Post-call · 6 October 2026

Built for James.
Built for Nutriseed.

You told us the customer isn't as loyal and isn't as sticky as the one the 5:2 Club brought in, that you're quite sensitive to CAC going up by five or 10 bucks, and that you have no creative strategist in the business. You already make around 100 AI statics a day. What the account is missing is new people to show them to. The 14 specs on this page each name one persona and one problem the live ads don't touch, and most of them sell a daily habit, not a one-off cleanse.

$125K to $250K / mo on Meta Cost caps: volume up 250% YoY ~100 AI statics a day in-house UK creators, UK voice
Sticky. UK. Five or ten bucks of CAC.
See the 14 ads → Why start now See pricing
07. Christmas gifting: Mum wants nothing for Christmas
07 · SeasonalMum wants nothing for Christmas.Spec render
04. Winter: can't face cold juice this winter
04 · SeasonalCan’t face cold juice this winter?Spec render
05. Us vs them: put the grater down
05 · EvergreenGrating ginger every morning is a faff.Spec render
13. Christmas to New Year: this is not a miracle
13 · SeasonalThis is NOT a miracle.Spec render
11. Post-it: office days, collagen coffee in my flask
11 · Evergreenoffice days: collagen coffee in my flask.Spec render
10. IG Story: first juice cleanse, thought I'd be starving
10 · Evergreenfirst juice cleanse. day 1. thought i’d be starving.Spec render
14 BUILT FOR NUTRISEED
What your account says today

97% one ad shape. 100% two people.

We ran your Meta ad library through our system: every ad tagged by format, persona, angle and emotion, then set against the Food & Beverage average. It says what we said on the call: the account is really focusing on sort of like two ICPs and like two or three problems. Andromeda rewards creative diversity and GEM rewards persona diversity, so when every ad talks to the same two people in the same shape, cost caps can buy volume but can’t find cheaper customers.

Nutriseed vs the Food & Beverage average
Food & Beverage averageNutriseedNutriseed · gap
Was £139.98 Now £39.99 (71% OFF)

The line on almost every live ad. The ads we read on 6 October all launched between 29 September and 1 October, the cost-cap push you described, and they sell two products, the juice cleanse and the ginger and turmeric shots, on a struck-through price. None sells on taste, craft, ritual, gifting, press or your reviews. You said it yourself: That offer-driven static ... was getting all of the conversions and all the spend.

Source: SelfMade’s insights platform, Nutriseed’s Meta ads tagged by format, persona, angle and emotion and compared with the Food & Beverage category average, October 2026. Gap = Nutriseed’s share minus the category average, in percentage points. Once we’re onboarded, this view updates weekly.

Every row above maps to the work tab: 14 personas, 14 problems, 10 format files, and 9 of 14 built to be bought again.
See the 14 ads →
What we heard on the call

Four things you said. Four answers.

Your words from 6 October, and what the engagement does about each one.

Economics · CAC
“we're quite sensitive to CAC going up by five or 10 bucks.”
James, on the call

On a margin you called very tight, five or ten dollars of CAC decides the month. More of the same ad won’t move it, because it keeps buying the same people. New personas will: each one opens a pocket of buyers your cost caps haven’t already priced up. That’s the job of the 14 specs, and of every brief after them.

In-house volume · strategy
“we have no creative strategist in the business.”
James, on the call

You already have the machine: around 100 AI statics a day, briefed by stage of awareness. What it lacks is the who and the why. We bring the persona and angle strategy and the net-new concepts; when one wins, your machine makes a hundred more of it.

Retention · stickiness
“the customer isn't as loyal and isn't as sticky as the customer that we had.”
James, on the call

The 5:2 Club sold a programme. The live ads now sell a one-off cleanse at 71% off. Nine of the 14 specs sell a daily habit (a morning shot, the office flask, a scoop in the porridge), and one is a subscription. Buyers who come in for a habit are the ones who reorder.

Geography · UK creators
“We're not a US brand. We need UK creators.”
James, on the call

Every spec is UK-native: pounds, UK spelling, a wet November kitchen, mince pies, Mum’s morning cuppa. The language comes from your 2,545 Trustpilot reviews and UK subreddits like r/CasualUK and r/AskUK. The two creator-caption ads get voiced by real UK customers, and we record a founder interview with you each quarter.

Built inside UK rules from day one. ASA/CAP and the GB nutrition and health claims register: no detox, no weight-loss promises, no digestive or immunity claims for ginger, turmeric, collagen or juice. The vitamin C immune-function line runs only where the dose qualifies. The specs sell taste, ritual, convenience, reviews and price.
The case for starting now

The January winners get found in November.

You said it's probably going to be more like a January, an early Q1 thing. Peak for us is March onwards. That’s exactly why we’d start now. A new persona, angle and format takes weeks of testing to prove. Start in January and you spend January testing and only scale into March. Start in October and January opens on tested winners. And the quiet season isn’t that quiet: last week was probably the busiest week we've ever, ever had.

Start on Monday 12 October

January opens with winners.

  1. Mon 12 OctSign on the call. Meta partner access and the full Ad Library pull that week.
  2. Week of 12 OctOnboarding. Every ad you’ve run tagged by persona, angle and format; reviews and Reddit mined.
  3. Mon 19 OctFirst brief. Your feedback by Wednesday 21 October.
  4. Fri 30 OctFirst ads live. Weekly from here: brief Monday, feedback Wednesday, ads the following Friday.
  5. Nov and DecSeasonal slots running beside the evergreen tests: Black Friday, winter, Christmas gifting, January pre-order, Christmas to New Year.
  6. JanuaryOpens with tested winners. Budget goes to the personas and formats that already converted.
  7. March onPeak, scaled. Four months of tests behind every pound you spend.
Start in January

March opens with tests.

  1. Early JanOnboarding. Access, the account pull, the first round of research.
  2. Mid JanFirst brief. Ads live about two weeks later.
  3. FebTesting. The first personas and angles get their read.
  4. MarchPeak arrives mid-test. Scaling starts on four or five weeks of data, and the Christmas and January buyers were never tested.
5Seasonal, Nov and Dec
  • 02Black Friday: ginger shot buyers who keep running out, onto a monthly subscription
  • 04Winter: can’t face cold juice in the dark, so the cleanse comes with soup
  • 07Christmas gifting: Mum wants nothing, so get her a month of shots
  • 09December: the January cleanse, ordered before Christmas and kept in the freezer
  • 13Christmas to New Year: mince pies since Christmas Eve, and no miracle promised

These only run if we start now. They also test the gifting and January buyers before January itself.

9Evergreen, run any month
  • 01Hates swallowing vitamin C tablets
  • 03Finds collagen makes coffee taste fishy
  • 05Grates their own ginger every morning
  • 06Has never been a vegetable person
  • 08Sick of deciding what to eat
  • 10First cleanse, scared of starving
  • 11Pays for collagen tablets and a café latte
  • 12Bored of plain porridge
  • 14Never heard of Nutriseed

The ones that win in November carry straight into the March peak.

On the call Will put it plainly: “we effectively have four weeks until things start getting really crazy.” Nutriseed would be the last brand we onboard this year.
Monday’s call →
Proof, from the call

Same method, other accounts.

Three accounts Will walked through on 6 October. Same method we’d run for you: persona first, then angle, then format.

New personas, layered on
this account came to us in June, and they spending about 200K a month, and now they're spending a million.
Will, on the callThe growth came from finding new ICPs and layering them on top of what already worked, with another agency and an in-house strategist in the same account.
A winner nobody was using
they had this persona of like gut health, gut health seeker, and like it was running at a three, and their goal is like a 1.1 ROAS
Will, on the callA protein brand. The first three weeks of briefs went to that one persona, and the account filled with winners. Most accounts have a learning like this sitting in them.
Pushing deeper into a persona that works
this client's goal is a 0.9 ROAS, and their, their CAC goal is about $130. So, like, if we're doing a 1.44, like, we're feeling very good
Will, on the callAn oral-care brand. Same persona (a parent with a child learning to brush), new angles each week: 60% of the work iterates on what’s already converting.
The examples tab has statics and motion from the SelfMade roster, including food, drink and wellness brands.
See the examples →
How we’d work together

Two shapes. Hybrid fits you.

You already run a static machine in-house. The question is which parts we own.

Recommended for Nutriseed
Hybrid

We find the winners. Your machine scales them.

We own persona and angle strategy and the net-new concepts: research, briefs, copy, finished ads, every week. Your in-house AI pipeline keeps doing what it does well, volume, but now it’s scaling proven persona and angle combinations instead of guessing.

You get dashboard access with the persona heat maps, a Slack channel for briefs, an account manager, biweekly calls, and a founder interview with you each quarter, cut into ads.

Best fit: a team already making ~100 AI statics a day with no strategist to aim them.
Full agency

We run the creative end to end.

Strategy, net-new concepts, iterations on what’s working and reskins of existing winners, with statics first to prove a persona and education-style video built on top once it does. The 60/20/20 split from the call: 60% iterating, 20% reskinning, 20% net new.

Same dashboard, Slack, account manager, biweekly calls and quarterly founder interview.

Best fit: if you’d rather point the in-house team at offers, retention and the site while we carry all of Meta creative.
Add-on

Landing pages

Persona-tuned pages built against winning ads, so a tablet-hater or a porridge eater lands on a page that talks to them, not on the generic cleanse page. Another lever on the five or ten dollars of CAC.

Add-on

Media buying

If you want us to run the buy as well: campaign structure for new personas beside your cost caps, and spend moved to winners as they prove out. Optional, and scoped on Monday if you want it.

The cadence: brief on Monday, your feedback by Wednesday, ads the following Friday. Statics test new personas first, because a static that converts a cold persona tells you the market is there. Winners then get a funnel: education-style video and more volume from your machine.
Pricing

Three tiers. Your spend picks one.

Slide to your monthly Meta ad spend. The tier snaps in steps: Starter up to $40K, Standard from $40K, Scale from $80K. Our rule of thumb is one net-new concept for every $1K of spend. You run $125K to $250K a month, so the slider starts at the top, on the tier Will named on the call: this would be 30 concepts a week.

Every tier includes the full process, bundled at no extra cost: gap-analysis briefs, 9-rubric copy refinement, grading on every ad before delivery, image generation, the weekly cadence, quarterly Ad Library re-runs, and time-series plus social listening.
Your monthly ad spend
$125K/ month
Slider at $125K / mo
$20K $40K $80K $125K
Your tier
Tier 1
Starter
$4,000/ mo
Ad spend up to $40K / mo
8 unique concepts a week
Your tier
Tier 2
Standard
$6,000/ mo
Ad spend $40K to $80K / mo
14 unique concepts a week
Your tier
Tier 3
Scale
$10,000/ mo
Ad spend $80K to $125K / mo
30 unique concepts a week
A concept is an entirely new ad, not a hook swap. Each one names a persona, an angle and a format. Once a concept wins, your in-house team is free to make as many variants of it as the account can spend behind.
Add-on · landing pages
+$3,000/ mo

Persona-tuned landing pages

Persona-tuned LPs spun up against your winning ad concepts. Recent comp: ~30% CAC reduction from adding the layer alone.

Add landing pages
Add-on · media buying
+$8,750/ mo (7%)

We run the buy

Campaign structure for new personas alongside your cost caps, with spend moved to winners as they prove out. Flat $2,000/mo under $30K of monthly spend; 7% of monthly spend from $30K.

Add media buying
Your proposal total
$10,000/ month
TIER 3 · SCALE · 30 CONCEPTS / WEEK
Tier deliverables are fixed: 8, 14, or 30 unique concepts a week. Final start date locks on the close call.
↑ Scaling above $125K/mo in ad spend? The contract has a clear upward path. Tier 3 is where the published pricing ends; you’re already at $125K to $250K a month, and last week ran at roughly $12.5K a day. As spend climbs past the top of the slider, we add capacity together against the same per-creative economics.
Monday 12 October · 12:00 ET / 17:00 UK

“I'm keen to see, yeah, send something over.”

Here it is. We’ll walk through it on Monday’s call. If you sign then, onboarding runs that week, the first brief lands Monday 19 October, and the first ads go live Friday 30 October.

Questions before Monday → See the 14 ads