How Join ZOE Advertises on Meta

# Ad summary This image ad for Zoe highlights the company's focus on gut health as a means to achieve lasting weight loss. It invites viewers to take a quiz to learn more. # Brand positioning ZOE is a health and wellness company that focuses on the relationship between gut health and overall well-being, particularly in relation to weight management. The brand positions itself as a science-backed solution for achieving lasting weight loss through improved gut health. Rather than promoting quick fixes or restrictive diets, ZOE offers a personalized approach that encourages users to understand their body's unique needs and make informed choices. The brand stands out by emphasizing the importance of gut health, which is often overlooked in traditional weight loss programs. # Product ZOE offers a program that centers around improving gut health as a means to achieve lasting weight loss. The program is designed for individuals seeking a science-backed, personalized approach to weight management. The ad highlights the connection between gut health and weight loss, suggesting that ZOE's program addresses the root causes of weight issues rather than just treating the symptoms. By focusing on gut health, ZOE offers a unique selling proposition compared to traditional weight loss methods that primarily focus on calorie restriction or exercise. The ad implies that ZOE's approach is more sustainable and leads to longer-lasting results. # Visual style The ad has a clean, modern aesthetic with a focus on simplicity and clarity. The use of a limited color palette (yellow, white, and blue-grey) gives it a cohesive and professional look. The graphic elements, such as the curved shapes and weight indicator, are minimalistic and contribute to the overall sense of modernity. The typography is clean and legible, ensuring that the message is easily readable. Overall, the visual style is designed to convey a sense of trust and credibility. # Hooks Headline: Better gut health, lasting weight loss. # Benefits - [object Object] - [object Object] # Features - [object Object] # Call to action TAKE THE QUIZ # Point of view - [object Object] # Storyline - The ad starts with a bold statement, "Better gut health, lasting weight loss," immediately grabbing attention and setting the tone. The brand is telling the audience that gut health is the key to achieving sustainable weight loss, a concept that might be new or intriguing to many viewers. This creates a clear connection between two desired outcomes, setting the stage for ZOE's solution. - Next, a "Take the Quiz" button encourages immediate engagement and interaction. The brand wants the customer to learn more. This is a direct invitation to learn more, suggesting that ZOE offers a personalized approach based on individual needs. - The phrase "Your Weight" accompanied by a graphic representation visually connects the concept of weight to the viewer and the product. The brand uses a visual metaphor to indicate a personalized approach to weight management. This helps the customer imagine a visual representation of their weight as a data point within the ZOE system. - Lastly, the phrase "With ZOE" appears alongside the brand logo, reinforcing that ZOE is the solution being offered. The brand reiterates its position as the provider of the solution and reinforces brand recognition. - The phrase "Without ZOE" implies a comparison, suggesting that achieving better gut health and lasting weight loss might be difficult or impossible without ZOE's help. The brand is subtly suggesting that ZOE is the key or essential component for achieving the desired outcomes.

# Ad summary An image ad promoting ZOE Daily30. It features a testimonial from a customer named Richard who says that since he and his wife started taking the product, it has made a huge difference in their health. He mentions that they love the taste, especially with eggs, and that his wife wakes up feeling more alert and ready for the day. # Brand positioning ZOE Daily30 positions itself as a health-focused product aimed at improving overall well-being. The brand clearly values taste and ease of integration into daily routines, as highlighted by the customer's remark about enjoying it with eggs. By focusing on tangible health benefits, such as increased alertness, ZOE appeals to consumers seeking practical and noticeable improvements to their health, contrasting against more generic or less specific wellness products. # Product ZOE Daily30 is a daily health supplement designed to make a significant difference in one's health. The ad highlights that it is palatable and can easily be added to meals like eggs. The ad suggests that consuming ZOE Daily30 results in increased alertness and readiness for the day. It aims to address potential concerns about taste and integration by featuring a testimonial from a user who incorporates it into their daily breakfast. It comes in yellow packaging and includes the brand logo prominently on the front. # Visual style The ad uses a clean, minimalist design with a focus on product presentation and social proof. The shot appears to be studio-lit with soft, even lighting, creating a professional and trustworthy feel. The background is a plain, off-white color, ensuring the product remains the central focus. The color palette is simple with a bright yellow color dominating the packaging. The testimonial is set against a dark blue background to provide contrast and emphasize the positive feedback. The overall visual style is intended to convey simplicity, trust, and credibility. # Hooks Headline: "Since my wife and I started taking ZOE Daily30, it has made a huge difference in our health. We love the taste, especially having it with eggs. My wife wakes up feeling much more alert and ready for the day." # Benefits - [object Object] - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The image opens with a product shot of the ZOE Daily30 packaging with the product being poured into a container, with the intention being to show the product in action and capture the viewer’s attention, as told from the brand’s perspective. - The image then transitions to a testimonial from a customer named Richard. He shares how the product has positively impacted his and his wife's health. This testimonial is intended to build credibility, as told from the customer’s perspective. - The image concludes by highlighting the customer rating of 10/10 in order to reinforce the positive feedback and overall satisfaction. This aims to further persuade potential customers of the product's value, as told from the brand’s perspective.

# Ad summary This ad attempts to persuade viewers to try Zoe, a product or service, by emphasizing its affordability. The ad highlights that the price of trying Zoe is less than the cost of a morning coffee ('cuppa'), making it an accessible and appealing offer. # Brand positioning The Zoe brand is presented as an accessible option, emphasizing value and affordability. The ad aims to position Zoe as an easy entry point, using the price comparison with a daily coffee to suggest it's a worthwhile and non-committal choice. The brand aligns with a lifestyle that is conscious of daily expenses, and it pushes against the norm of higher-priced alternatives by being budget-friendly. The positioning is both functional, due to its affordability, and subtly emotional, as it implies the satisfaction of trying something new without financial strain. # Product The product being advertised is Zoe, though the specific nature of Zoe is not defined in the ad. It is presented in a yellow cup similar to a coffee cup. The cup has black text on the side reading "Try zoe Now for £2.30." The ad is targeting consumers who are looking for affordable options, using a comparison with a daily coffee to highlight the product's accessibility. The USP is the low price of £2.30, which is designed to remove the purchase barrier by making the product appear inexpensive and low-risk. The ad is telling the viewer that this product is worth trying because it is cheaper than their morning coffee. # Visual style The ad features a clean, minimalistic visual style. The focus is on the product, highlighted by the bright yellow color against a blurred, neutral background. The production quality appears to be professionally shot with good lighting, and the image is tightly cropped around the product. The typography is simple and legible, and the overall design is intended for easy scannability in a feed. # Hooks Headline: Less than the price of your morning cuppa! # Benefits - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad opens with a yellow starburst shape stating "Less than the price of your morning cuppa!" This is told from the brand's perspective to grab attention by highlighting the low cost of trying Zoe relative to a common daily purchase, suggesting it is an affordable option and an enticing opportunity. - The next beat presents the product in a yellow cup, along with the direct offer: "Try zoe Now for £2.30." This is conveyed from the brand's perspective to present the product and its low price point, reinforcing the ad's central message and making the product seem more accessible and risk-free.

# Ad summary This ad showcases Zoe Daily 30, a product that adds fiber, flavor, and ingredients to your daily diet. It highlights the product's ingredients and its ease of use. # Brand positioning Zoe Daily 30 positions itself as a brand focused on health and wellness through real, quality ingredients. The brand ethos aligns with a health-conscious lifestyle, promoting the simplicity and effectiveness of adding their product to a daily diet. It directly opposes the use of fillers, favoring natural ingredients and good fiber content. Zoe aims to occupy a space in the consumer's mind that values nutritional benefits and culinary enhancement without compromising on taste and quality. The brand positioning is functional, emphasizing the tangible benefits like fiber intake and flavor enhancement. The brand positions itself against the trend of using fillers in food, emphasizing the use of real ingredients. # Product Zoe Daily 30 is presented as a daily dietary supplement that adds fiber, flavor, and real ingredients to one's diet. It is a blend of ingredients including raspberries, goji berries, kale, Icelandic seaweed, and fermented green tea kombucha. The product is designed for anyone looking to enhance their daily nutrition intake with minimal effort. Its unique selling points (USPs) include its diverse ingredient list and the absence of fillers, focusing instead on providing good fiber and flavor. The product addresses the barrier of complexity often associated with healthy eating by offering a simple addition to daily meals. It emphasizes the product's role in improving one's daily diet in a convenient and enjoyable manner, making it worth trying for those seeking nutritional benefits. # Visual style The ad has a simple and casual aesthetic, resembling user-generated content (UGC) with its close-up shots and handheld camera work. The editing style features quick cuts between different food preparations, maintaining a fast pace. The production quality is somewhat polished, suggesting a hybrid approach between an amateur feel and commercial appeal. Visual motifs include recurring close-ups of food and product interactions, emphasizing the ingredients and preparation methods. The pacing is relatively fast, with approximately 10-12 cuts per minute. The audio-visual sync is loosely timed to the voiceover lines. # Benefits - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] - [object Object] # Storyline - 00:00–00:02 00:00–00:02 An unseen person measures the product from a yellow container with a measuring cup, putting it into a bowl. - 00:02–00:02 00:02–00:02 The product is put into a bowl of flour to be mixed to make a loaf of bread. - 00:03–00:07 00:03–00:07 An older man in a yellow apron that reads "Zoe" measures and puts the product into a mixing bowl. Next, he adds water from a measuring cup. - 00:07–00:09 00:07–00:09 He shows the bread to the camera, and the audience is seeing what a person who uses the product sees. - 00:09–00:15 00:09–00:15 The clip cuts to various food plates using the product, and the audience is experiencing the enjoyment of the food from an aspirational point of view. The video highlights the product being used in a meal to add flavor and fiber. - 00:15–00:17 00:15–00:17 The scene cuts to what appears to be the product used as a salad topper, and the audience is seeing the product being enjoyed from an aspirational point of view. The video highlights the product being used in a meal to add flavor and fiber. - 00:17–00:20 00:17–00:20 The unseen person stirs a container of the product with a spoon, showing the audience how the product is typically served.

# Ad summary This image ad promotes the ZOE app by showing a screenshot of the app interface and highlighting the benefits of using the app, such as feeling better in just 7 days. It also mentions a limited-time offer. # Brand positioning ZOE is presented as a health-focused app designed to help users improve their diet quality and overall well-being. The brand promotes a data-driven, personalized approach to nutrition, moving away from generic diet plans towards tailored insights based on individual needs. By emphasizing feeling better in just 7 days, ZOE positions itself as a quick and effective solution for those seeking to optimize their diet and health. The brand appears to promote a lifestyle centered around informed food choices and proactive health management. # Product The ZOE app is a tool designed to improve diet quality by providing users with personalized insights and feedback. As shown in the interface, the app tracks and rates diet quality on a numerical scale, giving users a clear and immediate understanding of their nutritional status. It identifies food sources, such as "10 plants and great fat sources", and suggests specific improvements, like "A few tweaks to lunch can raise your protein quality." The app offers a "Boost my score" feature, encouraging users to enhance their dietary habits and achieve better health outcomes. The main USP appears to be data-driven personalized insights. # Visual style The ad uses a clean and straightforward visual style, with a focus on clarity and ease of understanding. It has a platform-native look, resembling a typical screenshot shared on social media. The use of bright colors such as yellow and green against the dark blue background creates a visually appealing contrast that helps to capture attention. The overall production quality is polished and professional, suggesting a focus on reliability and trustworthiness. # Hooks Headline: Try the ZOE App # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad starts with an invitation to "Try the ZOE App", immediately capturing attention and introducing the product, from the brand’s perspective. - It promises users they will "Feel better in just 7 days," communicating a quick and tangible benefit from the brand’s perspective. - The ad then presents a screenshot of the ZOE app interface showing 'Diet quality', offering concrete proof of the app's functionality from the customer's perspective. - The yellow starburst graphic with the price 'Only £2.30' conveys an offer from the brand and enhances appeal by emphasizing affordability and value.

# Ad summary A woman explains and demonstrates the features of the ZOE nutrition app, which offers personalized, evidence-based nutrition feedback by tracking plant intake and scanning labels and barcodes. # Brand positioning The ZOE nutrition app aims to occupy the space of a personalized nutrition expert in the consumer's mind. It promotes a data-driven approach to healthy eating, aligning with the values of science and individualization. The brand pushes against generic diet advice, following a functional approach to nutrition by offering tailored insights based on individual microbiome DNA tests. The brand positions itself as a reliable source of personalized nutrition guidance. The app empowers users to make informed choices about their diet. # Product The ZOE nutrition app is a mobile application designed to provide personalized, evidence-based nutrition feedback. It is intended for individuals seeking to optimize their health through informed dietary choices. The app uses data from over 300,000 microbiome DNA tests to offer insights into how different foods affect an individual's health. The app features include the ability to track weekly plant intake, access an in-app nutrition coach for instant science-backed answers to questions, and scan labels and barcodes to reveal which foods may be a high risk for your health. The app also offers personalized food advice, allowing users to make better dietary choices based on their unique nutritional needs. It addresses the purchase barrier of generic, one-size-fits-all dietary advice by offering a personalized approach. # Visual style The ad features a UGC-style aesthetic with a polished commercial feel. The editing style includes quick cuts and smooth transitions. The production quality is high-end, with natural lighting and a consistent pacing. # Benefits - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Call to action Take the quiz today # Point of view - [object Object] # Storyline - 00:00–00:06 00:00–00:06 A woman introduces the video by suggesting that she has a serious and important question to ask. - 00:06–00:06 00:06–00:06 She asks rhetorically who wouldn't want to feel healthier in weeks. - 00:07–00:08 00:07–00:08 The woman introduces the viewer to the nutrition app that knows them. - 00:09–00:13 00:09–00:13 The woman shows how the app is powered by over 300,000 microbiome DNA tests. - 00:14–00:17 00:14–00:17 She shows how the app gives personalized evidence-based nutrition feedback in seconds. - 00:18–00:20 00:18–00:20 She explains how the app offers personalized food advice. - 00:21–00:25 00:21–00:25 She shows how the app can scan labels and barcodes to reveal which foods may be a high risk for your health. - 00:26–00:28 00:26–00:28 The woman shares the app can track your weekly plant intake. - 00:29–00:34 00:29–00:34 She shares how the app can answer nutrition questions instantly with science-backed answers. - 00:34–00:35 00:34–00:35 A wide shot shows multiple healthy meal options. - 00:35–00:36 00:35–00:36 She concludes the video encouraging viewers to take the quiz today.

# Ad summary This ad for the ZOE app compares the nutritional value of a sandwich and a hamburger, with the sandwich having a higher nutritional score than the burger according to the app. # Brand positioning ZOE is presented as a helpful and intelligent technology brand, embodied in a cartoon form as a friendly yellow figure with a feather who can see what users cannot. ZOE aims to occupy the space of a nutritional guide to help people make informed food choices. The brand promotes a tone that is light and optimistic. # Product The advertised product is the ZOE app, which analyzes the nutritional value of foods. The ad visually compares the app's 'Meal score' assessment of a sandwich and a hamburger, with numerical values displayed to show the sandwich has a higher score (60/100) than the hamburger (28/100). The ad encourages viewers to consider that they cannot determine nutritional value on their own, but the ZOE app can. # Visual style The ad uses a clean and modern visual style, with a bright white background and clear typography. The color grading is natural, with slightly enhanced saturation to make the food appear appetizing. The layout is simple and balanced, with the split-screen comparison drawing the eye. # Hooks Headline: You can't see the score. # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad opens by stating, “You can’t see the score,” immediately drawing attention to a problem. This is told from the perspective of the brand, who is implying that the viewer can’t see the nutritional value in food on their own. - The ad presents its solution, stating “But the ZOE app can.”, indicating the product is a way for consumers to see those hidden scores. This is from the perspective of the brand, who is promoting the app as the solution. - The ad then presents a comparison showing the nutritional score of two different foods to illustrate the value of the app. This is from the perspective of the brand, who are showing how the app helps determine healthy food options.

# Ad summary The ad promotes the ZOE App, a nutrition tracking app that uses data from over 300,000 microbiome DNA tests to provide personalized evidence-based nutrition feedback. The app allows users to scan labels and barcodes, track their weekly plant intake, and access an in-app AI nutrition coach. # Brand positioning ZOE aims to occupy the space of personalized, science-backed nutrition. The brand promotes a healthy lifestyle and empowers users to make informed food choices based on individual data, differentiating itself by focusing on microbiome DNA testing and AI-driven coaching. ZOE pushes against the norm of generalized dieting advice, offering functional value through data-driven insights. # Product The ZOE App is a nutrition tracking app that provides personalized, evidence-based nutrition feedback. It is designed for individuals seeking to optimize their diet based on their unique microbiome DNA. The app allows users to scan food labels and barcodes, revealing potential health risks associated with specific foods. It also tracks weekly plant intake and offers access to an in-app AI nutrition coach for instant, science-backed answers. Key features include personalized food advice, a food risk scale, and the ability to monitor plant diversity and nutrient intake. The app helps users feel healthier by providing actionable insights and personalized recommendations. # Visual style The ad features a blend of UGC-style footage and polished visuals, giving it a casual yet professional feel. The editing includes quick cuts and smooth transitions. The pacing is moderate, with cuts timed to match the voiceover. Visual motifs include close-ups of the app interface and food preparation. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Call to action Download the ZOE App today # Point of view - [object Object] # Storyline - 00:00–00:03 00:00–00:03: The narrator stands in her kitchen, facing the camera. She holds up two packages of food and says that she is going to break it to you, your diet might not work in the way that you think. - 00:04–00:09 00:04–00:09: The narrator states that the ZOE App is powered by the data of over three hundred thousand microbiome DNA tests. - 00:10–00:15 00:10–00:15: The ZOE app is introduced, explaining that it gives you personalized evidence-based nutrition feedback in seconds. A user is shown grating cheese on a dish of pasta, then using the app to scan the meal. - 00:16–00:20 00:16–00:20: The narrator explains the app offers personalized food advice and a food risk scale. - 00:21–00:26 00:21–00:26: Visuals show a user scanning a food label with the app. The narrator says you can scan labels and barcodes revealing which foods may be a high risk for your health. - 00:27–00:30 00:27–00:30: The narrator says you can also track your weekly plant intake. A first-person shot shows cucumbers, tomatoes, and green peppers being cut up. - 00:31–00:34 00:31–00:34: Continuing on the prior message, the narrator adds that users can access their in-app AI nutrition coach to ask questions. Visuals show the app rating a vegetable platter and tracking the number of plants eaten this week. - 00:35–00:37 00:35–00:37: The narrator states the app offers instant science-backed answers and that the user will feel healthier in weeks. The narrator is then seen eating a bowl of pasta. - 00:38–00:40 00:38–00:40: Concluding the ad, the narrator prompts viewers to download the ZOE App today.

# Ad summary A woman with a baby shows viewers what the ZOE app is, including how it scans food, tracks plant intake, and offers science-backed answers via an AI nutrition coach. # Brand positioning ZOE presents itself as a science-backed solution to personalized nutrition. The brand aims to occupy a space in the consumer's mind as a technologically advanced health tool powered by data from over 300,000 microbiome DNA tests. The brand promotes a lifestyle of health and wellness through informed dietary choices. It pushes against generic, one-size-fits-all nutrition advice by offering tailored, evidence-based feedback. ZOE's positioning is both functional, providing personalized nutrition advice and evidence-based feedback, and emotional, empowering users to feel healthier in weeks by making informed food choices. # Product ZOE is an app that provides personalized, evidence-based nutrition feedback in seconds, designed for individuals looking to improve their gut health and overall well-being through informed dietary choices. The app works by scanning labels and barcodes to reveal which foods may be a high risk for your health, and it offers personalized food advice based on the data of over three hundred thousand microbiome DNA tests. USPs include personalized recommendations, a food risk scale, the ability to track weekly plant intake, and access to an in-app AI nutrition coach for instant, science-backed answers. The app addresses the purchase barrier of uncertainty in food choices by providing immediate feedback and advice. # Visual style The ad has a natural, UGC feel with bright lighting and simple editing. The production quality is a mix of polished commercial and casual vlog style. The editing style uses quick cuts to transition between scenes, maintaining a consistent pace of about 15 cuts per minute, which shifts during moments showcasing the app interface and food preparation, synchronizing with the voiceover for emphasis. # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Call to action Download the ZOE app today # Point of view - [object Object] # Storyline - 00:00–00:04 The narrator, a woman holding a baby, asks if the viewer knew that gut health is one of the most important factors when determining their health. She is establishing context and setting up the premise for the product. - 00:05–00:10 Building on the previous point, the narrator states that the app is powered by the data of over three hundred thousand microbiome DNA tests. The intention is to legitimize the app's claims and build trust through data and expert consensus. - 00:10–00:16 The narrator shows the ZOE app's home screen, stating that it gives you personalized, evidence-based nutrition feedback in seconds. The intention is to demonstrate the app's main functionality and value proposition. - 00:16–00:19 The narrator shows herself using the app to scan a meal she made and discusses that the app offers you personalized food advice. The intent is to visually demonstrate another practical use case of the app. - 00:19–00:24 The narrator mentions that it provides a food risk scale so that you can scan labels and barcodes. She is explaining a key feature of the app for the audience to see. - 00:24–00:27 Continuing from the previous, the narrator says this reveals which foods may be a high risk for your health. The purpose is to show how the app helps users make informed choices about what they eat. - 00:28–00:34 Building on the previous, the narrator says that you can also track your weekly plant intake and access your in-app AI nutrition coach. She is explaining additional features that benefit the user. - 00:34–00:37 Continuing from the previous, the narrator says that you can ask the nutrition coach questions and get instant science-backed answers. The intention is to highlight the AI assistant feature. - 00:37–00:38 She tells the audience that they can feel healthier in weeks. She is setting the expectation that the app will yield positive results. - 00:39–00:40 The narrator concludes by encouraging viewers to download the ZOE app today. She is giving a direct call to action to promote immediate download.

# Ad summary The ad asks 'What does your body really need?' and shows two bowls of food, one containing cereal, the other containing oatmeal. Underneath the bowls are numbers indicating a ranking, with the cereal being '30' with a yellow dot, and the oatmeal being '80' with a green dot. A dark blue button at the bottom asks the viewer to 'Take the quiz today'. # Brand positioning The brand is implied to be health-conscious, promoting good eating habits and advocating for nutritious breakfast options, standing in contrast to unhealthy, processed alternatives. The brand wants to occupy a position in the consumer's mind as a helpful guide to better nutrition, nudging people to care more about what they consume and make informed dietary choices. The brand aligns with the values of health, well-being, and informed decision-making, pushing against norms of quick, unhealthy breakfasts. # Product This ad showcases a quiz to help consumers find out what their bodies need, implied to lead them to healthier eating habits. The ad contrasts a bowl of processed cereal with a bowl of oatmeal topped with fruit and nuts to highlight the differences in nutritional value. The oatmeal option is shown as the preferable one, implying that taking the quiz will guide users towards choices that provide more nutritional benefit. The ad presents the quiz as a way to address the purchase barrier of not knowing what constitutes a healthy choice, suggesting it can help users make better decisions about their diet. # Visual style The ad has a clean, minimalist visual style with a focus on presenting information clearly and directly. The production quality appears to be studio-shot. The image treatment involves soft lighting and simple color grading to create a bright, inviting atmosphere. Typography is integrated in a straightforward manner, with bold, legible fonts that are easy to scan. The visual style contrasts with the visual language and design of many ads, possibly making it more easily noticed on the feed. # Hooks Headline: What does your body really need? # Benefits - [object Object] - [object Object] # Features - [object Object] # Call to action Take the quiz today # Point of view - [object Object] - [object Object] # Storyline - The ad opens with the question, "What does your body really need?" aiming to grab the viewer's attention and introduce a central question that the ad intends to answer. The brand asks the question to encourage self-reflection and set up the comparison to follow. - Next, the ad presents two contrasting images: a bowl of colorful cereal versus a bowl of oatmeal topped with fruit and nuts. This visual juxtaposition intends to highlight the perceived difference between an unhealthy, processed food choice and a healthier, natural option. The ad presents this contrast from an objective standpoint, showcasing the two choices without explicit commentary. - Beneath each bowl, a number accompanied by a colored dot assigns a ranking, with the cereal receiving a "30" and a yellow dot, while the oatmeal is labeled "80" with a green dot. This rating system, presented from the brand's perspective, is designed to visually simplify the nutritional assessment of each option. This progresses the narrative by offering a direct comparison and signaling which choice is more beneficial. - The ad concludes with a call to action: "Take the quiz today." This prompt serves to engage the viewer further, inviting them to interact with the brand and discover personalized recommendations. The brand invites the viewer to take action, moving them toward the ultimate goal of driving engagement and potential conversions.

# Ad summary This ad features a woman who discusses her previous struggles with health and fitness apps. She claims that Zoe helped her better understand how food choices impact her body. # Brand positioning Zoe is presented as a personalized nutrition program and mobile app designed to improve gut health and promote lasting weight loss. The brand promises to help users understand how food choices impact their individual bodies, providing tailored insights and guidance without the need for calorie counting or restrictive diets. Zoe positions itself as a science-backed solution, emphasizing clinical trial results and validation by health professionals to stand out from generic fitness apps. The overall brand ethos is rooted in empowerment, education, and achieving sustainable lifestyle changes, rather than quick fixes or one-size-fits-all approaches. # Product Zoe is a nutrition program accessed through a mobile app, designed to help users understand how food choices impact their bodies. The program includes personalized insights based on individual data, allowing users to track their nutrient intake and learn about the effects of different foods. The app enables users to scan or photograph meals to log them, providing an overall score and breaking down individual ingredients with ratings. Zoe emphasizes that better gut health leads to lasting weight loss and shows a graph depicting potential weight loss over time. The program is designed to make users feel like experts in their own bodies, helping them to form lasting habits without restrictive dieting or calorie counting. # Visual style The ad has a casual, UGC feel with natural lighting and simple edits. The production quality is fairly polished, blending authentic moments with clear displays of the app interface. The editing style is quick and snappy, with cuts timed to the voiceover to maintain engagement. Pacing is consistent at approximately 10-12 cuts per minute. Visual motifs include shots of the customer engaging in various activities like exercising, eating healthy meals, and interacting with the app on her phone. # Benefits - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Call to action Start your 7 day trial # Point of view - [object Object] - [object Object] # Storyline - 00:00–00:02 The opening shot features a close-up of a hand sprinkling ingredients onto a bowl of food. The intention is to capture attention and introduce the topic of healthy eating. The ad opens with a customer’s perspective, voiced in a conversational tone. - 00:02–00:07 The narrator transitions to discussing her past struggles with numerous health and fitness apps. This is meant to introduce a common frustration and set up the need for a better solution. The ad presents the story from the first-person perspective of a customer. - 00:03–00:07 The narrator explains that she tried tracking habits and following tips, but nothing stuck due to life getting in the way. The message is to emphasize the difficulty of maintaining healthy habits with conventional methods. This section continues to be from the customer’s POV. - 00:08–00:10 The narrator shifts to introducing Zoe, mentioning that her PT recommended the app. This transition introduces the solution that addresses the previously stated problem. The tone is conversational, still from the customer's point of view. - 00:10–00:15 The narrator claims Zoe has been amazing in helping her understand how food choices impact her body. The ad communicates the app’s key benefit and the positive impact it has had. The story continues from the customer's perspective. - 00:15–00:21 A graph illustrating potential weight loss with Zoe is shown. The narrator states that weight gain wasn’t just her age, reinforcing the idea that the app provides valuable insights beyond simple aging. This is intercut with a clip of her happily doing exercises. The perspective switches to a more direct, brand-supported message. - 00:18–00:22 The narrator reveals that the results from the Zoe app showed her that weight gain wasn't just her age. This emphasizes the app’s ability to provide individualized insights. This is told from the first-person perspective of a customer. - 00:22–00:26 She expresses feeling like an expert in her own body, stating that the habits have actually stuck. This reinforces the long-term benefits of using the app. The perspective is from the customer, highlighting personal satisfaction and empowerment. - 00:26–00:29 The ad concludes with a screen displaying Zoe’s branding, and encourages the viewer to "Start understanding the choices that support your weight."

# Ad summary This image ad for ZOE uses a line graph as a visual metaphor to show the path to improved gut health through taking ZOE's quiz. # Brand positioning ZOE is presented as a direct-to-consumer health and wellness company specializing in personalized nutrition advice based on individual gut microbiome analysis. The brand focuses on transforming gut health through scientific insights and tailored recommendations, positioning itself as a modern, tech-driven solution in the health sector. ZOE aims to empower individuals to take control of their health by understanding their body's unique responses to food, stepping away from generic dietary advice. # Product The advertised product is ZOE's gut health program, starting with an at-home test and personalized insights delivered through a mobile app. The service involves taking a quiz, which leads to actionable steps for improving gut health. The program is designed for individuals looking to optimize their nutrition based on their unique biology. A core element of ZOE's offering is the transformation of one's health, addressing the common pain point of generic, ineffective dietary advice. # Visual style The ad has a clean, modern aesthetic with a minimalist design. The use of a graph and simple shapes against a dark blue backdrop gives it a tech-forward feel. The design is uncluttered, emphasizing the core message and call to action, making it easily scannable. # Hooks Headline: Transform your gut health # Benefits - [object Object] # Call to action TAKE THE QUIZ # Point of view - [object Object] - [object Object] # Storyline - The ad opens with a headline that speaks directly to the viewer's desire to enhance their well-being, communicating the message that transforming gut health is achievable. This sets the stage by focusing on a clear and desirable outcome for the customer. - Next, the ad offers an immediate action—'Take The Quiz'—presenting a low-barrier entry point to engage with the ZOE program. This invitation to start with a simple quiz is intended to lower resistance and pique curiosity. - Finally, a visual graph shows the user that their health can increase over time, indicating a journey of improvement and progress that the user can anticipate by using ZOE.

# Ad summary This ad promotes ZOE, a service that transforms your health with the power of your gut. The ad features a person speaking about ZOE while eating a healthy meal, followed by a chart showing the weight loss effects of the program, and age ranges to begin understanding the choices that support your weight. # Brand positioning ZOE is presented as a science-backed nutritional program that leverages gut health to achieve lasting weight loss. It occupies the space of personalized health through understanding how the body responds to food. The brand aligns with values of health and well-being while providing the resources needed for healthy choices. The brand uses a functional positioning to promote weight loss and other health benefits. # Product ZOE is a health program designed to transform your health with the power of your gut. The program uses personalized nutrition advice for lasting weight loss without counting calories or restricting foods. The program reduces waistlines by over 2 inches and helps people lose 4.7% bodyweight on average. ZOE helps users understand the choices that support their weight and get them started with a 7 day trial. # Visual style The ad has a clean and minimal aesthetic. The video features a polished look, with clear graphics and simple text overlays. The editing style uses quick cuts and smooth transitions. The pacing is consistent, with visuals and text timed to the beat of the music. # Benefits - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action Start your 7 day trial # Point of view - [object Object] # Storyline - 00:00–00:02 A person is speaking over a meal. - 00:02–00:06 A chart appears that show the effect of ZOE on weight loss. The visual illustrates the positive impacts of the product. - 00:06–00:11 The ad shows options to select age ranges, implying the product is applicable to various ages. - 00:11–00:15 The ad shows a screen with a button to start a 7 day trial. This is the direct result of using the program.

# Ad summary This ad promotes the ZOE app, an AI nutrition coach, that helps individuals understand the health risks of certain foods and helps track their weekly plant intake to feel healthier in weeks. # Brand positioning The brand ZOE is presented as a reliable and data-driven nutrition app that offers personalized, evidence-based nutrition feedback. It differentiates itself by being "powered by the data from over 300,000 microbiome DNA tests" and relies on AI to provide an in-app nutrition coach. The brand aligns with a health-conscious lifestyle, promoting mindful eating and aims to empower users with knowledge about their health without the need for additional testing. The positioning is functional, focusing on the performance and personalized aspect of its nutrition advice. # Product The ZOE app is an AI nutrition coach that provides personalized nutrition feedback and insights. It is designed for individuals looking to care for their gut health as they get older. The app is evidence-based, powered by data from over 300,000 microbiome DNA tests. It offers features such as personalized food advice, a food risk scale to scan labels and barcodes, and tracks weekly plant intake. The app reveals which foods may be high risk for health and provides science-backed answers to nutrition questions. Users can scan food barcodes or take pictures to get more information about the food they are about to eat. # Visual style The ad has a UGC feel. The editing style uses quick cuts and smooth transitions. The production quality feels like a hybrid between UGC and polished commercial. The pacing is consistently upbeat, with a moderate amount of cuts per minute. The cuts, text, and product actions are timed to music and voiceover lines. # Benefits - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Call to action Download the ZOE App today # Point of view - [object Object] # Storyline - 00:00–00:03 The ad begins with the statement that 'No one tells you how important it is to care for your gut as you get older.' - 00:03–00:12 The ad explains that ZOE's app is powered by the data from over 300,000 microbiome DNA tests to give you personalized evidence based nutrition feedback in seconds. - 00:13–00:21 The ad highlights how the ZOE app can scan food labels and barcodes, giving the user a personalized food advice and risk scale, revealing which foods may be high risk for your health. - 00:22–00:32 The ad demonstrates that with the app, the user can track their weekly plant intake and access an in-app AI nutrition coach to get science backed answers, and feel healthier in weeks. - 00:32–00:33 The ad concludes with a CTA to download the ZOE app today.

# Ad summary This image ad promotes the ZOE app, offering a one-week trial for £2.30. The ad features a woman using the app, showcasing the app's functionality to track unique plants and assess processing risks. # Brand positioning The ZOE app is positioned as a tool for understanding and tracking unique plants and their processing risk. The brand is presented as modern and user-friendly, designed to integrate into daily life with a convenient, digital interface. By featuring the app's analysis of plant risks, ZOE offers a functional benefit aimed at health-conscious consumers. The brand promotes a lifestyle where users are informed and proactive about their diet and health, aligning with current trends in personalized nutrition and wellness tracking. # Product The product being advertised is the ZOE app, which helps users track unique plants and assess processing risks. The app is accessible on smartphones. The ad shows a snapshot of the app's interface with the text "15 / 30 Unique plants this week" and a processing risk assessment with a progress bar indicating "Low" risk. The app appears to be aimed at users interested in understanding and managing the health risks associated with different plants in their diet, providing an easy way to track and stay informed. # Visual style The ad has a clean, digital aesthetic with a focus on functionality and ease of use. The design is simple with a plain background to highlight the key elements of the app interface and the user. The image quality is high, and the color palette is modern and muted. The ad mimics a platform-native feel with UI elements, likely made for an in-feed placement. # Hooks Headline: Try the ZOE App for 1 week for only... # Benefits - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad opens with the offer: trying the ZOE app for one week for £2.30. This grabs attention by presenting an immediate and accessible value proposition from the brand's perspective. - The ad features a woman using the ZOE app on her smartphone, showing an interface that tracks "Unique plants this week" and assesses the "Processing risk" as "Low." This demonstrates how the app works and its benefits in a real-life scenario, from the customer's perspective.

# Ad summary This ad uses a first-person point of view to show how ZOE's quiz can help users understand how to make the right choices to support their weight. It presents social proof in the form of clinical trial data and ends with a call to action to start a 7-day trial. # Brand positioning ZOE is presented as a modern digital health company focused on gut health and weight management through personalized nutrition advice. The brand emphasizes the importance of making informed choices that support one's weight, positioning itself as a science-backed solution that differentiates itself from traditional methods of dieting. The brand aligns with a lifestyle that values health, education, and personalized solutions. By publishing its research in Nature Medicine, ZOE aims to build credibility in the competitive weight loss category. # Product ZOE offers a personalized nutrition program that uses a detailed quiz to provide insights into how to make the right choices to support weight management and overall health. The quiz collects information about an individual's health goals, such as losing weight, improving gut health, feeling better, and sleeping better. Based on the quiz results, ZOE provides tailored advice. The product uses clinical trial data to demonstrate its efficacy, claiming that those who followed ZOE advice reduced their waistline by over 2 inches and lost 4.7% bodyweight on average, all without counting calories or restricting foods. The company removes the guesswork from weight loss. # Visual style The ad has a clean and modern aesthetic with a mix of UGC-style footage and polished graphics. The editing style includes quick cuts between the woman, the phone screen, and animated graphics, creating a dynamic and engaging viewing experience. The use of bright, cheerful colors and simple animations gives the ad a friendly and approachable feel. # Benefits - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action Start your 7 day trial # Point of view - [object Object] - [object Object] # Storyline - 00:00–00:01 A woman is seen in front of a mirror, struggling with her pants. This sets up the problem of weight and body image issues. - 00:01–00:03 The scene cuts to a phone screen where a person is filling out a quiz on quiz.zoe.com. The quiz asks, 'What do you want to achieve?' and provides options like 'Lose weight' and 'Improve my gut health.' This is the introduction of the ZOE quiz as a potential solution. - 00:03–00:08 A weight loss graph is displayed, showing a decrease in weight 'with zoe'. This illustrates the potential benefits of using ZOE and provides an example of what the user could see as a result of following the program. The text at the bottom adds a reference to a clinical trial published in Nature Medicine from 2024. - 00:08–00:12 A bright yellow screen appears with the ZOE logo and text that reads, 'Start understanding the choices that support your weight.' This reinforces the brand message and emphasizes the educational aspect of the product.

# Ad summary The ad promotes the ZOE app, designed to provide personalized nutrition advice without the need for tests. The app uses data from over 300,000 microbiome DNA tests to offer insights, a food risk scale, track plant intake, and give access to an AI nutrition coach. The ad features a woman presenting the app's functions and benefits, encouraging viewers to download it. # Brand positioning ZOE aims to be the go-to source for personalized nutrition advice, leveraging scientific data rather than generic guidelines. The brand positions itself as empowering consumers to make informed food choices through AI technology, emphasizing its modern and data-driven approach. It pushes against the one-size-fits-all approach of many diet and nutrition apps by providing tailored feedback and insights based on an individual's eating habits. The brand's positioning is both functional (providing specific recommendations and risk assessments) and emotional (helping users feel more in control and mindful of their eating habits). # Product The ZOE app is a nutrition app that provides personalized food advice based on an individual's eating habits and preferences. It utilizes data from over 300,000 microbiome DNA tests, using an AI nutrition coach to deliver personalized feedback, recommendations, and insights in seconds. The app features a food risk scale that helps users identify high-risk foods by scanning labels and barcodes, tracks weekly plant intake, and offers instant science-backed answers to nutrition questions. It is for individuals who want to improve their eating habits and gain insights into the nutritional value of their food. The app allows users to access an in-app AI nutrition coach to ask questions and scan food labels to reveal which foods may be high risk for their health. A purchase barrier addressed is the need for constant testing, as the app provides evidence-based nutrition feedback in seconds without additional tests. # Visual style The ad has a polished and clean aesthetic, combining UGC-style presentation with professional app demos. Editing involves quick cuts to maintain a fast pace, syncing with voiceover highlights. The visual motifs include consistent use of the ZOE app's UI, interspersed with natural-looking shots of the presenter in her home and shopping. The production quality is hybrid, blending a casual, personal feel with a well-produced app demonstration. # Benefits - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Call to action Download the ZOE App today # Point of view - [object Object] # Storyline - 00:00–00:02 The ad begins with a woman sitting on a couch. - 00:00–00:02 The woman says, "When you think you're eating healthy, but this is your everyday..." - 00:01–00:02 The shot pans down to a pile of chocolate and candy on the couch, contrasting the idea of healthy eating with an indulgent reality. - 00:02–00:04 The woman introduces the ZOE app by saying, "Meet the nutrition app that knows you." - 00:04–00:08 The presenter highlights that the app is powered by data from over 300,000 microbiome tests. - 00:06–00:07 The app is shown displaying information about the negative impact of highly processed foods. - 00:08–00:13 The presenter demonstrates the app, and its features, including DNA test integration and personalized feedback. - 00:08–00:15 The woman states, "DNA tests the ZOE App gives you personalised evidence based nutrition feedback in seconds, and no tests are needed." - 00:15–00:19 The woman shows how the app offers personalized food advice and a food risk scale to scan labels and barcodes. - 00:21–00:29 She continues the app overview in more depth, explaining that it can also track your weekly plant intake and access your in-app AI nutrition coach to ask questions and get instant science backed answers. - 00:30–00:34 The woman urges viewers to join the gut health revolution, and states, "Download the ZOE App today."

# Ad summary This ad promotes the Zoe nutrition app. The ad features a woman in a kitchen setting. She shows the products that she is using to make a salad, and then displays the app on her phone while describing the key features. The app gives personalised, evidence-based nutrition feedback in seconds, and you can scan food labels and barcodes to reveal if the foods may be a high risk for your health. You can also track your weekly plant intake and ask an in-app nutrition coach questions to get instant, science-backed answers that will help you feel healthier in weeks. # Brand positioning The Zoe brand is presented as a cutting-edge, evidence-based nutrition platform designed to provide personalized dietary advice. It is positioned as a solution for people who feel something is "off" with their health and suspect it may be related to diet. The brand aligns with a health-conscious, data-driven lifestyle, emphasizing the importance of understanding individual responses to food. It pushes against generic dietary advice by focusing on personalized insights derived from microbiome DNA tests. Zoe promotes functional benefits like personalized nutrition feedback and risk assessment, while also promising improved health outcomes. # Product The Zoe nutrition app is a tool designed to provide personalized, evidence-based nutrition feedback in seconds. The app analyzes a user's diet and offers tailored advice, assessing the risk level of different foods for the user's health. It features a food risk scale that allows users to scan labels and barcodes for instant nutritional information. The app also allows users to track their weekly plant intake and provides access to an in-app nutrition coach for instant science-backed answers to dietary questions. It uses data from over 300,000 microbiome DNA tests to customize its feedback. The app is for people who want to feel healthier in weeks with access to personalised food advice. # Visual style The ad has a polished UGC feel, combining handheld camera work with clean, modern graphics. The editing style includes quick cuts to maintain a fast pace, interspersed with static shots of the app interface. The production quality is high-end, creating a balance between authenticity and professionalism. The pacing is consistent, with cuts timed to key voiceover lines and visual cues. The overall aesthetic is bright and inviting, aligning with the health and wellness tone. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Call to action Take the quiz today # Point of view - [object Object] - [object Object] - [object Object] - [object Object] # Storyline - 00:00–00:03 00:00–00:03 - 00:03–00:14 The ad begins with a close up shot of groceries on the counter, as a narrator asks if something feels off and suggests your body might be trying to tell you something. The message is intended to capture the audience's attention by highlighting a common feeling of unease or imbalance that many people experience with their health. The perspective is from the brand, introducing the product as a solution to this problem, conveyed through a direct question to the audience. - 00:14–00:17 Building from the previous point, the ad transitions to the narrator introducing the Zoe nutrition app as the solution. The intention is to introduce the app as a personalized nutrition tool, that knows you. The perspective shifts to the brand advocate, speaking directly to the audience to establish familiarity and trust. - 00:17–00:22 The ad shows a screen recording of the Zoe app. The intention is to showcase that this App offers you personalised food advice. The perspective is from the brand, showing users what the app looks like on a mobile device. - 00:22–00:31 The ad transitions to the narrator scanning the barcode of a chocolate bar with her phone. The intention is to promote a food risk scale to scan labels and barcodes, revealing which foods may be a high risk for your health. The perspective is from the brand advocate, demonstrating the app’s features in a real-world setting. - 00:31–00:33 The ad continues as the narrator is speaking while sitting at a desk. The intention is to promote that you can also track your weekly plant intake and access your in-app nutrition coach. The perspective is from the brand advocate, informing the audience about the app’s features. - 00:33–00:35 The ad shows a close-up of various meals and food products. The intention is to reinforce that you can feel healthier in weeks. The perspective shifts to a broader lifestyle, showcasing the potential health benefits of using the app. - 00:33–00:35 The ad ends with the narrator asking the audience to take the quiz today. The intention is to make a direct CTA. The perspective is from the brand.

# Ad summary An image ad that asks the question "What would your last meal score?" next to three pictures of different meals with scores rating how healthy they are. # Brand positioning There is no brand explicitly shown in the image ad. The only information is the concept of rating meals based on their health benefits. The brand seems to align with a healthy lifestyle. # Product There are no products explicitly shown in the ad. The ad focuses on healthy eating. There are images of different types of foods in bowls or plates. The photos display ingredients like avocados, eggs, salads, chicken, and a variety of other vegetables. # Visual style The ad has a clean and simple aesthetic. The colors are muted and natural. The photographs are well-lit and appealing. The layout uses rounded squares and simple text. # Hooks Headline: What would your last meal score? # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad opens with a question that is intended to be engaging and is from the brand asking what you would rate your last meal, which is intended to encourage the viewer to think about their food choices. - The ad then shows three examples of meals and their health ratings, which is presented from the brand's point of view. This continues the conversation by example and provides an idea of how the food could be rated.

# Ad summary This ad promotes Zoe, a program that helps people achieve better gut health and lasting weight loss by taking a quiz. # Brand positioning The Zoe brand is positioned as a modern, scientific approach to gut health and weight management, contrasting with generic, unbranded solutions. The visual design is clean and minimalist, which conveys a sense of trustworthiness and sophistication. By focusing on 'better gut health' alongside 'lasting weight loss,' Zoe suggests a comprehensive, rather than superficial, approach to wellness. The brand uses approachable language, which makes scientific concepts feel less intimidating and more accessible to the average person. The brand's tone is supportive, suggesting a partnership in the user's health journey. # Product Zoe is a program designed to improve gut health and promote lasting weight loss. The ad highlights that it can be accessed by 'taking a quiz,' suggesting a personalized approach tailored to individual needs. The program focuses on enhancing 'gut health,' implying a holistic approach to weight management that goes beyond just calorie counting or exercise. A key differentiator is clearly highlighted, by contrasting the experience of using Zoe with a generic approach to gut health and weight loss, identified as 'Without ZOE.' # Visual style The ad features a minimalist design with flat vector graphics in a limited color palette (yellow, navy blue, gray, and white). The shapes are simple and geometric with no complex textures or shading. The text is clean and legible, contributing to a modern, approachable aesthetic. The overall feel is clean and uncluttered, which focuses the viewer's attention on the key messages. # Hooks Headline: Better gut health, lasting weight loss. # Benefits - [object Object] - [object Object] # Call to action TAKE THE QUIZ # Point of view - [object Object] - [object Object] # Storyline - The ad opens by promising 'Better gut health, lasting weight loss' to immediately grab the viewer’s attention and frame the central value proposition. This is presented from the brand's point of view to introduce the potential benefits of using Zoe. - Next, the ad directs the user to 'TAKE THE QUIZ,' positioning the quiz as the entry point to unlocking these benefits. This is framed as a simple, actionable step from the brand. - The ad uses the visual element of a circle above a yellow section labeled 'YOUR WEIGHT' to hint that Zoe focuses on weight, then highlights how it works by contrasting 'With zoe' on the left to 'Without ZOE' on the right, subtly indicating that Zoe offers a superior approach. This part of the story seems to be told from the customer's perspective, who is curious about how to best manage weight loss.