First meal kit brands campaign checklist

A first meal kit brands campaign at founder scale. Numbered so you can stop lying to yourself about which step you skipped.

Confirm the client’s live subscription page, real delivery window actually closes. Creators cannot fix packaging.
Write the avatar in a sentence: the client’s customer is US English, 28-42, already bounced off HelloFresh they cancelled after the fridge filled with plastic and a grocery delivery that still required cooking at 8pm, watches ‘I cancelled HelloFresh’ and 8pm-what-is-for-dinner videos after work.
Write the problem in their mouth: I paid to fill the fridge with plastic I threw away on Thursday.
Write what they already quit: HelloFresh they cancelled, a grocery delivery that still meant 8pm cooking, and frozen trays they felt sad eating.
Write what they watch: HelloFresh-cancel, 8pm-dinner-panic, fridge-full-of-plastic, ‘I still had to cook’.
Write the reject: the homesteading creator who will mock a kit on principle.
Write adjacent so the phone does not smear: 8pm panic, plastic-fridge shame, not homestead flex.
Put that sentence into the brief
Scroll as them on a fresh Instagram, TikTok, and YouTube account. Example to look for: someone opening a fridge of uncooked kit bags on trash night. Signal: the same 8pm-panic face two weeknights.
Keep a 50k average-view floor. Below that, $700 a post for 1k views is a money sink.
Skip #mealkit as a roster method.
Email. The contact is usually in a bio that is not a 6-kit Linktree. Name a real video. Ask for the phone number.
If they won’t give a number, move on. Meal-kit affiliates quote the last brand’s rate card.
On the call, Minimum View Guarantee. Example: $2000 / 4 posts / 1M views. Talent extra.
Send the contract while the yes is still warm. Scout $1,500 / Outreach $2,500 / Dealmaker $5,000.
A real box on camera, not a studio kitchen with a competitor’s bag blurred.
Tell them what to film: open Tuesday’s bag at 8pm, cook it, drop the code. Show the empty fridge after. Do not ask them to cook a 90-minute recipe. Ask them to cook Tuesday’s bag after work.
Give each creator their own code. Unique codes, not a recipe clip with no box.
Do not run a launch day on the same morning if you wanted isolation.
Two follow-ups, then stop. If you do this right, ie at scale, you will have many other creators to choose from.

Doing the scroll by hand is kind of soul-crushing. Like a homestead sourdough and you will leave the 8pm panic. No demo. No download guarantee. You approve every creator and every rate.

Cancel-rants already have the audience; a 3-meal box that actually gets eaten is the demo.

First meal kit brands campaign checklist

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