How Untamed Advertises on Meta

# Ad summary This ad promotes Untamed cat food now being available at Tesco. The ad features a woman standing in Tesco announcing the arrival of Untamed cat food. She shares that the brand has been striving to feed cats all over the UK with food that honors their ancestral diet. The ad then shares the origin story of the brand which started 5 years ago. The ad shows cats enjoying the cat food, while also emphasizing that they don't use fillers, grains, or animal derivatives in their products. # Brand positioning Untamed cat food is positioned as a premium brand of cat food that prioritizes the health and well-being of cats. It aligns with a lifestyle that values natural, whole-food ingredients. The brand pushes against the norm of using fillers and animal derivatives, focusing instead on providing cats with food that aligns with their ancestral diet. The brand positioning is both functional, emphasizing the high-quality ingredients and nutritional value, and emotional, as it appeals to pet owners who want the best for their feline companions. The brand aims to occupy a space in the consumer's mind as a provider of high-quality, natural cat food that cat owners can trust to meet their pets' nutritional needs. # Product Untamed cat food is a brand of cat food that emphasizes high-quality, natural ingredients and a commitment to cats' nutritional needs. The product is made with 100% whole meat, gently steam cooked, and contains no fillers, grains, or animal derivatives. It is presented as a food that honors cats' ancestral diet. The product is available in cans and boxes, and the different types of products include Chicken Selection Box, Wild Tuna in Gravy, and Shrimp Topped Tuna. This product is designed for cat owners who prioritize natural, whole-food ingredients and are looking for a cat food that cats of all ages, breeds, and personalities will love. The ad shows that it is now available at Tesco, emphasizing the brand's growth and availability to a wider audience. # Visual style The ad has a polished, commercial aesthetic with quick cuts and smooth transitions. The production quality is high, giving it a professional feel. The ad combines studio-lit shots with natural lighting, creating a balanced and visually appealing presentation. The pacing is fast, with an estimated 60 cuts per minute, maintaining a consistent rhythm throughout the ad. The cuts are often timed to coincide with voiceover lines, creating a sense of audio-visual sync. # Hooks Spoken: Attention shoppers / We have an important announcement to make. Text overlay: Attention shoppers / We have an important announcement Visual: 00:00–00:02: A fair-skinned woman with brown hair in a messy bun, wearing glasses and a blue Tesco uniform, is sitting at a desk and speaking into a gray microphone. She looks directly at the camera with a slight smile. The background is a white wall with framed posters, including one titled 'Our Policy'. The desk is white, and there are small potted plants in the background. # Funnel stage Awareness # Pain points The ad implies that some cat owners may be concerned about the quality and ingredients in traditional cat food, leading them to seek a more natural and nutritious option for their pets. The ad emphasizes that they don't cut corners, use fillers, grains, or animal derivatives. # Value propositions - Ancestral diet - High protein, whole meat - No fillers, grains, or animal derivatives - Made with real cuts of meat and fish # Benefits - Food that honours their ancestral diet - The go-to food for cats of all ages, breeds, and personalities # Features - 100% whole meat - High protein - Whole meat meals - Real cuts of meat and fish - Gently steam cooked # Call to action None used. # Point of view - Brand 100% – The ad uses the brand voice to introduce the brand and describe how their product differs from competitors. # Storyline - 00:00–00:02 A Tesco employee makes an announcement over the store intercom about an important announcement. - 00:02–00:06 A woman sitting in a Tesco announces that Untamed cat food is now available in Tesco. The fireworks overlay adds excitement and emphasizes the positive news. - 00:06–00:11 The woman introduces Untamed as a cat food brand striving to feed cats all over the UK with food that honors their ancestral diet, establishing the brand's mission and purpose. - 00:11–00:17 The ad highlights that 5 years ago the company decided to do things differently, which leads into showing the brand putting cats first and giving them the food they truly deserve. - 00:17–00:22 The ad then shows cats eating the food, showing the product is high protein, whole meat meals made with real cuts of meat and fish. - 00:22–00:27 The woman emphasizes that the company is thrilled to be cleaning up the pet food aisles in one of the UK's biggest retailers and that the mission still hasn't changed. - 00:27–00:31 The ad emphasizes the brand does not cut corners, use fillers, grains, or animal derivatives. - 00:31–00:35 The ad shows that their products are 100% whole meat gently steam cooked and loved by cats up and down the country. - 00:36–00:41 The woman standing at the checkout highlights that Untamed is becoming the go-to food for cats of all ages, breeds, and personalities. - 00:41–00:48 The woman asks if you have a clubcard and then the first woman emphasizes that Untamed is here to shake things up, starting with the supermarket near you. - 00:48–00:53 A collection of the different Untamed flavors is available at Tesco.

# Ad summary This ad promotes Untamed cat food. The ad features quotes from cat owners praising the food's high quality and how much their cats enjoy it. The ad visually shows multiple cats eating the food and finishing their bowls, reinforcing the message that cats love the food. # Brand positioning Untamed is a cat food brand that positions itself as a premium option made with real meat and wild fish, free from grains and greens, and formulated by vets. The brand emphasizes the quality of its ingredients, describing them as human-grade. Through customer testimonials and visuals of cats eagerly eating the food, Untamed aims to occupy the space of a trustworthy and enjoyable meal option for cats, especially those considered fussy eaters. The brand aligns with values of providing optimal nutrition and catering to cats' natural preferences, pushing against the norm of including grains and artificial additives in cat food. # Product Untamed cat food is presented as a high-quality, nutritionally rich meal option for cats, made with real meat and wild fish, and free from grains and greens. The food comes in small cans, offering various recipes like Shrimp Topped Tuna in Jelly, Tuck-in Tuna with Shrimp in Jelly, and Chicken Breast in Gravy. The ad highlights the brand's vet-formulated recipes and human-grade ingredients. The unique selling proposition focuses on providing cats with a natural, healthy, and enjoyable food option, even for picky eaters. Use cases include everyday feeding, as well as addressing the problem of cats rejecting other foods. By showcasing cats eagerly finishing their meals, the ad addresses purchase barriers related to taste and palatability. # Visual style The ad features a blend of user-generated content (UGC) and polished commercial elements. The UGC feel comes from the use of handheld camera shots, natural lighting, and casual home settings, giving the ad an authentic and relatable vibe. The polished elements include the use of text overlays, clean graphics, and clear product shots. The editing style employs quick cuts to maintain a fast pace, with smooth transitions between scenes. The pacing remains fairly consistent throughout the ad. Visuals, such as product reveals and cats enjoying their food, are often timed to the music beats or voiceover lines, enhancing the ad's overall engagement. # Hooks Spoken: 00:00–00:02 [Upbeat music] Visual: 00:00–00:01 A fair-skinned hand holds a gold can of 'Untamed' cat food labeled 'Shrimp Topped Tuna in Jelly.' A fluffy gray cat sniffs the can. / 00:01–00:02 A fair-skinned hand holds a can of 'Untamed' cat food labeled 'Tuck-in Tuna with Shrimp' and opens the can. The background shows an out-of-focus kitchen with a gray cat. # Funnel stage Consideration # Pain points The ad addresses the challenge of finding cat food that cats enjoy, particularly for picky eaters, as expressed in the quote, "I was sceptical - we had tried so many different foods and were throwing more away than was being eaten." # Value propositions - Trial Offer - 12 tins for £7 # Benefits - Loved by thousands of fussy eaters! - She licks the bowl clean EVERY time. - Finding Untamed has been transformative. # Features - Real meat & wild fish - No grains, no greens - Human-grade ingredients - Vet-formulated # Call to action Call now # Social proof - "For the first time in her life my 19 year old cat licked the bowl clean." - Louise C. - "She wolfed it down straight away and licked the bowl clean!" - Kim S. - "I was sceptical - we had tried so many different foods and were throwing more away than was being eaten. Finding Untamed has been transformative." - Anon - "She licks the bowl clean EVERY time. I'm so relieved." - Alice L. # Point of view - Customer 75% – Customer point of view is conveyed through the cat owners and their cats that are shown enjoying the product. - Brand 25% – The Brand POV is present by stating information about the product and the value it provides. # Storyline - 00:00–00:01 00:00–00:01 A hand holds a can of Untamed Shrimp Topped Tuna in Jelly cat food in front of a gray cat’s face, allowing the cat to sniff the food. - 00:01–00:02 00:01–00:02 The cat food can is opened to reveal the contents, while the gray cat remains in the background. - 00:02–00:06 00:02–00:06 A customer testimonial appears on screen: 'For the first time in her life, my 19-year-old cat licked the bowl clean' - Louise C. A black and white cat is shown eating out of a bowl, followed by a light gray cat eating out of a decorative green dish. This conveys that even older, possibly more finicky cats enjoy the food. - 00:06–00:08 00:06–00:08 Raw salmon and chicken are shown on a cutting board and plate. This emphasizes the food’s high-quality, real meat ingredients. - 00:08–00:16 00:08–00:16 A customer testimonial appears on screen: 'She wolfed it down straight away and licked the bowl clean!' - Kim S. Multiple cats are shown eating Untamed cat food. Empty bowls are displayed, reinforcing how palatable the food is to a variety of cats. - 00:16–00:23 00:16–00:23 A customer testimonial appears on screen: 'I was skeptical – we had tried so many different foods and were throwing more away than was being eaten. Finding Untamed has been transformative.' - Anon. A can of Untamed cat food is shown, and a ginger cat sniffs at a fresh can. This highlights that Untamed may be a solution for cat owners who struggle to find a cat food their cats will eat. - 00:23–00:34 00:23–00:34 Another customer testimonial appears on screen: 'She licks the bowl clean EVERY time. I’m so relieved.' - Alice L. Multiple cats are shown eating the food from both cans and bowls, reinforcing how palatable it is for them, followed by the ingredients cooking and a four-way split screen of multiple cats enjoying the food. - 00:34–00:40 00:34–00:40 The benefits are shown: 'Over 60 million meals served,' 'Real meat & wild fish,' 'No grains, no greens,' 'Human-grade ingredients,' and 'Vet-formulated.' There is also a trial offer of 12 tins for £7. This provides final reasons for why cat owners should try the cat food for their cats.

# Ad summary The ad discusses how people often make feeding their cats more complicated and expensive than it needs to be. It positions Untamed as a simple and honest brand that offers high-protein, moisture-rich food made with whole meat and without cereals, sugars, or vague meat derivatives. # Brand positioning Untamed positions itself as a simple, honest, and vet-formulated cat food brand. It aims to occupy the space of providing a diet that cats were born to eat, free from unnecessary additives like cereals, sugars, and vague meat derivatives. The brand aligns with a straightforward approach to cat care, pushing back against the norm of overconsumption and extravagant cat meal preparations seen on social media. It emphasizes functional benefits and simplicity, highlighting that quality cat care doesn't have to be expensive or complicated. # Product Untamed offers high-protein, moisture-rich cat food made with whole meat. It's vet-formulated to provide a diet that aligns with what cats were born to eat, free from cereals, sugars, and vague meat derivatives. The ad highlights its simplicity, emphasizing that it doesn't require complicated preparation routines or a cupboard overflowing with pouches. Untamed aims to address the purchase barrier of perceived complexity and expense in cat nutrition by presenting a straightforward and honest feeding option. The ad shows a tin of 'Wild Tuna with Salmon in Jelly' as an example of their product line. # Visual style The ad has a polished, clean aesthetic with natural lighting. The editing style includes a mix of static shots and smooth transitions. The production quality is high-end, resembling a professional commercial with UGC elements. The pacing is moderate, with cuts timed to voiceover lines. # Hooks Spoken: 00:00–00:01 [Casual] Try to avoid this mistake when feeding your cat. Text overlay: 00:00–00:01 / DON'T MAKE THIS MISTAKE FEEDING YOUR CATS / TRY TO / AVOID THIS MISTAKE Visual: 00:00–00:02 The shot is a medium close-up of a white and gray cat sitting on a wooden surface, next to a vase of colorful flowers and stacks of cat food tins. In the foreground are product brochures. The camera is stationary, providing a clear view of the cat and the surrounding elements. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of cat owners feeling pressured to overspend and overcomplicate their cat's diet due to social media trends. "Stop comparing your cat’s bowl to what you see on social media." # Value propositions - Simple and honest: Emphasizes transparency and straightforwardness in cat food ingredients and formulation. - Vet formulated: Highlights the scientific and expert backing of the product, assuring quality and safety. - The diet cats were born to eat: Aligns with the natural dietary needs of cats, suggesting optimal health and wellness. # Benefits - Simple and honest food - Right diet for cats - Easy to prepare - Doesn’t require complex routines # Features - High protein - Moisture rich - Made with whole meat - Vet formulated - Zero cereals - No sugars - No vague meat derivatives # Call to action None used. # Social proof - “Untamed food is simple and honest, everything is vet formulated” – Brand representative # Point of view - Brand 100% – The entire ad is presented from the brand's perspective, advocating for a simple approach to cat feeding and promoting its own product as a solution. # Storyline - 00:00–00:02 00:00–00:02 Try to avoid this mistake when feeding your cat. Stop comparing your cat’s bowl to what you see on social media. - 00:02–00:07 00:02–00:07 It’s easy to fall into overconsumption when it comes to feeding your cats. - 00:08–00:13 00:08–00:13 Cabinets stuff full of tins, drawers full of toppers, supplements, luxury cat meals like they’re being served at a restaurant. - 00:13–00:16 00:13–00:16 Honestly most of this is unnecessary and unrealistic. - 00:16–00:21 00:16–00:21 Feeding our cats well doesn’t mean we need to create something sophisticated, it doesn’t need to be complicated. - 00:21–00:26 00:21–00:26 And certainly doesn’t have to be expensive. You’re not feeding your cat wrong if their bowl looks simple. - 00:26–00:31 00:26–00:31 Here’s what a great meal could look like. A high protein moisture rich food made with whole meat like Untamed, and that’s it. - 00:32–00:35 00:32–00:35 No ten minute prep, no twelve step routine, no cupboard overflowing with pouches. - 00:35–00:41 00:35–00:41 Untamed food is simple and honest, everything is vet formulated and has zero cereals, sugars and vague meat derivatives. - 00:41–00:43 00:41–00:43 Just the diet cats were born to eat. - 00:44–00:49 00:44–00:49 Spoiling our cats and taking really good care of them doesn’t have to be expensive and extravagant, it just has to be right for them.

# Ad summary This video ad for Untamed cat food celebrates the brand's launch into Sainsbury's, one of the UK's biggest retailers. It opens with two excited women announcing the news with a confetti pop, then transitions to introduce Untamed as a cat food brand committed to an "ancestral diet" and made with "100% whole meat, gently steam cooked" without fillers or grains. The ad highlights the brand's journey from humble beginnings, showcasing its passionate founders and numerous cats enjoying the food. It culminates with the women in a Sainsbury's aisle, emphasizing the brand's mission to "shake things up" in cat nutrition, now available in a supermarket near you, accompanied by a trial offer. # Brand positioning Untamed aims to occupy the mindspace of cat owners who prioritize high-quality, natural, and biologically appropriate food for their pets. The brand aligns with values of authenticity, pet well-being, and transparency in ingredients. It promotes a lifestyle where pet owners can feel confident they are feeding their cats the best possible diet, mirroring an ancestral diet. The brand pushes against typical cat food norms that may use fillers, grains, or animal derivatives, positioning itself as a premium, health-conscious alternative. Its positioning is both functional (high-protein, whole meat, no fillers) and emotional (honoring ancestral diet, cats truly deserve this food, loved by cats). The ad presents Untamed as a brand that started with a mission to do things differently, growing from humble beginnings to a widely available, trusted brand. # Product Untamed cat food is a line of high-protein, whole meat wet cat food meals. It is specifically for cat owners who want to provide their felines with a diet that honors their ancestral needs, implying it's for cats of all ages, breeds, and personalities who thrive on natural, meat-rich nutrition. The ad explicitly states key features: "high-protein, whole meat meals," made with "real cuts of meat and fish." It highlights what it *doesn't* contain, addressing potential purchase barriers related to unhealthy ingredients: "We don't cut corners, we don't use fillers, grains, or animal derivatives." The preparation method, "gently steam cooked," is also a key feature. Varieties shown include "Ocean-fresh Fish," "Wild Tuna with Salmon," "Wild Tuna in Gravy," "Chicken Breast with Duck," "Chicken Breast with Beef," and "Chocka Chicken with Ham." The ad focuses on the purity and naturalness of ingredients, showcasing large pieces of meat and fish in the food, and even raw ingredients before cooking, to convey why it's worth trying: it's what cats "truly deserve" and is "loved by cats." # Visual style The ad employs a hybrid visual style, blending polished commercial aesthetics with elements of genuine, celebratory social media content. The production quality feels high-end, utilizing clear, well-lit shots, professional editing, and custom graphics, yet it maintains an approachable and enthusiastic tone. The editing rhythm is moderately fast, with quick cuts, especially during the product feature showcase and the montage of cats eating, creating a dynamic and engaging pace. The initial celebration scenes with confetti also use quick cuts to convey excitement. The pacing shifts from a fast, celebratory beginning (00:00-00:07) and rapid product showcases (00:16-00:23, 00:30-00:39, 00:41-00:44) to slightly more deliberate shots when explaining the brand's mission or showcasing ingredients (00:07-00:10, 00:14-00:16, 00:34-00:36). Visual motifs include close-ups of product cans and cats eating, reinforcing the product's appeal and quality. The use of vibrant colors in packaging and the initial celebration, contrasted with natural-toned product shots, suggests a balance of fun and quality. Audio-visual sync is prominent, with cuts often aligning with voiceover phrases or music beats, enhancing the narrative flow and impact. # Hooks Spoken: We're here today to celebrate something very special. / we're now in Sainsbury's! Text overlay: We're here today to celebrate / something very special / we're now in Sainsbury's! Visual: Two young women stand outdoors in front of a modern Sainsbury's supermarket entrance with a large orange "Sainsbury's" sign overhead. The entrance features automatic glass doors and a visible "Starbucks Coffee" sign inside. The woman on the left (Female 1, East Asian appearance) wears a white ribbed short-sleeved top with black trim, black wide-leg trousers, and white trainers. She holds a small, round Untamed cat food can in her left hand and a white tote bag with green leaf print on her right shoulder. She smiles broadly. The woman on the right (Female 2, Caucasian appearance) wears a black short-sleeved top, a long, dark blue denim-look wrap skirt, and black boots. She holds a confetti popper in her right hand, positioned to fire it. Both are facing the camera, slightly angled. Camera framing is medium full shot, stationary, slightly low angle. Bright, natural outdoor lighting. / Same two women and setting. Female 2 has just fired the confetti popper, and a cloud of white, gold, and red confetti is falling around them. Female 1 brings her hands up to cover her head playfully as confetti falls, then spreads her arms wide in a gesture of delight. Female 2 holds the popper still smoking in her hand, smiling broadly at Female 1. Both women are mid-laugh, looking joyful and playful. Camera framing and movement are consistent. # Funnel stage Middle of funnel (Consideration) # Pain points The ad implicitly addresses the pain point of cat owners struggling to find high-quality, natural cat food that truly benefits their pets. The emphasis on "ancestral diet" and avoiding "fillers, grains, or animal derivatives" suggests that many existing cat foods are inadequate or unhealthy. The pain point is the concern over feeding pets low-quality, processed food that doesn't meet their biological needs. Quote/Visual: The voiceover states, "We made a promise to feed cats the food they truly deserve," implying that many foods currently available do not meet this standard. The visual of raw, whole ingredients like chicken, fish, and shrimp (00:34-00:36) contrasts sharply with common perceptions of highly processed pet food. # Value propositions - "food that honours their ancestral diet" - Connects to natural pet health and well-being. - "high-protein, whole meat meals, made with real cuts of meat and fish" - Emphasizes quality and natural ingredients, implying better nutrition and health. - "We don't cut corners, we don't use fillers, grains, or animal derivatives" - Highlights purity and avoids common unhealthy additives, suggesting a healthier, more trustworthy product. - "Just 100% whole meat, gently steam cooked" - Communicates a premium, careful preparation method leading to better taste and nutrition. # Benefits - Cats get the "food they truly deserve" - Honors cats' "ancestral diet" - "loved by cats up and down the country" - Suitable "for cats of all ages, breeds, and personalities" # Features - high-protein, whole meat meals - real cuts of meat and fish - gently steam cooked - 100% whole meat - No "fillers, grains, or animal derivatives" - Composition: Chicken Breast 55%, Chicken Broth, Beef 5%, Tapioca 1%, Crude Protein 16%, Crude Fibre 0.5%, Ash 2%, Moisture 81%, Vitamin E 133 mg, Taurine 500 mg # Call to action Untamed is here to shake things up, starting with a supermarket near you. now at Sainsbury's # Social proof - "loved by cats up and down the country" – Female Voiceover (Brand) # Point of view - Brand 60% – The voiceover consistently presents brand mission, product features, and company history, and the team is shown celebrating. - Customer 30% – Cats are shown eating and enjoying the food in multiple instances, and two women (likely brand advocates/customers) celebrate the availability. - Expert 10% – The reference to "ancestral diet" and showing raw ingredients implies a scientific or health-conscious approach to pet nutrition, aligning with expert-backed principles. # Storyline - 00:00–00:03 Two young women, excited and energetic, stand in front of a Sainsbury's supermarket entrance. The setting immediately establishes a retail context. One woman holds a small can, hinting at the product, and speaks about celebrating "something very special," while the other playfully prepares a confetti popper. This creates an immediate sense of anticipation and joy around a significant event. - 00:03–00:07 The woman on the right fires a confetti popper, showering colorful confetti over both of them. They laugh and cheer, celebrating their entry into Sainsbury's. This visual explosion of joy reinforces the "special" announcement and makes it feel like a big, festive achievement. The confetti emphasizes a celebratory, milestone event. - 00:07–00:10 The scene shifts to a diverse group of people, presumably the Untamed team, gathered in a modern office space, waving and smiling at the camera. A female voiceover introduces the brand: "We're Untamed, a cat food brand striving to feed cats all over the UK." This transitions from the celebratory announcement to introducing the brand and its core mission, establishing its origin and purpose. - 00:10–00:11 A hand holds up three stacked cans of Untamed cat food, showcasing different varieties. The voiceover continues to emphasize the brand's mission to feed cats "all over the UK," visually connecting the product to this widespread ambition. - 00:11–00:13 An animated map of the UK appears, with various illustrated cats populating different regions. The voiceover states the food "honours their ancestral diet." This visual metaphor powerfully communicates the brand's reach across the UK and introduces the key product philosophy – natural, ancestral nutrition. - 00:13–00:14 A close-up shot of a lioness eating raw meat in tall grass. This visual directly supports the "ancestral diet" claim, providing a primal, natural context for the cat food's philosophy. - 00:14–00:16 Two men are shown in a modern kitchen, preparing various fresh ingredients like salmon, chicken, carrots, and broccoli. They are laughing and interacting with cats around them. The voiceover explains, "5 years ago, we decided to do things differently," and "We made a promise to feed cats the food they truly deserve." This segment introduces the brand's origin story, highlighting its commitment to quality and a different approach to cat food, emphasizing the passion of the founders. - 00:16–00:19 A fluffy white cat sits at the bottom of a staircase, looking upwards, while various Untamed cat food products (cans and larger boxes) appear to float or fall around it. The voiceover specifies the promise: "high-protein, whole meat meals." This visually demonstrates the product being desired by cats and reinforces the core nutritional claims. - 00:19–00:20 A close-up of a cat eagerly eating from a bowl filled with Untamed cat food, showing the texture and real meat content. The voiceover confirms the food is "made with real cuts of meat and fish." This shot provides immediate, tangible evidence of the product's quality and palatability. - 00:20–00:23 A hand gently stirs the cat food in a bowl, revealing chunks of meat and whole shrimp, followed by a Bengal cat eating from a bowl. The voiceover continues to elaborate on the product's quality: "made with real cuts of meat and fish." This further highlights the premium ingredients and the cats' enjoyment, reinforcing trust. The narrative then shifts to a new announcement: "But now, 5 years later, we're thrilled to be hitting the shelves of one of the UK's biggest retailers." - 00:23–00:29 The scene returns to one of the women from the opening, walking into the Sainsbury's store, looking back at the camera and smiling broadly, gesturing with her left hand as if welcoming the viewer. She navigates the aisles and then points excitedly to a section of shelves stocked with Untamed products. The voiceover declares, "we're thrilled to be hitting the shelves of one of the UK's biggest retailers," and "the mission still hasn't changed." This segment visualizes the brand's success and expansion, connecting back to the initial celebration and reassuring viewers that the core values remain. - 00:29–00:30 A close-up on the Untamed products neatly displayed on the Sainsbury's shelf. The voiceover states, "We don't cut corners," reinforcing the brand's commitment to quality despite larger distribution. - 00:30–00:31 A hand holds an open can of Untamed cat food, showing its chunky, natural texture. The voiceover clarifies, "we don't use fillers, grains, or animal derivatives." This provides a visual and auditory reassurance about the product's purity. - 00:31–00:33 The hand rotates the can to show the ingredients label, emphasizing transparency and the absence of undesirable ingredients. The voiceover reiterates, "we don't use fillers, grains, or animal derivatives." This reinforces the natural and wholesome nature of the food. - 00:33–00:34 A hand stirs the cat food in a bowl, further demonstrating its texture. The voiceover highlights, "Just 100% whole meat, gently steam cooked." This emphasizes the premium, natural preparation. - 00:34–00:35 An overhead shot displays raw ingredients on a white plate: fish, chicken breast, purple organ meat, and shrimp. The voiceover continues, "gently steam cooked, and loved by cats up and down the country." This visual powerfully demonstrates the quality of the raw materials that go into the product. - 00:35–00:39 A rapid montage of three different cats (grey, white, black) happily eating Untamed food from various bowls. The voiceover concludes the thought: "and loved by cats up and down the country." This collection of shots serves as social proof and confirms the product's palatability across diverse feline preferences. - 00:39–00:41 A hand again holds a stack of Untamed cans, showing different flavors. The voiceover summarizes the journey: "From humble beginnings to becoming the go-to food for cats of all ages, breeds, and personalities." This reinforces the brand's growth and broad appeal. - 00:41–00:42 A split-screen montage shows four different cats eating from Untamed cans, highlighting diversity of cats. The voiceover continues: "breeds, and personalities." This visually supports the claim of being suitable for all types of cats. - 00:42–00:44 A large grid of many different cats eating from bowls, emphasizing widespread acceptance. The voiceover makes a final impactful statement: "Untamed is here to shake things up, starting with a supermarket near you." This serves as a strong call to action and reiterates the brand's disruptive ambition. - 00:44–00:47 The two women from the intro are back in the Sainsbury's aisle, excitedly holding Untamed products. They smile and gesture, reinforcing the success and accessibility of the brand. This brings the narrative full circle, celebrating the fulfillment of their mission. - 00:47–00:52 An animated graphic appears with Untamed product cans set against a dark green leafy background, with the prominent text "now at Sainsbury's." This clearly communicates the new retail availability and serves as a direct announcement.

# Ad summary This ad promotes Untamed cat food, highlighting its availability in Tesco stores and online. The presenter shows the trial box offer of 12 tins for £7, emphasizing the convenience of home delivery and the option to cancel the subscription anytime. The ad targets cat owners looking for a high-quality cat food option, emphasizing value and convenience. # Brand positioning Untamed is presented as a premium cat food brand, emphasizing high-quality ingredients and great value. The brand is positioned as being widely available, now sold in Tesco stores in addition to online. Untamed provides a convenient way to purchase and try their product by advertising the trial box of 12 tins that can be delivered straight to your door. The brand's overall message appeals to cat owners who prioritize quality and value for their pets. # Product Untamed cat food is advertised as a high-quality option for cats, available in a variety of flavors. The ad highlights a trial box containing 12 tins of Untamed cat food, emphasizing that it's 40% off and can be delivered directly to the customer's door for £7. The product is presented as a convenient way to try a range of flavors. The ad addresses the purchase barrier of uncertainty by offering a trial box to allow cat owners to sample the food before committing to a subscription. The ad conveys the message that Untamed cat food is a worthwhile purchase due to its quality, variety, and convenient delivery. # Visual style The ad features a UGC-style aesthetic with simple, direct visuals. The editing style includes static shots. The production quality appears casual, with natural lighting and a focus on conveying information clearly. The pacing is moderate, with visual elements timed to the spoken script, ensuring information is delivered effectively. # Hooks Spoken: 00:00–00:02 If you didn't already know this, Untamed is now in Tesco. Text overlay: 00:00–00:02 Untamed is now in TESCO Visual: 00:00–00:02 A medium shot shows the exterior of the Lyceum Theatre with posters for "The Lion King." A white Tesco delivery truck drives by in the foreground. The background is a city street with light-colored buildings. The text overlay "Untamed is now in TESCO" appears on the screen. The camera is stationary. The lighting is natural daylight. # Funnel stage Middle of funnel (Consideration) # Pain points Uncertainty when buying a new cat food brand. The ad attempts to address this by offering a trial box for a discounted price. # Value propositions - Easiest way to try online - Convenient home delivery - Affordable trial at £7 # Benefits - Easiest way to try online - 40% off your trial box - Subscription continues from £1.17/day – cancel anytime # Features - Trial box available - Variety of flavors - Delivered straight to your door # Call to action tap the link below # Social proof - None used. # Point of view - Brand 100% – The ad is told entirely from the brand's perspective, aiming to promote its products and offers through direct messaging and visuals. # Storyline - 00:00–00:02 00:00–00:02 The ad begins with a view of the Lyceum Theatre and a Tesco truck, announcing that Untamed is now available in Tesco. The message is to inform viewers of the product's availability in stores, making it more accessible. The perspective is from someone who already knows the information and is sharing it with the audience, conveyed through a casual and informative tone. - 00:02–00:09 00:02–00:09 The presenter displays a box of Untamed cat food, emphasizing that the easiest way to try it is online due to a 40% discount on the trial box. The message is to encourage online purchases by highlighting the trial box offer and its discount. The perspective is from the brand, promoting their online sales channel through a cost-effective trial offer, conveyed by the enthusiastic tone. - 00:09–00:11 00:09–00:11 The presenter highlights the price of £7 and the convenience of direct delivery. The message is to showcase the affordability and ease of receiving the product. The perspective remains from the brand, emphasizing the value and convenience of their offer, conveyed through a positive and assuring tone. - 00:11–00:16 00:11–00:16 The presenter encourages viewers to look for Untamed in Tesco and shows three open tins of cat food. The message is to prompt viewers to look for the product in physical stores and highlights the variety of flavors. The perspective is from the brand, increasing product visibility and awareness, conveyed through a friendly and inviting tone. - 00:16–00:20 00:16–00:20 The presenter encourages viewers to tap the link below to try 12 tins for £7, ending with a shot of an Untamed-branded tote bag. The message is to drive online sales by offering a limited-time deal. The perspective is from the brand, urging viewers to take immediate action and purchase the trial box, conveyed through a direct and enticing tone.

# Ad summary The ad showcases the journey of Untamed cat food from its humble beginnings to its availability in one of the UK's largest retailers, Sainsbury's. It emphasizes the brand's commitment to providing high-quality, 100% whole meat meals that honor cats' ancestral diets, without cutting corners or using fillers. # Brand positioning Untamed positions itself as a premium cat food brand that prioritizes the health and natural instincts of cats. The brand emphasizes using high-quality, whole-meat ingredients without fillers, grains, or animal derivatives. They align with a lifestyle that values natural and ancestral diets for pets, pushing against the norms of cheaper cat food brands that use less nutritional ingredients. The brand positioning is both functional, offering high-protein and nutritious meals, and emotional, promoting the idea of providing the best possible food for beloved pets. # Product Untamed cat food is presented as a high-protein, whole-meat meal made with real cuts of meat and fish. It is described as honoring a cat's ancestral diet by being free of fillers, grains, or animal derivatives. The food is gently steam-cooked and available in a variety of flavors, ensuring a balanced and natural diet. Untamed aims to address concerns about the quality and nutritional value of conventional cat foods by providing 100% whole meat options. The ad highlights that Untamed is now available at Sainsbury's, making it more accessible to cat owners across the UK. The packaging is showcased with the label showcasing the composition of the ingredients. # Visual style The ad has a polished yet authentic feel, blending UGC-style footage with professional shots. The editing style includes quick cuts to maintain a fast pace. The visual motifs include close-ups of cats eating, shots of product ingredients, and shots of the presenters. # Hooks Spoken: Female 1: [Enthusiastically] we're now in Sainsbury's! Text overlay: we're now in Sainsbury's! Visual: 00:00–00:04 Two young women, one Asian and one White, stand outside a Sainsbury's store. The Asian woman wears a white top and black pants, holding a white shopping bag and a microphone, and the White woman wears a black top and denim skirt. They both hold confetti cannons and point to the Sainsbury's sign behind them, then pull the triggers, releasing confetti into the air. Both women are smiling and laughing. # Funnel stage Consideration # Pain points The ad subtly addresses the pain point of cat owners who are concerned about the quality and nutritional content of mainstream cat food brands. Many commercial cat foods contain fillers, grains, and animal derivatives, which may not align with a cat's natural dietary needs. The ad implicitly targets cat owners who are seeking healthier, more natural options for their pets. # Value propositions - High-quality, natural cat food - Honors cats' natural diet - Free of fillers and artificial ingredients - Loved by cats # Benefits - Honors cats' ancestral diet - No corners cut - No fillers - No grains - No animal derivatives - Loved by cats # Features - 100% natural protein - High protein - Whole meat meals - Real cuts of meat and fish - Gently steam cooked # Call to action None used. # Point of view - Brand 100% – The entire ad is told from the brand's perspective. # Storyline - 00:00–00:04 Two presenters stand outside a Sainsbury's store and create a confetti explosion to celebrate Untamed's arrival. - 00:00–00:04 This moment starts the ad on a celebratory note, framing the ad from the Brand's perspective. - 00:04–00:06 The shot transitions to a group of people jumping and waving in a brightly lit office. The text states they are Untamed. - 00:04–00:06 This shot introduces the company to the audience. - 00:06–00:08 A hand holds a stack of three cans of Untamed cat food. The text says they are a cat food brand striving to feed cats all over the UK. - 00:06–00:08 This shot gives the audience context to the brand and its mission statement. - 00:08–00:09 An animated map of the UK is shown, covered with images of various cats. The text states that their mission is to feed cats all over the UK. - 00:08–00:09 This shot expands on the brand's mission statement by stating that they strive to feed all cats. - 00:09–00:11 A lion eats a piece of meat as the voiceover says, "with food that honors their ancestral diet." - 00:09–00:11 This shot visualizes the brand’s positioning that cats should eat natural and ancestral diets. - 00:11–00:13 Two men laugh while prepping food in a kitchen. Text says, "5 years ago we decided to do things differently." - 00:11–00:13 The ad transitions to a shot of the two men in the kitchen playing with cats. The text, "We decided to do things differently," - 00:11–00:13 This moment introduces the backstory and the Brand's perspective. - 00:13–00:16 A cat looks up at a can of Untamed as the voiceover says, "We made a promise to feed cats the food they truly deserve." - 00:13–00:16 This moment highlights their intentions and positioning. - 00:16–00:19 A cat eats food from a bowl. The voiceover says, "High protein, whole meat meals made with real cuts of meat and fish." - 00:16–00:19 This moment highlights the product's benefits. - 00:19–00:25 The presenter walks into a Sainsbury's store as the voiceover says, "But now, five years later, we're thrilled to be hitting the shelves of one of the UK's biggest retailers." - 00:19–00:25 This moment shows the Brand growing from the previous storyline. - 00:25–00:27 The presenter is standing in front of Untamed cat food on the shelves as she says, "and the mission still hasn't changed." - 00:27–00:31 The ad transitions to a can of Untamed cat food and the voiceover says, "We don't cut corners, we don't use fillers, grains, or animal derivatives." - 00:31–00:36 The ad shows ingredients and cats eating. The voiceover says, "Just 100% whole meat, gently steam cooked, and loved by cats up and down the country." - 00:36–00:41 The ad continues to present the ingredients and cats eating as the voiceover says, "From humble beginnings to becoming the go-to food for cats of all ages, breeds, and personalities." - 00:41–00:44 The presenters hold cans of Untamed cat food and say, "Untamed is here to shake things up, starting with a supermarket near you." - 00:44–00:49 The ad transitions to a shot of various products on a green background with the text "now at Sainsbury's."

# Ad summary The ad begins with a Tesco employee making an important announcement over the PA system, which is then revealed to be the launch of Untamed cat food in Tesco, celebrated by a young woman. She introduces Untamed as a cat food brand committed to feeding cats across the UK with food that honors their ancestral diet. The video showcases the brand's origin story, emphasizing its dedication to quality with 'high protein, whole meat meals made with real cuts of meat and fish,' free from 'fillers, grains, or animal derivatives.' Various cats are shown eagerly eating the food, highlighting its palatability. The presenter then returns to the supermarket aisle, playfully disrupting the pet food section to underscore Untamed's mission to 'shake things up' by offering superior nutrition. The ad concludes by reiterating Untamed's retail availability at Tesco, featuring different product varieties. # Brand positioning Untamed positions itself as a revolutionary cat food brand dedicated to superior pet nutrition, challenging conventional industry standards. The brand aims to occupy a space in the consumer's mind as the go-to choice for cat owners who prioritize their pets' health and well-being, specifically through a natural, ancestral diet. It aligns with values of authenticity, transparency, and a deep love for animals, promoting a lifestyle where pet care involves mindful, high-quality feeding. Untamed pushes against the norm of using fillers, grains, and animal derivatives common in other cat foods, advocating for '100% whole meat' meals. The brand positioning is both functional, emphasizing 'high protein' and 'real cuts of meat,' and emotional, by making a promise to 'put cats first' and give them 'the food they truly deserve,' appealing to owners' desire for their pets' optimal health and happiness. # Product The product is Untamed cat food, a range of wet cat food served in individual cans, available in various flavors such as 'Chicken Breast,' 'Wild Tuna in Gravy,' and 'Shrimp Topped Tuna.' It is designed for cats of 'all ages, breeds, and personalities.' The ad highlights that the food consists of 'high protein, whole meat meals' and is 'made with real cuts of meat and fish.' A key USP is that the food is '100% whole meat, gently steam cooked,' and explicitly does not contain 'fillers, grains, or animal derivatives.' The ad shows product labels detailing ingredients like 'Chicken Breast 55%, Chicken Broth, Beef 5%, Tapioca 1%' and nutritional additives such as 'Vitamin E 133 mg, Taurine 500 mg.' The product addresses potential purchase barriers by emphasizing natural, high-quality ingredients and transparency, suggesting it's a better choice than conventional cat foods that might contain undesirable additives. Cats are shown eagerly consuming the food, implying strong palatability and satisfaction for the animal. # Visual style The ad's overall aesthetic is a hybrid of polished commercial and UGC (User-Generated Content), leveraging a high-energy, dynamic feel that is suitable for short-form video platforms. The editing style features quick cuts, particularly during transitions between different scenes and to highlight product details or cat reactions. There are also static, well-composed shots for brand messaging and product showcases. The production quality balances a professional, clear look with elements that feel authentic and less staged, such as handheld camera work in some sequences and the use of natural light. The pacing is generally fast, with rapid transitions and a lively rhythm that keeps the viewer engaged. Visual motifs include direct address to the camera by the presenter and close-ups on product textures and cat interactions. Audio-visual sync is prominent, with cuts and on-screen text timed to the upbeat music and voiceover, enhancing the overall impact and reinforcing key messages. # Hooks Spoken: Attention shoppers, we have an important announcement to make. Text overlay: Attention shoppers / We have an important announcement to make Visual: A close-up shot of a fair-skinned hand with painted red nails and a black cross tattoo on the wrist, pressing down on the orange button of a dark grey, retro-style public address (PA) microphone on a white counter. In the background, a red sign with white text indicates store hours: '8am-9pm' and 'Sunday 10am-4pm'. The camera is stationary and angled slightly down, showing the hand and microphone in the foreground. / A medium close-up shot of a fair-skinned woman, 'Female 1', with light brown hair pulled into a messy bun, wearing glasses, and a blue Tesco uniform jacket. She looks directly at the microphone with a serious expression, her hand still on the PA system button. The background is a white wall with a red sign partially visible. The camera is stationary and at eye level. / A medium wide shot shows 'Female 1' leaning on a white counter, speaking into the PA microphone. She is wearing a blue Tesco uniform jacket over black pants. Red signs with white text such as 'Our Policy' and 'We're open Monday to Sunday 8am-9pm' are on the wall behind her. The camera is stationary and positioned slightly to the left and lower than her eye level, capturing more of the store environment. # Funnel stage Middle of funnel (Consideration) # Pain points The ad clearly implies that current cat food options in the market are inadequate because they do not 'honor their ancestral diet' and contain undesirable 'fillers, grains, or animal derivatives.' This suggests that cat owners are frustrated by the lack of genuinely nutritious and natural options for their pets, leading to potential health issues or dissatisfaction. # Value propositions - food that honors their ancestral diet - We don't cut corners - We don't use fillers, grains, or animal derivatives - Just 100% whole meat, gently steam cooked # Benefits - food they truly deserve - loved by cats up and down the country - go-to food for cats of all ages, breeds, and personalities # Features - High protein, whole meat meals - real cuts of meat and fish - 100% whole meat - gently steam cooked - Chicken Breast 55%, Chicken Broth, Beef 5%, Tapioca 1% - Vitamin E 133 mg, Taurine 500 mg # Call to action Available at TESCO # Social proof - We made a promise to put cats first and give them the food they truly deserve - Female 2 (Presenter) - loved by cats up and down the country - Female 2 (Presenter) - From humble beginnings to becoming the go-to food for cats of all ages, breeds, and personalities - Female 2 (Presenter) # Point of view - Brand 60% – The main presenter, the voiceover, and the team shots directly convey the brand's message, mission, and product details. - Customer 30% – Cats are shown eating the food with enthusiasm, and a customer is seen purchasing the product at checkout, representing user experience and adoption. - External source 10% – The Tesco employee making the initial announcement provides validation of the brand's presence in the retail store from an outside entity. # Storyline - 00:00–00:03 A Tesco employee announces over the PA system: 'Attention shoppers, we have an important announcement to make.' This sets a formal, anticipatory tone for a significant revelation within a familiar retail environment. - 00:03–00:06 A young woman, the main presenter, sits on a counter in Tesco, holding an Untamed cat food can, and excitedly announces, 'Untamed is now in Tesco!' Sparkles animate on screen. This immediately reveals the 'important announcement' with a celebratory flourish, establishing the brand's new retail availability. - 00:06–00:07 The presenter continues to gesture triumphantly, holding up the Untamed can as animated sparkles fall. This reinforces the celebratory mood and the significance of the brand's entry into Tesco. - 00:07–00:08 A quick shot shows multiple Untamed cat food packages displayed neatly on a supermarket shelf. This visually confirms the product's availability in store, grounding the earlier announcement in reality. - 00:08–00:10 The presenter, holding a green Untamed-branded microphone, introduces the brand: 'We're Untamed, a cat food brand striving to feed cats all over the UK.' This transitions from the retail announcement to explaining the brand's core mission and widespread ambition. - 00:10–00:12 An animated map of the UK populated with various cat illustrations appears, followed by a close-up of a lioness eating raw meat. This visually illustrates the brand's broad reach across the UK and conceptually links domestic cats to their primal, ancestral diet, emphasizing the natural quality of the food. - 00:12–00:13 The presenter's voiceover continues: '...with food that honors their ancestral diet.' This explicitly states the unique selling proposition of the cat food, highlighting its natural and biologically appropriate formulation. - 00:13–00:14 Two men are shown smiling and laughing in a kitchen while preparing fresh ingredients like salmon, chicken, and vegetables. This provides a human, authentic, and positive behind-the-scenes glimpse into the brand's commitment to quality food preparation, implying a caring ethos. - 00:14–00:16 A diverse group of people, presumably the Untamed team, wave cheerfully towards the camera, with the 'Untamed' logo visible on a screen behind them. The voiceover states: '5 years ago, we decided to do things differently. We made a promise to put cats first.' This introduces the brand's history and core value, emphasizing a collective commitment to pet welfare. - 00:16–00:18 A fluffy white cat eagerly reaches towards an Untamed can on a staircase, then is shown eating from a bowl on the floor. The voiceover adds: 'and give them the food they truly deserve.' This visually demonstrates the cats' strong positive reaction to the food and reinforces the brand's promise of quality and deserving meals for pets. - 00:18–00:20 Three different opened cans of Untamed cat food are shown in a top-down view, revealing their contents of shredded meat and fish. The voiceover describes them as: 'High protein, whole meat meals made with real cuts of meat and fish.' This highlights the product's premium ingredients and texture, showcasing variety. - 00:20–00:22 A hand offers an Untamed can to a grey cat, which licks the food directly from the can, followed by a black cat eating from a bowl. This further reinforces the cats' enjoyment and the ease of serving, directly showing product consumption. - 00:22–00:25 The presenter stands in a supermarket pet food aisle, holding her microphone, and explains: 'Now, 5 years later, we're thrilled to be cleaning up the pet food aisle in one of the UK's biggest retailers...' This connects the brand's origin story to its current success and disruptive presence in the market. - 00:25–00:28 The presenter gestures next to another woman standing with crossed arms, next to a 'Cleaning in Progress' sign in the pet food aisle. The voiceover continues: '...and the mission still hasn't changed.' This visual, combined with the voiceover, playfully suggests the brand is disrupting the market while affirming its consistent dedication to its original mission. - 00:28–00:29 A close-up shot shows the contents of an Untamed cat food can, featuring rich, meaty chunks. The voiceover declares: 'We don't cut corners.' This emphasizes the quality and integrity of the product's ingredients, providing visual evidence of its premium nature. - 00:29–00:30 A hand holds an Untamed can, rotating it to show the detailed ingredient list and nutritional analysis. The voiceover states: 'We don't use fillers, grains, or animal derivatives.' This provides transparency and reinforces the brand's commitment to natural, high-quality ingredients by explicitly listing what is excluded. - 00:30–00:31 A close-up shot shows shredded meat being stirred in a light green bowl. This visually confirms the 'real cuts of meat' claim and the natural texture of the food. - 00:31–00:33 Various raw, fresh ingredients including fish, chicken breast, shrimp, and what appears to be liver, are arranged on a white plate. The voiceover describes them as: 'Just 100% whole meat, gently steam cooked.' This visually represents the high-quality, natural components of the food, reinforcing its ancestral diet philosophy. - 00:33–00:36 A grey cat and then a black cat are shown eagerly eating from bowls. The voiceover concludes this segment: 'and loved by cats up and down the country.' This provides compelling social proof through visual demonstrations of palatability and acceptance by various cats. - 00:36–00:38 A customer scans a box of Untamed cat food at a supermarket self-checkout. The voiceover narrates: 'From humble beginnings to becoming the go-to food for cats of all ages, breeds, and personalities.' This visually connects the brand's growth to customer adoption and its broad appeal, showing it as a preferred choice in a real-world scenario. - 00:38–00:42 The customer continues scanning while a cheerful female checkout assistant asks, 'Do you have a clubcard?' This adds a touch of relatable, everyday interaction to the purchasing process, normalizing the brand's presence in a mainstream store. - 00:42–00:43 The checkout assistant, after asking about the clubcard, looks up with a slightly confused or curious expression, creating a lighthearted moment. This subtly draws attention back to the brand and its impact within the familiar setting. - 00:43–00:46 The main presenter stands on a grey step stool in the pet food aisle, holding her microphone and an Untamed can, speaking directly to the camera: 'Untamed is here to shake things up, starting with the supermarket near you.' A man stands next to her, looking at the shelf. This final direct address reinforces the brand's disruptive mission and makes the message highly relevant and actionable for the viewer. - 00:46–00:48 The man next to the presenter holds a product and looks at the camera with a surprised or slightly confused expression. This adds a humorous, unexpected element, visually playing into the idea of 'shaking things up.' - 00:48–00:49 The presenter waves goodbye from the stool as the man walks away. This concludes the interactive aisle segment, signaling the brand's confident and memorable entry into the retail space. - 00:50–00:54 A white screen displays 'Available at TESCO' in bold blue lettering with the Tesco logo, positioned above three Untamed cat food cans. Below, in smaller text, it reads: 'Available in selected larger stores and online. Subject to availability.' This serves as a clear call to action and provides crucial purchasing information, ensuring viewers know where to find the product.

# Ad summary The ad features a female promoting a trial box sale for Untamed, a cat food brand, with a 40% discount. The ad shows the unboxing of the trial box, the ingredients, a cat eating the food, and the offer details, including free delivery and the option to cancel anytime. # Brand positioning Untamed is presented as a premium, high-quality cat food brand that offers meaty meals delivered directly to the customer's door. The brand appeals to cat owners who want the best for their pets, focusing on providing delicious and nutritious options. Untamed positions itself as a provider of meaty cat food within the UK market, emphasizing taste and convenience. It aligns with a lifestyle where pet owners prioritize their cat's well-being and seek convenient solutions. The brand uses a functional positioning by focusing on the quality of ingredients and the convenience of delivery. # Product The featured product is the Untamed Trial Box, which includes 12 tins of cat food for £7. Each tin contains meaty cat meals, with options such as Chicken Breast in Gravy, Chicken Breast with Duck, Shrimp Topped Tuna, and Ocean-fresh Fish. The product is designed for cat owners who want to try a variety of flavors to find what their cat loves. The ad addresses the purchase barrier by offering a trial box at a discounted price and highlighting the option to cancel anytime, allowing customers to test the product without a long-term commitment. The USPs include the variety of flavors, meaty content, and free delivery. # Visual style The ad has a clean and bright aesthetic, with natural lighting and soft textures. The editing style is quick cuts to maintain a fast pace, with smooth transitions between scenes. The production quality is polished, giving it a commercial feel. The pacing is consistent throughout the ad, enhancing engagement. The visuals align with the voiceover, highlighting key product features and benefits. # Hooks Spoken: We're looking for 300 cat owners who want to benefit from the Untamed 40% off trial box sale. Text overlay: 40% OFF / TRIAL BOX SALE / Get 12 tins of Untamed for just £7 / Only 58p per tin + free delivery Visual: 00:00–00:01 A woman with long brown hair, wearing a dark maroon sweater, stands in a room with white walls, holding a white cat in her arms. She smiles at the camera. A box of “Untamed” cat food is also in her arms. In the background, there is a plant, a white table, and a vase of flowers. / 00:01–00:03 A white cat walks toward an Untamed box on a brown mat. The floor is light-colored wood. / 00:03–00:05 A woman’s hands open a cardboard Untamed box on a table. A white cat sits in the background near a vase of flowers. # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies that cat owners want to provide their pets with the best possible food but may hesitate to commit to a particular brand without knowing if their cat will enjoy it. This hesitation is signaled by the need to find 300 cat owners to try the food. # Value propositions - 40% off trial box sale: Allows cat owners to try the product at a discounted price. - £7 for 12 tins: Affordable way to explore different flavors. - Free delivery: Adds convenience and value for the customer. - Option to cancel anytime: Reduces risk and encourages trial. # Benefits - Opportunity to try multiple cat food flavors - High-quality, meaty meals for cats - Convenient delivery straight to your door - Cancel anytime # Features - 12 tins of cat food - Variety of flavors (Chicken Breast in Gravy, Chicken Breast with Duck, Shrimp Topped Tuna, and Ocean-fresh Fish) - Meaty cat meals # Call to action Tap below to secure your trial box now. # Social proof - None used. # Point of view - Brand 100% – The entire video is from the brand's perspective, showcasing the product and its benefits. # Storyline - 00:00–00:05 A woman holding a cat and a box of cat food mentions, 'We're looking for 300 cat owners who want to benefit from the Untamed 40% off trial box sale'. - 00:01–00:03 The ad shows an Untamed box on a floor mat. - 00:03–00:06 A woman opens a box of cat food, showing a leaflet and the cans inside. - 00:06–00:08 A person holds a stack of three cat food tins of varying flavors in their hand. - 00:08–00:11 A can of cat food is opened, and its contents are spooned out. - 00:11–00:12 The cat food is put in a dish. - 00:12–00:14 A woman puts a bib on a cat. - 00:14–00:17 The woman places the dish of cat food in front of the cat. - 00:14–00:17 The ad ends with, 'Don't let your cat miss out. Tap below to secure your trial box now'.

# Ad summary This ad features various cats eating Untamed cat food. It highlights the product's benefits and includes customer testimonials and trust ratings to promote the brand. # Brand positioning Untamed positions itself as a high-quality, nutritious cat food brand that stands out in the market due to its real meat and wild fish ingredients, absence of grains and greens, human-grade quality, and vet formulation. The brand emphasizes the nutritional value and taste appeal of its food, suggesting that even fussy eaters will love it. Untamed does not directly compare itself to competitors but rather focuses on the quality and health benefits of its product, aiming to occupy a premium space in the cat food market. # Product Untamed cat food is presented as a premium, nutritionally rich option for cats. The product is formulated with real meat and wild fish, and contains no grains or greens. The ingredients are human-grade and vet-formulated, underscoring a commitment to quality and health. The product is designed for all cats, especially those with picky eating habits. The primary selling point is that cats love the taste of Untamed, which is emphasized by the phrase 'Food they'll go wild for'. The ad also addresses potential purchase barriers by highlighting a trial offer of 12 tins for £7 and mentions that over 60 million meals have been served, indicating the product's popularity and reliability. # Visual style The ad features a mix of UGC-style shots and clean, graphic text overlays. The editing style is quick and jumpy, with fast cuts between different cats eating and customer testimonials. The overall aesthetic is casual and approachable, aiming to mimic the feel of user-generated content found on social media platforms. The pacing is fast, around 30 cuts per minute, with visuals and text timed to the music beats to maintain viewer engagement. # Hooks Visual: 00:00–00:01 A hand rotates a turquoise ceramic bowl with handles, revealing residue from cat food inside. The bowl is placed on a wooden surface. / 00:01–00:02 A wide shot shows another empty white bowl with residue from cat food inside. The bowl is placed on a tiled surface with pink tones. # Funnel stage Consideration # Pain points The ad visually and implicitly addresses the pain point of picky cats who do not finish their meals. The shots of empty bowls with residue at the beginning of the ad highlight this problem. # Value propositions - Food with 'Real meat & wild fish' as well as 'Human-grade ingredients' indicates higher quality. - A food with 'No grains, no greens' promotes optimal health. # Benefits - Food they'll go wild for. # Features - Real meat & wild fish - No grains, no greens - Human-grade ingredients - Vet-formulated # Call to action Call off our wild for. # Social proof - "For the first time in her life my 19 year old cat licked the bowl clean." - Louise C. - "She licks the bowl clean EVERY time. I'm so relieved." - Alice L. - The ad shows a Trustpilot rating of 4.7 out of 5 based on 10,762 reviews - Loved by thousands of fussy eaters! # Point of view - Customer 50% – Customer testimonials in the form of text overlay are shown. - Brand 50% – The brand uses text overlays to display facts about its food and communicate the offer directly. # Storyline - 00:00–00:01 The ad opens with a shot of an empty turquoise bowl with food residue, suggesting a problem of cats not finishing their meals. - 00:01–00:02 This is followed by another shot of an empty white bowl with food residue. - 00:02–00:13 The ad then transitions to a series of shots featuring cats eating from bowls and containers. These shots aim to show that cats enjoy Untamed food. - 00:02–00:13 Customer testimonials are displayed as on-screen text overlays while showing cats eating. The testimonials suggest that cats love the taste and finish their meals. - 00:13–00:17 The ad then transitions to a four-way split screen showcasing different cats enjoying Untamed cat food, reinforcing the idea that cats love it. The bottom of the frame shows a Trustpilot rating of 4.7 out of 5 based on 10,762 reviews. - 00:17–00:23 The next scene shows an Untamed box, and a cat pops its head out, creating a playful moment. Following this, text appears that describes the Untamed product. This informs the customer about the food's qualities. - 00:17–00:23 The last scene features the cat in the box and ends with a CTA.

# Ad summary This ad promotes a flash sale for Untamed cat food. It showcases the trial box offer, the low price per tin, and free delivery by preparing a meal for two cats using the brand's wet food, salmon treats, and liquid supplement. The ad ends with the cats enjoying their meal. # Brand positioning Untamed is presented as a premium, health-conscious cat food brand that prioritizes high-quality, natural ingredients. The brand aims to occupy the space of providing nutritious and delicious meals for cats, focusing on animal protein content and avoiding artificial additives. Untamed's positioning appears functional, focusing on the quality of ingredients and the health benefits for cats, while also appealing to cat owners who want the best for their pets. # Product Untamed offers a variety of cat food products, including wet food in tins, salmon treats, and liquid supplements. The wet food, such as the Chicken Breast with Ham flavor, contains a high percentage of animal protein and natural ingredients. The salmon treats are made from 100% salmon, and the liquid supplements come in individual packets. The products are designed to provide cats with a nutritious and delicious diet, addressing the purchase barrier of cat owners wanting to feed their pets healthy, high-quality food. The ad highlights the convenience and affordability of the brand, with a flash sale offering 40% off the trial box and a price of 54p per tin with free delivery. # Visual style The ad has a bright, clean, and simple aesthetic, reminiscent of user-generated content. The editing is straightforward with static shots and minimal transitions, creating a casual feel. The production quality is decent, suggesting a hybrid approach that balances a UGC feel with a slightly polished look. The pacing is consistent, with cuts timed to emphasize product actions. # Hooks Text overlay: 00:00–00:03 THE MARCH / 00:00–00:03 FLASH SALE / 00:00–00:03 40% off trial box this month / 00:00–00:03 only 54p per tin + free delivery Visual: 00:00–00:02 Two cats, one white and one gray, are eating from cat bowls on a white surface. The background is a white paneled wall. Text overlays promote a flash sale. / 00:02–00:03 A pair of hands use a small tool to open a brown cardboard box labeled "Call off the hunt, Untamed" against the same white paneled background. # Funnel stage Middle of funnel (Consideration) # Pain points The pain point is the cost and uncertainty of trying new cat food brands. Cat owners want to ensure they are feeding their pets high-quality, nutritious food, but are hesitant to commit to a full purchase without knowing if their cats will enjoy it. # Value propositions - Get a 40% discount on a trial box this month. - Enjoy free delivery. - Each tin costs only 54p # Benefits - Affordable premium cat food - Convenient trial box - Free delivery # Features - 40% off trial box this month - Only 54p per tin - Free delivery - Subscription continues from £1.17/day - cancel anytime # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The entire ad is presented from the brand's perspective, showcasing its products and offers. # Storyline - 00:00–00:02.5000000000000004 Two cats are shown eating from their bowls. - 00:02.5000000000000004–00:03.5000000000000004 The camera pans up to reveal an Untamed box, signaling the brand behind the food. - 00:03.5000000000000004–00:06 Hands are shown opening a can of Untamed Chicken Breast with Ham. - 00:06–00:09.5000000000000004 The can is emptied into a pink cat bowl. - 00:09.5000000000000004–00:11 An Untamed liquid supplement is opened and poured into the bowl. - 00:11–00:13 A bag of Untamed Salmon Treats is displayed. - 00:13–00:16.500000000000002 The bag is opened to show the contents, and a handful of treats is added to the bowl, adding texture and demonstrating a more complete offering. - 00:16.500000000000002–00:21 Two bowls of the prepared food are shown, followed by the cats eating from them again, driving home the brand's focus on palatability.

# Ad summary The ad announces that Untamed cat food is now available in Sainsbury's. It features two women outside a Sainsbury's, one describing the brand's 6-year journey and mission to provide high-quality cat food made with whole cuts of meat and fish, inspired by a cat's natural diet. The ad then explains the product's benefits (no grains, cereals, or added sugars, high protein) and demonstrates how to distinguish between complete and complementary meals by looking at the tin's color or label. It encourages shoppers to look for Untamed in Sainsbury's and promotes a 40% off trial box online for £7, delivered to the door. # Brand positioning The brand "Untamed" aims to occupy the mind of a discerning cat owner as a premium, health-conscious, and ethical choice in the pet food market. It positions itself as a brand that prioritizes the cat's natural diet and well-being, emphasizing high-quality, whole ingredients. The brand aligns with values of naturalness, transparency (no grains, cereals, added sugars), and a deep understanding of feline dietary needs, promoting a lifestyle where pets are treated as valued family members deserving of the best nutrition. It pushes against typical cat food market norms that might rely on fillers or less natural ingredients, instead focusing on what a cat "truly deserves." The brand positioning is both functional (high protein, whole cuts, no undesirable ingredients) and emotional (putting cats first, inspired by their natural diet, ensuring cats love the food). # Product The product is Untamed cat food, a range of wet cat food tins designed to provide cats with "high protein meals made with whole cuts of meat and fish." It is for cat owners who prioritize their cat's health and natural diet, especially those looking for premium, grain-free, cereal-free, and no-added-sugar options. The ad highlights that the meals are "inspired by their natural diet" and explicitly states "no grains, no cereals, no added sugars, just high protein meals." It features various flavors like "Shrimp Topped Tuna," "Chicken Breast in Gravy," "Chicken Breast with Beef," "Chicken Breast with Duck," "Wild Tuna with Salmon," and "Ocean Fresh Fish." A key USP is the use of "whole meat ingredients that cats across the country love" and the availability of "single protein options," which is "handy if you're trying to keep the ingredient list nice and simple." The ad also educates consumers on how to identify "complete meals" (gravy, silver tin bottom) versus "complementary meals" (jelly, gold tin bottom) by checking the label and the tin's base color. It addresses the potential purchase barrier of trying a new brand by offering a discounted online trial box. Use occasions are daily meals for cats of all ages. # Visual style The ad's overall aesthetic is a hybrid of polished commercial and UGC-feel, blending authentic, handheld-style shots with more deliberate product showcases. The editing rhythm is relatively fast-paced, with quick cuts that keep the viewer engaged, especially in the opening and throughout the product feature segments. The production quality is high, despite incorporating elements that mimic user-generated content, giving it a relatable yet professional feel. This supports an informative yet approachable tone, suitable for social media. Visual motifs include frequent close-ups on product details and hands interacting with the product or cats. Pacing is consistent with rapid cuts, approximately 1-2 seconds per shot, creating a dynamic flow. Audio-visual sync is strong, with cuts often timed to music beats or voiceover lines, particularly when showcasing product features or in celebratory moments. # Hooks Spoken: if you didn't already know this. / Female 1: we're now in Sainsbury's! Text overlay: ATTENTION SHOPPERS... Visual: A medium close-up shot from a low angle shows a right hand with short, light pink-painted fingernails and a silver ring on the ring finger, reaching for and pulling a dark green cardboard box of "Untamed" cat food from a supermarket shelf. The shelf is brightly lit, filled with various cat food products. The background is a blur of supermarket aisles and products. The camera is handheld and slightly shaky, moving with the hand. / A medium shot of two young women standing in front of a Sainsbury's supermarket entrance. The woman on the left (Female 1) is Asian, with long dark hair, wearing a white short-sleeved top with black trim, black wide-leg trousers, and white sneakers, holding a silver microphone in her right hand and a large canvas tote bag with black print on her left shoulder. The woman on the right (Female 2) is Caucasian, with short brown hair, wearing a black short-sleeved top, a long denim-look skirt with a wrap-around design and a high slit, and black boots, holding a small pink party popper in her left hand, which is raised. Both women are smiling and looking at the camera. The Sainsbury's logo is prominent above them. The camera is stationary and tripod-mounted, at eye level. / Similar medium shot as before, Female 1 has her right arm raised in a celebratory gesture, still holding the microphone. Female 2 aims the pink party popper forward, slightly away from the camera. Both are smiling broadly. The party popper is just beginning to release confetti. / Same shot. Female 1 brings her hands up to her face, smiling and laughing as confetti falls around her. Female 2 has her arms outstretched, still smiling, with the empty party popper held out. Confetti is visible in the air. # Funnel stage Middle of funnel (Consideration) # Pain points Cat owners are frustrated by the lack of transparency or quality in standard cat food, concerned about fillers like grains, cereals, or added sugars, and desiring food that truly aligns with their cat's natural diet. They may also find it difficult to identify suitable options for cats with sensitivities or needing a simplified ingredient list. Direct quote/visual: "We still don't cut corners. No grains, no cereals, no added sugars." # Value propositions - put cats first and give them the food they truly deserve - Meals made with whole cuts of meat and fish, inspired by their natural diet - We still don't cut corners. No grains, no cereals, no added sugars, just high protein meals - single protein options, which is handy if you're trying to keep the ingredient list nice and simple - the trial box is 40% off, it's just £7 and it's delivered straight to your door # Benefits - give them the food they truly deserve - cats across the country love - handy if you're trying to keep the ingredient list nice and simple - test the waters - 40% off - delivered straight to your door # Features - whole cuts of meat and fish - high protein meals - no grains - no cereals - no added sugars - whole meat ingredients - single protein options - Ancestrally Inspired Recipe - complete meals - complementary meals # Call to action keep an eye out for Untamed; tap the link for the £7 trial box # Social proof - "something we're really proud of" – Male (Voiceover, Brand Representative) - "we started Untamed with a simple idea: put cats first" – Male (Voiceover, Brand Representative) - "whole meat ingredients that cats across the country love" – Male (Voiceover, Brand Representative) - Visuals of cats eagerly eating the food (e.g., 00:23-00:24, 01:00-01:02, 01:17-01:18) - "Fussy Cat Approved" (on packaging at 00:34-00:36) # Point of view - Brand 70% – The voiceover directly promotes the brand, its mission, history, and product features, and the two women act as brand representatives. - Customer 30% – Shots of hands interacting with the product, cats eating the food, and the overall UGC-like aesthetic create a customer-centric perspective on usage and enjoyment. # Storyline - 00:00–00:01 The video begins with a close-up shot of a hand picking up a box of Untamed cat food from a Sainsbury's shelf. This immediately establishes the brand's retail presence and introduces the product in its new context, setting a context of discovery for the viewer. The perspective is that of a shopper, creating immediate relatability. - 00:01–00:05 Two young women, one holding a microphone and the other holding a small party popper, stand in front of a Sainsbury's entrance. The woman with the microphone joyfully announces their presence in Sainsbury's, while the other sets off the party popper in celebration. This moment conveys excitement and pride about the brand's new availability, framed as a celebratory announcement from the brand's representatives. The tone is enthusiastic and celebratory. - 00:05–00:06 The voiceover mentions being "really proud of" this achievement. This reinforces the brand's sense of accomplishment and journey, connecting it to the previous celebratory scene. It is the brand's voice expressing satisfaction. - 00:06–00:07 Two men are shown in a modern kitchen, chopping vegetables. This visually introduces the idea of carefully prepared, high-quality ingredients, subtly linking to the brand's commitment to good food, even before explicitly stating it. The perspective shifts to an observational shot of food preparation. - 00:07–00:09 A group of diverse individuals, presumably the Untamed team, wave cheerfully at the camera in a modern office. The voiceover states, "Six years ago, we started Untamed with a simple idea." This connects the brand's present success to its humble beginnings and core mission, showcasing the team behind the product and building trust. The perspective is that of the brand, showing its human element. - 00:09–00:11 A large, fluffy grey cat is seen walking over stacked cans of Untamed food on a cardboard box that reads "Prepared for your favourite predator." The voiceover continues, "Put cats first and give them the food they truly deserve." This visually reinforces the brand's cat-centric philosophy and product purpose, using a cute cat to engage viewers emotionally and highlight the product's quality. The perspective shifts to showcasing the product and its intended consumer (the cat). - 00:11–00:14 Various split-screen shots show a hand opening different Untamed cat food tins (Shrimp Topped Tuna, Chicken Breast in Gravy, Chicken Breast with Beef) and using a fork to show the texture of the meat inside. The voiceover explains, "Meals made with whole cuts of meat and fish." This visually demonstrates the product's quality and texture, providing concrete evidence of the "whole cuts" claim. The perspective is close-up product demonstration. - 00:14–00:16 A static image of a majestic tiger in a jungle setting is displayed, with cartoonish raw meat cuts (steak, fish) floating around its feet. The voiceover says, "inspired by their natural diet." This visual metaphor reinforces the idea of natural, protein-rich food suitable for a cat's predatory nature, emphasizing the ancestral diet inspiration. The tone is informative and aspirational. - 00:16–00:20 The camera follows the woman with the microphone from 00:01 walking into Sainsbury's and down the aisle. The voiceover states, "Now, six years later, we're thrilled to be hitting the shelves of one of the UK's biggest retailers." This brings the narrative back to the present achievement, showing the brand's growth and accessibility. The perspective is a following shot, making the viewer feel like they are exploring the store with the brand representative. - 00:20–00:23 The woman smiles and gestures towards a shelf filled with Untamed products in Sainsbury's. The voiceover continues, "And the mission hasn't changed. We still don't cut corners." This re-emphasizes the brand's consistent commitment to quality despite its growth, reinforcing trust and integrity. The perspective is a proud display of the product in store. - 00:23–00:24 A close-up shot shows a hand scooping Untamed cat food into a white bowl, with an orange cat's paw reaching towards it. The voiceover says, "no grains." This visually demonstrates the product being served and a cat's immediate interest, while highlighting a key ingredient exclusion. The perspective is a close-up product interaction. - 00:24–00:27 A hand uses a pull-tab to open a tin of Untamed cat food, then uses a fork to stir the contents. The voiceover lists, "no cereals, no added sugars." This continues to emphasize the product's pure ingredients and lack of undesirable fillers, offering concrete nutritional claims. The perspective is a close-up product demonstration. - 00:27–00:29 A person's hand high-fives a white cat on a surface next to a shelf of Untamed products. The voiceover states, "just high protein meals." This playful interaction highlights the positive relationship between cats and their owners, reinforced by the healthy, high-protein food. The perspective is a positive product association. - 00:29–00:31 A hand holds up an open tin of Untamed "Shrimp Topped Tuna" to the camera, showcasing the ingredients. The voiceover explains, "made with whole meat ingredients that cats across the country love." This provides another visual of the quality ingredients and appeals to the desire for cats to enjoy their food. The perspective is a detailed product shot. - 00:31–00:32 An animated map of the UK appears with purple cat-head icons populating various locations. This visually represents the widespread love for the product and its accessibility across the country. The perspective is an animated graphic supporting the claim. - 00:32–00:34 A fluffy white cat walks towards the camera. The voiceover says, "If you're in Sainsbury's, you'll now see Untamed tins on the shelves." This transitions back to the in-store availability, making the information practical for viewers. The perspective is a cute cat shot, likely to hold attention. - 00:34–00:36 Close-up shots of Untamed boxes and tins on a supermarket shelf. The voiceover adds, "with loads of different flavors to choose from." This provides a clear visual of the product range and encourages exploration. The perspective is a product display shot. - 00:36–00:39 A hand picks up an "Untamed Chicken Breast in Jelly" tin from the shelf. The voiceover says, "But before you chuck one in your basket, there's one quick thing to know." This creates a mini-cliffhanger and introduces an important piece of information for shoppers, encouraging continued engagement. The perspective is a close-up product interaction. - 00:39–00:43 Stacked Untamed tins are shown, then a hand holds a stack of three tins. The voiceover explains, "Some tins are complete meals and some are complementary." This begins the educational segment about product types, providing crucial information for informed purchasing. The perspective is a product display and demonstration. - 00:43–00:45 A black cat sits attentively next to several Untamed tins and a branded box. The voiceover provides the "easy shortcut": "gravy equals complete, jelly equals complementary." This offers a simple, memorable tip for product differentiation. The perspective is a charming cat shot with product placement. - 00:45–00:49 A stack of tins is rotated, then a hand holds a stack of tins. The voiceover corrects and repeats the shortcut with visuals: "gravy equals complete, jelly equals complementary." The visual of rotating tins reinforces the message while the voiceover clarifies the previous statement, ensuring accuracy for the viewer. - 00:49–00:53 A hand holds up two Untamed tins, highlighting the silver and gold bottoms. Text overlays appear: " = complete" and " = complementary." The voiceover states, "Silver is complete, gold is complementary." This provides a clear visual cue and a simple rule for identifying meal types, making shopping easier. The perspective is a close-up product comparison. - 00:53–00:54 The hand turns the tins to show the back labels. The voiceover adds, "and it's written on the back too." This provides additional assurance and reinforces the information, empowering the consumer. The perspective is a close-up on product details. - 00:54–00:56 A plate with raw chicken, duck, salmon, and shrimp is shown. A hand then places two Untamed tins ("Shrimp Topped Tuna," "Wild Tuna with Salmon") on the plate. The voiceover states, "They've even got a few single protein options." This visually showcases the high-quality, recognizable raw ingredients and highlights a specific product benefit (single protein), catering to particular dietary needs. The perspective is a visually appealing food-prep style shot. - 00:56–00:59 A close-up shot of a hand holding an "Untamed" tin, rotating it to show the "Ancestrally Inspired Recipe" label. The voiceover explains, "which is handy if you're trying to keep the ingredient list nice and simple." This links the single-protein option directly to a consumer benefit, addressing concerns about dietary sensitivities or ingredient simplicity. The perspective is a close-up on product label. - 00:59–01:02 A white cat sits next to a display of Untamed products, then two cats (one white, one orange) are shown eating from bowls. The voiceover says, "And if your cat's never tried Untamed before, and you just wanna test the waters." This addresses potential new customers, offering a low-commitment entry point. The perspective shifts from product display with a cat to actual cats enjoying the food, providing social proof and appeal. - 01:02–01:05 The woman from earlier is shown in the Sainsbury's aisle, placing Untamed boxes into a wire shopping basket. The voiceover suggests, "you can always grab a couple of tins in store." This offers a direct, accessible way to try the product for those already in the store. The perspective is a continuation of the in-store shopping experience. - 01:05–01:08 A flat lay of Untamed tins and a "Your Guide to the Wild Side" booklet is shown next to an open Untamed delivery box. The voiceover counters, "but honestly, the easiest way to try it is online." This introduces the online purchase option and prepares for the offer. The perspective is a clean, organized product unboxing scene. - 01:08–01:10 A hand stacks Untamed tins on a wooden table. The voiceover reveals, "because the trial box is 40% off." This highlights the monetary benefit of the online offer. The perspective is a simple product arrangement. - 01:10–01:13 A cat on a counter looks at Untamed tins and a box, followed by a shot of a delivery box on a doormat. The voiceover continues, "it's just £7, and it's delivered straight to your door." This provides the price point and convenience benefit of the trial box, making the offer highly appealing. The perspective is a product display with a cat, then a delivery confirmation. - 01:13–01:15 The two women from the beginning are back in Sainsbury's, both holding Untamed boxes and smiling, with one clapping. The voiceover concludes, "So next time you're in Sainsbury's, keep an eye out for Untamed." This brings the narrative full circle, reinforcing the in-store availability and driving immediate action. The tone is cheerful and conclusive. - 01:15–01:20 A close-up of a hand holding an Untamed tin ("Chicken Breast in Jelly"), then opening it to reveal the shredded chicken. The voiceover adds, "And if you want the best value way to try it, tap the link for the £7 trial box." This provides a final product shot and a clear, dual call to action (in-store or online offer). The perspective is a detailed product interaction and demo.

# Ad summary This ad promotes the Untamed trial box for cats. It highlights a 40% discount, 12 whole meat meals for £7 with free delivery and a tote bag. The ad emphasizes the high-quality, human-grade meat used in the recipes and positions Untamed as exactly what little carnivores have evolved to eat. # Brand positioning Untamed is presented as a premium cat food brand focused on high-quality, human-grade meat recipes designed to meet the nutritional needs of cats as carnivores. The brand positions itself as a superior choice for cat owners who prioritize their pet's health and well-being, offering meals that are exactly what little carnivores have evolved to eat. This positions the brand to align with the values of concerned pet owners willing to invest in quality ingredients and potentially pushing against the norms of cheaper, less nutritious alternatives. It's a functional brand positioning with an emphasis on quality, taste, and meeting cats' natural dietary needs. # Product The advertised product is the Untamed trial box, a selection of 12 whole meat meals for cats. It is explicitly for cat owners who want to provide their pets with high-quality, human-grade meat. The trial box includes various recipes made with human-grade meat. The box costs just £7 with a 40% discount, free delivery, and includes a tote bag. This is presented as a way to address the purchase barrier of uncertainty by offering a low-cost, risk-free opportunity to try the product. The meals are tailored to what cats have evolved to eat. # Visual style The ad has a polished, clean aesthetic. The editing style features quick cuts and static shots. The production quality appears to be a hybrid between UGC and a polished commercial. The visual motif is that cans of cat food are the focus of most shots. The ad has a consistent pace of 200 BPM. # Hooks Text overlay: LONDON / CAT PARENTS / Get 40% off the Untamed trial box / 12 whole meat meals for just £7 with free delivery and a tote bag. / Our recipes are made with high-quality human-grade meat. / Exactly what your little carnivore has evolved to eat. / Tap below to get 40% off your trial box today. Visual: 00:00–00:01 A gray cat sits to the left of the frame. A white marble countertop serves as the stage. Behind the cat is a white wall. In the foreground to the right, a hand places a brown cardboard box of Untamed cat food. Text overlays the shot. / 00:01–00:02 A gray cat sits to the left of the frame. A white marble countertop serves as the stage. Behind the cat is a white wall. In the foreground to the right, a hand places a green box of Untamed cat food. Text overlays the shot. # Funnel stage Consideration # Pain points The ad targets cat owners who may be concerned about the quality of ingredients in mainstream cat food brands, suggesting that their current options might not be the best for their pet's health. # Value propositions - 40% off the Untamed trial box makes it easier to try this product and introduce it to your cat. - £7 price for 12 whole meat meals makes it more affordable. # Benefits - Exactly what your little carnivore has evolved to eat. # Features - High-quality human-grade meat - 12 whole meat meals - Free delivery - Tote bag # Call to action Tap below to get 40% off your trial box today. # Social proof - None used. # Point of view - Brand 100% – The official voice of the brand uses product claims to promote Untamed cat food. # Storyline - 00:00–00:02 The ad opens with a close-up of an Untamed branded box and a cat. - 00:02–00:05 The ad then displays various Untamed products, including a box of Untamed cat food, and a tote bag. - 00:05–00:07 The ad continues showcasing various flavors of Untamed cat food. - 00:07–00:10 The ad continues showing various cans of Untamed cat food displayed in a stack.

# Ad summary This ad promotes Untamed cat food, highlighting the benefits of reading cat food labels and switching to Untamed. The ad uses a first-person perspective to share the positive changes the customer experienced after switching to Untamed, focusing on higher quality ingredients. # Brand positioning Untamed is presented as a premium cat food brand that prioritizes real meat and avoids grains and cereals. The brand positions itself as a provider of food specifically designed for a carnivore, suggesting that other brands do not meet this standard. This positioning aims to appeal to cat owners who are health-conscious and willing to invest in higher-quality nutrition for their pets. The brand appeals to an audience that cares about understanding ingredient labels and providing their pets with better food than they themselves might eat. # Product Untamed cat food is a brand that focuses on providing real meat-based nutrition for cats, specifically designed for carnivores. The ad emphasizes the absence of grains and cereals, which are common in other brands. The product is available via a trial box subscription and promoted as an alternative to brands that use 'animal derivatives.' The ad aims to address the purchase barriers of ingredient uncertainty and nutritional value by highlighting the benefits of a real meat diet. The ad features the canned cat food, packaged in metal tins. # Visual style The ad has a natural, UGC-style aesthetic with static shots and minimal transitions. The production quality is basic, suggesting it was filmed with a smartphone or similar device, lending it a casual and relatable feel. The pacing is slow and deliberate to give the audience time to read the text overlays. There is no noticeable audio-visual synchronization. # Hooks Text overlay: 00:00–00:03 Things that have changed / 00:00–00:03 since I actually started reading / 00:00–00:03 the label on my cat's food: Visual: 00:00–00:02 A fair-skinned woman with long blonde hair holds a cat with tan, white, and brown fur in her arms. She is wearing a black, long-sleeved shirt and smiling slightly. The background is a plain white wall with soft, natural lighting. # Funnel stage Middle of funnel (Consideration): The ad educates viewers on the benefits of reading cat food labels and understanding ingredients, persuading them with the logic of higher-quality nutrition. # Pain points The ad implies the pain point of uncertainty and lack of transparency in mainstream cat food brands, where ingredients like 'animal derivatives' and fillers like grains and cereals are common. # Value propositions - Switching to Untamed allows you to know exactly what your cat is eating. - Untamed provides real meat that is designed for a carnivore. - Your cat will eat better than you do when you switch to Untamed. # Benefits - Know what 'animal derivatives' are - Know which brands use grains and cereals - Can see it's real meat when I open the tin - She now eats better than I do # Features - Real meat - Food designed for a carnivore - Subscription service available # Call to action None used. # Social proof - "switched to Untamed and never looked back" – Female 1 (Customer) # Point of view - Customer 100% – The entire video is presented from the perspective of a cat owner sharing her experience and insights after switching to Untamed cat food. # Storyline - 00:00–00:02 A woman cuddles her cat in her arms as white text overlayers the screen. - 00:02–00:08 00:02–00:08 The scene transitions to show the cat in a cardboard box, eating from a bowl, and then cut to a close up of the cat eating. - 00:08–00:12 00:08–00:12 The camera focuses on a hand holding a can of Untamed cat food as the cat looks on and eats. - 00:12–00:16 00:12–00:16 The cat is shown walking and looking directly at the camera.

# Ad summary This ad addresses the common issue of cats being fussy eaters by explaining the scientific reasons behind it, focusing on their biology as obligate carnivores and their specific taste bud development. It critiques mainstream cat food for containing ingredients like grains, cereals, and sugars that cats are not evolved to eat. The ad then introduces 'Untamed' cat food as the solution, highlighting its 100% human-grade meat and fish, gently steamed preparation, and absence of fillers. It showcases multiple cats eagerly eating Untamed food, promising benefits like less waste, begging, and drama for owners, and happier, more settled cats. The ad concludes with a direct call to action and a trial box offer. # Brand positioning Untamed positions itself as a premium, science-backed cat food brand dedicated to providing biologically appropriate nutrition. It aims to occupy a space in the consumer's mind as the superior choice for cat food, especially for picky eaters, by focusing on natural, high-quality, human-grade ingredients. The brand aligns with values of pet health, scientific understanding of feline dietary needs, and a commitment to authenticity (feeding cats "exactly as nature intended"). It pushes against the norms of mainstream pet food that use fillers and low-quality meat derivatives, positioning itself as a healthier, more effective alternative for discerning cat owners. The brand's positioning is primarily functional, emphasizing the biological needs of cats and the product's superior ingredients, but also has an emotional component by promising happier cats and less owner frustration. # Product Untamed cat food is a premium wet cat food presented as a solution for fussy eating habits in cats. The ad emphasizes that the product is made with "100% human-grade meat and fish," which is "gently steamed into mouthwatering meals." A key unique selling proposition (USP) is its ingredient list: "no grains, no cereals, no meat derivatives, just high quality meat exactly as nature intended." The ad implies that this formulation directly caters to cats' natural carnivorous taste buds, which are designed to crave savory protein and amino acids found in fresh meat, unlike the sugary or starchy tastes humans love. The ad shows the food in various forms, including shredded chicken breast with beef in gravy, and references 'Wild Tuna', 'Ocean-fresh Fish', and 'Shrimp Topped Tuna' varieties, suggesting a range of meat- and fish-based options. The product is for cat owners who are concerned about their cat's diet, fussiness, and overall health, addressing the purchase barrier of cats not eating their food. The use occasion is daily feeding, aimed at making mealtime easier and more satisfying for both cat and owner. # Visual style The ad utilizes a hybrid visual style, blending polished informational graphics with authentic-feeling user-generated content (UGC) of cats and hands interacting with food, as well as some stock-like footage of animals and food preparation. The editing style is characterized by quick cuts and jump cuts, maintaining a very fast pace throughout the entire video. There are no smooth transitions, favoring rapid scene changes to keep engagement high. The production quality varies, with highly stylized CGI (like the glowing taste buds and abstract papillae) alongside more natural, handheld shots of cats and food. This hybrid approach supports an informative yet approachable tone. There are no strong recurring visual motifs beyond the general focus on cats and food. The pacing is consistently fast, with cuts occurring every 1-2 seconds, creating a dynamic and attention-grabbing rhythm. The audio-visual sync is strong, with the voiceover perfectly timed to introduce and explain the on-screen visuals and text overlays, making the information easily digestible. # Hooks Spoken: Ever wondered why your cat is so fussy with food? You probably think it's just their diva personality, right? Text overlay: THE SECRET BEHIND YOUR CAT'S FUSSY EATING HABITS / EVER WONDERED WHY YOUR / CAT IS SO FUSSY WITH FOOD? / YOU PROBABLY THINK IT'S / JUST THEIR DIVA PERSONALITY, RIGHT? Visual: 00:00-00:01: A black cat with short fur is on a light grey wood-paneled floor, next to a white, star-shaped bowl filled with brown kibble. The cat's head is down, sniffing the food, then lifts its head, turning its back on the bowl. The camera is stationary, tripod-style, framed from above and slightly to the side, looking down at the cat and bowl in a home kitchen setting. / 00:01-00:02: The black cat continues to sniff the food, then turns its head away, looking to the left of the frame. The camera is stationary, showing the same scene. / 00:02-00:05: A black and white cat approaches an automatic white pet food dispenser that is filling a white tray with brown kibble on a grey carpeted floor, against a white baseboard. The cat sniffs the food and then looks up at the dispenser. The camera is handheld, close to the floor, following the cat's movement. / 00:05-00:06: An extreme close-up of a tabby cat's mouth with its tongue slightly extended. The tongue is pink and appears to have glowing orange taste buds (papillae) on its surface, created with a CGI effect. The cat's whiskers are visible. The camera is stationary, tightly framed on the cat's mouth area. # Funnel stage Consideration # Pain points The central pain point is the frustration and confusion associated with a "fussy" or "picky" cat's eating habits. The ad states, "Ever wondered why your cat is so fussy with food? You probably think it's just their diva personality, right?" and later, "it's not their attitude, it could be the food itself." This highlights the misconception that fussiness is a behavioral issue rather than a dietary one caused by unsuitable mainstream cat food. # Value propositions - food they were born to eat - exactly as nature intended - solution for picky eaters # Benefits - your cat will go wild for - less waste - less begging - less drama - cleaner bowls - happier cats - tummies that seem more settled # Features - 100% human-grade meat and fish - gently steamed - no grains - no cereals - no meat derivatives - high quality meat # Call to action Click the link below to try Untamed for just £7 today # Social proof - None used # Point of view - Brand 100% – The entire narrative is delivered by a brand voice explaining a problem and presenting its solution, supported by informational graphics and product demonstrations. # Storyline - 00:00–00:05 00:00-00:05: The ad opens with a black cat sniffing and turning away from a bowl of dry kibble, then another black and white cat approaching an automatic kibble feeder. This introduces the common problem of fussy cat eating habits and sets up the central question the ad aims to answer. - 00:05–00:10 00:05-00:10: A close-up CGI shot of a cat's tongue with illuminated taste buds is shown, followed by an abstract, organic-looking visual of many papillae, with a beam of light. This visually reveals the secret behind cat fussiness, linking it directly to their taste buds and setting a scientific, informative tone. - 00:10–00:15 00:10-00:15: Shots of a dog panting happily while being petted, then a human anatomical tongue model being poked, illustrate the comparative number of taste buds in cats (500), dogs (1700), and humans (9000). This provides context for the feline taste bud count, highlighting how few cats have and framing their fussiness as a biological reality rather than a behavioral issue. It's a continuation of the scientific explanation. - 00:15–00:19 00:15-00:19: A white cat with large eyes looks at a human hand holding a pink, textured object (likely a cat tongue model), followed by a lion yawning and a fluffy cat walking on a leash outdoors. This visually reinforces the cat's unique biological makeup and introduces the idea of 'evolutionary genius', connecting to their wild, carnivorous nature. - 00:19–00:23 00:19-00:23: A tiger rests on wooden planks, followed by hands in blue gloves slicing raw chicken. This segment explicitly states that cats are 'obligate carnivores' and their taste buds 'are designed to crave meat', further building on the scientific explanation of their dietary needs. The visual of raw meat reinforces this message. - 00:23–00:31 00:23-00:31: Various human foods like chocolate-covered strawberries, pasta with chicken and broccoli, and trays of raw beef are shown. This contrasts what humans enjoy (sugary, starchy tastes) with what cats crave (savory protein and amino acids found in fresh meat), setting up the problem with cat foods that cater to human preferences rather than feline biology. - 00:31–00:35 00:31-00:35: A bowl of jelly meat and a human hand stirring chunky cat food in a bowl are shown. This transitions to criticizing mainstream cat food, suggesting its contents are not ideal for cats, and preparing the viewer for the reveal of problematic ingredients. - 00:35–00:41 00:35-00:41: A magnifying glass highlights the ingredient list on a cat food pouch, showing "4% Chicken" and "Animal Derivatives." This segment exposes the low-quality ingredients and misleading labels in mainstream cat food, creating doubt about competitor products and validating the pain point of fussy eating. - 00:41–00:47 00:41-00:47: Hands pouring grains, a machine dispensing feed, hands crumbling sugars, and a filtered red-belly cat stretching are shown. This visually reinforces the problematic ingredients (grains, cereals, added sugars) found in mainstream cat food, stating that cats "have not evolved to eat" these, linking back to their carnivorous nature. - 00:47–00:53 00:47-00:53: A grey cat sniffs kibble and an orange cat eats from a bowl, then a close-up of chunky meat in a bowl. This reiterates that cat fussiness is often due to the food itself, not the cat's attitude, further emphasizing the problem that Untamed aims to solve. The transition to a close-up of more appealing food hints at the solution. - 00:53–01:01 00:53-01:01: A human hand holds an Untamed can, then pours its shredded contents into a bowl. This officially introduces 'Untamed' as the solution, highlighting its "100% human-grade meat and fish, gently steamed into mouthwatering meals." The visuals of raw meat and the simple, clean food preparation reinforce the quality message. - 01:01–01:06 01:01-01:06: A hand opens an Untamed can, stirs the food, and then multiple cats (grey and orange) are shown eagerly eating the food. This sequence demonstrates the product's ease of preparation and, more importantly, its appeal to cats, reinforcing the claims of "no grains, no cereals, no meat derivatives" and "exactly as nature intended." - 01:06–01:13 01:06-01:13: A hand prepares Untamed food in a different bowl, followed by a black cat intensely eating, and a grey cat eating from a bowl, then an empty, clean bowl is held up. This visually reinforces the positive outcome: cats love the food, leading to "less waste, less begging, less drama." The empty bowl signifies satisfaction and no leftovers. - 01:13–01:16 01:13-01:16: A focused grey cat and a silver cat in a litter box are shown. This continues to highlight the positive benefits: "cleaner bowls, happier cats and tummies that seem more settled," addressing both owner satisfaction and cat health. - 01:16–01:19 01:16-01:19: A black cat sits amongst Untamed cans and boxes. This serves as a final product shot and emphasizes that there is a solution for picky eaters, building confidence in the brand. - 01:19–01:21 01:19-01:21: Various Untamed product boxes and hands holding stacked cans are shown. This highlights the variety of flavors and packaging, encouraging viewers to explore the options and reinforcing the product's appeal. - 01:21–01:27 01:21-01:27: A screen recording of the Untamed website interface, where users can select what to exclude from their pack, is shown, followed by hands unboxing more Untamed cans. This provides a direct call to action to "CLICK THE LINK BELOW" to "try Untamed for just £7 today," emphasizing the 40% off trial box and concluding with a promise that "your cat will thank you."

# Ad summary This ad shows the love a cat has for Untamed cat food. It highlights the benefits the cat has experienced since she started eating the food: eats every meal without fuss, her coat is so soft, she’s at a really healthy weight, she’s full of beans, she loves her food. The ad addresses the anxiety a first time cat owner has about getting everything right. # Brand positioning Untamed is presented as a premium cat food brand that positions itself as beneficial to a cat’s health and well-being. The brand focuses on high quality ingredients that cats love and that make first-time cat owners feel like they are giving their cat the best possible nutrition. The brand positions itself in the emotional space by addressing the anxieties of first-time cat owners, assuring them that with Untamed, they are doing everything right for their beloved pets. # Product Untamed is a cat food subscription service that offers trial boxes and ongoing deliveries of cat food cans. The product is designed for cats, especially kittens. The food comes in a variety of flavors and is explicitly stated to improve the kitten’s appetite, coat softness, weight, and overall health. A major selling point is that it alleviates the anxiety of first-time cat owners who worry about providing the best care for their pets. The ad also provides a discount of 40% off the trial box, with the subscription continuing at £1.17 per day. # Visual style The ad has a UGC feel, with natural lighting and straightforward camera work, suggesting authenticity and a real-life testimonial. The editing consists of static shots and some quick cuts to maintain engagement. The production quality is simple, focusing on clear visuals of the kitten and the product. The pacing is moderate, with cuts timed to the music, creating a harmonious audio-visual experience. # Hooks Text overlay: 00:00–00:16 me watching my kitten sprint across the kitchen because she heard me open an Untamed tin: / 00:00–00:16 she eats every meal without fuss / 00:00–00:16 her coat is so soft / 00:00–00:16 she's at a really healthy weight / 00:00–00:16 she's full of beans / 00:00–00:16 she loves her food / 00:00–00:16 I was so anxious about getting everything right as a first time cat mum / 00:00–00:16 Thank you Untamed!! Visual: 00:00–00:02 A fair-skinned woman with long blonde hair sits on a couch, wearing a lavender top and shorts. She is holding a white and black kitten in her lap. The background is a blurred living room. The camera is stationary, capturing a medium shot of the woman and kitten. # Funnel stage Consideration # Pain points The ad addresses the anxiety a first time cat mum has about getting everything right. "I was so anxious about getting everything right as a first time cat mum" # Value propositions - Addresses concerns of first time cat mum - 40% off your trial box # Benefits - Eats every meal without fuss - Soft coat - Healthy weight - Full of beans - Loves her food # Features - she eats every meal without fuss - her coat is so soft - she's at a really healthy weight - she's full of beans - she loves her food # Call to action None used. # Social proof - "I was so anxious about getting everything right as a first time cat mum" – Female 1 (Customer) # Point of view - Customer 100% – The ad is presented from the perspective of a first-time cat owner sharing her positive experience with Untamed cat food. # Storyline - 00:00–00:02 00:00–00:02 The ad begins with a woman sitting on a couch, holding a kitten in her lap. The text overlay lists positive qualities about the kitten, such as her soft coat and healthy weight. This introduces the topic and establishes a cozy, domestic setting. - 00:02–00:04 00:02–00:04 The scene changes to the kitten outside, lying on a stone patio. The text from the previous scene is still present. The perspective shifts to show the kitten in a different environment, emphasizing her overall well-being and health. - 00:04–00:09 00:04–00:09 The camera zooms in on the kitten as she approaches and eats from an opened can of Untamed cat food. This shows the kitten’s eagerness for the product and demonstrates how much she enjoys it. - 00:09–00:16 00:09–00:16 The kitten sniffs around a stack of Untamed cat food cans and an open Untamed delivery box on the kitchen counter. The camera focuses on the product packaging, highlighting the brand and reinforcing the message that Untamed is a reliable choice for cat owners.

# Ad summary The ad explains three common signs that a cat's current food isn't satisfying them (licking jelly, constant begging, low energy), then introduces 'Untamed' cat food as a premium, meat-rich solution. It highlights the biological needs of cats for high-protein diets and contrasts Untamed with mainstream foods that use fillers. The ad concludes by offering a discounted trial box to encourage a switch, promising happier, more energetic cats. # Brand positioning The brand 'Untamed' is positioned as a premium, science-backed cat food solution that understands feline biology and nutritional needs better than mainstream brands. It aims to occupy the consumer's mind as the superior choice for cat health and happiness, especially for cat parents who are concerned about their pet's well-being and unsatisfied by current options. The brand aligns with values of natural, high-quality ingredients, feline ancestral diets, and responsible pet ownership. It pushes against the norm of mainstream cat foods that use fillers like grains, cereals, and sugars, which it implies are less healthy and less satisfying for cats. The brand positioning is both functional (meat-rich, high-protein, no grains/cereals/sugars, solving issues like low energy, begging, picky eating) and emotional (happier mealtimes, cats regaining their 'spark,' responsible pet parenting). # Product The product is 'Untamed' cat food, a premium, meat-rich wet cat food designed for felines who are obligate carnivores. It works by providing a diet high in protein and real whole meat, inspired by a cat's ancestral diet, contrasting with mainstream foods that often contain sugars, grains, and cereals. The product is for cat parents whose cats exhibit signs of being unsatisfied with their current food: licking the jelly but leaving the meat, constant begging even after mealtimes, and low energy or disinterest. The ad explicitly states it's 'made with prime cuts of meat and fish like juicy duck, flaky salmon and tender beef,' and is 'cooked into mouth-watering meals with no grains, cereals or sugars,' only 'just real whole meat.' The USPs are its high meat content (implied >4% in mainstream, Untamed is '60% meat' visible on cans), absence of sugars/grains/cereals, and ancestral diet inspiration, leading to happier and more energetic cats. Use occasions are regular meal times. Purchase barriers addressed are the common misconception that fussy eating or low energy are 'normal cat behavior,' when they are actually diet-related. # Visual style The ad has a hybrid visual style, blending polished UGC with educational content. The editing is fast-paced with quick cuts (estimated 2-3 cuts per second average, increasing towards the end), typical for short-form video platforms. The production quality feels relatively high for UGC, with clear shots and good lighting, but maintains an authentic, often handheld or tripod-stationary feel, making it relatable. There are no strong visual motifs other than the consistent presence of cats and the presenter. Pacing is consistent throughout, driven by the rapid cuts and the presenter's clear, quick delivery. Audio-visual sync is strong, with visual examples perfectly aligning with the spoken points and text overlays. The rapid transition at 01:01-01:02 is a common fast-edit effect. # Hooks Spoken: Three signs what's in your cat's food bowl isn't satisfying them. Text overlay: 3 signs thats whats in your cat's bowl ISN'T satisfying them Visual: A cream-colored short-haired cat sits on a light wooden floor in a kitchen, looking up at the camera with an intense expression. It has its paws on a shiny silver food bowl, batting it slightly. In the background are light-colored kitchen cabinets. The camera is tripod/stationary, eye-level with the cat, focusing on its face and the bowl. / The same cream-colored short-haired cat is seen from a slightly lower angle, still on the kitchen floor. It bats the silver food bowl. The background remains light-colored kitchen cabinets. The camera is tripod/stationary. # Funnel stage Middle of funnel (Consideration) # Pain points The central pain point is the cat owner's frustration and confusion regarding their cat's apparent "fussy eating," constant begging, or low energy, which are mistakenly attributed to "normal cat behaviour" rather than an inadequate diet from mainstream cat food. The ad highlights the feeling of not truly satisfying their pet's nutritional needs despite providing food. Quote: "3 signs that what's in your cat's bowl ISN'T satisfying them" (00:00-00:03) and "most cat parents assume this is just 'normal cat behaviour'" (00:55-00:58). # Value propositions - Untamed is made with prime cuts of meat and fish like juicy duck, flaky salmon and tender beef. Gently steam cooked into mouth-watering meals with no grains, cereals or sugars, just real whole meat inspired by your cat's ancestral diet – value derived from high-quality, natural ingredients and a biologically appropriate diet, leading to improved health and satisfaction for the cat. - Since switching to Untamed, many cat parents have reported happier mealtimes, less begging, more energy and bowls that are finally lick clean for the right reasons. – value in solving common cat care problems and improving the cat's well-being, leading to peace of mind for the owner. - 40% off trial box. That's 12 tins of Untamed for just £7 delivered to your door for free - value in an affordable, convenient way to try a premium product with a low financial commitment. # Benefits - satisfying them - getting the full portion that they need - happier mealtimes - less begging - more energy - bowls that are finally lick clean for the right reasons # Features - made with prime cuts of meat and fish - like juicy duck, flaky salmon and tender beef - Gently steam cooked into mouth-watering meals - no grains, cereals or sugars - just real whole meat - inspired by your cat's ancestral diet # Call to action tapping below to sign up, sign up for Untamed's 40% off trial box # Social proof - "Since switching to Untamed, many cat parents have reported happier mealtimes, less begging, more energy and bowls that are finally lick clean for the right reasons." – Female 1 (Presenter) - Visual mosaic of different people holding Untamed cans (01:13-01:14) implying widespread adoption and satisfaction. # Point of view - Customer 40% – Visuals of various cats engaging with food or displaying behaviors consistent with the described problems/solutions. - Brand 60% – The presenter speaking directly to the camera and providing information, product details, and the call to action, acting as an authoritative voice for the brand. # Storyline - 00:00–00:03 The presenter introduces '3 signs that what's in your cat's bowl ISN'T satisfying them,' setting up a problem-identification narrative. This uses a direct address from the presenter, creating an informative and engaging tone from an expert/helpful friend perspective. It grabs attention by suggesting common cat behaviors might actually be symptoms of an issue, making the audience curious. - 00:03–00:10 The first sign is presented: 'They lick the jelly but leave the meat.' The presenter explains that while it looks like fussy eating, it's because the jelly is more appealing due to added sugars in mainstream brands. This establishes a common pet owner dilemma and provides a 'behind-the-scenes' explanation, positioning the presenter as knowledgeable. The tone is informative and slightly revealing, challenging conventional understanding. This progresses the narrative by diagnosing a specific problem caused by inferior food. - 00:10–00:19 The visual shows mainstream cat food being poured, confirming the 'jelly' aspect. The presenter elaborates that 'cats are too smart for that,' implying they discern the sugar. Cats then shown licking only the jelly. This reinforces the problem visually and through explanation, solidifying the idea that cats are not getting full nutrition. The tone is informative and empathetic to the cats' natural instincts. This beat clarifies the root cause of the first problem and its consequence (cats not getting full portions). - 00:19–00:29 The second sign is introduced: 'They constantly beg for food, even right after mealtimes.' The presenter reframes this behavior from 'greedy or dramatic' to a sign of being unsatisfied. Visuals show cats actively begging. This continues the problem identification, shifting the blame from the cat to the food, empowering pet owners to recognize a solvable issue. The tone is empathetic and educational. This beat introduces a second problem and hints at its dietary origin. - 00:29–00:36 The presenter states that 'if recipes lean on grains, cereals and sugars over whole meats,' cats may finish a bowl and still feel unsatisfied. Visuals show ingredients like flour and then cats eating, illustrating the impact. This explains the underlying cause of the second problem, reinforcing the negative aspects of common cat food ingredients. The tone is factual and concerning. This progresses the narrative by linking begging behavior to inadequate ingredients. - 00:36–00:53 The third sign is presented: 'They seem low energy or uninterested more often than usual.' The presenter attributes this to diet, explaining that 'cats rely on fats and proteins for energy,' and 'diets high in starchy carbs may be less effective at supporting their natural energy needs,' leading to 'sluggish behavior or losing their spark.' Visuals show sleepy or inactive cats. This completes the problem diagnosis, highlighting a significant health and behavioral issue related to diet. The tone is serious and concerned, urging pet owners to consider their cat's overall well-being. - 00:53–01:00 The presenter states 'The tricky part? Most cat parents assume this is just "normal cat behaviour" but often it just comes down to what is in their bowl.' Visuals show various cats looking content or slightly lethargic. This serves as a pivot, shifting from problem identification to hinting at a solution, while also validating pet owners' concerns that might have been dismissed. The tone is understanding but firm, preparing the audience for the solution. This beat summarizes the overarching problem: misunderstanding cat behavior. - 01:00–01:02 The presenter invites viewers to 'take a look for yourself,' followed by a fast visual transition. This acts as a bridge to the solution, promising a deeper dive and validation of the claims. The tone is inviting and slightly conspiratorial, building anticipation. - 01:02–01:06 The presenter reveals that 'Many of these supermarket pouches can contain as little as 4% of the named meat on the label.' Visuals show the unappealing texture of typical wet cat food being squeezed out of a pouch. This exposes the inadequacy of mainstream cat food with a shocking statistic, providing concrete evidence for the previously mentioned problems. The tone is critical and revelatory. This explains why the current food is problematic. - 01:06–01:13 The presenter explains that 'cats are obligate carnivores,' and their 'bodies have evolved to eat high in protein, meat-rich diets.' This is followed by 'Which is why many cat parents are choosing to switch to Untamed!' Visuals show a lion eating meat and then kittens looking at food, with the Untamed box visible. This establishes the biological necessity for a meat-rich diet and positions Untamed as the natural, correct solution. The tone is authoritative and solution-oriented. This transitions to introducing the product as the answer to the previously outlined problems. - 01:13–01:19 The presenter introduces 'Untamed' cat food, stating it's 'made with prime cuts of meat and fish like juicy duck, flaky salmon and tender beef.' Visuals show a mosaic of people holding Untamed cans, then a close-up of a person holding two cans, and a cat eating the food. This highlights the premium ingredients and variety of Untamed, visually demonstrating consumer satisfaction and product appeal. The tone is enthusiastic and descriptive. This provides specific product details to support the brand's claims. - 01:19–01:25 The presenter continues, 'Gently steam cooked into mouth-watering meals with no grains, cereals or sugars. Just real whole meat inspired by your cat's ancestral diet.' Visuals show raw meat (chicken wings, beef, salmon fillets, minced meat) being processed/prepared. This reinforces the natural, high-quality, and biologically appropriate aspects of Untamed food. The tone is reassuring and emphasizes purity and naturalness. This further elaborates on the product's benefits and why it's superior. - 01:25–01:33 The presenter states, 'Since switching to Untamed, many cat parents have reported happier mealtimes, less begging, more energy and bowls that are finally lick clean for the right reasons.' Visuals show a person preparing Untamed food, a cat eating from a can, hands holding two cans of Untamed, and a cat eating enthusiastically from a clean bowl. This provides social proof and demonstrates the positive outcomes of switching to Untamed, directly addressing the initial three problems. The tone is positive, celebratory, and conclusive regarding product effectiveness. - 01:33–01:38 The presenter summarizes, 'So, if your cat is displaying any of these warning signs, it might be time to rethink what's in their bowl.' Visuals show various happy, active, or engaged cats. This reiterates the problem and calls to action, connecting back to the initial hook and empowering the viewer. The tone is decisive and helpful. This serves as a concluding summary of the problem and a final nudge towards the solution. - 01:38–01:46 The presenter gives a direct call to action: 'and you can start by tapping below to sign up for Untamed's 40% off trial box. That's 12 tins of Untamed for just £7 delivered to your door for free :).' Visuals show a cat eating, a stack of Untamed cans, and a person unpacking an Untamed box with a cat nearby. This provides a clear offer and instruction, converting interest into action. The tone is encouraging and highlights value. This offers a low-barrier entry to try the solution.

# Ad summary This video ad from Untamed starts by educating viewers about why cats are picky eaters, focusing on their sense of smell and their natural carnivorous diet. It contrasts mainstream cat foods with the brand's meat-based, gently steamed recipes, highlighting benefits like improved energy, digestion, and coat health. The ad features various cats interacting with food, owners, and the product, and concludes with a testimonial-style statistic and a call to action for a trial box. # Brand positioning Untamed positions itself as a premium, natural cat food brand that deeply understands feline biology and instincts. It aims to occupy a space in the consumer's mind as the definitive solution for picky eaters and for owners who prioritize a species-appropriate diet for their cats. The brand aligns with values of natural health, scientific understanding of pets, and owner satisfaction. It subtly pushes against category norms of mainstream cat foods that rely on plant-based ingredients or artificial flavorings, which it implies are less appealing and less healthy for cats. The brand's positioning is both functional, emphasizing high-quality protein and specific preparation methods, and emotional, promising a happier, healthier cat and stress-free mealtimes for owners. # Product The product advertised is Untamed wet cat food, available in various flavors like 'Ocean-fresh Fish,' 'Chicken Breast with Ham,' 'Chicken Breast with Duck,' and 'Wild Tuna.' These recipes are specifically designed for cats, especially those who are picky eaters, by appealing to their natural instincts and sense of smell. The food is made with 'prime cuts of whole meat and fish,' which are 'gently steamed to lock in the aromas cats are instinctively drawn to.' Key features include 'No grains' and 'No added sugars,' focusing on 'simple high-quality protein that mirrors what cats would naturally eat in the wild.' The ad highlights that it's for cat owners whose pets might 'lick the gravy and leave the chunks' from other foods. The core USP is its formulation based on a cat's carnivorous nature and strong sense of smell, ensuring 'their nose and taste buds are satisfied.' Use occasions include regular mealtimes, providing a complete and satisfying meal that addresses issues like picky eating, lack of energy, and poor digestion. # Visual style The ad features a clean, bright, and natural visual style with a mix of polished commercial shots and more candid, UGC-style footage, creating a hybrid aesthetic. The editing rhythm is moderately paced with frequent, smooth cuts (average of 1-2 seconds per shot) that keep the viewer engaged without feeling rushed. Production quality is high, despite incorporating UGC-like elements, suggesting a professional approach to authentic content. Visual motifs include frequent close-ups of cats' faces and noses, as well as hands preparing or offering food, to emphasize the sensory experience. The pacing remains consistent throughout the educational and product demonstration phases. Audio-visual sync is prevalent, with cuts and visual actions often precisely timed to the voiceover's narrative points and music beats, enhancing clarity and impact. # Hooks Spoken: Did you know your cat's nose could be a big reason behind their picky eating? Text overlay: Why your cat's nose holds the hidden truth to their eating habits / Did you know your cat's nose could be a big reason behind their picky eating? Visual: Extreme close-up of an orange cat's nose and mouth area, filling the frame. The cat's fur is short and light orange/ginger. The background is blurred, showing slightly lighter orange fur. # Funnel stage Consideration # Pain points The central pain point is cat picky eating, specifically when cats 'lick the gravy and leave the chunks' from their food, suggesting a lack of appeal in conventional cat food aromas or textures. # Value propositions - food that's built for their instincts - protein that mirrors what cats would naturally eat in the wild - everything changes # Benefits - their nose and taste buds are satisfied - real improvements - more energy - better digestion - a shinier coat - a happier cat - Bowls get finished - mealtimes become stress-free # Features - prime cuts of whole meat and fish - gently steamed to lock in the aromas - No grains - No added sugars - simple high-quality protein # Call to action click the link below, Grab your £7 trial box today! # Social proof - 87% of cat owners see real improvements # Point of view - Brand 60% – The official voice of the brand provides scientific explanations, product details, and solutions through voiceover and curated visuals. - Customer 40% – Visuals of real cats eating, owners interacting with their cats, and implied testimonials provide a user perspective on the product's effectiveness and cat happiness. # Storyline - 00:00–00:02 The ad opens with an extreme close-up of an orange cat's nose, immediately drawing attention to the central theme of smell and eating habits. - 00:02–00:05 A close-up of a white cat's nose being gently stroked introduces the idea that smell is crucial for cats' eating decisions, setting up the problem of picky eating. - 00:05–00:07 A humorous shot of an orange and white cat looking disapprovingly at a forkful of lettuce visually reinforces the idea that cats are not interested in non-meaty foods, highlighting their carnivorous nature. - 00:07–00:10 A grey tabby cat lies on a pink blanket, appearing uninterested in a red plate of food. This further illustrates the problem of picky eating and the need for appetizing aromas to draw cats in. - 00:10–00:15 An orange and white cat approaches a pond with koi fish, demonstrating cats' natural predatory instincts and their inclination towards meat-based diets, reinforcing the biological basis of their eating preferences. - 00:15–00:18 Another extreme close-up of a grey cat's nose re-emphasizes the importance of smell in a cat's appetite, bridging the gap between natural instincts and food choice. - 00:18–00:20 A bowl of raw chicken thighs, then a spoonful of tuna, showcase the rich, meaty ingredients that appeal to cats' instincts, contrasting with less desirable food options. - 00:20–00:23 A black and white cat eagerly reaching for a bowl of shredded meat illustrates a cat's positive response to appealing food, showcasing a desired outcome. - 00:23–00:26 A bowl of cubed meat in gravy, followed by a calico cat sniffing a similar bowl with disinterest, highlights the problem of cats 'licking the gravy and leaving the chunks' due to lack of appealing smell/texture in conventional foods. - 00:26–00:29 A supermarket aisle filled with various cat food brands visually represents the crowded and potentially misleading market of mainstream cat foods, which might use plant-based ingredients or flavorings. - 00:29–00:35 A close-up of gelatinous cat food in a bowl, then an orange cat licking only the gravy and leaving the food chunks, reinforces the problem that Untamed aims to solve: cats not enjoying or eating all of their food. - 00:35–00:36 A hand holding three stacked cans of Untamed cat food (different flavors) introduces the brand as the solution to the previously established problems. - 00:36–00:42 A hand holding an open can of Untamed food, followed by pouring it into a bowl and a white cat intently watching, demonstrates the product's appealing appearance and the cats' immediate interest. - 00:42–00:44 A close-up of the Untamed food in a bowl with text overlays about its ingredients reinforces its quality and natural composition. - 00:44–00:47 A woman holding a cat bowl, sniffing a pinch of food, then a split screen showing different Untamed food textures, emphasizes the product's high-quality protein and variety, appealing to owners' desire for good nutrition. - 00:47–00:48 A tiger stalking a deer in the wild serves as a powerful visual metaphor for what cats would 'naturally eat in the wild,' reinforcing the brand's philosophy of species-appropriate diets. - 00:48–00:52 Various cats eagerly eating Untamed food from bowls visually confirms the product's success in satisfying cats' instincts and taste buds, demonstrating the effectiveness. - 00:52–00:54 A woman kissing a cat and a man holding a black and white cat shows the bond between owners and happy cats, illustrating the emotional benefit of the product. - 00:54–00:59 A woman playing with a cat, a cat walking with a shiny coat, and a hand petting a fluffy cat, accompanied by statistics, showcase the diverse benefits of Untamed food (energy, digestion, coat, happiness), building social proof. - 00:59–01:05 Two grey cats eating Untamed food side-by-side, then an empty bowl, highlight the positive change in mealtimes—bowls are finished, and stress is reduced. - 01:05–01:09 A hand holding a bowl of Untamed food out to a tabby cat, then two different bowls being prepped, emphasizes the solution for picky eaters and encourages viewers to try the product. - 01:09–01:13 A hand offering a bowl of Untamed to a grey cat, followed by a person retrieving a package labeled 'Call off the hunt, Untamed' from a doorstep, sets up the direct call to action and trial offer. - 01:13–01:17 A pyramid of Untamed cans with an offer overlay summarizes the current promotion, driving immediate conversion. - 01:17–01:19 A fluffy white kitten next to an open Untamed box concludes the ad with a cute visual and a promise of gratitude from the cat, reinforcing the emotional connection.

# Ad summary This ad promotes Untamed cat food, which is presented as a healthy and high-quality option for cats. The ad features a series of visuals demonstrating the different flavors available, the real meat and fish ingredients, and the absence of grains, fillers, and sugars. It also highlights the convenience of free delivery and offers a limited-time discount on trial boxes. The ad concludes with a call to action to complete a quick survey and get started. # Brand positioning Untamed positions itself as a premium cat food brand that prioritizes the health and well-being of cats. The brand emphasizes high-quality ingredients, specifically 100% real, human-grade meat and fish. By explicitly stating the absence of grains, fillers, and sugars, Untamed aims to stand out from competitors that may use these additives. The brand promotes a functional benefit—optimal nutrition—with an emotional alignment with caring and responsible cat owners. The brand also emphasizes the simplicity and convenience of its delivery service. # Product Untamed offers cat food made with 100% real, human-grade meat and fish. It is high in protein and free from grains, fillers, and sugars. The product comes in tins and is delivered directly to the customer's door for free. The ad highlights the variety of flavors available. This month, customers can get 40% off a trial box, which contains 12 tins for only £0.58 per tin. The trial box is designed to allow cat owners to test different flavors and find what their cat enjoys, with an option to fill out a quick survey to tailor their cat's preferences. # Visual style The ad has a polished and clean aesthetic, using bright lighting and clear shots. The editing style incorporates quick cuts to showcase product features and benefits. The production quality is high, combining product shots with pet visuals to create a positive tone. The pacing is consistent and quick, maintaining viewer engagement. # Hooks Spoken: 00:00–00:03 We're looking for cat parents in the UK to try our trial box for only 7 pounds. Text overlay: 00:00–00:03 LONDON CAT PARENTS Visual: 00:00–00:03 A medium shot shows a woman sitting on a couch next to a calico cat, which is sitting still and licking its nose. The woman has fair skin, light brown hair, and is wearing a light-colored top. Behind them is a white board that says, "LONDON CAT PARENTS" in black letters with a yellow outline. The camera is stationary. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the frustration of cat owners who want to provide high-quality, healthy food for their pets but may face barriers related to cost and convenience. "We're looking for cat parents in the UK to try our trial box for only 7 pounds," suggests that the product is making an effort to be accessible. # Value propositions - 40% off trial boxes offering an affordable opportunity to test product - The value of receiving 12 tins for only £0.58 per tin highlighting the low cost - Free delivery adds extra value # Benefits - Convenience of free delivery - Affordable trial box offer - High-quality, healthy ingredients for cats # Features - High protein - Real meat & fish - No grains - No fillers - No sugars - Free delivery - Trial boxes available - 12 tins for £0.58 per tin # Call to action Tap below to get started 👆 # Social proof - None used. # Point of view - Brand 100% – The entire ad is presented from the official voice of the brand, conveying product claims, benefits, and promotions in a scripted manner. # Storyline - 00:00–00:03 00:00–00:03 The ad begins with a woman addressing the audience, announcing that they are looking for cat parents in the UK to try their trial box for only £7. This aims to immediately engage cat owners in the UK with an affordable offer. - 00:03–00:09 00:03–00:09 The ad highlights the features of Untamed cat food, emphasizing that it is high protein and made with 100% real human-grade meat and fish, with no grains, fillers, or sugars. This is designed to build trust by highlighting the product's health benefits. - 00:09–00:13 00:09–00:13 The ad shows the convenience of Untamed, with free delivery straight to your door and a current offer of 40% off trial boxes. This is designed to highlight the ease of getting Untamed products. - 00:13–00:16 00:13–00:16 The ad continues promoting the trial box, highlighting that you will receive 12 tins for only £0.58 per tin. This reinforces the value proposition of the offer. - 00:16–00:20 00:16–00:20 The ad prompts viewers to fill out a quick survey and tap below to get started. This provides a clear call to action to encourage immediate engagement.

# Ad summary This video ad addresses common cat health issues, specifically frequent vomiting, gagging, and bad breath, which are often mistakenly seen as normal. It attributes these problems to starchy carbs and low-quality ingredients in conventional cat food. The ad then introduces 'Untamed' cat food as a solution, highlighting its human-grade, high-protein ingredients like hand-shredded chicken, salmon, and duck, which are formulated for gentle digestion. It showcases positive customer testimonials and cats happily eating the food, concluding with a call to action for a trial box. # Brand positioning Untamed positions itself as a premium, health-conscious cat food brand that challenges the conventional notion that cat vomiting is normal. It aims to occupy the mind space of discerning pet owners who prioritize their cat's digestive health and overall well-being. The brand aligns with values of natural, high-quality, and species-appropriate nutrition, promoting a lifestyle where cats are healthy, energetic, and happy, thus reducing stress for their owners. It pushes against the industry norm of including grains, sugars, and cereals in cat food, which it identifies as problematic for carnivorous cats. The brand's positioning is primarily functional, focusing on specific health benefits like better digestion and reduced vomiting, while also tapping into the emotional bond between owners and their pets by promising a 'happier cat'. # Product The product advertised is Untamed cat food, a premium wet cat food presented in small, round, metallic cans. It is for cat owners whose cats frequently experience digestive issues such as vomiting, gagging, or bad breath, implying it's for cats with sensitive stomachs or those who are prone to hairballs. The ad states it is made with "prime cuts of meat and wild fish," and features "hand-shredded chicken, flaky salmon, and juicy duck." Key USPs include being "gently steam cooked into high protein meals your cat was born to eat," and containing "natural, human-grade ingredients." It explicitly states "No grains, no sugars, no cereals," making it a simple, protein-rich recipe. The food is formulated to be "gentler on digestion for many cats," directly addressing the purchase barrier of ingredients being hard for cats to tolerate. It is shown being served in ceramic bowls and eagerly consumed by various cats, implying high palatability. # Visual style The ad features a hybrid visual style, blending user-generated content (UGC) with more polished, commercial-grade product shots. The overall aesthetic is clean and bright, often utilizing natural light or well-lit indoor settings. The editing rhythm is fast-paced with frequent cuts, creating a dynamic and engaging experience. Production quality varies; shots of cats experiencing issues or candid owner interactions have a scrappy, handheld, UGC feel, making them relatable and authentic. In contrast, product-focused shots of the food and ingredients are highly polished, with close-ups and appealing macro photography, akin to a high-end food commercial. Visual motifs include frequent close-ups of cats' faces and food, reinforcing the product's direct impact on pet happiness and health. The pacing is consistently quick throughout the ad, with many cuts occurring on voiceover beats or to emphasize a point. Audio-visual sync is strong, with visual actions (like a cat gagging or food being scooped) directly corresponding to the voiceover's narrative points. # Hooks Spoken: Frequent vomiting isn't normal for cats. Here's why it's happening to yours. Text overlay: FREQUENT VOMITING ISN'T NORMAL FOR CATS Visual: A male veterinarian with light skin, short light brown hair, wearing blue scrubs and a stethoscope around his neck, is seen from the chest up, holding a brown Siamese cat with a cream-colored body and dark brown face and paws. He is gently stroking the cat. In the background, there's a light-colored wall with faint diagonal lines, suggesting a clinic or clean environment. A circular inset video, resembling a social media video player, shows a light gray short-haired cat with wide eyes and its tongue slightly out, appearing to gag or cough. The camera is stationary and focuses on the vet and cat, with a white, bold text overlay 'FREQUENT VOMITING ISN'T NORMAL FOR CATS' in a yellow highlight. The lighting is bright and even. # Funnel stage Conversion # Pain points The central pain point is the distress and inconvenience caused by a cat's frequent digestive issues, specifically vomiting, gagging, and bad breath. The ad directly highlights 'Frequent vomiting isn't normal for cats' and the unpleasant reality of 'vomiting on your favourite carpet' and 'bad breath', which cat owners might wrongly accept as part of pet ownership. # Value propositions - your cat was born to eat (biologically appropriate food) - formulated to be gentler on digestion for many cats (addresses sensitivity) - the food they deserve (premium quality) # Benefits - not normal for cats (vomiting) - better digestion - less vomiting - more energetic cat - happier cat - making cat ownership a little less messy # Features - prime cuts of meat and wild fish - gently steam cooked - high protein meals - No grains, no sugars, no cereals - simple, protein-rich recipes - natural, human-grade ingredients - hand-shredded chicken - flaky salmon - juicy duck # Call to action Grab your £7 trial box today! Click the link below to learn more and try Untamed today. # Social proof - Untamed has been changing the lives of cat lovers all over the UK. - Over 5,000 five-star reviews - TRULY AMAZING (customer review) - A happy and healthy cat. (customer review) - Fantastic company and products (customer review) - Incredible transformation (customer review) - Fabulous food and a fabulous company! (customer review) - Thousands of cat parents say they've noticed a real difference after switching # Point of view - Brand 60% – The official voice of the brand provides educational information about cat health issues, introduces the product, details its features and benefits, and presents social proof. - Customer 40% – Various cats are shown eating the food, playing, and being affectionate with their owners, illustrating the problem, the solution's appeal, and the positive outcomes for pets and pet parents. # Storyline - 00:00–00:03 The ad begins with an authoritative, vet-like male voice stating that frequent vomiting is not normal for cats, immediately challenging a common misconception and grabbing the audience's attention by presenting a potential problem they might be overlooking. This is reinforced with text on screen, establishing the voiceover as an expert perspective. - 00:03–00:08 The voiceover then directly addresses the viewer, asking why this might be happening to 'yours' and listing common, unpleasant symptoms such as gagging, vomiting on carpets, and bad breath. Visuals of cats experiencing these issues and a strong 'vomiting' emoji are used, creating a sense of urgency and highlighting the pain points of owning a cat with these problems. This segment continues to establish the problem, shifting slightly to a more empathetic, understanding tone of an owner familiar with the struggles. - 00:08–00:16 The voiceover acknowledges that while hairballs and vomiting can be common, they are still warning signs, reframing them from a 'normal part of owning a cat' to an indicator of underlying issues. This builds on the problem statement, validating the owner's concerns and gently urging them to reconsider their perception. The tone is informative and slightly cautionary, from the perspective of a knowledgeable pet advocate. - 00:16–00:19 The ad transitions to offering a potential cause and solution, suggesting owners examine 'the food you're feeding them.' This shifts the narrative from problem identification to an educational phase, empowering the owner to investigate. The voiceover maintains an informative and helpful tone, guiding the viewer towards understanding the issue. This segment progresses the narrative by hinting at the root cause, setting up the product introduction. - 00:19–00:29 It explains that 'some ingredients can be harder for certain cats to tolerate,' specifically mentioning that cats are carnivores and 'aren't built to handle lots of starchy carbs.' Visuals contrast raw meat with dry kibble, and an animated cat graphic shows carb 'packets' inside its body, vividly illustrating the problem. This reinforces the educational aspect, using a scientific explanation to highlight the inadequacy of typical cat food for a cat's digestive system. The tone is educational and slightly revelatory, from an expert perspective. - 00:29–00:30 The ad then introduces 'Untamed' as the solution, clearly stating, 'That's where Untamed comes in.' This marks the turning point in the narrative, presenting the brand as the answer to the previously established problems. The tone becomes more confident and solution-oriented, clearly from the brand's voice. - 00:30–00:37 The voiceover details the product's quality, emphasizing 'prime cuts of meat and wild fish, gently steam cooked into high protein meals your cat was born to eat.' The visuals show the product being opened, revealing its texture, and cats eagerly consuming it, reinforcing the appeal and natural fit for cats. This segment directly showcases the product's features and benefits, positioning it as a biologically appropriate and delicious choice, told from the brand's perspective. - 00:37–00:41 The ad highlights what the food does NOT contain: 'No grains, no sugars, no cereals, just simple, protein-rich recipes.' This explicitly addresses the ingredient-related pain points previously mentioned, positioning Untamed as a pure and beneficial alternative. The tone is assertive and reassuring, reinforcing the brand's commitment to natural ingredients. - 00:41–00:50 It further elaborates on the 'human-grade ingredients' like 'hand-shredded chicken, flaky salmon, and juicy duck,' showing close-ups of these appealing food items. It reiterates that the food is 'formulated to be gentler on digestion for many cats.' This builds trust by detailing the quality ingredients and connecting them back to the core benefit of improved digestion. The visual style shifts to highly aesthetic food photography, appealing to human standards of quality. - 00:50–00:59 The ad then transitions to social proof, stating 'Untamed has been changing the lives of cat lovers all over the UK' and boasts 'over 5,000 five-star reviews.' This moves from product features to demonstrating widespread customer satisfaction. Visuals show happy owners interacting with their cats, creating an emotional connection. The tone is celebratory and reassuring, signaling that the brand is well-loved and effective. - 00:59–01:07 It summarizes the transformation experienced by thousands of 'cat parents' who noticed 'a real difference' – from 'better digestion, less vomiting to a more energetic, happier cat.' This ties all the benefits together, showcasing the desired outcome of using Untamed food. Visuals of energetic, playful cats reinforce this positive transformation. The tone is aspirational and heartwarming, emphasizing the emotional payoff for both cats and owners. - 01:07–01:12 The ad concludes with a direct call to action: 'Give your cat the food they deserve. Click the link below to learn more and try Untamed today.' A prominent text overlay also offers a '£7 trial box.' This provides a clear next step and incentive, driving immediate conversion. The tone is encouraging and direct, aimed at prompting action from the viewer.

# Ad summary The video ad for Untamed cat food highlights the importance of taurine for feline vision and general health, explaining how a lack of it can lead to health issues. It then positions Untamed as a superior cat food option, emphasizing its human-grade whole meat and fish ingredients, clear ingredient list, and higher protein and taurine content compared to other brands. The ad showcases cats enjoying the food and concludes with positive testimonials from cat owners and a special trial offer. # Brand positioning Untamed positions itself as a premium, health-conscious cat food brand dedicated to providing superior nutrition for feline companions. The brand aims to occupy a space in the consumer's mind as a trustworthy provider of high-quality, biologically appropriate food that addresses critical health needs, specifically focusing on vision and overall well-being. It aligns with values of transparency, natural ingredients, and proactive pet care, appealing to owners who prioritize their cat's health and longevity. The brand pushes against typical cat food market norms by explicitly critiquing low-quality ingredients, such as cereals, thickeners, and sugars, found in competitor products, and instead promotes a diet rich in human-grade whole meat and fish. Its positioning is both functional, by detailing specific nutrients like taurine and high protein, and emotional, by connecting these nutritional benefits to the cat's powerful eyesight, shiny fur, and easier meal times, implying a happier, healthier pet and a more satisfied owner. # Product The product being advertised is Untamed cat food, a premium wet cat food designed to provide optimal nutrition for cats, particularly focusing on supporting their vision and overall health. The ad implies the product is for discerning cat owners who are concerned about the quality of ingredients in conventional cat food and want to ensure their cats receive a species-appropriate diet. Key explicitly stated product details include: it contains taurine, which is naturally found in animal-based ingredients like meat and fish; every recipe is made with "human-grade whole meat and fish"; it has a "clear and simple ingredients list"; it contains "up to double the protein" of other brands; and "essential vitamins," with "extra taurine" added to support overall nutrition. The ad highlights the product's superior ingredient quality by contrasting it with other brands that contain "just 4% of the named meat" and "ingredients like cereals, thickeners, and sugars." The primary USP is its high-quality, human-grade, whole meat and fish content, fortified with extra taurine to combat potential deficiencies. Use occasions shown involve feeding cats at meal times, with implied benefits like "easier meal times," "shinier fur coats," and "fewer leftovers," suggesting high palatability and satisfaction. The ad implicitly addresses the purchase barrier of ingredient uncertainty by emphasizing transparency and the quality of its components. # Visual style The ad features a hybrid visual style, blending elements of polished commercial production with a UGC (User-Generated Content) feel, especially in the shots featuring cats and hands preparing food. The production quality is generally high, with clear, well-lit shots. The editing rhythm is moderately fast, with cuts generally occurring every 1-3 seconds, creating an engaging pace that keeps the viewer's attention. There are no abrupt jump cuts; transitions are direct cuts between scenes. Visual motifs include frequent close-ups on cat eyes and food preparation, emphasizing detail and the product's quality. Many shots are taken from a slightly overhead or first-person perspective, contributing to the UGC feel. The pacing remains relatively consistent throughout the ad. There's good audio-visual sync, with visual changes and text overlays often appearing precisely with the voiceover's narrative points. # Hooks Spoken: Cats are famous for their vertical pupils, an incredible design that helps them see and hunt in low light levels. Text overlay: Untamed cat food contains taurine which can help your cat's vision / Cats are famous for / their vertical pupils / an incredible design / that helps them / see and hunt in low light levels Visual: Extreme close-up on a cat's left eye. The cat is white or very light-furred, with a striking green iris and a vertical black pupil. The eye is slightly watery, and the surrounding fur is soft and white. The camera is static, focusing intently on the eye. The lighting is bright and natural. A yellow text overlay at the top reads: "Untamed cat food contains taurine which can help your cat's vision". White text at the bottom reads: "Cats are famous for". / Close-up of a black cat with bright yellow-green eyes and a pink tongue extended to lick its nose. The background is a soft teal color. The cat is positioned centrally, looking slightly up and to the right. The camera is static. White text at the bottom reads: "their vertical pupils". / Overhead shot of a small black cat walking on a concrete patio with brick accents at night. A dark planter is visible in the background to the left. The scene is dark, but the cat is visible. The camera is handheld, moving with the cat. White text at the bottom reads: "an incredible design". / A dark, blurry silhouette of a cat is in the foreground, with two bright white, glowing circular eyes. The background is dark and indistinct, suggesting a nighttime or low-light environment. The camera is static. White text at the bottom reads: "that helps them". / Same dark, blurry silhouette of a cat with bright white glowing eyes. The camera is static. White text at the bottom reads: "see and hunt in low light levels". # Funnel stage Middle of funnel (Consideration) # Pain points The most central pain point addressed is the potential for cats to suffer from serious health issues, specifically "eye problems," due to a lack of key nutrients like taurine in their diet, which is often a result of low-quality cat food. Visual description that signals this frustration: The visual of a black cat's eye being treated with drops (00:17-00:20) and a grey cat being examined by a vet (00:21-00:23), followed by a cat with crusty eyes (00:29-00:30), powerfully illustrate the "eye problems" and "serious health issues" mentioned by the voiceover. The voiceover also explicitly states, "A lack of taurine over time has been linked to serious health issues in cats, including eye problems." # Value propositions - Untamed cat food contains taurine which can help your cat's vision - Every recipe is made with human grade whole meat and fish - with a clear and simple ingredients list - it contains up to double the protein, essential vitamins, and they even add extra taurine to support overall nutrition - Since switching, cat parents have reported easier meal times, shinier fur coats and fewer leftovers # Benefits - Can help your cat's vision - Supports powerful eyesight working - Avoids serious health issues like eye problems caused by lack of taurine - Easier meal times - Shinier fur coats - Fewer leftovers # Features - Contains taurine - Naturally found in animal-based ingredients like meat and fish - Made with human-grade whole meat and fish - Clear and simple ingredients list - Contains up to double the protein - Essential vitamins - Extra taurine added # Call to action Untamed is offering 40% off your trial box so you can try 12 tins for just £7. # Social proof - Since switching, cat parents have reported easier meal times, shinier fur coats and fewer leftovers." – Male Voice (Narrator relaying customer reports) - Some have even left 5 star Trustpilot reviews, saying their cat's eyes look brighter and clearer." – Male Voice (Narrator relaying customer reviews) - Fantastic quality food. Ever since I switched to Untamed my cat's eyes look so much brighter and clearer. I'm really surprised by how quickly I noticed a difference." – Lynn Dixon (Customer via Trustpilot review) # Point of view - Brand 75% – The male voiceover delivers factual information, product claims, and benefits, often using an authoritative and informative tone, and the visuals frequently showcase the product itself or demonstrations related to its benefits. - Customer 25% – The visuals include cats eating and being cared for, and the voiceover presents testimonials and reported experiences from "cat parents," implying user satisfaction. # Storyline - 00:00–00:03 The video opens with an extreme close-up on a cat's striking green eye with a vertical pupil. The male voiceover begins by stating that cats are famous for their vertical pupils, immediately highlighting a unique cat feature and setting an educational, informative tone. This serves to capture the viewer's attention with an intriguing visual and a fact about cats. - 00:03–00:06 A black cat licks its nose, then we see the cat walking on a patio at night, followed by a dark silhouette of a cat with bright, glowing eyes in low light. The voiceover continues to explain that the cat's vertical pupil design helps them see and hunt in low light levels. This explains the functional benefit of the cat's unique eyes, deepening the educational aspect and linking directly to the visual demonstration of a cat seeing in the dark. - 00:06–00:10 The visual shifts to a close-up of an orange cat's eye, then a fluffy calico cat lying on a scratching post. The voiceover emphasizes the need to keep this powerful eyesight working and introduces the concept that cats need "key nutrients in their diet." This transitions the narrative from general cat facts to the importance of feline nutrition, subtly introducing the problem that the product will solve. The perspective is still informative, delivered by the same male voice. - 00:10–00:13 A macro shot of amber, gel-like capsules, possibly representing nutrients, is shown. The voiceover states these nutrients include "taurine," which is "naturally found in animal-based ingredients." This introduces taurine as a crucial nutrient and its natural sources, continuing the educational tone and setting up the product's relevance. - 00:13–00:16 Close-ups of rows of fresh raw beef cuts, then a person's hands slicing a salmon fillet on a wooden cutting board. The voiceover continues to elaborate that taurine is found in "ingredients like meat and fish." These visuals reinforce the natural sources of taurine, making the information tangible and visually appealing. - 00:16–00:17 A black cat approaches a bowl of wet cat food on a tiled floor. The voiceover warns that "a lack of taurine over time..." This creates a sense of concern and foreshadows potential negative consequences, establishing a problem for the product to solve. - 00:17–00:22 A black cat with its eye being treated with drops is shown, then a vet in green scrubs holds a grey cat and applies drops to its eye. The voiceover continues "...has been linked to serious health issues in cats, including eye problems." This dramatically illustrates the potential negative impact of taurine deficiency, evoking concern and highlighting the seriousness of the problem. The visual of a vet adds authority and reinforces the health aspect. - 00:22–00:28 A close-up of a person mixing wet cat food in a bowl is shown, followed by a person gently examining a cat's eye. A female vet in green scrubs holds a grey cat on an examination table, looking down at it. The voiceover advises, "So if you're ever concerned about your cat's diet or symptoms, it's always best to check with your vet, especially if anything is new or persistent." This offers a practical, responsible piece of advice, reinforcing the importance of proper diet and professional veterinary care. The vet's presence lends credibility and a caring tone. - 00:28–00:30 A white and calico cat with visible eye crusts lies on a bed, looking tired. The voiceover pauses briefly, then continues, setting up a contrast with the upcoming product solution. This visual subtly reinforces the "eye problems" mentioned earlier, showing a cat potentially suffering from such issues. - 00:30–00:31 A grey cat eats wet food from an elevated light green bowl. The voiceover states, "Meat and fish content..." This begins to transition into discussing the quality of cat food ingredients in general. - 00:31–00:34 A close-up of shredded wet cat food in a light green bowl. The voiceover continues, "...can vary a lot between brands, with some brands containing just 4% of the named meat." This points out a specific flaw in many cat food brands, creating a clear differentiator for the advertised product. - 00:34–00:35 A grey cat sniffs and then eats dry kibble from a white plate. This visually confirms the poor quality or low meat content in some cat foods by showing a cat eating generic dry kibble. - 00:35–00:38 Hands in blue gloves pour dry, grain-like ingredients into a metal container in a lab-like setting, followed by hands holding vegetable scraps. The voiceover elaborates, "including ingredients like cereals, thickeners, and sugars." This further exposes the undesirable fillers found in many cat foods, contrasting with the promise of a better alternative. - 00:38–00:41 Hands crumble a golden-brown, granular substance into a glass bowl. The voiceover advises, "so it's worth checking the ingredients list for the breakdown." This empowers the viewer to make informed decisions by reading labels, implicitly guiding them towards a product with a superior ingredient list. - 00:41–00:42 A young woman with long dark hair smiles at the camera while holding up a small can of Untamed cat food. She is slightly out of focus, while the can is in focus. The voiceover declares, "Untamed is different." This marks the turning point in the narrative, introducing the product as the solution to the previously highlighted problems and adopting a more enthusiastic, solution-oriented tone. - 00:42–00:43 A stack of three Untamed cat food cans (Chicken, Tuna, Ocean-Fresh Fish) is shown with various ingredients in the background on a plate (salmon, chicken breast, shrimp). The voiceover explains, "Every recipe is made with human-grade whole meat and fish." This immediately presents the product's core value proposition and superior ingredient quality, contrasting sharply with the previous discussion of low-quality cat foods. - 00:43–00:45 A hand places two Untamed cat food cans on a plate filled with raw chicken breasts, salmon fillets, and shrimp. This visual reinforces the "human-grade whole meat and fish" claim, showcasing the raw ingredients that go into the product. - 00:45–00:48 Several open cans of Untamed cat food are shown, revealing shredded meat and fish inside. The voiceover adds, "with a clear and simple ingredients list." This emphasizes transparency and simplicity, reassuring the viewer about what they are feeding their cat. - 00:48–00:50 A hand with black nail polish places a small, open can of Untamed cat food (shredded meat) on a white plate. The voiceover states, "it contains up to double the protein." This highlights a key nutritional benefit, appealing to cat owners looking for high-protein options. - 00:50–00:51 An orange tabby cat enthusiastically eats from a bowl of Untamed cat food. The voiceover continues, "essential vitamins." This briefly mentions another nutritional advantage, reinforcing the product's comprehensive benefits. - 00:51–00:55 A hand uses a spoon to spread shredded Untamed cat food onto a blue silicone mat, then a calico cat with light blue eyes sniffs the mat. The voiceover concludes, "and they even add extra taurine to support overall nutrition." This brings the narrative full circle, directly linking the product back to the initial problem of taurine deficiency and vision health, emphasizing the brand's proactive approach. - 00:55–00:58 A young woman with long blonde hair smiles while a black cat sniffs a cardboard box. The voiceover shifts to social proof: "Since switching, cat parents have reported easier meal times, shinier fur coats..." This introduces testimonials from satisfied customers, adding credibility and demonstrating tangible benefits beyond just nutrition. The woman smiling suggests owner satisfaction. - 00:58–01:00 A black cat stands on a wooden counter as a hand places a bowl of Untamed cat food in front of it. The cat immediately starts eating. The voiceover continues, "...and fewer leftovers." This further emphasizes palatability and reduced waste, appealing to both the cat's and owner's satisfaction. - 01:00–01:02 A brown tabby cat with green eyes lies on a furry blanket in sunlight. This visual offers a serene moment of a healthy, content cat, subtly reinforcing the positive effects of the food, particularly a "shinier fur coat." - 01:02–01:03 A grey cat approaches two empty elevated bowls. The voiceover concludes the list of reported benefits with, "...and fewer leftovers." This image directly illustrates the "fewer leftovers" claim, suggesting the cat enjoyed its meal completely. - 01:03–01:06 Various white digital review cards with green stars and text, resembling Trustpilot reviews, float and overlap. The voiceover states, "Some have even left five-star Trustpilot reviews, saying their cat's eyes look brighter and clearer." This provides strong social proof and directly connects the product to the initial problem of eye health, showing real-world positive outcomes. - 01:06–01:08 A close-up of a Trustpilot review from "Lynn Dixon" with 5 green stars, stating "Fantastic quality food" and text highlighted in yellow about "eyes look so much brighter and clearer." The voiceover highlights, "saying their cat's eyes look brighter and clearer." This is a direct, impactful piece of social proof, visually reinforcing the product's claim and directly addressing the problem of cat eye health. - 01:08–01:10 Hands open a cardboard box filled with Untamed cat food cans. The voiceover transitions to an offer: "Untamed is offering 40% off your trial box..." This introduces a direct call to action and a clear incentive for the viewer to try the product. - 01:10–01:12 Hands pull out a stack of three Untamed cat food cans from the box. The voiceover finalizes the offer: "...so you can try 12 tins for just £7." This provides concrete details about the offer, making it easy for the viewer to understand and act upon, leading to conversion.