How Smalls Advertises on Meta

# Ad summary This image ad compares Smalls cat food to other cat food brands. The ad claims that Smalls is made of real meat and real ingredients, and that it is built for how cats eat. The ad also claims that other brands are made with fillers and preservatives, and that they are built for shelf life. # Brand positioning Smalls positions itself as a premium cat food brand that prioritizes the health and well-being of cats. The brand promotes transparency and quality ingredients, focusing on real meat and ingredients that are specifically formulated for a cat's dietary needs. This positions Smalls against more conventional cat food brands that are implied to use fillers and preservatives to prioritize shelf life over nutritional value. Smalls leans into functional positioning, focused on providing real, healthy food options for cats. # Product The featured product is Smalls cat food, which is presented as a healthier alternative to conventional cat food brands. Smalls is made with real meat and real ingredients. It's crafted specifically with a cat's dietary needs in mind. The ad addresses the purchase barrier of conventional cat foods often containing fillers and preservatives, which focus on shelf life rather than cat health, by promoting Smalls as a fresh, real food option. # Visual style The ad has a clean, modern aesthetic with a split-screen design that emphasizes a direct comparison. The left side features a light, warm color palette, creating a feeling of freshness. The right side uses darker, cooler tones to create a sense of negativity and contrast with the brighter left side. The lighting is soft and diffused, and the product photography is clear and straightforward. The overall style is intended to communicate transparency and highlight the quality of the product. # Hooks Headline: What a carnivore's food really looks like. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The brand introduces Smalls on the left, highlighting that its cat food is made of real meat and ingredients, and is built for how cats eat. This is communicated from the brand's POV, intending to set a positive first impression with emphasis on quality and natural composition. - On the right, 'Other brands' are contrasted, with the implication that they do not meet the same standards as Smalls. It's stated that these brands include fillers and preservatives and are built for shelf life, not cat health. The intention here, delivered from the brand’s perspective, is to emphasize the differences between Smalls and its competitors. - The brand highlights the offer of free shipping and free treats for life, aiming to incentivize trial and build customer loyalty.

# Ad summary The ad compares Smalls cat food to other cat food brands. Smalls is positioned as human-grade, fresh, and high-protein, while other brands are criticized for prioritizing shelf life with high-carb, low-protein content, fillers, and preservatives. The ad highlights Smalls' commitment to quality ingredients and offers free shipping and treats for life, contrasting this with other brands' focus on cost and longevity over nutritional value. # Brand positioning Smalls is presented as a premium cat food brand that prioritizes the health and well-being of cats. The brand positions itself as an alternative to conventional cat food, emphasizing fresh, human-grade, high-protein ingredients. By contrasting its offerings with the filler and preservatives found in other brands, Smalls appeals to pet owners who want the best nutrition for their cats. This positions Smalls in a premium space within the pet food market, aligning with values of quality and care over cost-cutting and mass production. The brand seems to push against category norms by focusing on ingredient quality and freshness, and it is targeting customers who are willing to spend more for their pet's health. # Product Smalls cat food is a fresh, human-grade, high-protein food made for cats. The ad language highlights Smalls as a superior alternative to other brands, which are described as high-carb, low-protein, with filler & preservatives. Smalls cat food is presented as a healthier and more nutritious option for cats, emphasizing the quality of its ingredients. The ad calls out that Smalls offers 'Free Shipping & Free Treats for Life', enticing customers to try this food. The product is targeting pet owners who prioritize the health and wellness of their cats and are willing to invest in higher-quality food. # Visual style The ad uses a split-screen layout with a side-by-side comparison. On one side, the Smalls product is displayed with bright, inviting colors. On the other side, a competitor's product is shown with duller tones. The typography is clean and modern. The photo quality is high, with a studio-shot feel that adds to the perception of quality and care. # Hooks Headline: None used # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad presents Smalls cat food as a superior choice for cat owners, highlighting its fresh, human-grade, high-protein ingredients. The brand tells this part of the story, aiming to establish its food as high-quality and healthy for cats. - In contrast, the ad positions other cat food brands as prioritizing shelf life with high-carb, low-protein content, fillers, and preservatives. The ad tells this part of the story from Smalls' perspective, emphasizing what it considers to be the inferior quality of competitor products. - To incentivize purchase, the ad highlights the offer of 'Free Shipping & Free Treats for Life' for Smalls cat food. The brand tells this part of the story, encouraging customers to try their product with added value.

# Ad summary This ad presents Smalls cat food as a solution for cats that puke, offering meals that end in purrs instead. The ad features a variety of Smalls cat food products in a box with a cat looking at the food. # Brand positioning Smalls is presented as a premium cat food brand that focuses on providing high-quality, nutritious meals for cats. The brand positions itself as a solution to common cat health issues, such as vomiting, by offering meals that are easy to digest and enjoyable for cats, leading to purring rather than puking. The brand emphasizes the use of real ingredients. The brand appears to value cat health and well-being. Smalls sets itself apart by addressing and solving a common cat owner concern. # Product Smalls offers a range of cat food products designed to promote better digestion and overall health for cats. The product line includes freeze-dried food, identified on packaging as "Pully B", and pate options, packaged in individual sealed containers labeled "FOOD FOR CATS." There is also a product labeled as "BROT[Hy] FOR CATS." The various offerings are intended to provide balanced nutrition that cats enjoy, as evidenced by the claim that the food leads to "Meals that end in purrs, not puke." The food comes in multiple forms to cater to different tastes. The ad addresses the pain point of cats vomiting, positioning Smalls as a solution that prevents this issue. # Visual style The ad features a natural, unfiltered aesthetic, giving it a UGC feel. The lighting is bright, and the shot is at eye level. # Hooks Headline: Puke with zero warning (on your rug) # Benefits - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad opens by addressing a common problem cat owners face: cats vomiting with no warning. This serves to capture the attention of cat owners who have experienced this issue, drawing them in with a relatable pain point. The brand is introducing the central issue that Smalls aims to solve. - The ad then pivots to introduce Smalls as a solution to this problem, promising 'Meals that end in purrs, not puke.' This communicates the benefit of using Smalls cat food, positioning it as a way to avoid the unpleasant experience of cats vomiting. The brand is now offering a potential resolution to the initially stated problem. - The ad showcases the range of Smalls cat food products available. This is to visually reinforce the solution, displaying the variety and quality of the food offerings. The ad invites the audience to try Smalls products and resolve the issue of cat vomiting.

# Ad summary This image ad for Smalls cat food focuses on the benefit of reducing litter box odor by switching from kibble to Smalls. It features three varieties of Smalls fresh cat food. # Brand positioning Smalls is positioned as a purveyor of fresh, high-quality food for cats. The brand emphasizes the health benefits and superior ingredients compared to traditional kibble. By focusing on a functional benefit like odor reduction, Smalls suggests it understands pet owners' concerns and offers a practical solution. The brand implies that cat owners should care because their cats deserve better nutrition, and they deserve a cleaner, fresher home environment. # Product Smalls offers fresh cat food made with high-quality ingredients. The ad showcases three varieties: Smooth Fish, Ground Bird, and Smooth Bird & Fish. Each recipe is presented in a vacuum-sealed package, emphasizing freshness. The food is positioned as a healthier alternative to kibble, offering a way to reduce litter box odor by 2.6x. The products all contain fresh ingredients with added vitamins and minerals for strong muscles and joints. # Visual style The ad features a clean, minimalist aesthetic. The production quality is highly polished, with studio lighting and a focus on clear product presentation. The overall image treatment includes background removal and flat, solid colors. The typography is bold and easy to read, contributing to the scannability of the ad. The style feels platform-native, designed for in-feed consumption, with its straightforward messaging and clear visual hierarchy. # Hooks Headline: Cut litter box odor by 2.6x # Benefits - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] # Call to action Switch from kibble to Smalls # Point of view - [object Object] # Storyline - The ad begins by highlighting a major benefit: reduced litter box odor. This immediately grabs the attention of cat owners who are likely familiar with this common problem, and speaks from the brand perspective to offer a direct, compelling solution. - The ad urges viewers to 'Switch from kibble to Smalls'. This reinforces the idea that Smalls is a superior alternative to traditional dry cat food, from the brand perspective to invite potential customers to switch. - Finally, the products are displayed to showcase the variety of recipes available. This aims to build trust and credibility by showing what Smalls offers, and helps the viewer visualize the switch from the brand perspective.

# Ad summary Image ad for Smalls cat food. An orange tabby cat walks to the right across a yellow shag rug. In the lower left corner of the image is a package of Smalls cat food. Text at the top of the ad states that Smalls reduces litter box odor by 2.6x. Text at the bottom encourages viewers to switch from kibble to Smalls. # Brand positioning Smalls is presented as a premium cat food brand that understands the needs of pet owners and their feline companions. The brand positions itself as a solution for common issues like litter box odor, suggesting a focus on improving the overall pet ownership experience. With a functional positioning, Smalls emphasizes tangible benefits like odor reduction, aligning with pet owners who prioritize health and cleanliness. # Product Smalls cat food is presented as a premium, fresh food alternative to traditional kibble, indicated by the call to "switch from kibble to Smalls." The product is packaged in a flat, sealed container with a brown interior that showcases a ground meat recipe. The packaging prominently features the brand name and the phrase "FOOD FOR CATS," emphasizing the product's intended use. The ad highlights a key selling point: the food reduces litter box odor by 2.6x, which speaks to the desire for easier pet care. # Visual style The ad features a clean, minimalist design with a focus on the product and its benefits. The color palette is soft and inviting, with a grey background, yellow accents, and natural tones. The image quality is high, giving the ad a polished, professional look. # Hooks Headline: Cut litter box odor by 2.6x # Benefits - [object Object] # Features - [object Object] - [object Object] # Call to action Switch from kibble to Smalls → # Point of view - [object Object] - [object Object] # Storyline - The ad opens by declaring that Smalls cat food cuts litter box odor by 2.6x. This messaging aims to grab the viewer’s attention by addressing a common pain point for cat owners from the brand's perspective. - The inclusion of an orange cat creates an association with the benefits of the product in a relevant, real-world context. The intention of the brand is to visually convey the kind of cat that will benefit from their product. - The image concludes with a package of Smalls cat food being shown in the foreground and a call to action. The intention of the brand is to get viewers to buy Smalls cat food, as it's a better alternative to traditional dry kibble.

# Ad summary This ad features a positive testimonial from a customer who describes their 'picky cat' enjoying Smalls cat food and 'absolutely licking her bowl clean'. The ad emphasizes the high-quality ingredients, fast delivery, and the food being delivered frozen. # Brand positioning Smalls aims to occupy the space of a premium, health-conscious cat food brand. It provides high-quality ingredients, emphasizing that even picky cats will love their food. The brand positions itself as providing a convenient solution for cat owners by delivering fresh food that is delivered fast and frozen, likely challenging the norms of traditional dry or canned cat food that may have lower quality ingredients. # Product Smalls is a brand of cat food designed to be palatable even for picky eaters. The food is made with high-quality ingredients and is delivered super fast and still frozen, ensuring freshness. The ad highlights that cats will "absolutely lick their bowl clean," suggesting the product is highly appealing to cats and reduces food waste. The frozen delivery may address concerns about freshness and the quality of ingredients. # Visual style The ad has a clean and bright visual style. It features a close-up shot with a focus on the product and testimonial. The use of bright colors like red and yellow creates visual interest, while the natural background and wooden elements suggest a sense of quality and authenticity. # Hooks Headline: "My picky cat loves this food and absolutely licks her bowl clean. Great quality ingredients, always get delivered super fast and still frozen." # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad begins with a customer testimonial highlighted by a five-star rating. This is intended to communicate that the product is well-received and trustworthy, sharing the user's positive experience with the viewer. - The testimonial quote describes the customer's cat enjoying the food. This is designed to showcase the product's palatability. The customer's name is displayed below the quote, presenting it from the customer’s perspective.

# Ad summary This ad features a range of Smalls cat food flavors and offers a 50% discount. # Brand positioning Smalls is a brand offering premium, human-grade cat food delivered directly to consumers. The brand is positioned as a high-quality alternative to traditional cat food, made with carefully selected ingredients and designed to cater to cats' specific nutritional needs. The brand emphasizes natural, healthy recipes, aiming to provide optimal nourishment and well-being for cats, while challenging the perception of mass-produced pet food. # Product The product being advertised is Smalls cat food, available in multiple flavors. The food is packaged in rectangular, sealed containers, offering a convenient and fresh serving. Each flavor variety is made from high-quality ingredients, such as "Pulled Bird," "Smooth Bird & Fish Dish," "Smooth Cow," "Smooth Fish," "Smooth Other Bird," and "Smooth Pig." These different recipes cater to various taste preferences and dietary needs of cats. The product aims to address concerns about the quality and nutritional value of typical cat food by providing wholesome, palatable options. # Visual style The ad features a clean and organized layout with a focus on product visibility. The grid arrangement and bright color blocks give a modern, approachable feel. The lighting is bright and even, highlighting the product packaging and text. The design seems native to in-feed social media. # Hooks Headline: I'm sorry if you paid full price for Smalls! # Benefits - [object Object] # Features - [object Object] # Call to action GET 50% OFF RIGHT NOW # Point of view - [object Object] # Storyline - The ad opens with an apology directed at customers who may have paid full price for Smalls cat food, setting the stage for a special offer from the brand's POV. This aims to grab the viewer's attention by addressing potential buyer's remorse. - Next, the ad displays a grid of Smalls cat food product varieties with distinct flavor names, showcasing a range of options and inviting customers to explore the variety, from the brand's POV. This visually presents the available choices, highlighting the range of recipes available. - The ad concludes by presenting a clear offer of 50% off, presented in a bright yellow button. This provides an incentive for immediate action from the brand's POV.

# Ad summary This image ad uses a notes app screenshot to tell the story of a cat owner whose cat has thrived since switching to the Smalls brand of cat food. The ad emphasizes the benefits of fresh food made with real meat. # Brand positioning Smalls is presented as a premium pet food brand focused on high-quality ingredients and health benefits for pets, particularly cats. The brand differentiates itself by offering 'fresh food made with real meat, high protein, and moisture', positioning it as a superior alternative to conventional options. The brand appears to promote an emotional connection by highlighting the well-being of pets as they age. # Product Smalls cat food is positioned as fresh food made with real meat, high protein, and moisture. The product is marketed toward cat owners who prioritize their pets' health and want to support them as they age. The ad focuses on the cat food's ability to enhance a cat's health, especially as they get older. The core idea is that by switching to Smalls, cat owners can ensure their pets are healthier and happier, addressing the concern of declining health in aging cats. # Visual style The ad uses a lo-fi, platform-native style by mimicking a screenshot from a notes app, giving it an authentic, personal feel. The image treatment is minimal, with natural lighting and no obvious filters. The typography is simple and caption-style, integrated directly into the note. This approach enhances scannability by presenting the ad as user-generated content. # Hooks Headline: My roommate just turned 16 this year. Here's what I wish I realized sooner... # Benefits - [object Object] # Features - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad begins with a personal note stating, 'My roommate just turned 16 this year. Here's what I wish I realized sooner...' This establishes a sense of reflection and personal experience from the perspective of a cat owner. This line sets the stage for sharing a lesson learned, drawing the audience in with relatable curiosity. - The cat owner reflects, 'I used to complain about my cat waking me up at 6am to feed her. Now that she's getting older, I secretly hope she keeps doing it forever.' This introduces a relatable annoyance turned into a deeper appreciation of the cat's presence from the cat owner's perspective, highlighting the emotional bond and the wish to prolong joyful moments with the pet. - The note continues, 'Time with my cat moves way too fast. So I switched her to Smalls: fresh food made with real meat, high protein, and moisture to support her health as she ages.' This explains the proactive measure taken by the cat owner to improve their cat's health by switching to Smalls, providing a direct solution to the concern about aging from the cat owner's perspective. - The ad concludes with, 'She just turned 16, and she's healthier than ever because of it!' accompanied by a yellow heart emoji. This reinforces the positive outcome of using Smalls, emphasizing the improved health of the cat and creating a sense of satisfaction and emotional reward from the cat owner's perspective.

# Ad summary The ad features a screenshot of a note about feeding a cat Smalls food. There are two pictures of the cat at the bottom. # Brand positioning Smalls is presented as a brand of fresh food made with real meat, high protein, and moisture to support a cat's health as it ages. The brand is positioned as a high-quality option for cat owners who want to provide the best possible nutrition for their pets, particularly as they get older. By emphasizing the use of real meat and essential nutrients, Smalls appeals to health-conscious pet owners who prioritize their cat's well-being. The ad speaks to cat owners who are invested in their pet's health and happiness, willing to switch to a premium food option to support their aging cat. # Product Smalls offers fresh food made with real meat, high protein, and moisture to support a cat's health as she ages. The product aims to cater to the nutritional needs of aging cats, providing essential nutrients to maintain their health. The ad addresses the common concern of cat owners about their pets' well-being as they age, presenting Smalls as a solution to support their health. By emphasizing the use of real meat and high protein content, Smalls aims to appeal to health-conscious cat owners who prioritize their pet's diet. The product is portrayed as a premium option for cat owners who want to provide the best possible nutrition for their aging pets. # Visual style The ad has a UGC (User-Generated Content) feel, with a screenshot of a note serving as the main visual element. The aesthetic is simple and straightforward, mimicking the native interface of the iPhone Notes app. # Hooks Headline: When your soul cat gets older, you start looking at things differently # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The note begins by stating that when a soul cat gets older, you start looking at things differently. This introduces the theme of aging pets and changing perspectives as pet owners reflect on their relationship with their cat. - The note mentions that the author used to complain about the cat waking them up at 6 am to feed her, but now that the cat is getting older, they secretly hope she keeps doing it forever. This conveys a shift in perspective and a growing appreciation for the cat's presence and routine. - The author states that time with their cat moves way too fast, leading them to switch to Smalls, which is fresh food made with real meat, high protein, and moisture to support her health as she ages. This introduces the product as a solution to support the cat's health and well-being during aging. - The note concludes by mentioning that the cat just turned 16 and is healthier than ever because of the new food. This provides social proof and reassurance about the product's effectiveness in supporting the cat's health.

# Ad summary This ad promotes Smalls cat food by listing the positive side effects of the product, such as a happier tummy and a cleanly-licked bowl. # Brand positioning Smalls positions itself as a premium cat food brand that prioritizes high-quality ingredients and health benefits. It moves against the category norms that often include fillers. The brand focuses on providing cats with complete and balanced nutrition. The emotional connection is through the value of the pet. The customer should care because Smalls improves their cat's health and energy levels. # Product Smalls is a cat food made with real animal protein and no fillers. The product is for cat owners who want to improve their cat's health and energy levels by providing complete and balanced nutrition. It is high in moisture and supports healthy digestion. The ad addresses the purchase barrier by emphasizing the positive side effects of the food such as a happier tummy, a cleanly-licked bowl, and more energy for the cat. # Visual style The ad has a clean and minimalist aesthetic with a focus on product features. The image appears to be a studio shot with soft lighting and a simple background. The overall style is modern and visually scannable, designed to capture attention quickly in a feed. # Hooks Headline: SIDE EFFECT MAY INCLUDE # Benefits - [object Object] - [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 begins by listing the potential 'SIDE EFFECT[S]' of the product, to the audience. This information is shared as a way to intrigue the viewer with the benefits of the cat food. - Next, the copy continues and elaborates on the side effects and lists that they 'MAY INCLUDE' 'A happier tummy, cleanly-licked bowl, and more energy.' The audience is told this information to further emphasize the benefits of the product. - The ad then continues by listing several key product features to the audience: 'High in moisture', 'Real animal protein, no fillers', 'Complete and balanced nutrition', and 'Supports healthy digestion and increased energy'. The purpose of this information is to inform the viewer of the product's qualities.

# Ad summary This ad for Smalls cat food highlights the common problem of cats throwing up their food and positions Smalls as the solution, offering meals that result in purrs instead of puke. # Brand positioning Smalls is presented as a premium cat food brand that understands and addresses common pet owner concerns, specifically the issue of cats frequently vomiting. The brand positions itself as a solution by offering high-quality meals that are easily digestible and enjoyable for cats, leading to better digestive health and happier pets. Smalls aims to occupy the space of a caring and informed pet food provider, contrasting with brands that may ignore or downplay the issue of cat vomiting. The brand aligns with values of pet health, owner convenience, and emotional well-being, promoting a lifestyle where pet owners can avoid the unpleasant experience of cleaning up cat vomit. The brand positioning is both functional (digestibility, health) and emotional (peace of mind, happiness for both cat and owner). # Product The ad promotes Smalls cat food as a solution to cat vomiting. The product is presented as a high-quality meal option designed to prevent common issues like "puke with undigested chunks," "puke with white foam," "puke with yellow bile," and "puke with zero warning (on your rug)." The ad implies that Smalls cat food is easily digestible and palatable, leading to improved digestive health and a more pleasant experience for both the cat and the owner. The USP is that Smalls cat food ensures "meals that ends in purrs, not puke," addressing the purchase barrier of concerns about cat digestive issues and the mess associated with cat vomit. # Visual style The ad has a clean, minimalist visual style with a focus on clear messaging and a simple color palette. The production quality appears to be high, with well-lit and composed shots. The typography is clean and legible, and the overall design is visually appealing and easy to understand. The ad feels native to social media platforms like Instagram or Facebook, with a straightforward and attention-grabbing approach. # Hooks Headline: Meals that ends in purrs, not puke. # Benefits - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad begins by listing common types of cat vomit, such as "puke with undigested chunks," "puke with white foam," "puke with yellow bile," and "puke with zero warning (on your rug)." This is intended to highlight the problem that Smalls aims to solve, told from the perspective of the brand. - The ad transitions to a solution, stating, "Meals that ends in purrs, not puke." This is intended to position Smalls as a better alternative, promising a more pleasant outcome for both the cat and the owner, told from the perspective of the brand. - The ad concludes with a visual of a cat eating from a bowl, reinforcing the idea that Smalls cat food is palatable and enjoyable for cats, told from the perspective of the brand.

# Ad summary This image ad for Smalls cat food highlights the health benefits of the brand's cat food, including digestive health, hydration, and joint support, all of which contribute to greater longevity. # Brand positioning Smalls presents itself as a premium cat food brand focused on enhancing the health and longevity of cats. The brand positions itself as providing healthier food options, emphasizing functional benefits such as digestive health, hydration for kidney function, and support for muscles and joints. This positioning suggests that Smalls is targeting pet owners who prioritize their cat's well-being and are willing to invest in higher-quality food to ensure a longer, healthier life for their pets. The brand's claims imply that it goes beyond standard cat food by providing specific health benefits, appealing to a conscientious and health-aware consumer base. # Product Smalls is advertising its cat food, which appears as a moist, minced blend, presented in a reddish-brown ceramic bowl. The product is designed to promote greater longevity in cats through several key health benefits. It aids digestive health, provides more hydration to help kidney function, and supports healthy muscles and joints. These attributes suggest that the cat food is formulated to address common health issues in cats, ensuring that it is worth trying or buying for cat owners looking to improve their pet's overall health and well-being. # Visual style The ad has a clean and informative aesthetic with a focus on clear communication of the product's benefits. The production quality appears to be professionally shot, with even lighting and sharp focus on the cat food. The use of simple geometric shapes and contrasting colors (yellow, brown, and white) creates a visually organized layout. The marble background adds a touch of sophistication, while the overall style feels straightforward and functional, designed to quickly convey information in a scannable format. # Hooks Headline: Healthier cat food promotes greater longevity 🐱 # Benefits - [object Object] # Features - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad begins by stating that 'Healthier cat food promotes greater longevity,' setting the primary message that Smalls cat food enhances the lifespan of cats. The brand is speaking directly about the core benefit of their product, which is aimed at capturing the viewer's attention by promising a longer, healthier life for their pet. - Next, the ad highlights three specific health benefits of the cat food: 'Aids digestive health,' 'Provides more hydration to help kidney function,' and 'Supports healthy muscles and joints.' The brand provides further details to support the claim about greater longevity, breaking down the product's benefits into functional components. These benefits are clearly labeled and visually connected to the product, reinforcing the message.

# Ad summary The image ad compares the cat before eating the product and after eating the product. # Brand positioning Smalls is presented as a cat food brand that makes a noticeable positive difference in the health and appearance of cats. The brand leans into functional positioning, showcasing the tangible improvements in a cat's condition after switching to their food. Smalls seems to position itself as a premium or specialized cat food option, focusing on quality and visible results rather than competing on price or convenience. # Product The advertised product is Smalls cat food, specifically the 'Smooth Fish' recipe. It is shown in a flexible, sealed package that is light blue and clear so you can see the food inside. The product is marketed as a way to make a 'huge difference' in a cat's well-being, implying it is more effective than other cat food options. The packaging uses simple and clear design, which implies transparency and a focus on essential ingredients. The product aims to address the purchase barrier of skepticism by visually showcasing the positive transformation a cat experiences after consuming it. # Visual style The ad has a bright and friendly style, using clear before-and-after comparison shots to quickly convey the product's impact. The production quality appears to be relatively simple and straightforward, without heavy editing or complex staging. The design is clean and focuses on the core message, enhancing scannability in-feed. # Hooks Headline: This small change makes a huge difference # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The image opens with a question intended to create intrigue. The brand is speaking to the user from a high-level and stating that a small change can make a big difference. - The image presents the 'before' and 'after' states of a cat, presumably in relation to using the advertised product. The brand uses a direct comparison to highlight the positive impact of its product, aiming to visually persuade viewers of its effectiveness. - The product, 'Smalls Food for Cats Smooth Fish', is presented alongside an arrow pointing from the 'before' and 'after' states with the words, 'See the Secret'. The brand uses the phrase to suggest that their product is the key to the transformation seen in the comparison, inviting viewers to discover what makes their product special.

# Ad summary This ad for Smalls cat food addresses the problem of picky cats who walk away from every food bowl. The ad shows a cat owner who has been there, tried so many options, and was worried their cat wasn't getting the nutrition it needed. They found Smalls, a fresh, gently cooked food that cats scarf down, and it gave the cat owner peace of mind knowing it's high in quality protein, low in carbs, and actually made for cats. The ad encourages viewers with picky cats to try Smalls with a money-back guarantee and get 50% off their first box now. # Brand positioning Smalls is positioned as a solution for cat owners struggling with picky eaters who walk away from their food. The brand emphasizes high-quality, fresh, gently cooked food designed specifically for cats' nutritional needs. By focusing on providing peace of mind to owners concerned about their cats' well-being, Smalls targets an emotional connection by offering a food that cats love to eat while also being healthy. The brand differentiates itself by offering fresh, gently cooked recipes that contain high-quality protein and low carbs, aligning with a growing trend of pet owners seeking healthier, more natural food options for their pets. # Product Smalls is fresh, gently cooked cat food formulated with high-quality protein, low carbs, and ingredients actually made for cats. It comes in sealed packages, offering a convenient way to serve balanced meals. The food is designed for cat owners with 'picky' cats. The USP is providing a solution for cats that refuse to eat other foods, addressing a common challenge for cat owners who want to ensure their pets receive proper nutrition. Smalls aims to eliminate the stress of mealtime by offering a food that cats enjoy, giving owners peace of mind. The product is offered with a money-back guarantee. # Visual style The ad is a mix of user-generated content (UGC) and polished commercial elements, giving it an authentic yet professional feel. Quick cuts are used to maintain a brisk pace. The production quality is decent, balancing a personal touch with clear visuals. The editing syncs with the voiceover lines, highlighting product actions and features at key moments. # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] # Call to action You can try Smalls with a money back guarantee. # Point of view - [object Object] # Storyline - 00:00–00:02 The ad begins by addressing cat owners with picky eaters, establishing a relatable problem - 00:02–00:12 The speaker shares their personal experience of struggling with their cat's eating habits, highlighting the frustration and worry. - 00:12–00:22 The ad introduces Smalls as the solution, framing it as a fresh, gently cooked food that cats love. - 00:22–00:26 The speaker pivots to explain the value of Smalls. - 00:26–00:29 The ad closes with a CTA and offer

# Ad summary This ad promotes Smalls, a fresh, human-grade cat food delivered to your door. The ad features a woman feeding her cats Smalls cat food. She highlights that Smalls is high in protein and contains no fillers, unlike other brands that use carbohydrates, preservatives, and artificial ingredients. The ad encourages viewers to order a sampler for 20% off their first order and free treats for life. # Brand positioning Smalls is presented as a premium cat food brand that prioritizes the health and well-being of cats. The brand positions itself as a provider of fresh, human-grade food delivered directly to the consumer's door, emphasizing the importance of a healthy diet for cats. Smalls differentiates itself from other brands by highlighting its high protein content and absence of fillers, preservatives, and artificial ingredients. The brand aligns with a lifestyle that values quality and health for pets, pushing against the norm of using processed ingredients in cat food. The brand positioning is both functional, focusing on the health benefits of the food, and emotional, appealing to pet owners who want the best for their cats. # Product Smalls is fresh, human-grade food for cats delivered right to your door. It is ultra-high in protein and contains no fillers of any kind. The product comes in various flavors, including Smooth Fish, Smooth Bird & Fish Dish, Smooth Pig, and Ground Other Bird. Smalls is for cat owners who prioritize their pet's health and want to provide them with high-quality, nutritious food. The ad addresses the purchase barrier of convenience by highlighting the delivery service. The ad emphasizes that Smalls is a healthier alternative to other cat food brands that contain carbohydrates, preservatives, and harmful artificial ingredients. The ad tells the viewer that Smalls is worth trying because it is a fresh, high-protein option that cats will always choose. # Visual style The ad has a natural, UGC feel with simple editing and static shots. The production quality is casual, resembling a home video. The pacing is moderate, with cuts timed to voiceover lines. The overall aesthetic is clean and bright, emphasizing the freshness of the product. # Benefits - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] # Call to action Head to Smalls.com and order your sampler today # Point of view - [object Object] # Storyline - 00:00–00:02 00:00–00:02 It's just as important for our cats to eat healthy as it is for us. - 00:02–00:06 00:02–00:06 After all, you are what you eat and good food equals good health. - 00:06–00:07 00:06–00:07 This is why we choose Smalls. - 00:07–00:11 00:07–00:11 Smalls is fresh, human-grade food for cats delivered right to your door. - 00:11–00:13 00:11–00:13 And when given the choice, my cats will always choose Smalls. - 00:14–00:18 00:14–00:18 Other brands pack their products with carbohydrates, preservatives and harmful artificial ingredients. - 00:18–00:22 00:18–00:22 But Smalls is ultra high protein with no fillers of any kind. - 00:22–00:28 00:22–00:28 Head to Smalls.com and order your sampler today for 20% off your first order and free treats for life.

# Ad summary This ad features a cat owner who thought she was doing everything right when it came to her cat's health until her vet recommended she switched to Smalls. The ad showcases a variety of Smalls products and mentions how her cat is more active with a shinier coat, and how the cat licks her bowl clean when eating Smalls. The ad ends with a CTA to try Smalls. # Brand positioning Smalls is presented as a premium, fresh, gently-cooked cat food brand that prioritizes optimal nutrition for cats to live their best and longest lives. The brand distances itself from typical commercial cat foods that are high in carbs and full of unnecessary fillers, positioning itself as a healthier alternative that supports hydration, kidney health, and daily energy. Smalls aims to occupy the space of a caring and informed choice for cat owners who want the best for their pets' well-being, aligning with values of health, quality, and natural ingredients. # Product Smalls offers fresh, gently cooked cat food designed to support hydration, kidney health, and daily energy. The food comes in a variety of recipes, including Smooth Bird (chicken), Ground Other Bird (turkey), Smooth Pig (pork), and Smooth Bird & Fish Dish (chicken and salmon). Smalls is designed to support hydration, kidney health, and daily energy. The ad also highlights the brand's freeze-dried food which comes in the Puffy Bird chicken recipe and the brand's broth for cats. The product comes in individual packages. # Visual style The ad features a UGC style, giving it a casual and relatable feel. The production quality is high enough to maintain clarity and visual appeal but retains the authenticity of user-generated content. The editing is relatively fast-paced, with cuts timed to emphasize key points. The ad includes static shots with natural lighting, creating a warm and inviting atmosphere. # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Call to action You can try Smalls for 50% off your first box plus free treats for life. # Point of view - [object Object] # Storyline - 00:00–00:04 The ad opens with a cat playfully rolling around on a rug. - 00:04–00:08 The ad then transitions to the woman describing how she thought she was doing everything right for her cat's health, showing a variety of cats and cat-related items (toy, food bowl). The intention is to build a sense of relatability and establish the narrative. - 00:08–00:17 The woman continues her story with the reveal that she was told something by her vet that she'll never forget, showing different cats eating food in bowls. The intention is to create a hook and anticipation for the brand reveal. - 00:17–00:23 The ad transitions to the Smalls product being unboxed and offered to the cat, making a direct recommendation for the product. - 00:23–00:29 The narrator makes the claim that most commercial food is high in carbs, full of unnecessary fillers, and missing the nutrients cats actually need, with visuals of other brands of dry and wet food being presented. The intention is to create a sense of concern and build the brand's authority. - 00:29–00:41 The narrator then transitions to the benefits her cat has experienced since switching to Smalls. The narrator is building trust by showing the positive effects of the product. - 00:41–00:45 The ad closes with the recommendation to try Smalls for 50% off plus free treats. This is a direct call to action, with urgency.

# Ad summary A simple, vibrant ad that uses text overlays and a video of a kitten eating to promote Smalls cat food. The ad focuses on introducing cats to a new food and explains the best way to do so. # Brand positioning Smalls is presented as a cat food brand that focuses on a cat's biology and not pickiness. The brand suggests that cats are typically suspicious of new food and that their cat food is a solution to this problem. Smalls appears to be positioned as a cat food that understands the unique needs and behaviors of cats, implying a more thoughtful and biologically appropriate approach to pet nutrition. # Product Smalls is a cat food that comes in multiple flavors. The ad highlights the brand's perspective that cats are naturally wary of new foods. To address this, the ad provides a feeding transition schedule over seven days. The recommended method is to start with a 90/10 mix of old and new food, gradually increasing the amount of Smalls over days four through six, until the cat is eating 100% Smalls by day seven. # Visual style The ad has a clean and vibrant aesthetic, using bright colors and clear text overlays. The editing style is simple, with static shots and straightforward transitions, giving it a polished yet accessible feel. The pacing is consistent, maintaining a steady rhythm throughout the ad. # Benefits - [object Object] # Features - [object Object] # Call to action GET 50% OFF # Point of view - [object Object] # Storyline - 00:00–00:01 The ad opens with a colorful, eye-catching display of cat food packaging, immediately capturing attention and showcasing the product's variety. - 00:01–00:03 Transitioning to a close-up of a kitten eating, the ad asserts that cats' suspicion of new food is due to their biology, reframing the issue as a natural behavior rather than mere pickiness. - 00:03–00:11 The brand introduces itself and presents a 3 step process to introduce Smalls cat food to cats. - 00:11–00:15 The ad closes with the brand name, a value proposition, and an offer for 50% off.

# Ad summary This ad promotes Smalls cat food, positioning it as a preventative measure against kidney issues in cats, contrasting it with expensive vet bills. The ad highlights the food's moisture-rich qualities and natural ingredients, emphasizing that most cat owners wait until a problem arises to change their cat's diet. It ends with a call to action to take a one-minute quiz to find a cat's plan at smalls.com and mentions a 50% off on the first box along with free treats for life. # Brand positioning Smalls is presented as a premium cat food brand focused on preventative health, specifically targeting kidney issues. The brand differentiates itself by offering moisture-rich, natural cat food with no fillers or preservatives, manufactured in the USA, and AAFCO approved. Smalls pushes against the norm of reactive pet care, urging owners to proactively support their cat's health through diet rather than waiting for health problems to emerge. Smalls is positioned as a functional and caring solution. # Product Smalls is a fresh cat food formulated to provide moisture-rich nutrition that supports kidney health. The product is designed to prevent dehydration, which can lead to kidney issues. Smalls distinguishes itself with its natural ingredients, free of fillers and preservatives, manufactured in the USA, and AAFCO-approved, costing $1.25 per meal. The product comes in multiple flavors such as Smooth Bird, Fresh Fish, Ground Bird, and Smooth Pig, as shown by the different packaging. Smalls addresses the pain point of high vet bills by providing a proactive dietary solution. # Visual style The ad has a bright and clean aesthetic, with natural lighting and a UGC feel. The editing combines static shots with quick cuts, and transitions smoothly. The production quality has a polished commercial feel but retains an authentic, everyday vibe through the use of natural settings. The pacing is quick, with cuts timed to voiceover lines, enhancing the audio-visual sync. # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Call to action Find your cat's plan at smalls.com. # Point of view - [object Object] - [object Object] # Storyline - 00:00–00:03 A woman is petting a cat, and states she has spent thousands on her cats vet bills, but you don't have to. - 00:03–00:11 Building on the previous statement, a cat is shown standing near a window with a text overlay about vet visit fees for kidney disease costing over $500, the speaker then says that Smalls costs $1.25 and helps support your cats kidney health long term. - 00:11–00:15 Continuing from the previous statement, a cat bowl is being filled with water and the speaker states that cats don't drink enough water naturally, and need moisture rich foods like Smalls. - 00:14–00:15 Building off of the previous point, the qualities of Smalls is listed in the form of a bullet list: No fillers, No preservatives, AAFCO Approved, Manufactured in the USA. - 00:15–00:20 Continuing from the last point, the speaker states that otherwise, they become chronically dehydrated which can lead to kidney issues down the line. - 00:19–00:23 Continuing from the last statement, a cat is shown laying on its back, and the speaker states that most cat owners don't switch their cats food until there is a problem. - 00:23–00:25 Following up from the last line, the speaker states that you don't have to wait. A cat is shown eating out of a cat bowl. - 00:25–00:27 Continuing from the previous line, text overlay states that it is $1.25 a meal, and to take the 1 minute quiz. The speaker then states to find your cats plan at smalls.com. - 00:27–00:29 Following the last line, the speaker states that it only takes a minute. Many Smalls flavors are displayed. - 00:29–00:32 Continuing from the last point, the speaker states that you'll get 50% off your first box and free treats for life. A woman holds Smalls cat treats and a black cat approaches it.

# Ad summary This ad for Smalls brand cat food features various cat food textures in a bowl. The ad features customer satisfaction statistics and a call to action. # Brand positioning Smalls is presented as a premium cat food brand that caters to cats with high standards. The ad showcases the brand's commitment to quality and effectiveness, emphasizing the positive health outcomes reported by customers. The brand positions itself as a superior choice, highlighting improved health, shinier fur, and reduced litter box odor, thereby implying that it surpasses standard cat food options in terms of overall cat well-being and satisfaction. The brand positioning is functional, focusing on the tangible benefits and performance of its products. # Product Smalls cat food is a premium pet food brand formulated to improve the overall health and well-being of cats. The ad showcases cat food in different textures, with one bowl featuring a minced texture and another with a kibble texture. According to the ad, 88% of customers report health improvements in their cats, 78% report shinier and softer fur, and 64% report a less stinky litter box. These claims collectively position Smalls as a high-quality product that addresses common concerns of cat owners, such as health issues, coat quality, and litter box odor. The ad directly addresses purchase barriers by showcasing the tangible benefits that cat owners can expect from using Smalls cat food, making it an appealing option for those seeking to improve their cat's health and happiness. # Visual style The ad has a clean and simple aesthetic with static shots and clear text overlays. The production quality is polished, with a focus on showcasing the product in an appealing way. The pacing is consistent throughout the ad. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] # Call to action GET 50% OFF # Point of view - [object Object] # Storyline - 00:00–00:02 The ad opens with a static shot of a bowl of cat food with the text overlay, “Your cat has standards. So do we.” This is intended to establish the brand's commitment to high-quality cat food. - 00:01–00:07 Customer satisfaction statistics about Smalls are displayed, stating “88% of customers report health improvements”, “78% report shinier & softer fur”, and “64% report a less stinky litter box”. This is intended to provide viewers with data that supports the brand's claims. - 00:02–00:07 A “Get 50% off” CTA is displayed. This is intended to encourage customers to take action and purchase the product.

# Ad summary A cat owner records her cat acting ferally over a delivery of Smalls cat food. # Brand positioning Smalls is presented as a high-quality cat food delivery service catering to discerning cat owners who want the best for their pets. The brand aligns with a lifestyle of pampering pets with premium, healthy food options. Smalls positions itself as a food desired and loved by cats, and uses a tone of humor. # Product Smalls is a cat food delivery service that provides pre-portioned, fresh food for cats in individually sealed packages. The product comes in multiple flavors such as ground bird and ground cow. It is marketed as a premium, healthy alternative to standard cat food. The packaging highlights that it is real food and mentions specific recipes. # Visual style The ad has a raw, unpolished aesthetic, typical of user-generated content. The video is shot with natural lighting and the camera work is simple, with some shaky handheld shots and quick zooms. The editing is minimal, with static shots that focus on capturing the cat's behavior in a straightforward manner. The pacing is relaxed, focusing on humor and relatable pet ownership. # Benefits - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:02 00:00–00:02 A gray and white cat stands on the edge of a box filled with Smalls cat food packages. - 00:02–00:07 00:02–00:07 The cat bites the corner of a Smalls package and pulls it out of the box onto the floor. This conveys the cat's strong desire for the food. - 00:07–00:11 00:07–00:11 The cat continues to drag the package across the floor. This conveys the cat's strong desire for the food. - 00:11–00:19 00:11–00:19 The cat is shown close up as it continues to bite and pull at the package. The cat's owner attempts to take the package away from the cat. This emphasizes the cat's obsession with the food. - 00:19–00:22 00:19–00:22 The camera pans back to show the box of Smalls cat food, emphasizing that this is the brand that the cat is obsessing over.