Batch 86
Status: ready_for_review · Triggered by: kevin · Brief: weight loss
086-001 — The Smaller-Plate Trap
Status: pending · Platform: meta · v1
Sources (4)
- Strategic framing (memory, 2026-07-07): "bare 'lose weight' = problem-agitation copy that dies; mechanism framings (macro-fit, calorie-deficit, protein) = solution/proof that scales." This script enters through the *deprivation-trap problem* (eating less → hungrier), then resolves on the protein+fiber satiety mechanism — never naming weight loss.
- Typeform purchase-trigger trend (tracking/angles-used.md): Weight loss is a flat 4–5% *stated* trigger but "real intent, stated less often — narrative vs. explicit." → dramatize the narrative (the hunger), not the number.
- Motion outcome data (calibration): satiety/"keeps you full" outcome framing hits ~10% vs ~1% for "high protein." Fullness is the strongest converting outcome lever.
- Meta policy rule (performance-notes, Mar 12): "I lost X lbs" / before-after / explicit loss numbers get flagged. Satiety, fullness, energy, "fits my routine" are the safe + higher-performing substitutes.
Context (6)
- Angle: Demand-gen. The dieter's deprivation loop — "I kept eating less and I was hungrier than ever" — reframed to the real mechanism (protein + fiber keep you full, restriction doesn't). Weight loss is the unspoken subtext; the on-screen story is about hunger.
- Channel tag: ugc-creator
- Priority: high — fresh emotional entry (restriction-backfire) that isn't a retread of the approved satiety/volume/tracking scripts, and it's Meta-policy-safe.
- Research signal: 2026-07-07 mechanism-vs-agitation framing + Typeform "weight loss = narrative not explicit" + Motion satiety hit-rate.
- Template used: Template 3 (Community Language) → problem-first UGC arc
- Runtime: ~100s
| Scene (timestamps) | On-Screen Text | Voiceover |
|---|---|---|
| [0:00-0:04] Woman ~50 at kitchen counter, tired, sliding away a sad little plate — a few crackers, plain | I kept eating less. | "I kept making my lunches smaller. And smaller." |
| [0:04-0:09] Same woman opens the fridge, stares, closes it, rubs her temples | And somehow… hungrier. | "And the smaller they got, the hungrier I was. By 3pm I couldn't think about anything but food." |
| [0:09-0:15] Quick cuts — measuring cup, a tiny undressed salad, checking the clock | It wasn't willpower. | "I kept telling myself I just needed more willpower. Turns out I had the whole thing backwards." |
| [0:15-0:22] She stops, talks straight to camera, plainly | — | "Eating less didn't keep me full. It just left me starving by nine and eating everything in the kitchen." |
| [0:22-0:30] She pulls out an immi packet, tears it, pours boiling water — first product moment | — | "What actually changed my afternoons wasn't eating less. It was eating something that finally kept me full." |
| [0:30-0:40] CRAVEABILITY — steam rising, chopsticks lifting a glossy nest of noodles, deep dark broth, tight close-up | — | "It's a real bowl of ramen. Actual noodles. Broth I genuinely want to drink to the bottom." |
| [0:40-0:48] She takes a bite, eyes close, one beat of silence, small satisfied nod | 28g protein · 12g fiber | "[bite… beat] …okay. That's the good part. And here's the part that fixed the 3pm spiral —" |
| [0:48-0:58] Macro numbers build on screen over the bowl | 350 calories | "28 grams of protein and 12 grams of fiber — for 350 calories. Protein and fiber are what actually keep you full. Not the tiny sad plates." |
| [0:58-1:06] She's relaxed at her desk, working, not thinking about food | Full 'til dinner. | "I ate a warm, filling lunch — and I finally stopped grazing all afternoon." |
| [1:06-1:14] Bowl beauty shot, clean callouts | Lower carb · No artificial anything · 5 min | "Lower carb, no artificial anything, ready in 5 minutes. It doesn't feel like a diet. It feels like lunch." |
| [1:14-1:22] Product end card — flavor lineup + retail | immi · immieats.com | "It's immi. Target, Whole Foods, Sprouts, or immieats.com. Eat the bowl. Stay full. That's honestly the whole trick." |
❌ Reject
🔄 Revise
086-002 — The Only Number That Matters
Status: pending · Platform: meta · v1
Sources (4)
- Strategic framing (memory, 2026-07-07): mechanism framings (macro-fit, calorie-deficit, protein-per-calorie) are the solution/proof register that *scales* for weight-conscious audiences. This is the demand-capture counterpart — leads with the calorie-efficiency mechanism.
- Fitness LP (SCRIPT_TEMPLATES Template 7): "THE TASTIEST WAY TO LOSE WEIGHT" — immi's ~2-year top-performing landing page. This creative is the top-of-funnel match for that capture surface, kept policy-safe by staying in satiety/calorie-math language.
- Approved-script precedent: B19-156 "The Protein Math" (real-vs-fortified protein) approved; B09 CICO "do the math" skipped as a still. No approved *video* has run the protein-AND-fiber-per-calorie satiety mechanism — this fills that gap.
- Meta policy rule (Mar 12): outcome implied via "most filling per calorie" / "still full at 3pm," never an explicit weight number.
Context (6)
- Angle: Demand-capture. Direct-challenge mechanism ad for people already counting calories: the food that gives you the most protein + fiber *per calorie*, so a deficit doesn't feel like starving. Proof-driven, polished, with a craveability core so it doesn't read as diet food.
- Channel tag: hi-fi-video
- Priority: high — direct feeder for the "Tastiest Way to Lose Weight" LP; mechanism register is the framing memory says scales.
- Research signal: 2026-07-07 mechanism-scales insight + Fitness LP top-performer + Motion satiety outcome hit-rate.
- Template used: Template 1 (medium-long, problem→mechanism→proof)
- Runtime: ~85s
| Scene (timestamps) | On-Screen Text | Voiceover |
|---|---|---|
| [0:00-0:04] Bold text over a clean, steaming immi bowl beauty shot | The only number that matters. | "If you're eating fewer calories right now — forget the number on the box for a second." |
| [0:04-0:10] Two lunches side by side: a limp undressed salad vs. the full immi bowl | Same calories. | "Two lunches. Roughly the same calories. One leaves you starving in an hour. One doesn't." |
| [0:10-0:18] Macro figures animate on over the bowl | 28g protein · 12g fiber · 350 cal | "The difference is protein and fiber. This bowl: 28 grams of protein, 12 grams of fiber — for 350 calories." |
| [0:18-0:26] Simple mechanism visual — a fullness meter filling up, no jargon | Protein + fiber = full | "Protein and fiber are the two things that actually keep you full. Most low-calorie food skips both. So you eat less — and you're miserable." |
| [0:26-0:36] CRAVEABILITY — slow noodle pull, broth pour, close-up chew, a real satisfied reaction | — | "And no, this isn't sad diet food. Springy noodles, a deep savory broth you'll want to finish. [beat] The kind of bowl you actually look forward to." |
| [0:36-0:44] Person eating at a desk at noon, then calm and satisfied hours later | Still full at 3. | "Eat it at noon. Still full at three. Not raiding the pantry before dinner." |
| [0:44-0:52] Stack callout card | Lower carb · Ready in 5 min | "28 grams of protein, 12 grams of fiber, lower carb, ready in 5 minutes. The most filling bowl per calorie you'll find." |
| [0:52-1:00] Social-proof card over flavor lineup | 3M+ customers · 7,000+ stores | "Three million people. Seven thousand stores. It's called immi." |
| [1:00-1:08] Product end card — retail + site | immi · immieats.com | "Target, Whole Foods, Sprouts — or immieats.com. Eat the bowl that keeps you full. Do the math." |
QA: no "lose weight"/pounds/before-after (Meta-policy safe) · no keto · no gluten · no sodium claim · no competitor named · "actual noodles" not "made from real ingredients" · 5 minutes · immieats.com · stack led (28g protein / 12g fiber / lower carb / 350 cal) · craveability + taste beat in both · 35-55 talent · demand-gen (086-001) + demand-capture (086-002) · genuinely distinct formats and emotional entries.