How to write a specialty coffee roaster creator brief

A specialty coffee roaster creator brief is not a media-plan age band. It is a session: a person, a problem, a pattern of watch-time. I write it before I open a fresh account.

The sentence I actually scroll as: the client’s customer is US English, 24-38, already bounced off a grocery ‘reserve’ bag and a subscription that tasted like the last one, watches ‘this grocery bag is stale’ and home-grinder videos at 6:30am.

Problem in their mouth: The bag says reserve and the date is last season.

Already tried: a grocery reserve bag, a boring subscription, and a cafe they cannot visit every morning.

Watch: stale-grocery-bag, home-grinder, ‘my subscription got boring’, pour-over fails.

Reject: the 500k cafe-hopping creator who will never brew the client’s bag.

Adjacent: 6:30am grind, stale-bag rage, not cafe interiors for clout.

Steal the shape at jumptrend.co/brief. Free. No account.

What to put on the page you send a creator

That later page is not the avatar brief. The avatar brief is for the phone. The creator page is: one mechanic, one CTA, one forbid list.

Mechanic: a live 12oz bag from this week’s roast, or a subscription that is actually roasting, not a warehouse blend. The client’s live shop with this week’s roast date visible.

CTA: Show the roast date, grind, pour, drop the code.

Forbid: Do not ask for a cafe crawl. Ask them to grind this week’s bag at home. No medical claims. No fake “not sponsored” energy when you paid them.

A bag in hand with a real roast date, not a stock photo. If they never open the product, the video will be a read-through of your website.

What to ignore

Follower counts, “micro vs macro,” competitor creator lists, and anything that starts with #coffeetok. Those belong in the outreach spreadsheet, after you have names from a feed.

Also ignore “make it go viral.” An avatar brief cannot promise that. It can only promise match.

Example video to have in your head while you write: someone opening a grocery bag with a roast date from last season.

Stale-bag rants already have the audience; a roast date this week is the demo.

Scout is $1,500/month for the list that comes out of this brief. You approve every creator and every rate. No demo. No download guarantee.

Related: - How I find influencers - How we find creators by scrolling a real TikTok avatar - Campaigns - Brief - Money page for specialty coffee roasters