“We set out to create an extremely durable pan that does it all. Our patented HexClad design is built with the highest quality materials and designed to last a lifetime.”

Link to AD here

What made this creative stand out?

Celebrity face: Getting one of the famous chefs in the world to be the face of your brand is a sure-fire way to drive the click and increase the perceived quality of your products. I have no doubt that this strategy reduced their Customer Acquisition Cost (CAC)!
Whitelisting: Whitelisting is an incredible way to make the ad look more native in the feed, thereby increasing the trust factor. After all, people prefer buying from other people, not brands. If you haven't tested whitelisting yet, it's time to start!
Quote: “These are the Rolls Royce of pans” - Gordon Ramsay. It doesn’t get much better than that, does it?
Natural: It wasn’t lost on me that this felt like a shot from a TV cooking show. Instead of talking through how to cook the dish, the focus was on how these pans are top-notch. The entire segment was really well shot!"

AD 2: tonies

“tonies is the largest interactive audio platform for kids in the world.”

What made this creative stand out?

Funny headline: When marketing kids’ toys to parents, this may seem obvious, getting across just how much the little one will love the product is such an important factor. I love the use of a quote from a 4-year old; it’s very playful.
Use of emotion: Humans can very quickly recognise emotion on the face, the plandid snap of excitement is heart warming.
Social proof: It’s not just about excitement; this is backed up by some of the most recognisable stamps of approval!
Listicle hook: This easy-to-digest primary text hits on five important benefits that parents are looking for when selecting a gift for their children. It makes the click easier as it handles any potential objections from the outset.

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📈 Trends to watch:

In this section I cover interesting market or culture trends that I think should be on your radar at the moment.

Google watch out…

Link to post here

Organic food sales hit a record in 2022, topping $60B for the first time

“Sales of organic food rose 4.3% in 2022 to a record $61.7 billion, the first time the category crossed the $60 billion benchmark, according to the Organic Trade Association’s (OTA) annual report. This compares to $57.5 billion in organic sales in 2021.
Produce was the best-selling category in organic food at $22 billion, accounting for about 15% of all fruit and vegetable sales, OTA said. The next best-selling organic sector was beverages — with $9 billion in sales in 2022, an increase of 4% — behind jumps in coffee, soft drinks and enhanced drinks. Dairy and eggs came in third at $7.9 billion, up more than 7% from the prior year.
Despite food inflation reaching a four-decade high in 2022, consumers are buying more organic offerings, signaling a continued interest in the sector valued for its sustainability and health benefits.”

Google’s new Labs page lets you sign up for its AI experiments

“This year’s Google I/O was all about AI. The company announced a number of AI-powered features across its products on Wednesday. The search giant also launched a new page called Google Labs to let people sign up for these experiments and test out AI-powered features for feedback before the wider release.

Currently, you can look at four projects on the Google Labs home page. AI-powered Google search features; AI in Google Workspaces; Tailwind, which is the company’s new project about smarter note-taking; and MusicLM, a new tool that lets you generate music through text prompts. You can learn more about each project or sign up for the waitlist to try them out.”

🌏 Interesting posts & threads:

Link here

Link here

🤣 Meme of the week:

Credit: The Marketing Millenials

💰 Hot jobs:

Junior:

Flight 3 - Growth Marketing Manager | Previously Zebu Digital

“Zebu is a fast-growing marketing agency specializing in the blockchain and web3 space.

An exciting opportunity has arisen for a talented and ambitious Growth Marketing Manager with knowledge of Blockchain and Web3 (or adjacent industries) to join the Zebu Digital team.

Operating on the frontlines of the Web3 space - arguably the most exciting and innovative industry of the past decade - this position represents an opportunity to grow and develop within an agency that has experienced rapid expansion, and which boasts an impressive roster of high-profile, pioneering clients.

The ideal candidate will be responsible for driving growth and revenue for our clients through creative and effective marketing strategies. You will work closely with our team of talented marketers, designers, and developers to craft engaging campaigns that help our clients connect with their target audiences.”

Senior:

Mission - Head of Growth Marketing

“Since launching in 2019, we have gained multiple national awards, worked with hundreds of professional athletes and have become one of the UK’s fastest growing startups. We have also secured £3m in funding from the ex and current leadership teams of Hello Fresh, Kraft Cadbury, Brewdog, Allplants, Gumtree, Graze, Saatchi & Saatchi and Redrice Ventures, as well as Jake Humphrey, current England cricket captain Heather Knight and the western world’s most seasoned Everest climber, Kenton Cool.

We are now bringing together a group of best in class operators to propel our business from early stage start-up to an established household name, fuelling as many extraordinary achievements along the way as possible. With ambitious plans for the future, this is just the start of the journey. To make it all possible, we now need an experienced, passionate and hands on Head of Growth Marketing.”

Executive:

Block Labs - Chief Marketing Officer

“Hi, we’re Block Labs, a leading Web3 accelerator providing marketing, financial and strategic advice to Blockchain projects. We focus on projects that help shape the future of Web3; be it digital tokens, NFT’s, metaverse projects and anything else DeFi. Block Labs have already funded some of the fastest-growing Web3 projects of 2022/23, and with further projects underway there’s no better time to join the team!

The Brand:
A state-of-the-art decentralised web3 wallet utilising cutting-edge artificial intelligence (AI). We’re empowering users to manage their own digital assets, providing an intuitive and user-friendly interface.

We’re looking for a Chief Marketing Officer to join our Executive Team!”

✚ Weekly recommendation:

In this section i'll be sharing a brand, website, app or tool that i'm using at the moment that I think more people need to know about.

Unscreen.com

Does what it says on the tin! Easy, quick and effective.

That's it for today's edition of Never Fully Read.

If you enjoyed what you read and thought it was somewhat valuable.

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Forward this email onto anyone you think would find it interesting.

See you next week!

*If not, please tell me what I can do to make this a better experience, open to any and all feedback.

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If you made it all the way to the end, here is my ultimate growth swipe file link