Batch 102
Status: ready_for_review · Triggered by: michelle · Brief: veggie toppings, copy format of past creative winners
102-001 — Here's What's Actually In The Bag
Status: pending · Platform: any · v1
Sources (4)
- Typeform VoC (2026-06-01 Monday run): "your pics show lots of other (fresh veg and meats) things… probably not included… maybe only noodles and a seasoning packet."
- Graduation Learnings (Rolling), @mealynnwong — "Craving Some Healthy Ramen?", test CPP $26, 7 test purchases, best per-purchase economics of the Aug 17→30 cycle. Format: answers its own on-screen question, walks an actual upgrade recipe, macro payoff at the close.
- YouTube VoC (2026-08-31 pull): "I tried the black garlic ramen and really liked it. Added green onions."
- SKU spec, `research/creative-calibration.md` L100-104: Original Mix veggie toppings, 20 cal / 3g carbs / <1g protein per 5g tablespoon, ~74 servings per bag.
Context (6)
- Angle: The transparency door. immi's own marketing photography is generating a documented purchase objection — buyers see fresh veg and meat in the picture and assume they're being oversold. This script does the thing the objection asks for: opens the actual packet on camera, shows exactly what ships, then builds the photo-looking bowl in real time so the viewer watches the gap get closed instead of being told it doesn't exist. The topping bag is the answer to a question customers are already asking out loud.
- Channel tag: ugc-creator
- Priority: high — copies the best-CPP format of the last cycle ($26) and points it at a named, recurring Typeform objection. Cheapest thing in the batch to produce and the only one that converts a complaint into a demo.
- Research signal: Typeform packaging-expectation mismatch (`research/typeform-responses.md` L1448) + @mealynnwong cook-along format economics.
- Template used: Template 3 (Community Language) executed in the @mealynnwong How-It-Works cook-along shape.
- Runtime: ~45s
| Scene (timestamps) | On-Screen Text | Voiceover |
|---|---|---|
| [0:00-0:04] Creator, mid-40s, at a home counter, already holding a sealed immi packet. Direct to camera. Not styled — kitchen light, a dish rack visible. | what's ACTUALLY in the bag? | "Okay — you've seen the photo with the egg and the greens and the whole thing. Let me just open one and show you what actually ships." |
| [0:04-0:10] She tears the packet open and tips it out onto a white plate: the noodle block, the seasoning. Two objects. Nothing else. Camera stays wide, no cuts. | this is it. noodles + seasoning | "That's it. A noodle block and a seasoning packet. Nobody is mailing you a soft-boiled egg. I want to be straight with you about that before I show you anything else." |
| [0:10-0:16] Kettle pours over the noodles in a bowl. Steam. She sets a timer on the counter — the number is legible. | 5 minutes | "Five minutes in hot water. This part is the part you already know how to do." |
| [0:16-0:24] She reaches past the fridge — deliberately does not open it — and picks up the immi veggie topping bag instead. Scoops one heaped tablespoon. Dry veg, visible carrot, leek, cabbage. | one spoonful | "And this is the part I actually wanted to tell you about. This is their veggie topping bag. One spoonful. I'm not chopping anything, I don't have anything fresh in the house, and I'm about thirty seconds from the bowl in the picture." |
| [0:24-0:31] The spoonful goes in. Slow-motion beat as the veg rehydrates and opens up in the broth — carrot going bright, leek unfurling. Chopsticks lift a thick noodle pull, broth clinging. | — | "Watch it come back. That's the whole trick. It goes in dry and thirty seconds later it's a bowl with something going on in it." |
| [0:31-0:37] She eats. Real bite, real chew, no performance. She nods once at the camera with her mouth full. Second bite immediately. | — | "Black garlic. Deep, a little sweet, properly savory. The greens give you something to bite that isn't noodle — that's the bit I missed before I started doing this." |
| [0:37-0:43] Bowl overhead, fully dressed, next to the two things it came from — the empty packet and the topping bag. Nutrition panel enters shallow focus, then back to the bowl. | 28g protein · 12g fiber · 350 cal | "And the bowl underneath all of it: twenty-eight grams of protein, twelve grams of fiber, three hundred fifty calories. The spoonful on top is about twenty. It's not doing the heavy lifting — it's just making me want to eat the thing that is." |
| [0:43-0:47] End card: immi packet lineup with the veggie topping bag standing beside it. Logo. | immieats.com | "immi, and grab the veggie topping bag with it. Seventy-four spoonfuls in there. immieats.com." |
❌ Reject
🔄 Revise
102-002 — The Rest Of The Bunch Always Goes Bad
Status: pending · Platform: meta · v1
Sources (4)
- Graduation Learnings (Rolling), B089-005 "We Built the Ramen We Could Stay On Track With" — graduated 2026-08-24 → asc,tai, test CPP $38.85. Arc: relatable-moment hook → "we left our corporate jobs" origin → R&D proof → craft → macros → scale. Highest-graduating template on the account (31%).
- Typeform VoC (2026-08-31 pull): "Health and convenience. Am a widow who lives alone." / trigger: "Need to reduce carb intake and increase protein."
- Meta + Google purchase data: 26.7% of immi buyers are 55-64; buyer base skews 35-65+.
- SKU spec: ~74 servings per topping bag, shelf-stable.
Context (6)
- Angle: The founder Problem→Solution arc pointed at a household-scale problem nobody in this category has named: fresh produce is sized for a family and a large share of immi's buyers are cooking for one or two. You buy the scallions for the bowl, use a fifth of them, throw the rest out — so eventually you stop buying them, the bowl gets plainer, and then it's just noodles. The topping bag exists because shelf-stable is the only version of "greens on your ramen" that survives a solo household. The founders explain a product decision; they are not telling their origin story as a story.
- Channel tag: hi-fi-video
- Priority: high — copies the single highest-graduating format on the account and aims it at the largest buyer segment's own stated situation. Most likely script in the batch to graduate.
- Research signal: Typeform cooking-for-one verbatim (2026-08-31) + B089-005 graduated founder P→S arc.
- Template used: Template 1 (Angle-Driven) in the B089-005 founder-led Problem→Solution shape.
- Runtime: ~50s
| Scene (timestamps) | On-Screen Text | Voiceover |
|---|---|---|
| [0:00-0:05] Tight on a fridge crisper drawer sliding open. A bunch of scallions, gone soft and slimy at the ends. A hand picks it up, considers it, drops it in the bin. No face yet. | you bought these for one bowl | Kevin, VO: "You bought the green onions for one bowl of noodles. You used about that much of them. And this is where the rest of them went." |
| [0:05-0:12] Both founders now, kitchen, mid-shot, direct to camera. Plain clothes. No set. | the two guys behind immi | Kevin: "We're the two guys behind immi. And this is a small thing, but it's the reason we made a product almost nobody knows we make." |
| [0:12-0:20] Cut to a single portion being made — one bowl, one packet, one person's counter. Nothing scaled up. | cooking for one is a different problem | Kevin: "A lot of the people eating our ramen are cooking for one. Maybe two. And every good thing you'd put on a bowl of ramen is sold in a size for four people who all wanted it that same week." |
| [0:20-0:27] Founder 2, direct to camera, holding the topping bag. Turns it, opens it, shows the dry veg inside. | ~74 spoonfuls · nothing to throw out | Founder 2: "So we made the greens shelf-stable. Cabbage, carrot, leek, bell pepper, garlic. It sits in the cupboard. About seventy-four spoonfuls in a bag, and not one of them turns into a science experiment in your fridge." |
| [0:27-0:35] The build: hot water, five-minute timer, then the spoonful going in and blooming. Steam. This is the money shot — hold it. | — | Kevin: "Five minutes for the noodles. Thirty seconds for the veg to come back. And you get the bowl you would have made if you'd had the time, and the ingredients, and a reason to shop for one dinner." |
| [0:35-0:42] Founder 2 eating at the counter, genuinely enjoying it. Noodle pull. Chili flecks visible. | — | Founder 2: "It's still the thing we actually wanted to make — deep savory broth, a noodle with real chew, the bowl you want at the end of a long day." |
| [0:42-0:48] Bowl overhead. Panel graphic enters clean, then clears. | 28g protein · 12g fiber · lower carb · 350 cal | Kevin: "Twenty-eight grams of protein. Twelve grams of fiber. Lower carb, three hundred fifty calories. It keeps you full instead of hungry an hour later — that part was always the point." |
| [0:48-0:53] End card: full packet lineup with both veggie topping bags. Logo. | 3 million households · immieats.com | Kevin: "Three million households reach for it now. If you're feeding one of them, get the topping bag too. immieats.com." |
❌ Reject
🔄 Revise
102-003 — This Is A Tuesday, Not An Occasion
Status: pending · Platform: meta · v1
Sources (4)
- Strategy Brief Aug 3→16: "It Feels Forbidden" — $38.89 test CPP, $73.72 scale CPP, the account's longest-running static at 5 weeks evergreen. Shape: permission headline over a beauty bowl, benefit badges, macros never in the headline.
- unknown: Strategy Brief Aug 3→16, "Bad Day To Be A Carb" — $46.46 test CPP, same permission/villain-framing shape.
- Standing prescription, 6+ cycles: "The macro stat is a proof beat, never the opening claim — in any format."
- SKU spec, `research/creative-calibration.md` L104: veggie topping bag "makes the bowl look restaurant-quality in photos/video."
Context (6)
- Angle: The permission door, aimed at a standard rather than a food. Everyone carries a rule that a bowl which *looks* like that — glossy, layered, garnished — belongs to a restaurant, a weekend, or a person with more time than you. So on a normal Tuesday you make the plain version, because the good version feels like it needs an occasion to justify it. The villain is the occasion rule. The ad grants the whole thing in five minutes and one spoonful, and never mentions price, effort or virtue. This is the account's proven static shape finally executed as video — the gap the last brief named.
- Channel tag: hi-fi-video
- Priority: medium — high confidence in the format (5-week evergreen, the account's most durable creative) but this is the one script where the topping is doing purely aesthetic work, so it carries the least argument. Cheap to shoot alongside 102-002.
- Research signal: "It Feels Forbidden" / "Bad Day To Be A Carb" permission-framing shape, both graduated Aug 14 · brief prescription to port the winning static shape into video.
- Template used: Template 4 (Winning Ad Remix) — permission-claim-over-beauty-bowl, ported static → video.
- Runtime: ~35s
| Scene (timestamps) | On-Screen Text | Voiceover |
|---|---|---|
| [0:00-0:04] Cold open on the finished bowl, overhead, dark background, hard side light. Chopsticks lifting noodles, steam moving. Glossy broth, layered veg on top. Deliberately looks like a restaurant shot. | this is a Tuesday | "This is a Tuesday. Nothing happened today. Nobody's coming over." |
| [0:04-0:10] Same bowl, slow push in. Chili flecks, bright carrot, green leek against dark broth. | you didn't earn this. you don't have to. | "You've got a rule you've never said out loud — that a bowl that looks like this is for a restaurant, or a weekend, or somebody with more time than you have." |
| [0:10-0:16] Hard cut backwards: the two objects on a bare counter. One immi packet. One veggie topping bag. That's the entire inventory. | 2 things | "Here's everything that went into it." |
| [0:16-0:24] Fast build, rhythmic cuts: water in, five-minute timer, spoonful of dry veg, the bloom in the broth. Sound design carries it — kettle, pour, the small crackle of dry veg hitting hot liquid. | 5 minutes + 30 seconds | "Five minutes. One spoonful of the veggie toppings on top. Thirty seconds and the greens come back. That's the whole gap between the bowl you make on a Tuesday and the bowl you thought you had to go out for." |
| [0:24-0:29] A person, 50s, sits down — actually sits, at a table, not standing over a sink — and eats. First bite, held. Satisfaction is real, not performed. | — | "Deep, savory, a little sweet from the black garlic. Something to bite that isn't noodle. It eats like you meant it." |
| [0:29-0:33] Bowl overhead, badge row fades in low across the bottom third, then clears back to the bowl. | 28g PROTEIN · 12g FIBER · LOWER CARB · 350 CAL | "And it's twenty-eight grams of protein, twelve of fiber, three hundred fifty calories. Which is the part that makes it a Tuesday and not a decision." |
| [0:33-0:37] End card: packet + topping bag side by side, logo. | immieats.com | "immi. Add the veggie topping bag. immieats.com." |
❌ Reject
🔄 Revise
102-004 — Nobody Explained The Add-On To Me
Status: pending · Platform: tiktok · v1
Sources (4)
- Strategy Brief Aug 3→16, @ShaneDarrow — "Yeah It's A Bit More Expensive", test CPP $27, 7 test purchases; and "I Finally Found It", $15.7k scale spend / 305 scale purchases — the account's single largest scale bet of the period. Format: raw unscripted single-creator direct address that handles the price objection out loud, mid-video.
- unknown: @ArmandoLopez — "How I Get 50 Grams Of Protein Out Of A Bowl Of Ramen", test CPP $28.58, same raw-creator family.
- Typeform VoC (2026-08-24 pull): "Price and I didn't understand the add-ons." — the add-on step is now a *named* checkout blocker; stacks on "only saw bundles" / "inability to create my own bundle."
- SKU spec: ~74 servings (Original Mix) / ~62 servings (Spicy Garlic Kimchi) per bag.
Context (5)
- Angle: The explainer door, targeting a checkout blocker customers have literally written down. A real buyer says the quiet part — there's a thing in the cart called an add-on, nobody told me what it was, so I skipped it — and then explains it the way a person explains something to a friend: what's in it, how long a bag lasts, what it does to the bowl. Handles the cost question head-on and mid-video, in the exact place the account's best-scaling creator handles it, and never in the hook. Deliberately unpolished; this is the anti-influencer register the 35-65 buyer trusts.
- Channel tag: ugc-creator
- Priority: high — the objection is documented in the customer's own words, it is costing AOV right now, and the format is both the cheapest test-CPP family and the biggest scale bet on the account. Highest-leverage script in the batch.
- Research signal: Typeform add-on confusion (2026-08-24) + @ShaneDarrow / @ArmandoLopez raw-creator direct-address format economics.
- Template used: Template 3 (Community Language) in the @ShaneDarrow raw single-creator direct-address shape.
Production note — do not over-direct this one. The format wins on raw, unscripted delivery. Hand the creator the beats below as talking points, not as lines. One take, handheld, no ring light, no cutaways except where the bowl is genuinely in front of them. Creator should read 40-60, not a fitness creator. Do not name, show or reference any competitor product — the source asset's on-camera competitor teardown is flagged for legal review and is not being reproduced.
Runtime: ~55s
| Scene (timestamps) | On-Screen Text | Voiceover |
|---|---|---|
| [0:00-0:05] Creator, 50s, handheld, sitting at their own kitchen table. Phone propped. Talking before the frame settles. | nobody explained the add-on | "So I ordered this ramen twice and both times there was a thing in the cart called an add-on and I had no idea what it was, so I just — didn't. And then my sister told me what it was and I was a little annoyed about it." |
| [0:05-0:12] They hold up the veggie topping bag. Turn it over. Squint at the back like a normal person reads a label. | it's this. that's all it is. | "It's this. It's a bag of veggie toppings. That's the whole mystery. Cabbage, carrot, leek, red pepper, garlic — dried, so it just lives in the cupboard." |
| [0:12-0:20] They pour a bit into their palm to show the texture and colors, then tip it back in. | — | "You put a spoonful on the noodles while they're still hot and it comes back to life in about thirty seconds. I thought it was going to be sad. It's not sad. It's actual vegetables." |
| [0:20-0:28] Bowl in front of them, mid-build. They add the spoonful on camera. Steam. | 5 min | "The ramen's five minutes. This is thirty seconds on top of that. And now I'm not standing there chopping a green onion at nine at night for one bowl of noodles — which, let's be honest, I wasn't doing anyway. I was just eating the plain one." |
| [0:28-0:38] Straight to camera again, bag held loosely. This is the objection beat — deliver it flat, not defensively. | — | "And look — before somebody asks. Yeah, it costs a few dollars more to add it. There's about seventy-odd spoonfuls in the bag. I've had mine over a month and I'm nowhere near done. It works out to pennies on a bowl, and it's the difference between this being noodles and this being dinner. That's my honest read on it." |
| [0:38-0:47] They eat. Properly eat — a real mouthful, a pause, a second one. Genuinely good, not performed. | — | "Mm. Okay, so the black garlic one with these on it — the broth is deep, it's a little sweet, and now you've actually got something to chew that isn't the noodle. That's what was missing and I didn't know that's what was missing." |
| [0:47-0:53] They tilt the bowl toward the lens, then flip the immi packet to the back panel. | 28g protein · 12g fiber · 350 cal | "And the bowl itself is twenty-eight grams of protein, twelve grams of fiber, three hundred fifty calories. The toppings are like twenty calories. They're not the health thing. They're the reason I finish it." |
| [0:53-0:58] End card: packet lineup + both topping bags, logo. | immieats.com | "It's immi. When you get to the add-on part — that's what it is. Get it. immieats.com." |
❌ Reject
🔄 Revise
102-005 — Just Read Me The Ingredients
Status: pending · Platform: meta · v1
Sources (4)
- Strategy Brief Aug 17→30, @theblonderunner — "I Could Eat These Every Day - Talking Head Hook", test CPP $48, 4 purchases. Brief's diagnosis: the talking-head cold open **beat its own food-shot-first sister cut**, "reproducing the account's people-first-over-product-first cold-open preference."
- SKU spec, `research/creative-calibration.md` L106-111: Spicy Garlic Kimchi topping bag — kimchi (cabbage, chili, garlic, ginger, salt, water), cabbage, carrot, tofu, red bell pepper, green leek, garlic, jalapeño. 15 cal / 5g tablespoon, ~62 servings, 125mg sodium (5% DV).
- Typeform functional-medicine / clean-label trust cluster (2026-06-08): 60+ clean-eating buyers who vet food by reading who and what is in it.
- Kevin, Mar 17 2026: never "made from real ingredients" — "high quality ingredients."
Context (5)
- Angle: The legibility door, in the account's proven two-person talking-head cold open. The 55-65 clean-label buyer has one habit that governs every food purchase — they turn the package over and read it, and if they can't pronounce it, it goes back. This script hands that habit the mic: one person reads the topping bag's ingredient list out loud, and it's just food, in order, and then it ends. No health claim is made and none is needed — the persuasive move is that the list is short enough to finish saying. Kimchi SKU hero, so the flavor swing carries the second half. The conviction line lands before any product is shown.
- Channel tag: hi-fi-video
- Priority: medium — smallest audience of the five, but the only script speaking to the clean-label / expert-trust cluster, which the Atlas has never had a graduated creative for, and the only one heroing the kimchi SKU.
- Research signal: @theblonderunner people-first talking-head cold open (Aug 17→30) + functional-medicine / clean-label trust cluster (Typeform 2026-06-08).
- Template used: Template 1 (Angle-Driven) in the @theblonderunner two-person talking-head shape.
⚠️ Claims discipline: this script makes no gut-health, fermentation-benefit, immunity or digestion claim. Kimchi is discussed as a flavor and ingredient only. The 1g of fiber in a tablespoon does not support a functional claim and nobody in this script makes one. If a caption gets added in edit that implies one, cut it.
Runtime: ~40s
| Scene (timestamps) | On-Screen Text | Voiceover |
|---|---|---|
| [0:00-0:04] Cold open on two people — a couple in their late 50s — at their own dining table. No food in frame yet. She's mid-sentence, talking to him, half to camera. | "just read me the ingredients" | Her: "I don't want the front of the box. I never want the front of the box. Just read me the ingredients." |
| [0:04-0:12] He picks up the Spicy Garlic Kimchi topping bag, turns it over, and reads. Deadpan, unhurried. Insert: macro shot of the actual ingredient panel, legible. | — | Him: "Kimchi — cabbage, chili, garlic, ginger, salt, water. Cabbage. Carrot. Tofu. Red bell pepper. Green leek. Garlic. Jalapeño." (beat) Her: "…that's it?" Him: "That's it. That's the whole back of the bag." |
| [0:12-0:18] She takes it off him and checks for herself, because of course she does. Small laugh between them. Genuinely warm — this is a real habit, not a bit. | you can finish reading it out loud | Her: "Forty years of turning packages over in the grocery store, and that is the first one I've been able to get to the end of without stopping." |
| [0:18-0:26] Build: hot bowl, the kimchi topping spoonful going in, the bloom. Chili and cabbage opening into the broth. Steam, color. Hold this — it's the craveability beat. | — | Him: "It goes on hot noodles. Thirty seconds and it comes back. And it's not a garnish, it actually tastes like something — the chili and the garlic get down into the broth." |
| [0:26-0:33] Both eating. She reacts first — genuine heat reaction, hand up, laughing, going straight back in for more. He's already ahead of her. | — | Her: "Oh, that's got some heat on it." (goes back in) "…I'm going to put this on everything, that's the problem." |
| [0:33-0:38] Overhead of the finished bowl. Panel graphic in and out, clean. | 28g protein · 12g fiber · lower carb · 350 cal | Him: "And the bowl under it is twenty-eight grams of protein, twelve grams of fiber, lower carb, three fifty. High quality ingredients, all the way down. That's the reason it's in this house." |
| [0:38-0:42] End card: packet lineup with both veggie topping bags, logo. | immieats.com | Her: "immi — and get the kimchi toppings, not just the plain ones. immieats.com." |
Batch QA gate
| Check | 001 | 002 | 003 | 004 | 005 |
|---|---|---|---|---|---|
| Genuinely different creative concept | ✅ transparency | ✅ founder P→S / waste | ✅ permission | ✅ objection explainer | ✅ legibility |
| Copies a named graduated winner's format | ✅ @mealynnwong | ✅ B089-005 | ✅ It Feels Forbidden | ✅ @ShaneDarrow | ✅ @theblonderunner |
| Hook stops in <2s, no number in the hook | ✅ | ✅ | ✅ | ✅ | ✅ |
| Macro stat is a proof beat, never the claim | ✅ 0:37 | ✅ 0:42 | ✅ 0:29 | ✅ 0:47 | ✅ 0:33 |
| Dedicated taste / craveability scene | ✅ 0:31 | ✅ 0:35 | ✅ 0:24 | ✅ 0:38 | ✅ 0:18 |
| Second person / direct to viewer | ✅ | ✅ | ✅ | ✅ | ✅ |
| End card + spoken CTA | ✅ | ✅ | ✅ | ✅ | ✅ |
| No keto · no gluten · no ADHD · no competitor | ✅ | ✅ | ✅ | ✅ | ✅ |
| Specs locked (28g / 12g / lower carb / 350) | ✅ | ✅ | ✅ | ✅ | ✅ |
| Topping never credited with macro work | ✅ | ✅ | ✅ | ✅ | ✅ |
| 5 minutes (never 3) | ✅ | ✅ | ✅ | ✅ | ✅ |
| Distinct story arc | Q→reveal→build→taste→macro | moment→origin→mechanism→taste→scale | permission→craveability→proof | address→confusion→explain→objection→taste | conviction→read→build→taste→macro |
| Distinct audience cluster | expectation-gap buyer | cooking-for-one 55-65 | Guilty Ramen Lover / permission | add-on-blocked cart | clean-label / expert-trust |
Not covered in this batch, flagged for the next one: there is an obvious still-image brief in this territory for Ahyoon (packet + bag + finished bowl, a three-object build). The batch was specified as video so it isn't here, but it is the cheapest asset in this territory and Ahyoon has capacity.
Open question for Kevin — answer before Michelle schedules 102-004. If the toppings are not currently purchasable as a standalone add-on, and only appear inside the $85 "Best Value" bundle, then 102-004 is describing a checkout flow that doesn't exist and needs a rewrite before shoot. It's the highest-priority script here, so this is worth confirming first.