Batch 95
Status: ready_for_review · Triggered by: michelle · Brief: weight loss. avoid 1st pov
095-001 — To Cheat, or Not To Cheat
Status: pending · Platform: meta · v1
Sources (3)
- Graduation Learnings / Strategy Brief Jul 6 → Jul 19 — *@mondocancook - Tastes Like A Cheat Meal But Doesn't Hit Like One* (test CPP $24, cheapest of the cycle; $2.1k scale spend, 46 purchases — the account's biggest scaling story): "To Cheat Or Not To Cheat" overlay → macro walk → "tastes like a cheat meal but doesn't hit like one."
- Strategy Brief Jul 6 → Jul 19: "weightloss is the best angle of the cycle (50% hit rate)… reproduce it as the biggest bet of the batch."
- performance-notes.md (Mar 12, 2026): no explicit weight numbers / before-after — keep it on the craving and the goal, never a pounds claim.
Context (5)
- Angle: Direct reproduction of the account's biggest scaler — the cheat-meal decision — rebuilt in SECOND PERSON so it isn't a first-person confessional. It's that late hour where *you're* deciding whether to blow the day on the thing you're craving; the ad hands you the workaround. Craving-tension is the hook; the macros land as the twist that makes the "cheat" free.
- Channel tag: ugc-creator
- Priority: high — a near-direct reproduction of the cheapest-test, highest-scaling creative in the program, converted to the non-1st-pov shape the brief asks for. If one script in this batch gets made first, make this one.
- Research signal: @mondocancook cheat-meal graduation ($24 test CPP, biggest scaler) + weightloss = 50% cycle hit rate.
- Template used: Template 4 (Winning Ad Remix) — cheat-meal frame, second-person address
- Arc: craving-decision hook → the usual trade-off → craveability → macro twist → cheat-that-isn't payoff → CTA
- Runtime: ~42s
| Scene (timestamps) | On-Screen Text | Voiceover |
|---|---|---|
| [0:00-0:04] Close on a phone glowing on a dark counter — a delivery app open, thumb hovering over "order." A steaming bowl slides into frame beside it. | to cheat, or not to cheat | It's that hour where you're deciding whether to cheat on your goals. Put the phone down. You don't have to. |
| [0:04-0:11] The phone goes face-down. Hand pulls an immi packet into frame, tears it, water going in. | (no text) | Every time you're cutting, you hit the same wall — the thing you're craving costs you the whole day. So you either suffer or you cave. Here's the third option. |
| [0:11-0:22] CRAVEABILITY. Broth pouring dark and glossy, chili oil bead spreading, a soft egg halved in, thick noodle pull, chopsticks lifting steam. Someone takes a bite off-camera — an audible, real reaction. | 5 minutes | Because this eats like the meal you'd feel guilty about. Deep savory broth, real roasted garlic, noodles with actual chew. Add an egg, some chili crisp — it's the bowl you'd order at 11pm. |
| [0:22-0:31] Packet turned to the nutrition panel, held steady next to the bowl. | 28g protein · 12g fiber · 350 cal | Except it's twenty-eight grams of protein, twelve grams of fiber, three hundred fifty calories. That's the cheat meal that doesn't hit like one. |
| [0:31-0:37] The delivery app gets swiped closed. Bowl, half-eaten, sitting where the phone was. | (no text) | So the craving's handled, your goals are handled, and tomorrow you're not starting over. That's the whole trick. |
| [0:37-0:42] End card — flavor lineup, product front/back. | 5 minutes · immieats.com | Five minutes on the stove. It's immi — immieats.com, or Target, Whole Foods, Sprouts and CVS. |
❌ Reject
🔄 Revise
095-002 — You Didn't Quit Ramen. You Quit What It Cost You.
Status: approved by kevin at 7/27/2026, 11:37:48 AM · Platform: meta · v1
Notion push failed: Invalid select option, commas not allowed: Template 4 (Winning Ad Remix) — founder-VO reframe + proof comparison, problem-open
Sources (3)
- Strategy Brief Jun 22 → Jul 5 (scaling watchlist): *Instead Try immi* — founder-VO reframe + stat-by-stat proof comparison is "the ONLY scaling creative on the board where the funnel isn't visibly bleeding" (ATC +2.2pp, TSR held). "Worth a dedicated re-cut in the next batch specifically to confirm this execution reproduces."
- performance-notes.md (Mar 25, 2026): founders left "corporate jobs," never a named industry. (Mar 17): never "made from real ingredients" — say "high quality ingredients."
- performance-notes.md (Mar 12): satiety/"fits your goals" framing replaces explicit weight-loss language.
Context (5)
- Angle: The founder-VO us-vs-them proof-comparison — the single highest-confidence *structural* ask on the board (the only clean-scaling shape). Kevin talks directly TO you (second person throughout — answering you, not narrating himself), opening on your problem: you gave up ramen for your goals because the old stuff didn't fit them. Cut against a stat-by-stat build vs. UNBRANDED generic ramen. The category is the villain; no competitor is named or shown.
- Channel tag: hi-fi-video
- Priority: high — reproduces the only Us-vs-Them creative in the program whose mid-funnel isn't bleeding at scale, which the last two briefs explicitly asked to re-cut and never got. Founder-to-you is inherently non-1st-pov-confessional.
- Research signal: *Instead Try immi* scale-funnel health (ATC +2.2pp) + the standing 4-slot founder-VO/proof-comparison ask.
- Template used: Template 4 (Winning Ad Remix) — founder-VO reframe + proof comparison, problem-open
- Arc: your-problem open → the reframe (it failed you) → proof comparison → craveability → permission close → CTA
- Runtime: ~70s
| Scene (timestamps) | On-Screen Text | Voiceover |
|---|---|---|
| [0:00-0:05] Kevin, direct to camera, plain kitchen, no set dressing. Starts mid-thought. | (no text) | You gave up ramen when you got serious about your goals. And every diet since, you've quietly missed it. |
| [0:05-0:14] He picks up a generic unbranded noodle brick, turns it over, sets it down. No logos visible. | (no text) | Here's the part nobody told you: that stuff was never built to fit anyone's goals. It was built to be cheap and sit on a shelf for two years. When you eat it and you're starving an hour later — you didn't fail it. It did exactly what it was designed to do. |
| [0:14-0:22] He leans in. Beat. The reframe. | You didn't quit ramen. You quit what it cost you. | So you didn't actually quit ramen. You quit the crash, the carbs, the hunger that came after. Nobody had ever rebuilt the bowl itself. |
| [0:22-0:32] Cut to the two founders in a test kitchen — bowls, notebooks, a wall of iterations. Working, not posing. | (no text) | We left our corporate jobs because we both grew up on this food and didn't want to give it up either. Two years, two hundred recipes, to make one that fits the life you're actually living. |
| [0:32-0:46] PROOF COMPARISON. Clean split build, no brand names — left "typical instant ramen," right immi. Numbers stack in one at a time. | Protein 9g → 28g · Fiber 1g → 12g · Net carbs 50g+ → 17g · Calories 380 → 350 | Nine grams of protein became twenty-eight. One gram of fiber became twelve. Over fifty net carbs became seventeen. Three hundred fifty calories. Same five minutes. Same hot water. A bowl that actually fits inside your day instead of blowing it up. |
| [0:46-1:00] CRAVEABILITY. Full-screen food: noodle pull, springy and glossy; broth close, dark and deep; steam. Kevin eating it, not performing. | (no text) | And none of that matters if it doesn't taste like ramen. So — chewy noodles, real chew. Broth with depth, black garlic, savory, the kind you tip the bowl for. High quality ingredients, no artificial anything. It's the bowl, not a substitute for the bowl. |
| [1:00-1:06] Back to Kevin, direct to camera. Warm close. | (no text) | So you don't have to keep choosing between the food you love and the goals you set. You never did. Somebody just had to build it right. |
| [1:06-1:10] End card. Flavor lineup, retail shelf shot, logos. | 3M+ customers · 7,000+ stores · immieats.com | Three million people, seven thousand stores. Find immi at Whole Foods, Target, Sprouts, CVS, or immieats.com. |
Tag:
095-003 — Same Craving. Different Math.
Status: pending · Platform: meta · v1
Sources (3)
- Strategy Brief Jul 6 → Jul 19: *Ramen Got A Glow Up* (commonenemy, 25% hit) — "a plain split-screen us-vs-them, competitor pack vs. immi pack… product-macro/comparison statics hold up better." Next-batch mix: "6 × commonenemy — reproduce that layout — pack vs. pack, benefit badges."
- CLAUDE.md Strategic Calibration: the moat is the STACK (protein + fiber + lower carb), not any single macro.
- performance-notes.md (Mar 12): no explicit weight numbers — frame as "same craving, different math," not a loss claim.
Context (5)
- Angle: The split-screen us-vs-them "glow up," built as motion instead of a static — the exact layout the brief asked to reproduce across pairings. Left frame: the old instant bowl that wrecks the math. Right frame: immi, same craving satisfied, macros that fit the goal. Omniscient VO addressed to "you" (no character narration). Unbranded generic on the left — no competitor shown.
- Channel tag: hi-fi-video
- Priority: medium-high — reproduces a graduated commonenemy execution in a fresh (video) form; the side-by-side proof shape is the framing that scales cleanest, and it's a pure visual swing distinct from the founder cut (095-002).
- Research signal: *Ramen Got A Glow Up* split-screen graduate + the 6-slot commonenemy reproduce ask.
- Template used: Template 2 (Competitor Gap) — split-screen comparison, no competitor named
- Arc: identical-craving setup → the old math → the immi math (proof) → craveability on the immi side → verdict → CTA
- Runtime: ~40s
| Scene (timestamps) | On-Screen Text | Voiceover |
|---|---|---|
| [0:00-0:04] SPLIT SCREEN, both sides steaming. Left: a plain unbranded instant bowl. Right: an immi bowl. Identical craving, identical hunger. | same craving | Two in the afternoon, you want a hot bowl of noodles. Same craving, both sides. The difference is what it does to your day. |
| [0:04-0:12] Left side only lights up: pale broth, a limp noodle pull, a tiny seasoning packet. | (no text) | The one you grew up on is cheap, fast — and it's built to leave you hungry again by three. Nine grams of protein, a gram of fiber, a wall of carbs. You know how this ends. |
| [0:12-0:22] Right side lights up. CRAVEABILITY — immi noodle pull, springy and glossy, dark black-garlic broth, chili oil, a soft egg, real steam, a genuine bite reaction off-camera. | 5 minutes | Same five minutes, same hot water — this one's savory, deep, real chew, a broth you actually want to finish. It eats like the bowl you'd pay for, not the bowl you'd apologize for. |
| [0:22-0:32] Both packs side by side, benefit badges stacking on the immi side. | 28g protein · 12g fiber · 17g net carbs · 350 cal | Twenty-eight grams of protein. Twelve grams of fiber. Seventeen net carbs. Three hundred fifty calories. Same craving — completely different math. |
| [0:32-0:36] Left bowl fades out. Only the immi bowl remains, full, warm. | (no text) | So you don't have to skip the thing you actually want. You just pick the one that fits. |
| [0:36-0:40] End card — flavor lineup, product front/back, retail logos. | immieats.com · Whole Foods · Target · Sprouts · CVS | It's immi. Find it at Whole Foods, Target, Sprouts, CVS, or immieats.com. |
❌ Reject
🔄 Revise
095-004 — The Noodles That Actually Fit the Cut
Status: pending · Platform: tiktok · v1
Sources (3)
- Strategy Brief Jul 6 → Jul 19: the one protein graduate, *UGC Split Screen #4*, "only works because it's a multi-creator social-proof stitch where the stat is one beat among several taste reactions — not a monologue cold open."
- Strategy Brief Jun 22 → Jul 5 (next-batch mix): "8 × Social Proof — authentic reaction/taste cold-open… creator bite or taste reaction in frame 1."
- performance-notes.md (Mar 22): every hook must be thumbstopping in <2s + a dedicated craveability scene.
Context (5)
- Angle: A multi-creator taste-reaction stitch — four different people's real first bites, cut together, macro buried as a mid-reel proof beat (the exact structure of the cycle's one protein winner). It's social proof, not a first-person story: no single person's life arc, just a chorus of "wait, that's actually good" over the same weight-goal frame. Reaction is the hook.
- Channel tag: ugc-creator
- Priority: high — reproduces the only protein-angle graduate's winning structure AND satisfies the standing 8-slot reaction/taste-open ask; the multi-voice format is the cleanest way to run "weight loss" without a first-person confessional.
- Research signal: *UGC Split Screen #4* multi-creator stitch (the stat-buried social-proof mold) + the reaction/taste-open lane.
- Template used: Template 3 (Community Language) — multi-creator reaction stitch, macro mid-reel
- Arc: reaction cold open → shared setup (fits the cut) → craveability montage → macro proof beat → chorus verdict → CTA
- Runtime: ~38s
| Scene (timestamps) | On-Screen Text | Voiceover (rotating creators, all in reaction — none telling a life story) |
|---|---|---|
| [0:00-0:03] FRAME ONE IS A BITE. Creator A (F, 30s) mid-slurp, eyebrows up, stops. Hard cut to Creator B (M, 40s) doing the same. | wait— | A: "Wait. Hang on." B: "Okay, that's not what I expected." |
| [0:03-0:10] Quick-cut montage: four different kitchens, four people holding the same immi packet, all a little surprised. | (no text) | C: "So this is the ramen you can actually eat when you're watching your goals?" D: "That's the part I didn't believe." A: "Same." |
| [0:10-0:20] CRAVEABILITY montage: noodle pulls across all four bowls, broth swirls, a soft egg, chili crisp, steam. Real bites, real "mm" reactions stacked. | 5 minutes | B: "It's rich. Deep, savory, real chew — not that sad instant texture." C: "The broth you finish." D: "Five minutes, hot water, that's it." A: "It tastes like the version you're not supposed to have." |
| [0:20-0:29] All four flip their packets to the panel at once, quad-split. | 28g protein · 12g fiber · 350 cal | C: "Twenty-eight grams of protein." B: "Twelve grams of fiber." D: "Three hundred fifty calories." A: "For a whole bowl of ramen. That's the catch — there isn't one." |
| [0:29-0:34] Fast round of verdicts, each to camera. | (no text) | B: "This just fits." C: "Ten out of ten." D: "It's in my cart." A: "Yeah, I'm not going back." |
| [0:34-0:38] End card — flavor lineup, product front/back. | 5 minutes · immieats.com | It's immi. immieats.com, or Target, Whole Foods, Sprouts and CVS. |
❌ Reject
🔄 Revise
095-005 — POV: You're Done Eating Sad Diet Food
Status: pending · Platform: tiktok · v1
Sources (3)
- Strategy Brief Jun 22 → Jul 5 — *Eat ramen to hit your summer body goals* (Lifestyle/Native graduate, $46.46 test CPP): "pov: you eat ramen to hit your summer body goals" → taste reaction → "it's not bland, it's actually savory." Next-batch mix asks for more cuts to confirm the lane.
- Reddit r/1200isplenty / r/loseit community framing (via angles-used.md): the recurring "I'm so sick of sad diet food" fatigue is a durable before-state.
- performance-notes.md (Mar 22): dedicated craveability scene with specific sensory detail is mandatory.
Context (5)
- Angle: Reproduces the graduated "pov: you…" Lifestyle/Native taste-reaction — a genuinely second-person POV format (the caption and VO put the VIEWER in the frame, not a creator's biography). The fresh door is deprivation fatigue: you're not failing your goals, you're just sick of joyless food and about to quit over it. immi is the bowl that ends the misery.
- Channel tag: ugc-creator
- Priority: high — reproduces a graduated lane the brief wants confirmed, in its native pov:you shape, on a broad, highly-felt psychographic (diet-food fatigue) that 92/93/94 never opened.
- Research signal: *Eat ramen to hit your summer body goals* ($46.46 CPP) + the diet-food-fatigue before-state in the deficit communities.
- Template used: Template 1 (Angle-Driven) — pov:you taste-reaction, Lifestyle/Native
- Arc: pov hook (done with sad food) → the fatigue → the bowl → craveability → macro proof → "keeping it cute" verdict → CTA
- Runtime: ~36s
| Scene (timestamps) | On-Screen Text | Voiceover |
|---|---|---|
| [0:00-0:04] Fast, native phone-shot. A limp desk salad and a plain grilled chicken breast get slid off-screen. A steaming immi bowl slides in to replace them. | pov: you're done eating sad diet food | POV: you're three weeks into being "good" and you cannot look at another dry salad. |
| [0:04-0:10] Quick cuts of the graveyard — a half-eaten protein bar, a joyless meal-prep container, a shaker bottle. | (no text) | Nobody quits their goals because it's hard. You quit because the food is depressing. Rabbit food for lunch, sad chicken for dinner, and you're miserable by day four. |
| [0:10-0:20] CRAVEABILITY. Kettle, packet, five-minute timer, then the noodle pull — springy, glossy, spicy broth bright and red, chili oil, steam. A real first bite, eyes close, immediate second bite. | 5 minutes | So here's the plot twist — it's ramen. Real ramen. Spicy, savory, noodles with actual chew, the kind of broth you tip the bowl for. This is the opposite of sad food. |
| [0:20-0:28] Packet turned to the panel. | 28g protein · 12g fiber · 350 cal | And it still fits: twenty-eight grams of protein, twelve grams of fiber, three hundred fifty calories. Half your protein for the day in one bowl you actually look forward to. |
| [0:28-0:33] Empty bowl set down, satisfied. | (no text) | Full, hit your protein, stayed on track — and you didn't have to suffer for it. Keeping it cute. |
| [0:33-0:36] End card — flavor lineup, product front/back. | 5 minutes · immieats.com | It's immi. immieats.com, or Target, Whole Foods and Sprouts. |
❌ Reject
🔄 Revise
095-006 — You've Walked Past This Aisle for Years
Status: pending · Platform: meta · v1
Sources (3)
- Strategy Brief Jun 22 → Jul 5 — *For the First Time in Years* (default v1 graduate, $60 test): "this is the first time I can grab instant ramen to the shelf and not feel bad about it" (grocery shelf cutaway).
- performance-notes.md (Mar 12): satiety/permission framing replaces explicit loss language; no before/after.
- CLAUDE.md Strategic Calibration: "the protein arms race is commoditizing high protein" — the moat is the stack in a comfort-food format you'll actually eat.
Context (5)
- Angle: Reproduces the "For the First Time in Years" grocery-shelf relief graduate, rebuilt in second person and shot as a store vignette (no creator monologue). The door is the small, specific grief of a dieter: you've trained yourself to walk past the ramen aisle because it's a landmine for your goals — and for the first time, you don't have to. Permission at the shelf.
- Channel tag: hi-fi-video
- Priority: high — reproduces a current-cycle default-v1 winner in non-1st-pov form; the shelf-relief moment is a distinct, universal weight-management emotion that no prior batch built on, and it's demand-gen (product is a discovery, not a pitch).
- Research signal: *For the First Time in Years* grocery-shelf graduate + the permission/relief framing that replaces loss language.
- Template used: Template 1 (Angle-Driven) — permission reframe, retail vignette
- Arc: the avoided aisle → why you avoid it → the discovery → craveability → macro proof → permission payoff → CTA
- Runtime: ~46s
| Scene (timestamps) | On-Screen Text | Voiceover |
|---|---|---|
| [0:00-0:04] A grocery cart rolling down an aisle. It slows near the instant-noodle shelf, then keeps going. A hand never reaches out. | (no text) | You've walked past this aisle for years. On purpose. |
| [0:04-0:12] Slow push on the shelf of generic instant noodles as the cart passes — nostalgic, a little sad. | (no text) | Because ramen was the first thing you gave up when you got serious. Too many carbs, no protein, starving an hour later. It didn't fit the goals, so you trained yourself to look away. |
| [0:12-0:20] The cart stops. A hand picks up an immi pack, turns it over, reads the front. A beat of surprise. It goes in the cart — then a second one. | (no text) | So the first time you see one built to actually fit — twenty-eight grams of protein, twelve grams of fiber — you kind of don't believe it. You read it twice. And then you put it in the cart for the first time in years. |
| [0:20-0:32] CRAVEABILITY. Home kitchen: kettle, packet, five-minute timer, the noodle pull — springy, glossy, black-garlic broth dark and deep, a soft egg, steam. First sip, a pause, a nod. | 5 minutes | And it holds up. Rich, savory, real roasted garlic, noodles with genuine chew — the bowl you actually missed, not a diet version of it. |
| [0:32-0:40] Bowl on the counter, macro text lands as proof. Cut to the cart at checkout, immi in it. | 28g protein · 12g fiber · 350 cal | Twenty-eight grams of protein, twelve grams of fiber, three hundred fifty calories. So the aisle you avoided for a decade is just… back on the menu. |
| [0:40-0:46] End card — flavor lineup on a counter next to grocery bags. Retail logos. | immieats.com · Whole Foods · Target · Sprouts · CVS | Three million people already reach for it. immi — at Whole Foods, Target, Sprouts, CVS, or immieats.com. |
❌ Reject
🔄 Revise
095-007 — You Don't Overeat at Dinner. You Overeat at Nine.
Status: pending · Platform: meta · v1
Sources (3)
- Strategy Brief May 25 → Jun 7 — *Your Body Is Telling You Something* (Health & Nutrition graduate, $42.04 CPP, 41% test ATC): recasts healthy eating as a logistics/mechanism problem, not a willpower one. "The convenience/relatable reframe wins; the macro/claim open loses."
- Reddit r/loseit ↑ (grazing pattern): "I don't overeat at meals, I overeat from 8pm to bed." The evening-graze loop.
- CLAUDE.md Strategic Calibration: fiber is the differentiator (12g / 43% DV); lead on satiety ("keeps you full"), not the stat.
Context (5)
- Angle: A demand-gen satiety-MECHANISM reframe (immi absent for the first ~18s) — the door nobody's built: the reason your goals slip isn't dinner, it's the grazing from 8pm to bed, and that grazing happens because your meals left you underfed. Recasts a "willpower problem" as a fullness problem the fiber and protein actually fix. Second person, problem-first; the villain is the underfed meal, not you.
- Channel tag: hi-fi-video
- Priority: high — reproduces the graduated convenience/mechanism reframe ($42 CPP) on a fresh, extremely common weight-management behavior (evening grazing), and it leads on immi's fiber-satiety moat rather than the commoditized macro number.
- Research signal: *Your Body Is Telling You Something* mechanism-reframe graduate + the evening-graze loop in r/loseit + the fiber-satiety moat.
- Template used: Template 1 (Angle-Driven) — demand-gen mechanism reframe, long-ish form
- Arc: the real problem (9pm grazing) → why it happens (underfed) → the fullness fix → craveability → fiber/macro proof → quiet-evening payoff → CTA
- Runtime: ~52s
| Scene (timestamps) | On-Screen Text | Voiceover |
|---|---|---|
| [0:00-0:04] Dark kitchen, one light on. A hand opens a cabinet, grazes — a handful of crackers, a spoon into something, a few chips. Not a binge, just… steady. It's 9:40. | 9:40 pm | You didn't blow it at dinner. You blew it right here — nine-forty, standing at the counter, eating with your hand. |
| [0:04-0:13] Quick cuts of the evening graze: a bite of this, a bite of that, the pantry door open and shut, open and shut. | (no text) | Not because you're weak. You were good all day — the light lunch, the sensible dinner. And then at night your body comes to collect on everything it didn't get. That's not a willpower problem. |
| [0:13-0:20] Cut to black. Text frame, then a kettle clicking on. | You're not undisciplined. You were underfed. | It's a fullness problem. The meals that leave you empty at seven are exactly why you're grazing at nine. Fix the meal, the grazing stops. |
| [0:20-0:32] CRAVEABILITY. Packet, water, five-minute timer. Noodle pull — springy, glossy — black-garlic broth dark and deep, steam, a soft egg. First sip, shoulders drop, a real bite. | 5 minutes | So this is dinner now — an actual bowl. Deep, savory, roasted garlic, real chew, the kind of broth you finish. Not a sad little portion you're still hungry after. |
| [0:32-0:42] Bowl on the table, macro text lands — fiber emphasized. | 12g fiber · 28g protein · 350 cal | And the reason it holds you isn't willpower — it's the fiber. Twelve grams, forty-three percent of your day, plus twenty-eight grams of protein, in three hundred fifty calories. |
| [0:42-0:48] Later: the same kitchen, 9:40 again, dark — but the cabinet stays shut. Someone walks past it to bed. | (no text) | Which is why nine-forty gets quiet. You're not grazing, because for once you're actually full. That's the whole thing nobody tells you. |
| [0:48-0:52] End card — flavor lineup, product front/back. Retail logos. | immieats.com · Whole Foods · Target · Sprouts · CVS | It's immi. Find it at Whole Foods, Target, Sprouts, CVS, or immieats.com. |
❌ Reject
🔄 Revise
095-008 — Being "Good" at Lunch Is Why You Lose It at Three
Status: pending · Platform: meta · v1
Sources (3)
- Reddit r/1200isplenty + r/loseit "light lunch backfire" pattern: eating too little midday drives the late-afternoon binge.
- performance-notes.md (Mar 17): balance the health angle with a specific taste beat; don't over-explain the mechanism or lead with jargon.
- performance-notes.md (Mar 12): keep it on satiety/energy, never a weight number.
Context (5)
- Angle: The light-lunch-backfire paradox — a second-person counterintuitive reframe: the tiny "disciplined" lunch you're proud of is the exact reason you're raiding the break room at 3pm. Distinct from 095-007 (that's evening grazing / mechanism); this is the specific midday self-sabotage loop and the fix is a lunch that's actually a meal. Behavioral hook, taste-forward.
- Channel tag: ugc-creator
- Priority: medium-high — a sharp, recognizable behavioral loop the deficit communities describe constantly, opened counterintuitively (your "good" choice is the problem), and it lands immi as the fuller lunch rather than a smaller one.
- Research signal: the light-lunch → 3pm-binge pattern in r/1200isplenty / r/loseit.
- Template used: Template 1 (Angle-Driven) — counterintuitive behavioral reframe
- Arc: counterintuitive hook → the backfire loop → the real fix (a fuller lunch) → craveability → macro proof → no-3pm-crash payoff → CTA
- Runtime: ~40s
| Scene (timestamps) | On-Screen Text | Voiceover |
|---|---|---|
| [0:00-0:04] A sad, tiny "healthy" desk lunch — a few leaves, a boiled egg. A hand pushes it away, proud, at noon. Clock cut: 12:00. | you were so good at noon | You were so good at lunch. That little salad, so disciplined. That's exactly why you're going to lose it at three. |
| [0:04-0:11] Time-jump cuts: 1pm fine, 2pm restless, 3pm standing at the break-room table eating whatever's out. | 3:00 | Because a lunch that small isn't a meal, it's a countdown. You white-knuckle it till mid-afternoon and then you eat everything that isn't nailed down. And you blame yourself, when really you just under-ate at noon. |
| [0:11-0:21] CRAVEABILITY. At the desk: kettle water poured, five-minute timer, the noodle pull — springy, glossy, savory broth, chili oil, steam. A real bite, a small involuntary "mm." | 5 minutes | So make lunch a real bowl. This is hot, savory, deep — real roasted garlic, noodles with actual chew — and it makes the whole floor smell like you're winning. Five minutes at your desk. |
| [0:21-0:30] Packet turned to the panel next to the keyboard. | 28g protein · 12g fiber · 350 cal | Twenty-eight grams of protein, twelve grams of fiber, three hundred fifty calories. A lunch that actually holds you — not the sad little one that sets up the crash. |
| [0:30-0:35] 3pm again — the break-room table with the donuts on it. You walk past it, coffee in hand, unbothered. | (no text) | And then three o'clock comes around and the donuts just… aren't interesting. Because you're full. That's the trick — eat more at lunch, not less. |
| [0:35-0:40] End card — packets in a desk drawer, flavor lineup. Retail logos. | immieats.com · Whole Foods · Target · Sprouts · CVS | Keep a couple in your drawer. immi — at Whole Foods, Target, Sprouts, CVS, or immieats.com. |
❌ Reject
🔄 Revise
095-009 — Diet Food Makes You Measure. This You Just Eat.
Status: pending · Platform: meta · v1
Sources (3)
- Reddit r/volumeeating (durable pattern, via performance-notes Mar 12): the community wants *maximum food per calorie* — the psychology is "I want a full plate, not a measured one." Valid research; don't mirror explicit loss numbers.
- Strategy Brief Jul 6 → Jul 19: weightloss taste-reaction opens graduate; open on the feeling, land the macro mid-reel.
- performance-notes.md (Mar 22): mandatory dedicated craveability scene.
Context (5)
- Angle: The measure-vs-just-eat volume reframe, in second person (distinct from 94-004's first-person "I budgeted 350 calories" — same insight, non-1st-pov execution and a different emotional entry). The felt problem: tracking turns every meal into a math worksheet and a half-portion you're mad at. immi is a full, heavy, satisfying bowl you eat like a normal person that still fits — you get to stop measuring for one meal.
- Channel tag: hi-fi-video
- Priority: medium-high — reproduces the durable volume-eating psychology on a fresh emotional axis (the *fatigue of measuring*, not the calorie math itself), which no prior batch opened, and the "full bowl vs. sad portion" visual is inherently craveable.
- Research signal: r/volumeeating "full plate not a measured one" psychology + weightloss taste-open molds.
- Template used: Template 1 (Angle-Driven) — reframe + demonstration
- Arc: the measuring-fatigue hook → the sad-portion problem → the full bowl → craveability → macro proof → "just eat" payoff → CTA
- Runtime: ~42s
| Scene (timestamps) | On-Screen Text | Voiceover |
|---|---|---|
| [0:00-0:04] A food scale on a counter, a tiny portion being weighed and re-weighed, a phone logging it. A hand, tired of it, pushes the scale aside. | (no text) | Somewhere along the way, every meal became a math problem. Weigh it, log it, and still feel like you got robbed. |
| [0:04-0:11] A sad half-plate next to a measuring cup, then a full, heavy immi bowl set down beside it — the size difference is the point. | (no text) | Because "diet food" means measuring, and measuring means a portion you're mad at. You're counting every gram and still standing there hungry, looking for the rest of it. |
| [0:11-0:21] CRAVEABILITY. The immi bowl: a heavy noodle pull with real weight, broth dripping back, a soft egg, chili crisp, steam. A big, unmeasured bite, a real reaction. | 5 minutes | This one you just… eat. A whole bowl of ramen — savory, deep, real chew, broth you finish. It feels like a lot of food, because there is a lot of food. No scale, no cup. |
| [0:21-0:31] Packet turned to the panel next to the full bowl. | 28g protein · 12g fiber · 350 cal | And here's why you can: twenty-eight grams of protein, twelve grams of fiber, three hundred fifty calories. A full bowl that already fits — so you don't have to measure it. |
| [0:31-0:37] The scale gets put back in a drawer. The bowl gets eaten at the table, relaxed. | (no text) | For one meal a day, you get to stop doing math and just eat. Turns out that's the part that makes it stick. |
| [0:37-0:42] End card — flavor lineup, product front/back. Retail logos. | immieats.com · Whole Foods · Target · Sprouts · CVS | It's immi. Find it at Whole Foods, Target, Sprouts, CVS, or immieats.com. |
❌ Reject
🔄 Revise
095-010 — One Bowl Doesn't Restart the Whole Week
Status: pending · Platform: meta · v1
Sources (3)
- Reddit r/loseit ↑ (all-or-nothing pattern): "one bad meal and I write off the whole week" — the perfectionist-restart trap is one of the most-cited reasons diets collapse.
- Strategy Brief May 25 → Jun 7: the convenience/permission reframe ("change one meal, not your life") graduates; restriction/plan framing dies.
- performance-notes.md (Mar 12): permission/satiety framing, never explicit loss numbers.
Context (5)
- Angle: The all-or-nothing restart trap — a second-person permission reframe distinct from 093-005's veteran-dieter ("never doing another plan"). This targets the perfectionist who treats one off-meal as total failure and quits until Monday. The reframe: you don't need a perfect week, you need one meal a day that quietly fits so there's never anything to "restart." Permission as the hook.
- Channel tag: ugc-creator
- Priority: medium-high — the all-or-nothing psychology is one of the largest and least-served weight-management mindsets, and the "nothing to restart" promise is a genuinely different auction message from every plan-based competitor, which is what buys cheaper inventory.
- Research signal: r/loseit all-or-nothing/restart pattern + the graduated "change one meal" permission reframe.
- Template used: Template 1 (Angle-Driven) — permission reframe, second person
- Arc: the restart trap hook → why perfection backfires → the one-meal fix → craveability → macro proof → nothing-to-restart payoff → CTA
- Runtime: ~44s
| Scene (timestamps) | On-Screen Text | Voiceover |
|---|---|---|
| [0:00-0:04] A hand crosses a day off a wall calendar with a hard X, then flips to next Monday and circles it. Familiar, a little defeated. | starting over. again. | You had one off meal on Tuesday, so you wrote off the whole week. And now you're "starting over Monday." Again. |
| [0:04-0:12] Cabinet of abandoned attempts — a plan binder, half a tub of powder, a bar box. It closes. | (no text) | That's the trap. Not the one meal — the all-or-nothing. One slip and you burn the whole week down, quit till Monday, and Monday never actually fixes anything. |
| [0:12-0:20] Text frame, then a kettle clicking on. | You don't need a perfect week. You need one meal that fits. | So stop trying to be perfect. Change one meal a day to something that already fits your goals, and leave the rest of your life alone. Then there's nothing to restart. |
| [0:20-0:31] CRAVEABILITY. Packet, five-minute timer, noodle pull — springy, glossy, spicy broth bright and hot, chili oil, steam. A real bite, then a second right away. | 5 minutes | And it has to be food you'd actually eat. This is ramen — real chew, a broth with heat and depth, the kind you tip the bowl for. Nobody's ever quit ramen. |
| [0:31-0:39] Bowl on the table, macro text lands as proof. The calendar in the background — no new X's. | 28g protein · 12g fiber · 350 cal | Twenty-eight grams of protein, twelve grams of fiber, three hundred fifty calories. It just fits, quietly, so one bowl never blows up the week. |
| [0:39-0:44] End card — flavor lineup, product front/back. Retail logos. | immieats.com · Whole Foods · Target · Sprouts · CVS | No plan. No Monday. Just immi — at Whole Foods, Target, Sprouts, CVS, or immieats.com. |
❌ Reject
🔄 Revise
095-011 — Your Diet Isn't Making You Fat. It's Making You Mean.
Status: pending · Platform: tiktok · v1
Sources (3)
- Reddit r/loseit + r/1200isplenty "hangry" pattern: being underfed on a cut makes you irritable and hard to be around — a felt cost that's mood, not body.
- Strategy Brief Jul 6 → Jul 19: light, relatable taste-reaction opens graduate; keep it away from the macro cold-open.
- performance-notes.md (Mar 22): thumbstopping hook in <2s; every hook a complete stranger stops for.
Context (5)
- Angle: The hanger door — a light, second-person emotional reframe that sidesteps body/weight framing entirely (safest possible Meta posture): the real daily cost of under-eating isn't the scale, it's that you're snappy, foggy, and unpleasant by 4pm. immi keeps you full enough to stay a functioning human. Mood as the hook, not the body — a distinct emotional register from every other script in the batch.
- Channel tag: ugc-creator
- Priority: medium — a fresh, funny, relatable angle on a universal cut experience that no prior batch touched, and its mood framing is fully clear of the weight-loss policy surface. Lighter bet: leans on charm, so execution/casting carries it.
- Research signal: the "hangry on a deficit" mood-cost pattern in r/loseit / r/1200isplenty.
- Template used: Template 1 (Angle-Driven) — light emotional reframe, second person
- Arc: mood hook → the hanger spiral → the fullness fix → craveability → macro proof → "nice to be around" payoff → CTA
- Runtime: ~36s
| Scene (timestamps) | On-Screen Text | Voiceover |
|---|---|---|
| [0:00-0:04] A snappy little moment — someone at a desk sighs hard at a coworker, or a short text reply "fine." Clock reads 4:00. Played for a wince-laugh. | 4pm you, on a deficit | Your diet isn't making you fat. It's four p.m. and it's making you mean. |
| [0:04-0:11] Quick cuts: staring into the fridge, snapping at a partner, zoning out mid-sentence in a meeting. Relatable, not grim. | (no text) | This is what nobody warns you about the cut. You're not hungry, exactly. You're just… irritable, foggy, and unpleasant to everyone you love. Because you're running on a leaf and a coffee. |
| [0:11-0:21] CRAVEABILITY. Kettle, packet, five-minute timer, noodle pull — springy, savory broth, chili oil, steam. A real bite, and a visible "oh, I feel human again" beat. | 5 minutes | So eat something that actually holds you. This is a real bowl — hot, savory, deep, real chew. Not a sad snack that leaves you looking for a fight at four. |
| [0:21-0:29] Packet to the panel. | 28g protein · 12g fiber · 350 cal | Twenty-eight grams of protein, twelve grams of fiber, three hundred fifty calories. Enough to keep you full — and, crucially, tolerable. |
| [0:29-0:33] Back to the desk, same coworker, but now a normal, warm interaction. | (no text) | Same goals. Way nicer to be around. Your whole office thanks you. |
| [0:33-0:36] End card — flavor lineup, product front/back. | 5 minutes · immieats.com | It's immi. immieats.com, or Target, Whole Foods and Sprouts. |
❌ Reject
🔄 Revise
095-012 — "Trust Me, It Fits Your Goals"
Status: pending · Platform: meta · v1
Sources (3)
- project memory (Typeform 2026-05-11): the canonical purchase-decision arc is word-of-mouth — a friend/family text recommendation → outcome → objection → rationalization. Word-of-mouth is immi's #1 documented discovery path.
- Strategy Brief Jul 6 → Jul 19: social-proof structures where the stat is one beat among several (not a monologue open) are the graduating shape.
- performance-notes.md (Mar 12): no explicit weight numbers — keep the recommendation about the food fitting goals.
Context (5)
- Angle: The batch's format swing — a dramatized word-of-mouth text thread (the real way immi spreads), no first-person narrator at all. We watch a phone conversation between two friends unfold on screen while an omniscient VO addresses "you," then cut to the recommended friend actually making and reacting to the bowl. Reproduces the social-proof discovery pattern; the recommendation is the hook and the proof.
- Channel tag: hi-fi-video
- Priority: medium-high — grounds in immi's #1 documented purchase driver (word-of-mouth) in a structurally novel, thumb-stopping format that no recent batch used, and it's inherently non-1st-pov (a conversation, not a confession).
- Research signal: the Typeform word-of-mouth purchase-decision arc + the multi-beat social-proof graduating shape.
- Template used: Template 6/3 hybrid (Moment + Community Language) — dramatized word-of-mouth, format swing
- Arc: text-thread hook → the objection → the recommendation → craveability payoff → macro proof → "just ordered it" close → CTA
- Runtime: ~40s
| Scene (timestamps) | On-Screen Text | Voiceover |
|---|---|---|
| [0:00-0:04] Full-screen phone: a text thread. "ok what have you been eating, you look great and you're not miserable??" Typing dots appear. | (text thread on screen) | This is how it actually spreads. Not an ad. A text from the friend who finally stopped being miserable about food. |
| [0:04-0:11] The reply lands, bubble by bubble: "immi. it's ramen 😭 but it fits my goals. 28g protein." "…ramen??" "trust me." | (text thread on screen) | "It's ramen." "…ramen?" Because that's everyone's first reaction — ramen and goals don't belong in the same sentence. And then: "trust me." |
| [0:11-0:22] Cut out of the phone. The friend who got the text is now in her kitchen making it — kettle, packet, five-minute timer. CRAVEABILITY: noodle pull, springy and glossy, black-garlic broth deep and dark, chili oil, steam, a real first bite, eyebrows up. | 5 minutes | So you finally try the thing three people have now told you about. And it's… genuinely good. Savory, deep, real chew, a broth you finish. Not a diet version of ramen. Ramen. |
| [0:22-0:31] She flips the packet to the panel and, still chewing, snaps a photo of it to send back. | 28g protein · 12g fiber · 350 cal | Twenty-eight grams of protein, twelve grams of fiber, three hundred fifty calories. That's the part that makes you text the next person. |
| [0:31-0:36] Back to the phone: her reply — "ok you were right. just ordered a variety pack." A third contact gets added to the thread. | (text thread on screen) | "You were right. Just ordered it." And now she's the friend texting somebody else. That's the whole engine. |
| [0:36-0:40] End card — flavor lineup, product front/back. Retail logos. | 3M+ customers · immieats.com | Three million people got that text. It's immi — immieats.com, or Whole Foods, Target, Sprouts and CVS. |
Batch QA Gate
| Check | Result |
|---|---|
| Avoid 1st POV (per brief) | ✅ all 12 — second-person direct-to-viewer, founder-to-you, multi-creator reaction stitch, pack-vs-pack, or dramatized word-of-mouth; zero first-person "I've been struggling…" confessionals (the Batch 94 shape this brief counters) |
| Weight loss angle (the cycle's #1 bet) | ✅ all 12 — cravings/deficit-as-tool/"fits your goals"/satiety framing |
| Macro stat is a MID-SPOT beat, never frame 1 | ✅ all 12 — earliest macro beat ~0:20; every hook opens on a craving, problem, reaction, or proof reframe |
| No explicit weight numbers / before-after (Kevin Mar 12, Meta policy) | ✅ all 12 — no pounds, no before/after; 095-011 sidesteps body framing entirely (mood) |
| Genuinely distinct concept per script (Andromeda) | ✅ 12 distinct psychographic doors + format swings; zero overlap with Batches 92/93/94 |
| Distinct story arc per script (Michelle Mar 26) | ✅ see Arc line per script — no two share an arc |
| Dedicated craveability scene (Kevin Mar 22) | ✅ all 12 — named sensory detail (savory broth, roasted garlic, real chew) + a real reaction |
| Hook stops thumbs in <2s (Kevin Mar 22) | ✅ every open is a craving decision, a wince-moment, a reaction, a shelf, or a hard visual |
| Us-vs-Them uses UNBRANDED generic only, no competitor named/shown | ✅ 095-002, 095-003 |
| GLP-1 listicle (0-for-16, dead) | ✅ not touched |
| Specs locked: 28g protein · 12g fiber · 17g net carbs · 350 cal · 5 minutes | ✅ |
| No "keto" (say lower carb / net carbs) | ✅ |
| No gluten · no sodium · no heart-health claims | ✅ |
| No competitor callouts · no price framing · no ADHD label · no doctor/diagnosis | ✅ |
| Cups absent (cups creative paused) | ✅ packets only |
| End card + spoken CTA on final row | ✅ all 12 |
| immieats.com domain + retail (Whole Foods, Target, Sprouts, CVS) + 3M+/7,000+ | ✅ |
- Reproduction map (per Strategy Brief): 095-001 @mondocancook cheat-meal (biggest scaler) · 095-002 Instead Try immi founder proof-comparison (only clean-scaling shape) · 095-003 Ramen Got A Glow Up split-screen · 095-004 + 012 multi-creator/social-proof (stat mid-reel) · 095-005 summer body goals pov:you · 095-006 For the First Time in Years shelf-relief · 095-007 Your Body Is Telling You Something convenience/mechanism reframe.
- Production mix: 6 × hi-fi-video (002, 003, 006, 007, 009, 012) · 6 × ugc-creator (001, 004, 005, 008, 010, 011). Platforms: 9 × meta, 3 × tiktok (004, 005, 011).
- Runtime spread: 36s–70s.
- Highest-confidence (make these first): 095-001 (biggest scaler mold), 095-002 (only clean-scaling structural shape), 095-004 (protein-graduate structure), 095-006 (current-cycle default winner).