese meal, highlighting its convenience and deliciousness. # Brand positioning Purple Carrot is presented as a convenient and healthy meal delivery service that specializes in plant-based meals. The brand aims to occupy the space in the consumer's mind that eating healthy does not mean giving up your favorite comfort food. The brand aligns with values of convenience, health, and deliciousness, promoting a lifestyle where plant-based eating is easy and enjoyable. Purple Carrot pushes against the norm that healthy eating is restrictive or time-consuming, offering a functional solution for busy individuals seeking plant-based options. The brand positioning is both functional (convenience, speed) and emotional (satisfaction, comfort). # Product The featured product is Purple Carrot's Buffalo Mac & Cheese, a plant-based meal kit designed for quick and easy preparation. The product is for individuals seeking healthy, plant-based comfort food options. The meal kit includes perfectly portioned ingredients, such as vegan chili con queso, vegan cream cheese, and Cholula sauce. The USPs include its rich, spicy, and ultra-comforting flavor profile, as well as its preparation time of under 10 minutes. The ad shows the meal being prepared and enjoyed at home. The ad addresses the purchase barrier of time and effort by emphasizing the convenience and speed of preparation, highlighting that "everything comes together fast and stress-free." # Visual style The ad has a polished UGC feel, with bright, natural lighting and close-up shots of the food preparation process. The editing style includes quick cuts to maintain a fast pace and keep the viewer engaged. The production quality is high, with clear visuals and professional-looking text overlays. The pacing is consistent throughout the ad, with cuts timed to the voiceover. # Hooks Spoken: Eating healthy does not mean you have to give up your favorite comfort food Text overlay: eating healthy / you have to give up Visual: A close-up shot shows mac and cheese being poured into a white bowl. The background is blurred. Text overlay: "eating healthy". / A woman's hands are shown using a fork to stir the mac and cheese in the bowl. A Purple Carrot meal kit box is visible in the background. Text overlay: "you have to give up". # Funnel stage Consideration # Pain points The ad addresses the frustration that eating healthy often means sacrificing favorite comfort foods. # Value propositions - Eating healthy doesn't mean giving up your favorite comfort food - Convenient and easy plant-based meal option - Perfectly portioned ingredients for stress-free cooking # Benefits - Rich, spicy, and ultra-comforting flavor - Ready in under 10 minutes - Fast and stress-free preparation # Features - Plant-based meal kit - Perfectly portioned ingredients - Vegan chili con queso - Vegan cream cheese - Cholula sauce # Call to action None used. # Point of view - Customer 100% – The entire video is told from the perspective of a customer who is demonstrating and reviewing the product. # Storyline - 00:00–00:01 The ad begins with a shot of mac and cheese being poured into a bowl. - 00:01–00:02 The narrator states that eating healthy doesn't mean giving up your favorite comfort food. - 00:02–00:07 The narrator introduces Purple Carrot's Buffalo Mac and Cheese as extremely rich, satisfying, and ready in under 10 minutes. - 00:07–00:12 The narrator states that Purple Carrot sends you all the perfectly portioned ingredients so everything comes together fast and stress free. - 00:12–00:14 The narrator describes the steps to prepare the meal, starting with melting the vegan chili con queso. - 00:14–00:18 The narrator adds in vegan cream cheese and a couple packets of Cholula. - 00:18–00:23 The narrator states that once the pasta is ready, everything gets mixed together into this rich, spicy and ultra comforting mac and cheese. - 00:23–00:27 The narrator states that you can find this dish and more delicious plant based meals at Purple Carrot.

# Ad summary This ad promotes first aid boxes with a discount of $200. The ad features a man being filmed by a woman, and then the video of the man is shown on other people's phones. # Brand positioning The brand is presented as a provider of first aid boxes, emphasizing the importance of being prepared for emergencies. The brand aligns with values of safety, health, and preparedness, positioning itself as a reliable resource for individuals and families. The brand's positioning is functional, focusing on the practical benefits of having a well-equipped first aid kit readily available. # Product The product being advertised is a first aid box, designed to help individuals prepare for emergencies and promote better eating habits. The ad highlights a special offer of $200 off the first aid boxes, making them more accessible to potential customers. The product is for anyone who wants to be prepared for emergencies and improve their eating habits. The ad encourages viewers to take advantage of the offer and start the year off right by breaking the cycle with better eating habits. # Visual style The ad has a UGC feel, with a mix of static shots and quick cuts. The production quality is polished, but the overall aesthetic is casual and approachable. The pacing is consistent, with cuts timed to the music beats. The audio-visual sync is well-executed, with text and product actions timed to the music and voiceover. # Hooks Spoken: Man 1: $200 off your first aid boxes. Visual: 00:00–00:03: A woman with long black hair, wearing a bright green sweater, holds her phone up to film a man. The man is wearing a brown sweater and a navy blue baseball cap with a white logo. They are standing in an office setting with white walls and a doorway behind them. # Funnel stage Awareness # Pain points The ad implies that people struggle with maintaining healthy eating habits and being prepared for emergencies. # Value propositions - Get $200 off first aid boxes to help you start the year off right with better eating habits. # Benefits - Start your year off by breaking the cycle with better eating habits. # Features - $200 off first aid boxes # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The ad is told from the perspective of customers holding up their phones to show the video. # Storyline - 00:00–00:03 A woman films a man with her phone. - 00:00–00:03 The man states that there is $200 off first aid boxes. - 00:03–00:11 The video of the man is shown on other people's phones. - 00:03–00:11 The man in the video states that you can start your year off by breaking the cycle with better eating habits. - 00:09–00:11 The man in the video states that you don't want to miss it.

# Ad summary This ad shows a couple eating a meal with the text overlay offering new customers $200 off their first two months. The ad is intended to highlight both the health benefits, the price offer, and the flexibility. # Brand positioning The brand appears to offer healthy prepared meals delivered to your home. The brand positions itself as a convenient way to eat healthy without sacrificing flavor. The messaging focuses on flexibility and ease, with no long-term commitment required. The brand appears to be targeting individuals or couples who want to eat healthy but don't have the time or desire to cook every meal. There's also an element of customization, as the ad mentions weekly options. # Product The product is a meal subscription service that delivers prepared meals to your home. The service offers over 50 weekly options that are high in protein and high in fiber. The ad shows several different meals, including what appear to be chicken wings, a burrito, and a bowl of mixed nuts. The subscription can be skipped, paused, or canceled at any time, offering maximum flexibility. The primary selling point is convenience and flexibility combined with healthy options. The ad aims to overcome the barriers of time commitment and lack of flexibility often associated with meal planning and cooking. # Visual style The ad appears to be a lifestyle shot that combines elements of casual authenticity with clear product messaging. The production quality is moderately high, suggesting it's neither UGC nor a fully studio-polished shot. The composition is dense, packing in multiple dishes and a couple to create a sense of abundance and social connection. The image treatment seems natural, with no heavy filters or color grading. The overall impression is inviting and approachable, designed to look both appetizing and informative in a social media feed. # Hooks Headline: $200 OFF Your First 2 Months! # Funnel stage Middle of funnel (Consideration) # Pain points The most prominent pain point is the difficulty of maintaining a healthy diet due to time constraints and lack of convenient options. The ad aims to address the challenge of balancing a busy lifestyle with the desire to eat nutritious meals. # Value propositions - Get $200 off your first two months - Access 50+ weekly options that are high in protein and high in fiber - Enjoy the freedom to skip, pause, or cancel your subscription anytime # Benefits - Convenient meal options - Healthy eating - Flexible subscription # Features - 50+ OPTIONS WEEKLY - HIGH PROTEIN - HIGH FIBER - Skip, Pause, or Cancel Anytime # Call to action None used. # Social proof - None used. # Point of view - Customer: The initial view of a couple eating together suggests a relatable, everyday experience that viewers can easily imagine themselves enjoying. - Brand: The offer of $200 off and the statement about skipping or pausing are presented from the brand's perspective, aiming to attract new customers and highlight the service's value and flexibility. # Storyline - The ad opens by showing a couple enjoying a meal together. This establishes the social, shareable aspect of food and is presented from the viewer's perspective of seeing people enjoying food together. This invites viewers to imagine themselves in a similar situation. - The ad then highlights a special offer of $200 off the first two months. This offer comes from the brand to incentivize viewers to try the product and reduce the initial cost barrier. - Finally, the ad mentions the flexibility to skip, pause, or cancel anytime. This reassurance, delivered by the brand, addresses potential commitment concerns and emphasizes convenience.

# Ad summary This ad promotes Purple Carrot, a meal kit delivery service that offers vegan meal options. The ad features a woman who shares her positive experience with the app, highlighting its ease of use, variety of meal options, and customization features. She also mentions a limited-time offer of $200 off eight boxes, encouraging viewers to try the service. # Brand positioning Purple Carrot is presented as a convenient and stress-reducing meal kit delivery service that specializes in vegan options. The brand aims to occupy the space of a healthy and easy meal solution for individuals with dietary preferences or those seeking to simplify their meal planning. The brand aligns with values of convenience, health, and customization, offering a variety of meal options to fit different needs and preferences. Purple Carrot pushes against the norm of traditional meal planning and grocery shopping by providing pre-portioned ingredients and easy-to-follow recipes, making it easier for customers to enjoy plant-based meals without the hassle. The brand positioning is both functional (simplicity, customization) and emotional (stress reduction, satisfaction). # Product Purple Carrot is a meal kit delivery service that provides customers with pre-portioned ingredients and recipes for plant-based meals. The service is designed for individuals who want to enjoy vegan meals without the hassle of meal planning and grocery shopping. The app allows users to customize their meal preferences, including options for high protein, gluten-free, and quick and easy meals. The app handles the rest, eliminating the need for grocery lists. The service offers a variety of meal kits to choose from, ensuring that customers never feel bored or stuck eating the same thing. Users can also add ready-to-eat meals for days when they don't have time to cook. The app allows users to filter by dietary preferences such as sodium smart or under 600 calories, making it easy to find meals that meet their specific needs. The ad emphasizes the ease of use and customization options, highlighting how the product simplifies meal planning and promotes healthy eating habits. # Visual style The ad has a clean and modern aesthetic, with a focus on showcasing the Purple Carrot app interface. The editing style is smooth, with static shots of the phone screen and minimal transitions. The production quality is polished, giving the ad a professional feel. The pacing is consistent, with a moderate tempo that allows viewers to easily follow the content. The audio-visual sync is well-coordinated, with the speaker's voiceover aligning with the app's features and benefits. # Hooks Spoken: 00:00–00:05 So I don't know if it's just me, but Purple Carrot's become one of those things that's made my life way less stressful. Text overlay: 00:00–00:05 $200 Off / 00:00–00:05 YOUR FIRST TWO MONTHS Visual: 00:00–00:05 A close-up shot of a smartphone screen displaying the Purple Carrot app interface. The screen scrolls through various meal options and customization features. The background is a solid light green color. The phone is black. The text overlay reads "$200 Off YOUR FIRST TWO MONTHS". # Funnel stage Consideration # Pain points The ad addresses the pain point of meal planning and grocery shopping being time-consuming and stressful. The speaker states that Purple Carrot has "made my life way less stressful," highlighting the brand as a solution to this problem. # Value propositions - Easy to use app: Simplifies meal planning and reduces stress. - Variety of meal options: Ensures you never feel bored or stuck eating the same thing. - Customization features: Allows you to tailor your meals to your specific dietary needs and preferences. - Ready-to-eat meals: Provides a convenient option for days when you don't have time to cook. - $200 off eight boxes: Makes it more affordable to try the service and simplify your weeks. # Benefits - Less stress - No grocery lists needed - Never feel bored or stuck eating the same thing - Customize everything in seconds - Eat well with less effort # Features - Easy to use app - Variety of meal options - Customization features - High protein options - Gluten-free options - Quick and easy meals - Ready-to-eat meals - Dietary preference filters (sodium smart, under 600 calories) # Call to action Make your weeks a whole lot simpler. # Social proof - "Purple Carrot's become one of those things that's made my life way less stressful" – Female 1 (Customer) - "What I really love is how many meal kits there are to choose from in the app" – Female 1 (Customer) - "It's the easiest way that I've found to eat well with way less effort" – Female 1 (Customer) # Point of view - Customer 100% – The entire video is told from the perspective of a customer sharing their positive experience with the Purple Carrot app. # Storyline - 00:00–00:05 00:00–00:05 The ad begins with a shot of a phone screen displaying the Purple Carrot app. The speaker introduces the brand and shares that it has made her life less stressful. This sets the stage for a personal testimonial and establishes the brand as a solution to meal planning challenges. The perspective is from a customer sharing their positive experience, conveyed through a casual tone and relatable language. - 00:05–00:09 00:05–00:09 The speaker mentions a limited-time offer of $200 off the first two months. This introduces a sense of urgency and incentivizes viewers to try the service. The perspective is still from the customer, but the message shifts to promoting a specific deal. The tone is enthusiastic and persuasive. - 00:09–00:26 00:09–00:26 The speaker highlights the ease of use of the app and the variety of meal options available. This reinforces the brand's value proposition and addresses potential purchase barriers. The perspective remains from the customer, who demonstrates the app's features and benefits. The tone is informative and reassuring. - 00:26–00:32 00:26–00:32 The speaker emphasizes that there is always something that fits her mood or schedule, preventing boredom. This further reinforces the variety and customization options. The perspective is from the customer, who shares her personal experience and preferences. The tone is relatable and encouraging. - 00:32–00:47 00:32–00:47 The speaker explains how easy it is to customize everything within the app, adding ready-to-eat meals and filtering by dietary preferences. This showcases the app's flexibility and caters to specific dietary needs. The perspective is from the customer, who demonstrates the app's customization features. The tone is informative and practical. - 00:47–00:51 00:47–00:51 The speaker concludes by stating that Purple Carrot is the easiest way she has found to eat well with less effort. This summarizes the brand's key benefits and reinforces its value proposition. The perspective is from the customer, who shares her overall satisfaction with the service. The tone is enthusiastic and convincing. - 00:52–00:58 00:52–00:58 The speaker reiterates the offer of $200 off eight boxes and encourages viewers to make their weeks simpler. This provides a final call to action and reinforces the incentive to try the service. The perspective is from the customer, who provides a final endorsement and call to action. The tone is persuasive and encouraging.

# Ad summary An employee shares an email from her boss offering a discount on Purple Carrot meal kits as a New Year's surprise. # Brand positioning Purple Carrot is a meal kit delivery service that specializes in plant-based meals. The brand aims to make vegan eating more accessible and convenient for people who want to reduce their meat consumption or follow a fully plant-based diet. The brand positions itself as a solution for those who need time to build a habit. # Product Purple Carrot is a meal kit delivery service that provides customers with pre-portioned ingredients and recipes for plant-based meals. The service is designed for individuals or families who want to enjoy vegan meals without the hassle of meal planning and grocery shopping. The ad highlights a special offer of $200 off the first two months, emphasizing that "change doesn't happen overnight" and that people need time to build a habit. # Visual style The ad has a casual, UGC-style aesthetic. The editing is simple with direct cuts. The production quality is basic, resembling a quick social media post. The pacing is slow, with static shots and minimal movement. # Hooks Spoken: 00:00–00:03: My Boss told us he had a surprise for us for the New Year Text overlay: 00:00–00:03 My Boss told us he had a surprise for us for the New Year Visual: 00:00–00:03: A woman with dark hair pulled back, wearing a gray sweater, sits in front of a computer monitor in an office setting. She is smiling and holding her hand to her face, looking off-camera with an excited expression. The background is a plain white wall with a computer monitor showing a desktop screen. # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies that building new habits, especially dietary ones, takes time and effort. The pain point is the difficulty of sticking to a new routine, as highlighted by the phrase "Change doesn't happen overnight." # Value propositions - The offer of $200 off the first two months of Purple Carrot is presented as a way to help people build a habit of eating plant-based meals, addressing the challenge of making long-term dietary changes. # Benefits - Change doesn't happen overnight - people need time to build a habit. # Features - $200 off their first 2 months # Call to action None used. # Point of view - Customer 100% – The entire video is told from the perspective of a customer sharing her reaction to a company perk. # Storyline - 00:00–00:03 A woman shares that her boss told them he had a surprise for them for the New Year. - 00:03–00:08 The ad cuts to an email from the boss offering $200 off the first two months of Purple Carrot. - 00:08–00:10 The woman says, "Okay, he ate with that."