How Ultra Premium Direct Advertises on Meta

# Ad summary This ad promotes Ultra Premium dog food for sensitive digestion, featuring a black dog who "narrates" the ad, speaking French and addressing their digestive issues. The dog says the food gives them more energy and makes their coat shiny. # Brand positioning Ultra Premium is presented as a high-quality brand of dog food that is specifically designed for dogs with sensitive digestive systems. The brand promotes a functional positioning that highlights the quality of ingredients, such as rice and lamb, and also pushes against the perception that sensitive digestion dog food cannot be tasty and enjoyable. The brand seems to occupy the space for dogs that have sensitive stomachs who can enjoy their food and have shinier coats. # Product The product being advertised is Ultra Premium dog food designed for sensitive digestion. The product is presented as being suitable for dogs with digestive sensitivities, containing 15% rice and lamb as the primary ingredient. The benefits mentioned include increased energy, improved coat health, and normalized bowel movements. The food is shown being eaten and enjoyed by the dog, which addresses potential purchase barriers of taste or palatability. The ad highlights that the dog now enjoys eating and that it has changed his life. The product bag is labeled as "Ultra Premium direct" and "DIGESTION sensible sensitive digestion". # Visual style The ad has a UGC feel, with simple editing and static shots. The production quality is relatively high, with clear lighting and smooth transitions between scenes. The pacing is moderate with the cuts per minute at 21 BPM, matching the flow of the voiceover. # Benefits - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] # Call to action pas demandez à vos parents de commander les croquettes digestion sensible. # Point of view - [object Object] # Storyline - 00:00–00:01 00:00–00:01 The ad starts with a hand opening a bag of dog food as a dog approaches the bag expectantly. The moment introduces the product and sets the stage for a reveal. - 00:01–00:03 00:01–00:03 The dog "whispers" to other dogs with sensitive digestion to listen to the ad. The voiceover establishes the ad’s premise of a dog narrating from a first-person perspective. - 00:03–00:06 00:03–00:06 The dog asks their “parents” to order the dog food for sensitive digestion. This reinforces the functional benefit of sensitive digestion formula. - 00:06–00:07 00:06–00:07 The dog samples one piece of dog food. The moment shows the dog tasting the food and enjoying it. - 00:07–00:11 00:07–00:11 The dog claims they now enjoy eating the food and that it has changed their life. This directly speaks to the benefit of the food and how it is affecting the dog, from the dog's perspective. - 00:11–00:15 00:11–00:15 The ad then states that the dog food contains 15% rice and lamb as the first ingredient, and it's a great option for sensitive digestion. The dog food is highlighted as great for sensitive intestines. - 00:15–00:18 00:15–00:18 The dog states they have a lot of energy and have gained back some weight. This promotes the idea of the dog feeling healthy and full of energy. - 00:18–00:23 00:18–00:23 The dog says their coat looks beautiful. This shifts focus to a secondary benefit: a healthier coat. - 00:23–00:28 00:23–00:28 The dog states that their stool is now normal and makes their owners very happy. This directly calls out the resolution to a major issue for dogs with sensitive digestion. - 00:28–00:36 00:28–00:36 The dog shares that there is a discount of 10% off if you subscribe to the service. This introduces a final incentive and a CTA. - 00:36–00:38 00:36–00:38 The ad ends with a final shot of the bag as text is shown stating that you get 10% off if you subscribe.

# Ad summary This ad promotes Ultra Premium Direct's dog food for overweight dogs. The ad features a man talking about how much money people waste on dog food in stores that is not healthy for your dog. He then explains that Ultra Premium Direct manufactures their own dog food and it's less expensive. He's tested it out on his dog, Olivia, and she loves it and has gotten back to a healthy weight. He then shares that they have almost 120,000 positive reviews. The ad closes with a shot of the man sharing a discount code to save 20% on your first order. # Brand positioning Ultra Premium Direct is presented as a direct-to-consumer brand specializing in premium dog and cat food. The brand emphasizes affordability and product quality by cutting out the middleman, thereby eliminating retail markups. They are portrayed as a manufacturer that sells directly to the customer. The brand promotes a functional approach by focusing on specific health concerns, such as weight management, and highlighting the nutritional benefits of their ingredients. Ultra Premium Direct emphasizes transparency and customer satisfaction by showcasing high review ratings. They ignore category norms by not selling in retail stores. # Product The ad features Ultra Premium Direct dog food for overweight dogs. This product is designed to help dogs return to a healthy weight and maintain muscle mass. The food is manufactured in France and is available direct to consumers, which avoids an intermediary and makes it more affordable than other store-bought dog foods. It features a low fat content due to the chicken that is included, as well as a high fiber content thanks to the rice that is included. This facilitates digestion and increases the feeling of fullness in your dog. The food is designed to support easier digestion, while helping overweight dogs return to a healthy weight. # Visual style The ad has a UGC style with simple edits and static shots. The production quality is decent but not overly polished. The ad is brightly lit with natural light, creating a friendly feel. The pace of the ad is relaxed, with 1-2 cuts per second. # Benefits - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Call to action Et n'oublie pas d'utiliser le code CARE20 pour avoir moins 20% sur ta première commande. # Point of view - [object Object] # Storyline - 00:00–00:03 00:00–00:03 The ad begins with a man crouching down in front of two dogs, asking if the viewer knows how much money they're wasting each month on light dog food. - 00:03–00:08 00:03–00:08 The man then asks if the viewer knows that dog food sold in stores is more expensive because of the vendor markup. - 00:08–00:12 00:08–00:12 The man explains that a brand that manufactures and sells its dog food directly avoids an intermediary and is therefore cheaper. The perspective shifts to a hand putting dog food in a dog bowl. - 00:12–00:18 00:12–00:18 The man holds up a wallet, saying that he's going to show the viewer how to stop wasting money on dog food, but also how to help their dog get back to a healthy weight. This is done in an inquisitive and direct tone that invites the viewer to take action. - 00:18–00:24 00:18–00:24 The man shares that he's tested out dog food for overweight dogs manufactured in France from Ultra Premium Direct. He notes that his dog, Olivia, can't live without it. The perspective shifts to the dogs eating and waiting by the bag of food. - 00:24–00:33 00:24–00:33 He explains that the dog food has a low fat content thanks to the chicken, which maintains muscle mass. It also has a high fiber content from the rice, which helps with digestion and increases the feeling of fullness. - 00:33–00:41 00:33–00:41 The man states that this is the direct-from-factory revolution and shares that it has a 4.7/5 rating on nearly 120,000 reviews, so he didn't hesitate to test it. The tone shifts to become more confident and authoritative, reinforcing the quality of the product. - 00:41–00:47 00:41–00:47 The man shares that Olivia has gotten back to her ideal weight, and he's saving nearly 40% compared to equivalent brands. The ad ends with a shot of the man petting his dog. - 00:47–00:57 00:47–00:57 The ad closes with the man sharing a discount code for 20% off the first order.

# Ad summary The ad uses a conversation screenshot between two people discussing the benefits of Ultra Premium Direct senior cat food. The conversation highlights improvements in the cat's energy and coat after switching to the new food. # Brand positioning Ultra Premium Direct is positioned as a provider of high-quality, specialized senior cat food. The brand emphasizes the real, visible improvements in a cat's health and energy after switching to their product. This positions them as a brand that cares about the well-being of senior cats, offering products that rejuvenate and improve their quality of life. # Product The ad features Ultra Premium Direct senior cat food, formulated specifically for older cats. The product is presented as improving the cat’s energy levels and coat health. The ad highlights that after switching to Ultra Premium Direct senior cat food, the cat has regained its energy and has a beautiful coat. # Visual style The ad employs a platform-native style, mimicking an iPhone messaging app interface. The visual motifs include a direct product testimonial, presented as a conversation between real people. The image is bright and naturally lit, conveying authenticity and user-generated content. # Hooks Headline: Regarde-moi ça 😍 Depuis qu'il est passé aux croquettes senior Ultra Premium Direct, il a retrouvé une vraie énergie ! # Benefits - [object Object] - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] - [object Object] # Storyline - The ad begins with a screenshot of a text message exchange where one person shares a photo of their black cat playing with a toy. This is to convey the sender's excitement about the cat's renewed energy levels. - The sender of the photo remarks, "Regarde-moi ça 😍 Depuis qu'il est passé aux croquettes senior Ultra Premium Direct, il a retrouvé une vraie énergie !" This highlights the sender's satisfaction with the senior cat food and how it has improved the cat's vitality. - The recipient responds with "Mais non 🧐 On dirait un chaton !" conveying their surprise and agreement that the cat looks youthful and energetic. The recipient is impressed by the change in the cat's appearance. - The original sender replies "Je te jure ! Il finit sa gamelle, il joue, et même son poil est plus beau 😂" further emphasizing the multiple benefits of the cat food. This underscores the positive changes in the cat's health and appearance.

# Ad summary This ad informs the consumer about the signs of food allergies in dogs and how to combat them. It offers a discount on the first order. # Brand positioning Ultra Premium Direct is a brand that prioritizes transparency in its hypoallergenic dog food recipes. They are positioned as an alternative to expensive veterinarian brands, offering high-quality, hypoallergenic food at an accessible price point. They address common misconceptions about dog allergies by pointing out that chicken is often the second leading cause of allergies in dogs. The brand offers zero chicken, lamb, gluten, and lactose recipes with premium proteins, salmon oil, and prebiotics to improve a dog's skin and digestion. # Product Ultra Premium Direct offers hypoallergenic dog food. The recipe is made with zero chicken, lamb, gluten, and lactose. Instead, it includes fish, a premium protein, salmon oil, and prebiotics. The brand highlights that the food helps repair a dog's skin and improve digestion. It is advertised for dogs with allergies who may be experiencing symptoms like itching, redness, and licking. The food helps resolve skin and digestive issues in dogs with food allergies, while remaining affordable. # Visual style The ad utilizes a minimalist visual style with a focus on clear, readable typography and a simple layout. The image is a block of text with strategic bolding to help with readability. The overall style is clean and informative, avoiding unnecessary distractions. # Hooks Headline: Votre chien ne se gratte pas "juste comme ça". # Benefits - [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] # Storyline - The ad opens by addressing the audience as future clients and informs them that their dog's constant scratching may be more than just a habit. This aims to immediately grab the attention of dog owners who are concerned about their pet's well-being, speaking from the brand's perspective. - The ad then lists the signs of a food allergy in a dog (itching, redness, licking of paws), informing the consumer that these are indicators of a food allergy. This part of the story is told from the brand's perspective in order to educate the viewer on the topic. - The story introduces the surprising fact that most people do not know what their dog is allergic to and that the common assumption is often incorrect. The brand is attempting to further educate the audience and establish themselves as a reliable source of information by stating that chicken is the second most common allergy. This part of the story is from the brand's perspective. - The story shifts to the brand explaining their values as a company, emphasizing their commitment to transparency in their hypoallergenic recipe that is free of several ingredients, and full of healthy supplements. This part of the story tells the consumer about the product and is from the brand's perspective. - The story continues by saying that instead of reading labels, the customer should read reviews to see results. The ad then shows two customer reviews of people who have seen improvement after feeding the dog food to their dogs. This allows the consumer to see the positive impact from the perspective of other customers. - The story concludes by declaring that hypoallergenic food should not be so expensive and offering a discount on the first order. This is the brand communicating its commitment to affordability and incentivizing the consumer to try the product by eliminating the barrier to purchase.

# Ad summary This ad demonstrates the before and after of using a hair removal product on dark body hair. # Brand positioning The brand is not mentioned in this ad. Based on the demonstrated use case, the brand seems to offer accessible, at-home hair removal solutions. The ad highlights the product's effectiveness on dark hair, suggesting a focus on inclusivity and targeting a diverse customer base. The brand's positioning appears functional, emphasizing visible results and ease of use. # Product This ad showcases a hair removal product used on body hair. The product works by visibly removing dark hair, leaving the skin smooth. The ad focuses on its effectiveness, demonstrating a clear before-and-after transformation. It targets individuals seeking a quick and easy solution for hair removal, particularly those with dark body hair. The primary selling point is the product's ability to deliver immediate, visible results, making it a compelling option for those looking to eliminate unwanted hair effortlessly. # Visual style The ad has a simple, UGC-style aesthetic. The video is shot with natural lighting, creating a clear and straightforward presentation of the product's effects. The editing is minimal, with a focus on showcasing the before-and-after transformation. The pacing is slow, allowing viewers to clearly see the difference in the skin. # Benefits - [object Object] - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:08 00:00–00:08: The video starts with a close-up of skin covered in short, dark hairs, labeled as "AVANT" (before). The camera slowly zooms out to reveal smooth, hair-free skin, labeled "APRÈS" (after) with sparkle emojis.

# Ad summary This ad showcases a kitten starter kit. It features a kitten on top of the box with the product, a discount code, and product features. # Brand positioning The brand is positioning itself as a provider of comprehensive kitten care solutions. The ad uses language such as, "Le Kit Idéal pour mon Chaton" which indicates it provides the ideal kit for kittens. This implies expertise and completeness, suggesting to cat owners that they can trust the brand to provide everything their kitten needs to thrive. The brand is presented as thoughtful and convenient, emphasizing ease for the consumer. It is leaning into convenience and care, potentially differentiating itself from brands that focus solely on individual products. The ad emphasizes creating a positive welcoming experience for new kittens and their owners. # Product The product being advertised is a comprehensive kitten starter kit that includes a variety of essentials for new kitten owners. It includes croquettes for kittens made with chicken and manufactured without cereals, mousse and sliced chicken, a bag of litter, treats for pleasure, a measuring cup, a tote bag, a toy, and a welcome book. The kit aims to provide everything needed to care for a new kitten, addressing the challenge of sourcing individual items separately. The kit seems designed for cat owners who want a convenient, all-in-one solution for welcoming a kitten into their home. The ad highlights the completeness of the kit, emphasizing that it contains all essential items to make the transition easier for both the kitten and the owner. A promotional discount code is also mentioned. # Visual style The ad features a brightly lit and casual aesthetic, resembling content shot on a smartphone. The background has a warm, neutral tone, while the product packaging uses contrasting colors. The image gives the impression of a snapshot, which suggests authenticity. The use of a handwritten-style font adds a friendly and personal touch, aiming to make the product more relatable and approachable to potential customers. # Hooks Headline: LE KIT IDÉAL POUR MON CHATON # Benefits - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad begins by introducing the kitten starter kit as "Le Kit Idéal pour mon Chaton", which translates to "The Ideal Kit for My Kitten". The brand is telling the viewer that this kit is the best option for their new kitten. This is meant to immediately grab the attention of potential kitten owners and position the product as a perfect solution for their needs. - Next, the ad includes a discount code: "CODE: WELCOME" and a sale price. The brand shares savings to encourage an immediate purchase. - The ad includes a checklist of items included with the kit. This highlights the convenience and comprehensiveness of the kitten starter kit.

# Ad summary This ad is for Ultra Premium Direct, a foundation that feeds dogs in sanctuaries. The ad is a thank you to everyone who supports the foundation. # Brand positioning Ultra Premium Direct is a foundation that provides food for dogs in sanctuaries. The brand name suggests high-quality products. The ad shows a sign with the brand logo and a message stating that dogs in the sanctuary are fed because of support from the foundation, emphasizing their mission and impact. The brand fosters a sense of community and gratitude towards supporters. # Product Ultra Premium Direct is a foundation that feeds dogs in sanctuaries. This is implied by the sign that reads 'Les chiens du sanctuaire sont nourris grâce au soutien de la Fondation Ultra Premium Direct', which translates to 'The sanctuary dogs are fed thanks to the support of the Ultra Premium Direct Foundation'. The product is not a purchasable item but rather a service funded by donations. The ad focuses on thanking supporters and highlighting the impact of their contributions to the well-being of sanctuary dogs. The visual shows three dogs, emphasizing the beneficiaries of the foundation's work. # Visual style The ad has a documentary style with a neutral color palette. The visual focuses on the dogs in a sanctuary setting, with an emphasis on authenticity rather than high production value. The use of natural lighting and the absence of overt visual enhancements contribute to a genuine and heartfelt presentation. # Hooks Headline: C'est grâce à vous que toutes ces actions sont possibles # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] - [object Object] # Storyline - The ad starts with a sign for the Fondation Ultra Premium Direct, stating that sanctuary dogs are fed thanks to the foundation's support. This sets the context by introducing the brand and its mission to provide food for dogs in sanctuaries. The brand is telling this part of the story. - Below the sign, text overlaid on the image thanks supporters by stating, 'C'est grâce à vous que toutes ces actions sont possibles', which means 'It is thanks to you that all these actions are possible'. This expresses gratitude and acknowledges the crucial role of supporters in enabling the foundation's work. The brand is speaking directly to its supporters, highlighting their positive impact. - The ad concludes with a visual of three dogs behind a fence, reinforcing the impact of the foundation and its supporters. This visual serves as a reminder of the beneficiaries and reinforces the message of the ad. The viewer is seeing this part of the story from the perspective of an observer, looking at the dogs who are benefiting from the support.

# Ad summary The ad uses a meme format to convey the feeling of waiting for the sun to return. # Brand positioning There is no brand advertised in the ad. The image focuses on a relatable feeling. # Product There is no product being advertised in this ad. The focus is on conveying a specific mood or feeling. # Visual style The ad has a casual, unedited look, resembling user-generated content or a candid photo taken with a smartphone. The lighting is natural, and the composition is simple, with the cat as the central focus. The overall tone is humorous, playing on the relatable feeling of longing for sunny weather. This ad looks like it was shot on iPhone. There appears to be a slight color grading that makes the coloring on the cat slightly muted. # Hooks Headline: POV : moi qui attend le retour du soleil # Benefits - [object Object] # Features - [object Object] # Call to action None used # Point of view - [object Object] # Storyline - The ad begins with a caption that states 'POV: moi qui attend le retour du soleil'. This sets the stage and explains that the view presented in the image is from someone waiting for the sun to return. The perspective is from the customer who is tired of waiting for the sun.

# Ad summary This image ad features a humorous statement about living with a cat, presented in a handwritten-style font on a solid-colored background. # Brand positioning There is no brand present in the ad. # Product There is no product present in the ad. # Visual style The ad has a minimalist style, using a single color background and a handwritten-style font. The production quality appears to be simple and clean, resembling a hand-written note on a solid background. It aims to capture attention through its relatable message and simplicity, making it easily scannable in-feed. # Hooks Headline: Vivre avec un chat, c'est être jugé en permanence par quelqu'un qui lèche son propre derrière. # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The image displays a quote, presented from the perspective of someone familiar with cat ownership. The intention is to resonate with viewers who have similar experiences and observations about their cats, creating a humorous and relatable connection.

# Ad summary This ad promotes Ultra Premium Direct adult dog food, highlighting its benefits for large dogs. The ad emphasizes the high protein content, support for muscle and joint health, and its appealing taste, even for picky eaters. It also offers a 10% discount on subscription orders. # Brand positioning Ultra Premium Direct positions itself as a provider of high-quality dog food with ingredients tailored to a dog's specific needs, focusing on the health and well-being of pets. The brand emphasizes natural ingredients and nutritional benefits. They offer a direct-to-consumer model, promising better value and quality compared to traditional pet food brands. The brand's overall tone is caring and informative, aligning with pet owners who prioritize their pet's health and seek premium, accessible nutrition. # Product Ultra Premium Direct Adult dog food is designed for large breed dogs, emphasizing the benefits of chicken. The product is characterized by its high protein content (30%), which supports strong muscles, and includes chondroprotectives to support joint health. The size of the kibble is specifically designed for large dogs, promoting better chewing habits and more comfortable digestion. The food is positioned as palatable, even for picky eaters, thanks to its high chicken content. The brand addresses the challenges of finding quality nutrition for large dogs that supports their energy levels and long-term health. # Visual style The ad has a warm and inviting aesthetic, combining natural outdoor settings with bright, sun-lit indoor shots. The editing is quick and snappy, with cuts timed to match the voiceover. The production quality is a hybrid of UGC and commercial, with a mix of polished product shots and casual lifestyle footage to create a sense of authenticity and appeal to a broad audience. The camera work is stable. # Benefits - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] - [object Object] # Storyline - 00:00–00:01 The narrator introduces a large bag of dog food. - 00:01–00:03 A dog is seen running and playing. - 00:03–00:06 The narrator explains that the dog food has ingredients adapted to the dog's size. - 00:06–00:12 The narrator explains why premium chicken dog food is suitable for large dogs. - 00:12–00:13 The ad points out that the dog has powerful muscles. - 00:13–00:15 The ad states that 30% of the formula is protein. - 00:15–00:17 The ad notes that the 30% protein content reinforces muscles. - 00:17–00:22 The ad mentions that the chondroprotecteurs support the joints so the dog can benefit from its energy. - 00:23–00:25 The narrator explains that the kibble size is perfectly adapted to large dogs. - 00:26–00:28 The ad describes how this promotes a better digestion. - 00:29–00:30 The ad describes how the kibble is easier to digest than swallowing everything at once. - 00:30–00:33 The narrator explains how even difficult dogs are happy with the kibble. - 00:33–00:37 The narrator states that the high chicken content makes the kibble appetizing. - 00:37–00:39 The ad shows a dog wanting more of the kibble. - 00:39–00:42 The narrator says that the kibble has the best quality-price ratio for you. - 00:43–00:47 The narrator says that if you subscribe you will save -10% on the price of the kibble.

# Ad summary The image promotes dog food by highlighting various features with text and emoji labels placed on a dog's back. # Brand positioning This ad is for a dog food brand that prioritizes the use of fresh, high-quality ingredients to provide energy for your dog. The brand emphasizes its use of natural and nutritious components such as fresh salmon, antioxidants, fiber-rich ingredients, and fruits, suggesting a focus on health and well-being. By explicitly stating that the recipe is made without cereals, the brand positions itself against common grain-filled pet food options, appealing to health-conscious pet owners who seek wholesome, natural food choices. # Product The product being advertised is dog food made with fresh ingredients, formulated to provide energy while also being nutritious. Key features highlighted include that it contains 20% fresh salmon, is rich in antioxidants and fiber, supports the immune system, and is made without cereals. Ingredients like raspberries, apples, and blueberries are also called out, emphasizing the use of natural, wholesome components. The ad conveys that this dog food is designed to be both energizing and healthy for dogs, and offers a natural alternative to grain-based dog foods. # Visual style The ad has a bright, casual, and informative visual style. The image appears to be shot in natural lighting, with a shallow depth of field that blurs the background. The strategic use of overlaid text boxes and emojis gives it a modern, digital feel, similar to content seen on social media platforms. The composition focuses on the product benefits and ingredients, creating a clear and scannable message. # Hooks Headline: OFFREZ À VOTRE CHIEN DE L'ÉNERGIE AVEC DES INGRÉDIENTS FRAIS # 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 begins by showcasing the food's ingredients, listing attributes such as 20% fresh salmon, antioxidants, fiber, and fruits. This is intended to inform potential customers about the nutritional benefits. The ad is told from the brand's perspective, emphasizing the nutritional value of its ingredients. - The narrative progresses by highlighting the absence of cereals in the formula and also points out that the food supports the immune system. The brand aims to address concerns about fillers and overall pet health. The ad is told from the brand's perspective, focusing on the health benefits of the product. - The ad concludes by conveying the benefit of providing the dog with energy through the use of fresh ingredients, serving as a concluding statement for the brand's main promise. The intention is to leave the viewer with a clear understanding of the product's primary value proposition: energy and fresh ingredients. The ad is told from the brand's perspective, summarizing the product's benefits.

# Ad summary The ad features a woman discussing a free guide on Ultra Premium Direct that helps pet owners choose food for their cat. She highlights the guide’s level of detail by sharing that it asks for the pet’s age, breed, and even their weight. # Brand positioning Ultra Premium Direct is presented as a resource for cat owners seeking tailored nutritional advice. The brand aims to be seen as a reliable and precise guide, offering a free service to help owners navigate the complexities of cat food selection. They address the common frustration of choosing between various options like protein content, cereal types, and sterilized-specific formulas, positioning themselves as a solution to decision fatigue. The brand provides a personalized questionnaire, implying that cat nutrition is not one-size-fits-all, pushing against the norm of random selection based on packaging appeal. By offering expert nutritional advice, Ultra Premium Direct combines both functional guidance and emotional reassurance. # Product The product being advertised is a free online guide available on the Ultra Premium Direct website. This guide is designed to assist cat owners in selecting the most appropriate food for their pets. The guide works through a questionnaire that gathers specific details about the cat, including its age, breed, weight, sterilization status, and activity level. The purpose of the questionnaire is to provide a personalized recommendation for a specific Ultra Premium Direct recipe tailored to the cat's individual needs. The guide addresses the purchase barrier of overwhelming choices by narrowing down the options to a suitable match, ensuring that the cat receives the right nutrients for optimal health and well-being. # Visual style The ad features a casual, UGC-style aesthetic with natural lighting and static shots. The editing is minimal, with no quick cuts or transitions, maintaining a consistent pacing. The production quality is somewhat polished but retains a DIY feel, aligning with the tone of a user sharing personal experience. The visuals primarily consist of close-up shots of the creator and her cat in a home setting, creating an intimate and relatable atmosphere. # 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 None used. # Point of view - [object Object] # Storyline - 00:00–00:02 The creator begins by responding to a comment from someone who says they can never choose the right kibble for their cat. - 00:02–00:12 She reassures them that no one knows what to choose between protein, cereals, or sterilized options, and that everyone ends up choosing the package with the prettiest label and hoping it suits their pet. The tone is sympathetic and understanding. - 00:12–00:17 She says that she has found a solution to prevent getting the wrong food and that she discovered a free guide on the Ultra Premium Direct website. - 00:17–00:22 She claims the guide is very precise and is an ultra-fast questionnaire where you don’t choose a product, but rather describe your cat, and she pets her cat on the bed. - 00:22–00:27 She continues and mentions that you enter your cat's age and breed because there is a difference between a Maine Coon and a stray, and she gestures in front of her. - 00:28–00:33 The creator then transitions to speaking about how the precision of the tool impressed her, followed by a screen recording of the questionnaire, where she states that the tool asks for the cat’s exact weight and if they are neutered. - 00:33–00:35 She says that the guide also asks for the cat’s activity level to adapt to their caloric needs. - 00:35–00:43 She concludes that within a minute, users get a personalized recommendation made by nutrition experts, stating that this guide saved her, as it oriented her towards a specific Ultra Premium Direct recipe. - 00:43–00:48 She states that the difference is unbelievable, and that her cat has magnificent fur, a crazy amount of energy, and finally digests well.

# Ad summary This ad compares a generic cat food with Ultra Premium Direct cat food, highlighting the latter's benefits for maintaining a stable weight and healthy body shape for cats. # Brand positioning Ultra Premium Direct is presented as a brand focused on providing high-quality nutrition for cats. The ad positions the brand as a solution for maintaining a cat's healthy weight and shape, implying a commitment to cat's health and well-being. The ad pushes against the norm of generic pet food brands by highlighting the brand's superior formulation, which leads to a stable weight and preserved body shape. # Product The advertised product is Ultra Premium Direct cat food, formulated to help cats maintain a stable weight and healthy body shape. It is presented as the superior alternative to generic cat food that can lead to uncontrolled weight gain. The packaging features a green color scheme and an image of a healthy-looking cat, further reinforcing the brand's focus on health and premium quality. # Visual style The ad uses a bright, natural lighting setup. It has an outdoor, slightly blurry background. The visual motif includes circular and rectangular shapes to highlight the comparison between the unbranded and Ultra Premium Direct cat food. The cat is a central element, emphasizing the care and health aspects of the product. # Hooks Headline: None used # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] - [object Object] # Storyline - The ad starts by contrasting a generic, unbranded cat food with Ultra Premium Direct cat food. The generic food is associated with uncontrolled weight gain, while Ultra Premium Direct is associated with stable weight and preserved body shape. This is presented from the brand's perspective, highlighting the value of choosing its product over cheaper alternatives. - The ad then shifts to a human hand offering a piece of Ultra Premium Direct cat food to a cat, shown in a close-up shot. This creates a connection between the product and the well-being of the cat, from a customer perspective showcasing how the product can be easily incorporated into a cat's diet.

# Ad summary This ad is a screenshot of an iMessage conversation between two people about a dog food brand called "Ultro Prem." # Brand positioning Ultro Prem is presented as a high-quality dog food option that addresses specific canine health needs. The brand aims to occupy a space in the consumer's mind as a solution for dogs with dietary sensitivities or weight issues, particularly after sterilization. It aligns with values of care and attention to pets' well-being, promoting a lifestyle where pet owners are proactive in managing their dogs' health through nutrition. The brand positioning is functional, focusing on solving weight and energy issues in dogs, and emotional, as it showcases the care and concern owners have for their pets. # Product The featured product is Ultro Prem dog food, formulated to address weight gain and energy loss in dogs post-sterilization. The product is presented for pet owners who are concerned about their dog's health and well-being after sterilization. It aims to counteract issues like weight gain, decreased energy, and constant hunger, helping dogs "revit." Ultro Prem is shown as a solution to improve the dog's overall condition and vitality. # Visual style The ad uses a platform-native look. The image looks like a real screenshot of a text message between two people. The ad is designed to look like native user-generated content, increasing its authenticity. The visual style enhances scannability and stop power because it looks like a real text conversation. # Hooks Headline: None used # Benefits - [object Object] - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad begins with a screenshot of a text message from a person labeled "Jade" including a picture of their black dog. The message mentions that since the dog's sterilization, it has gained weight, constantly begs for food, and lacks energy. The message is intended to show the product solves a problem for dogs post sterilization, and is experienced from the pet owner's point of view. - The next message shows a reply stating, "I know that feeling... We switched to that and it changed everything." This message and sentiment is from the view point of a user who has benefitted from the product and wants to show social proof it works. - The next part of the conversation includes another person sharing an image of their dog with a bag of Ultro Prem dog food in the background. This is included to visually show the dog food is being used. It is from the customer's point of view. - The final message shares, "I have a good plan in addition: -20% with the code CARE20! It revives and us too!" This message conveys an offer. It is from the point of view of someone associated with the brand or someone who wants to share a discount code.

# Ad summary This ad promotes Ultra Premium Direct dog food through the experience of a dog owner. It shows her active dog, Boy, running and being active, and she explains how the brand's dog food provides him with the necessary nutrition. She highlights the ingredients, and mentions she has a subscription with the brand. # Brand positioning Ultra Premium Direct positions itself as a provider of high-quality dog food tailored to meet the specific needs of active dogs. The brand emphasizes the use of premium ingredients such as a high percentage of chicken (32.5%) and rice for energy. The brand claims to offer a formulation that supports strong muscles, joint health, and good digestion, addressing key functional concerns of dog owners. Ultra Premium Direct also offers convenience through a subscription service, allowing customers to adapt the frequency and date of delivery. Discount offered through the subscription. Overall, the brand aims to occupy the space of a reliable and convenient provider of premium nutrition for dogs, directly aligning with the concerns of pet owners who prioritize their pets' health and well-being. # Product The product featured is Ultra Premium Direct dog food for large adult dogs, specifically the chicken flavor. It is presented as premium dog food made with high-quality ingredients designed for large breed dogs. It contains 32.5% chicken to support strong muscles, chondroprotectants to protect joints, and rice for energy and fiber to aid digestion. The product is designed to be gentle on digestion. The ad states that the size of the kibble is appropriate for a large dog's jaw, encouraging them to chew longer rather than swallowing all at once. The ad conveys the product is worth buying because it helps the dog stay in great shape for adventures and provides convenience for the owner with a subscription service. Subscription also comes with a discount. # Visual style The ad has a natural and authentic visual style, combining outdoor footage with indoor scenes. The editing includes quick cuts, which create a sense of pacing. The production quality seems to be a blend of UGC feel and a polished commercial, which makes the ad relatable. # Benefits - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:05 Boy is shown running through a green field. - 00:00–00:05 00:00–00:05 The voiceover states that "Boy needs to let off steam." This establishes a pain point for the dog owner: the dog requires a lot of exercise. The perspective is from the dog owner, conveyed through her voiceover and the visuals of Boy being active. The tone is light and cheerful. - 00:00–00:05 Boy, the dog is running toward a body of water with a stick in its mouth. A white car is seen parked in the background. - 00:05–00:06 The scene cuts to the dog and his owner walking down a dirt path. The owner says, "I'm taking you with me" as the dog appears to be leashed. - 00:06–00:09 The owner is walking through a stone-paved area with the dog nearby carrying two toys in its mouth. - 00:06–00:09 00:06–00:09 The voiceover continues, “I don’t know which of us is happier to go on an adventure.” The owner’s perspective is shared with the audience, suggesting that both the owner and the dog enjoy their outings together, which emphasizes the emotional bond. - 00:09–00:11 The owner and the dog are walking on a dirt path. - 00:09–00:11 00:09–00:11 The voiceover states, “These are special moments for both of us.” The owner is emphasizing the value of the bond with her dog. The visuals of them walking together reinforce this. - 00:11–00:15 The scene shifts to the dog and his owner next to a stone wall. The owner is petting the dog as she says, “To keep up the pace, I’ve chosen the best possible food.” She is leaning down and petting the dog. - 00:14–00:16 The owner pours dog food into a bowl. - 00:15–00:18 The dog sniffs at the bag of dog food that is placed on a barrel. The camera is positioned closely and to the left of the bag of dog food. - 00:15–00:18 00:15–00:18 The voiceover introduces the product: "That of ultra premium direct with premium kibble for large dogs." The brand is presented as a solution to ensure the dog's nutritional needs are met. The perspective shifts to a brand-centric point of view, highlighting product features. - 00:18–00:20 The camera looks downward as the dog is sitting. A hand pours brown kibble into a beige bowl. - 00:20–00:23 The owner holds a brown kibble toward the dog's face. - 00:20–00:23 00:20–00:23 The voiceover says, “I know it’s really suited to his needs.” The personal endorsement aims to instill confidence in the viewer, suggesting that the product is effective. - 00:23–00:34 The bag of dog food is positioned on the wooden table as the woman points to different sections on the packaging. - 00:23–00:34 00:23–00:34 The voiceover explains additional benefits: "It is full of protein with 32.5% chicken to maintain strong muscles. Its joints are preserved with chondroprotectants. And his digestion is finally no longer a problem with rice, which is a source of energy and fiber that contributes to very good digestion.” The brand is providing detailed information about the product. The perspective is from the owner who is emphasizing product benefits. - 00:34–00:36 The owner pours the kibble into a dog bowl from a measuring cup. - 00:36–00:38 The dog eats kibble out of the bowl. - 00:36–00:39 00:36–00:39 The text overlay states, "Trés bonne digestion." Visuals and text are used to add emphasis about the dog’s great digestion. - 00:39–00:41 The camera focuses on the kibble in the bowl. - 00:39–00:45 00:39–00:45 The voiceover continues with, "And the size of the kibble is adapted to his large jaw, which forces him to chew for a long time and not swallow all at once.” The brand mentions the kibble size to provide another benefit. The perspective is from the owner. - 00:40–00:41 The dog is seen close-up eating kibble. - 00:41–00:45 The dog is seen close-up as its owner holds a kibble out to it. - 00:45–00:53 The owner is smiling and petting the dog. - 00:45–00:53 00:45–00:53 The voiceover explains the convenience of the subscription: "For me, I no longer have to worry about his kibble. I have been subscribed for two years. I can adjust the frequency and the delivery date." This is an appeal from the user sharing her opinion. The perspective is that of the owner. - 00:53–00:58 The owner places the bag of dog food onto the stone surface. - 00:53–00:58 00:53–00:58 The voiceover then states, "In addition, I have -10% on all my kibble orders to save money every month.” A discount incentive is used to convert the view. - 00:58–01:05 The owner and her dog walk down a wooded path. - 00:58–01:05 00:58–01:05 The voiceover concludes by saying, “And above all, the assurance that my companion will continue to accompany me on all my outings for a long time.” This frames the product as a means to a happy life for the dog and owner. This is also an appeal from the user sharing her opinion.

# Ad summary The ad features a review from Lucie C. about a dog food that has helped her French bulldog with digestion issues. She praises the product for being cereal-free, suitable for sensitive dogs, and improving stool quality. The ad includes three photos of Lucie C.'s dog. # Brand positioning Based on the ad copy, the brand offers dog food that is cereal-free and suitable for dogs with sensitive stomachs. The ad positions the brand as a solution for dogs with digestive issues, particularly French bulldogs. The brand focuses on providing food that improves stool quality and is highly recommended by satisfied customers. # Product The product advertised is cereal-free dog food designed for dogs with sensitive stomachs. It is formulated to improve stool quality and is easy for dogs to get used to. The advertised benefits include being suitable for sensitive dogs, producing fewer soft stools, and being highly palatable. The product is recommended by a customer who had been struggling to find suitable food for her French bulldog with digestion issues. # Visual style The ad has a user-generated content (UGC) style, featuring unfiltered, realistic photos of the customer's dog in everyday settings. The design mimics a social media post, with the customer's name and profile picture at the top, followed by the testimonial and photos. # Hooks Headline: Après des années de lutte pour trouver des croquettes adaptées à mon chien (bouledogue français, problème de digestion), quelqu'un de mon entourage m'a vivement conseillé d'acheter sur ce site. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad opens with a testimonial from a customer, Lucie C., who shares her struggle of finding suitable dog food for her French bulldog with digestion issues. The testimonial aims to establish a relatable problem from the customer's perspective. - Lucie C. states that someone recommended she purchase from the advertised brand's site. She explains that she was hesitant, but found it to be a miracle. This segment introduces the brand as a recommended solution from the customer's perspective. - The customer states that she has been using the cereal-free dog food for a year and finds it suitable for sensitive dogs, improving stool quality. This segment highlights the specific benefits of the product from the customer's perspective. - Lucie C. concludes by saying that her dog quickly got used to the food and recommends it highly, citing a reasonable price. This adds a personal endorsement and a positive attribute from the customer's perspective.

# Ad summary This image ad promotes a puppy kit. The ad visually showcases the products included in the kit and lists the items. # Brand positioning The brand is positioned as providing premium products for pets. The ad shows that the brand caters to pet owners who want the best for their animals, especially puppies, by offering high-quality food, treats, and accessories designed specifically for their needs. The brand promotes a lifestyle of care and attention to detail for pet well-being. # Product The ad promotes a puppy kit. It includes A Premium Direct puppy food formulated for sensitive digestion, Ultra Premium Education training treats, and chicken toppers. The kit also contains accessories such as a measuring cup, a tote bag, a toy, and a welcome booklet. The ad aims to provide pet owners with a comprehensive solution for their new puppy's needs, including food, training treats, and essential accessories. # Visual style The ad has a bright and clean visual style with a focus on showcasing the product and its features. The image is well-lit, and the products are arranged in a way that is visually appealing. The overall look is designed to be eye-catching and informative, with a blend of product shots, graphic elements, and a cute puppy to capture attention. The style is clean and approachable, making it easily scannable in a social media feed. # Hooks Headline: LE KIT IDÉAL POUR MON CHIOT # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad opens with a shot of various products included in the puppy kit. The brand aims to highlight the variety and quality of the products included in the kit. - The price of the kit is highlighted, indicating the savings from the original price. The brand aims to persuade potential customers to purchase the kit by showcasing the cost savings. - The text highlights the ideal kit for a puppy, aiming to appeal to dog owners who want the best for their pets. This is the brand communicating the value of the kit for new puppy owners. - The ad includes a code for a discount, incentivizing customers to make a purchase. This is the brand trying to drive sales by offering a special promotion. - A list of the kit's contents is provided, specifying the products included. This is the brand detailing the offer to showcase the value of the puppy kit.

# Ad summary This is a text-based ad in French for Ultra Premium Direct cat food. It emphasizes the brand's direct-from-factory pricing, higher quality, and customer satisfaction, offering a 20% discount on the first order with a code. # Brand positioning Ultra Premium Direct is presented as a direct-to-consumer brand for high-quality cat food, cutting out intermediaries to offer premium quality at factory-direct prices. The brand emphasizes that consumers are overpaying for cat food, not necessarily because they spend a lot, but because a large portion of the money does not benefit the animal. Ultra Premium Direct stands apart by sourcing its ingredients and manufacturing its products in France, and also focuses on quality, affordability, and customer satisfaction. # Product Ultra Premium Direct offers premium cat food made in France, emphasizing direct delivery from the factory to the customer, without intermediaries. The ad highlights its superior quality at a better price point compared to traditional brands. The ad emphasizes the product's value for money and that the product is equivalent or better in quality than veterinary brands, aiming to remove the barrier of perceived high cost for quality cat food. # Visual style The ad has a minimalistic and straightforward visual style, resembling a plain text document. It relies heavily on written communication with no images to convey the message. The design focuses on delivering information directly and efficiently, without visual embellishments. # Hooks Headline: Vous payez trop cher pour nourrir votre chat. # 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 starts by directly addressing potential customers of Ultra Premium Direct, immediately setting a direct and personal tone. The message is to highlight that the customer is overpaying for cat food, which positions the brand as an advocate for value and transparency from the brand's POV. - The copy continues by elaborating on why customers are overpaying by stating that much of what customers pay does not benefit the animal because there are multiple intermediaries between the manufacturer and the customer, each taking a cut. This is highlighting a common pain point in the market, and is told from the brand's POV. - The copy explains Ultra Premium Direct's point of difference by stating they offer premium quality at factory direct prices, with no intermediaries, and made in France delivered directly to the customer, highlighting product's USPs from the brand's POV. - The copy references customer testimonials, emphasizing the positive customer experience with the product and reinforcing the value proposition from the customer's POV. - To overcome any potential hesitation from customers, the ad offers a 20% discount on the first order with a code. This is an incentive to try the product with a clear call to action from the brand's POV. - The ad concludes by reiterating the value proposition of fair pricing for well-nourished pets and restating a limited time offer, and again offering a discount code from the brand's POV.

# Ad summary This ad focuses on dog owners struggling with their dog's allergies. Ultra Premium Direct offers a hypoallergenic dog food formula and they are offering 20% off the first order, which is a great incentive to try. # Brand positioning Ultra Premium Direct is positioned as a transparent provider of hypoallergenic dog food. They emphasize their commitment to avoiding common allergens such as chicken, grains, gluten, and lactose, opting instead for fish and premium proteins. The brand aims to appeal to pet owners who are conscious of their dog's dietary needs and are looking for high-quality, allergen-free options that can improve their pet's health and well-being. They push against the norm of charging high prices for such specialized dog food, and promise no compromises. # Product Ultra Premium Direct offers a hypoallergenic dog food formula designed for dogs with allergies. The recipe is free from common allergens like chicken, lamb, gluten, and lactose, focusing instead on fish and premium proteins. It includes salmon oil and prebiotics to support skin health and digestive health. This dog food is for dog owners seeking a transparent and effective solution to their dog's allergy symptoms, such as itching, redness, and digestive issues. The ad addresses the pain point that hypoallergenic dog food is often expensive, assuring customers that their product is both affordable and of high quality. # Visual style The visual style of the ad is minimalist, with a focus on text rather than imagery. It looks like a screenshot from a note-taking app. # Hooks Headline: Votre chien ne se gratte pas "juste comme ça" # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Call to action À vous de tester: -20% sur votre première commande. # Point of view - [object Object] # Storyline - The ad begins by directly addressing potential customers of Ultra Premium Direct, stating that a dog scratching is not a trivial issue and signals the possibility of food allergies. This is told from the brand's perspective, designed to capture the attention of dog owners concerned about their pet's health and position the brand as an expert on the matter. - The ad highlights a common misconception: many people are unaware of what their dogs are truly allergic to, often blaming grains when chicken is a more frequent allergen. This is again told from the brand's perspective, intended to educate the audience and subtly position the brand as more knowledgeable and trustworthy. - The ad introduces Ultra Premium Direct's hypoallergenic recipe, emphasizing its transparency and listing the ingredients it excludes (chicken, lamb, gluten, lactose) while highlighting key ingredients (fish, premium protein, salmon oil, prebiotics). This is from the brand's perspective and intended to build confidence in the product's quality and effectiveness. - The ad shares testimonials from satisfied customers, indicating that the positive results are most evident from customer reviews. The first customer states that after years of issues, her dog no longer scratches and has normal stools. The second customer reports that their bulldog with severe allergies is thriving, has recovered from redness, and has ceased vomiting. This is shared from the customers' POV to provide social proof and encourage the user to buy the product. - The ad asserts that hypoallergenic food should not be expensive, and offers a 20% discount on the first order. This is from the brand's POV, designed to address price concerns and provide an incentive to try the product. - The ad concludes with the statement that the product provides zero compromises, allowing dogs to be in great shape. This is followed by a call to action to use the code UNBOXING20. The ad closes with the brand name and paw print emojis. This is the brand's POV and intended to finalize the offer and tell the customer what to do next.

# Ad summary This text-based ad from Ultra Premium Direct addresses potential customers, apologizing for not initially offering the best price for their pet food. It highlights their mission to make premium pet food accessible by cutting out intermediaries and addressing price concerns. The ad also includes testimonials and an offer of 20% off the first order with a special code. # Brand positioning Ultra Premium Direct positions itself as a provider of high-quality pet food directly from the factory to the consumer, cutting out middlemen such as wholesalers and distributors. This direct approach allows them to offer 'premium' pet food at more accessible prices. The brand presents itself as customer-focused, acknowledging past pricing missteps and emphasizing a commitment to providing better value and quality. # Product Ultra Premium Direct offers pet food, specifically croquettes (dry food), for animals. The advertised product is presented as a premium option, made accessible by cutting out intermediaries and selling directly from the factory. The product is for pet owners who seek high-quality food, with the ad specifically referencing that 'Ultra Premium Direct nourrit déjà des milliers d'animaux en France'. The key selling points are better value for money, premium quality, and direct access to the product without extra charges. # Visual style The ad has a minimalist visual style with a focus on text. It resembles a printed document or announcement with a straightforward layout and no distracting graphics. The production quality looks basic, similar to a document created with a word processor. This style may be intended to convey authenticity and transparency, like a direct message from the company. The overall scannability is high due to the clear structure and simple design. # Hooks Headline: Chers futurs clients d'Ultra Premium Direct. Nous vous devons des excuses. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] - [object Object] # Storyline - The brand starts by addressing future customers of Ultra Premium Direct, immediately apologizing for something. This creates a sense of humility and directness from the brand's POV. - The brand admits they initially believed they had already offered the fairest price for pet food but realized they were mistaken. This is told from the brand's POV and acknowledges a misstep in pricing. - The brand highlights that they have already fed thousands of animals in France with croquettes directly from the factory, without any intermediaries. This is the brand sharing its success and direct-to-consumer model. - The brand reinforces their mission to make 'Premium' food accessible to everyone by cutting out wholesalers and distributors. This emphasizes their core value proposition, as told by the brand. - The brand asks, 'Alors quel est le problème? Le prix.' The company acknowledges the price concern. - The brand acknowledges they thought they couldn't lower the price further, but they were wrong, and emphasizes that customers don't have to take their word for it. Instead they include customer testimonials. This is a shift to the customer's POV to build credibility. - Customer testimonials such as, 'Très bon rapport qualité/prix,' 'Moins cher que les marques vendues chez les vétérinaires,' 'Qualité équivalente, voire meilleure,' and 'Je ne reviendrai pas en arrière' are displayed. This highlights customer satisfaction. - The brand states, 'Parce que vous méritez mieux. Parce que votre animal mérite le meilleur,' which is meant to reassure the customer. - The brand reveals they have decided to shake up their own rules by offering '-20% sur votre première commande.' The company gives an offer as a reason to buy their product. - The brand clarifies that there are 'Pas de condition. Pas de piège', only their way of saying welcome to the direct factory adventure and includes a code 'UNBOXING20.' The company removes purchase barriers. - The message ends with 'L'équipe Ultra Premium Direct', showing the team is human and is run by people who care about animals.