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Kettle & Fire

Sponsored · Exhibit 01 · Flavor Menu Card

Four flavors on the menu tonight. Pick one.

Thai Coconut Curry Chicken Bone Broth: fragrant hints of ginger and lemongrass, mild chiles, slightly sweet coconut. Or go Lemon Thyme, Miso Ginger Beef, or Bison. Each carton is 16.9 oz, ready to sip or to cook with.

Which one is your first carton?

Tonight's broth menu

Thai Coconut Curry Chicken Bone Broth - 16.9 oz

  • Thai Coconut Curry Chicken
  • Lemon Thyme Chicken
  • Miso Ginger Beef
  • Bison
Thai Coconut Curry Chicken Bone Broth - 16.9 oz

KETTLEANDFIRE.COM

Four Broth Flavors

Shop All Products
Format
Menu-card split, product photo
Persona
Flavor-curious sipper who is bored of plain broth
Reason to buy
Global flavors
Funnel stage
Middle of funnel
Product
Thai Coconut Curry Chicken Bone Broth - 16.9 oz

Why it should work. A menu card makes flavor choice feel like ordering dinner, not shopping for a commodity.

Tests. Whether naming four flavors beats leading with one.

Kettle & Fire

Sponsored · Exhibit 02 · Subscribe And Save

Chicken broth, $8.49 a carton. Cheaper on autoship.

Chicken Bone Broth - 16.9 oz is $8.49. Subscribe & save 20% on every order, and easily swap, skip, pause or cancel at anytime. Add it to your autoship and keep a carton in the pantry for every recipe.

No Commitment • Never Run Out

Claim to confirm with brand: Confirm fine print on the 20% for life

Chicken Bone Broth - 16.9 oz
Subscribe & save 20%

Never run out of broth

Chicken Bone Broth - 16.9 oz, $8.49

KETTLEANDFIRE.COM

Subscribe & Save 20%

Subscribe & Save
Format
Offer on product photo
Persona
Weeknight cook who runs out of broth mid-recipe
Reason to buy
Subscriber discount
Funnel stage
Bottom of funnel
Product
Chicken Bone Broth - 16.9 oz

Why it should work. Price plus subscriber discount gives a bottom-funnel reason to start autoship.

Tests. Whether the 20% line converts better than a first-order offer.

Kettle & Fire

Sponsored · Exhibit 03 · Standards Collage

Slow food for fast lives, from the ground up.

Slow-simmered bone and cooking broths and slow-rendered beef tallow: high-quality ingredients, real nutrition, and great taste. Every carton starts with farms that reflect our core values.

Meet the broth behind the standards.

Nourish Bodies & The Planet

Nourish Bodies & The Planet

Never Sacrifice Our Standards

Never Sacrifice Our Standards

Care About Our Customers

Care About Our Customers

Slow food for fast lives

Slow Food For Fast Lives

KETTLEANDFIRE.COM

Meet Our Standards

Shop Bundles
Format
Three-photo collage
Persona
Busy home cook who wants real ingredients, fast
Reason to buy
Slow-simmered
Funnel stage
Top of funnel
Product
6 Pack: Bone Broth Variety

Why it should work. Brand-values collage introduces Kettle & Fire to a cold audience through its own tagline.

Tests. Whether the values angle earns clicks before any product is shown.

Kettle & Fire

Sponsored · Exhibit 04 · Inside The Carton

Read the label. Then read it again.

Marrow bones from organic, pasture-raised, 100% grass-fed cattle. Organic carrots, onions, celery, bay leaves and parsley. Apple cider vinegar, a pinch of black peppercorn, sea salt, and thyme. That is the whole list.

Simmered for 20+ hours, then it is yours.

6 Pack: Bone Broth Variety
Short list. Real bones.
  1. 1Marrow bones, 100% grass-fed
  2. 2Organic carrots and onions
  3. 3Organic celery and parsley
  4. 4Apple cider vinegar
  5. 5Sea salt, black pepper, thyme

KETTLEANDFIRE.COM

What's In Every Carton

See The Variety
Format
Product photo, ingredient chips
Persona
Label-reader who checks every ingredient
Reason to buy
100% grass-fed bones
Funnel stage
Middle of funnel
Product
6 Pack: Bone Broth Variety

Why it should work. Numbered ingredient chips answer the label-reader's first question at a glance.

Tests. Whether an ingredient-first creative beats a flavor-first one.

Kettle & Fire

Sponsored · Exhibit 05 · Tallow Hero Shot

One ingredient. Steakhouse sears at home.

100% Grass-Fed & Finished Beef Tallow, from the pasture to your pan. Single-ingredient. Use it for steakhouse sears, crispy potatoes and veggies, flaky biscuits, and so much more.

Crispy potatoes tonight? Start here.

100% Grass-Fed & Finished Beef Tallow - 14 oz
One ingredient, steakhouse sears

14 oz

Single-ingredient beef tallow

KETTLEANDFIRE.COM

Grass-Fed Beef Tallow

Shop Beef Tallow
Format
Product hero
Persona
Home cook upgrading sears, roasts and baking
Reason to buy
100% grass-fed bones
Funnel stage
Middle of funnel
Product
100% Grass-Fed & Finished Beef Tallow - 14 oz

Why it should work. Tallow opens a cooking-fat audience that broth ads never reach.

Tests. Whether non-broth products pull new customers into the catalog.

Kettle & Fire

Sponsored · Exhibit 06 · Tuesday Dinner Photo

Tuesday dinner, sorted.

Tomato basil chicken tonight? Our chicken bone broth is rich, slow-simmered, and made with organic free-range bones and organic vegetables. Sip it on the side or cook with it. Mouth-watering recipes are waiting.

Bone Broth Makes Everything Better.

Chicken Bone Broth - 16.9 oz
Slow Food For Fast Lives

Tuesday dinner, sorted.

KETTLEANDFIRE.COM

Chicken Bone Broth

Shop Chicken Bone Broth
Format
Full-bleed photo
Persona
Parent cooking dinner after a long workday
Reason to buy
Slow-simmered
Funnel stage
Top of funnel
Product
Chicken Bone Broth - 16.9 oz

Why it should work. A finished dinner photo sells the use, with the tagline as the seal.

Tests. Whether recipe imagery lifts clicks at the top of the funnel.

Kettle & Fire

Sponsored · Native 01 · Sunday Cooking Notes

My Sunday cooking list, in order.

Beef chili, gumbo, wild rice soup, tortellini soup. Reduced Sodium Beef Bone Broth is slow-simmered, 100% grass-fed & finished beef bones for delicious daily nutrition. Full flavor, less sodium. We didn’t lower our standards, just sodium.

Full flavor, less sodium.

Reduced Sodium Beef Bone Broth - 16.9 oz

Notes

My Sunday cooking list

  • Beef chili
  • Gumbo
  • Wild rice soup
  • Tortellini soup

KETTLEANDFIRE.COM

Reduced Sodium Beef Broth

Shop Low Sodium
Format
Notes app over product photo
Persona
Meal-prepper who cooks big pots on Sunday
Reason to buy
Full flavor, less sodium
Funnel stage
Top of funnel
Product
Reduced Sodium Beef Bone Broth - 16.9 oz

Why it should work. A phone-notes list reads like a person planning meals, not an ad.

Tests. Whether the reduced sodium line works as a cooking-first hook.

Kettle & Fire

Sponsored · Native 02 · Group Chat Broth

Wait, you drink broth now?

Yes. It is slow-simmered for 20+ hours, with bones from 100% grass-fed and grass-finished cattle. Sip it from a mug or cook with it. The whole group chat will ask where you got it.

Send them the Bone Broth Quiz.

Dad

Wait, you drink broth now?

6 Pack: Bone Broth Variety

Simmered for 20+ hours. Bones from 100% grass-fed and grass-finished cattle.

Ok. Adding a carton to the order.

KETTLEANDFIRE.COM

Try Bone Broth

Shop Best Sellers
Format
Message thread with photo
Persona
Friend-group skeptic who thinks broth is boring
Reason to buy
Slow-simmered
Funnel stage
Middle of funnel
Product
6 Pack: Bone Broth Variety

Why it should work. A skeptic's question is the real objection, answered in the brand's own facts.

Tests. Whether a chat format handles the boring-broth objection better than a photo.

Kettle & Fire

Sponsored · Native 03 · Curry Or Miso Poll

Tonight's sip: curry or miso?

Thai Coconut Curry Chicken: ginger, lemongrass, mild chiles, slightly sweet coconut. Miso Ginger Beef: mouthwatering miso and zesty ginger in a savory broth, with 100% grass-fed beef. Vote, then pour.

Global flavor at your fingertips.

Thai Coconut Curry
Miso Ginger Beef

Curry or miso tonight?

Thai Coconut CurryMiso Ginger Beef

KETTLEANDFIRE.COM

Curry Or Miso Broth

Explore All Broths
Format
Stories poll
Persona
Adventurous eater who loves bold soup flavors
Reason to buy
Global flavors
Funnel stage
Middle of funnel
Product
100% Grass-fed Miso Ginger Beef Bone Broth 16.9oz

Why it should work. A poll invites a tap and tells us which flavor leads.

Tests. Which of the two flavors pulls more engagement.

Kettle & Fire

Sponsored · Native 04 · Camera Roll Soup

My camera roll is just soup now.

Wild rice soup on a Sunday afternoon, and another carton on the counter. Steph B, Verified Buyer: “I love it and use it to cook with. Great for soups, stirs fries and just as a drink.”

Best Selling Broth: 7,462 Reviews.

Chicken Bone Broth - 16.9 oz
RecentsSunday
afternoonEdit

Camera roll, all soup

KETTLEANDFIRE.COM

Best Selling Broth

Read The Reviews
Format
Camera-roll share
Persona
Soup lover who cooks first and photographs after
Reason to buy
Thousands of reviews
Funnel stage
Top of funnel
Product
Chicken Bone Broth - 16.9 oz

Why it should work. A camera-roll share carries a real review in a casual frame.

Tests. Whether the review count lifts trust with cold traffic.

Kettle & Fire

Sponsored · Meme 01 · Plain Or Thai Curry

Plain broth, or Thai Coconut Curry?

Thai Coconut Curry Chicken Bone Broth brings fragrant ginger and lemongrass, mild chiles and slightly sweet coconut to a classic chicken bone broth. Same cozy mug, a lot more going on.

Pick the curry carton.

Plain Tuesday, or Thai curry?

Drake Hotline Bling meme about Kettle & Fire

Plain broth, plain Tuesday

Thai Coconut Curry Chicken Bone Broth

Kettle & Fire

KETTLEANDFIRE.COM

Thai Coconut Curry Broth

Shop Bone Broths
Format
Meme template, product swapped in
Persona
Weeknight sipper tired of the same flavor
Reason to buy
Global flavors
Funnel stage
Top of funnel
Product
Thai Coconut Curry Chicken Bone Broth - 16.9 oz

Kettle & Fire

Sponsored · Meme 02 · Lemon Thyme Distraction

Lemon thyme walked in. Dinner plans changed.

Lemon Thyme Chicken Bone Broth is a light, citrus-forward blend of tangy lemon and aromatic herbs, crafted to soothe the soul and refresh your routine. A bright boost to your day, in a carton.

Your routine could use a little lemon.

New flavor, new dinner plan

Distracted Boyfriend meme about Kettle & Fire

Lemon Thyme Chicken Bone Broth

Me, planning tonight's dinner

The same old weeknight soup

Kettle & Fire

KETTLEANDFIRE.COM

Lemon Thyme Bone Broth

Try Lemon Thyme
Format
Meme template, product swapped in
Persona
Cook whose weeknight soup routine got stale
Reason to buy
Global flavors
Funnel stage
Top of funnel
Product
Lemon Thyme Chicken Bone Broth 16.9oz

Kettle & Fire

Sponsored · Meme 03 · Sip Or Cook Buttons

Sip it or cook with it?

Miso Ginger Beef is built for both: mouthwatering miso and zesty ginger in a savory broth, perfect for sipping or cooking. A bold twist on tradition, made with 100% grass-fed beef bones. Pick a button.

Do both. We will not tell.

Sip it or cook with it?

Two Buttons meme about Kettle & Fire

Sip it from a mug

Cook with it

Me, holding one carton of Miso Ginger Beef

Kettle & Fire

KETTLEANDFIRE.COM

Miso Ginger Beef Broth

Shop Miso Ginger Beef
Format
Meme template, product swapped in
Persona
Home cook who cannot decide how to use broth
Reason to buy
Global flavors
Funnel stage
Middle of funnel
Product
100% Grass-fed Miso Ginger Beef Bone Broth 16.9oz

Kettle & Fire

Sponsored · Meme 04 · Soup Pot Brain

Upgrade your soup pot, level by level.

Soups, stews and gravy get a richness everyone notices. Paula L: “I use the bone broth in multiple recipes. It gives a richness everyone notices.” Ours is simmered for 20+ hours with organic vegetables.

Level up your next soup.

Level up the soup pot

Expanding Brain meme about Kettle & Fire

Water in the soup pot

Any broth off the shelf

Bone broth in the pot

Bones simmered for 20+ hours

Kettle & Fire

KETTLEANDFIRE.COM

Richer Soups Start Here

See Chicken Broth
Format
Meme template, product swapped in
Persona
Soup maker who wants a richer pot
Reason to buy
Slow-simmered
Funnel stage
Middle of funnel
Product
6 Pack: Chicken Bone Broth - 32oz

Kettle & Fire

Sponsored · Meme 05 · Change My Mind Broth

Change my mind about bone broth.

Gravy, stews, soups, or just a mug. Donna B: “This a fantastic bone broth. It tastes great when making soup, stews, gravy... really anything.” Slow-simmered and organic. Go ahead and try to disagree.

Go on. Try to change our mind.

Change my mind about broth

Change My Mind meme about Kettle & Fire

Bone Broth Makes Everything Better

Kettle & Fire

KETTLEANDFIRE.COM

Bone Broth Reviews

Try A Carton
Format
Meme template, product swapped in
Persona
Skeptic who has never tried bone broth
Reason to buy
Thousands of reviews
Funnel stage
Bottom of funnel
Product
Chicken Bone Broth - 16.9 oz

Kettle & Fire

Sponsored · Meme 06 · Broth Autoship Plan

The plan: order once, sip all week. The flaw: running out.

Autoship fixes the plan. Subscribe & save 20% on every order, with no commitment: swap, skip, pause or cancel at anytime. Never run out of Reduced Sodium Chicken Bone Broth again.

Plan better. Subscribe & save.

The plan has one flaw

Gru's Plan meme about Kettle & Fire

Order one carton of broth

Sip it, cook with it

It's gone by Thursday

It's gone by Thursday

Kettle & Fire

KETTLEANDFIRE.COM

Swap, Skip, Pause, Cancel

Start Autoship
Format
Meme template, product swapped in
Persona
Repeat buyer who keeps running out of broth
Reason to buy
Subscriber discount
Funnel stage
Bottom of funnel
Product
Reduced Sodium Chicken Bone Broth - 16.9 oz

Kettle & Fire

Sponsored · Meme 07 · Stock-Up Doge

Fall stock-up mode: on.

Fall stock-up: free shipping on 12+ cartons. Fill the pantry with bone broths for sipping and cooking broths for the pot, then add a little beef tallow. Soup season starts with a full shelf.

Get 12 Cartons, Get Free Shipping

Stock-up mode, shipping covered

Buff Doge vs. Cheems meme about Kettle & Fire

Fall stock-up: free shipping on 12+ cartons

One lonely carton in the cart

Kettle & Fire

KETTLEANDFIRE.COM

Free Shipping, 12+ Cartons

Build Your Stock-Up
Format
Meme template, product swapped in
Persona
Pantry planner who buys for the cold season
Reason to buy
Free shipping on cartons
Funnel stage
Bottom of funnel
Product
12-Pack: The Dreamy Dozen

Kettle & Fire

Sponsored · Meme 08 · Venison Tuxedo

Plain broth is fine. Wild broth is better.

Wild, but mild. Made with bones from wild-harvested Axis deer, this smooth & savory bone broth is slow-simmered for 20+ hours with nourishing ingredients & is perfect for daily sipping or cooking.

Wild, but mild. Daily sipping, upgraded.

Plain broth, then wild broth

Tuxedo Winnie The Pooh meme about Kettle & Fire

Plain chicken broth

Maui Nui Venison Bone Broth

Kettle & Fire

KETTLEANDFIRE.COM

Maui Nui Venison Broth

Shop Venison Broth
Format
Meme template, product swapped in
Persona
Curious sipper who wants more than chicken or beef
Reason to buy
Slow-simmered
Funnel stage
Middle of funnel
Product
Maui Nui Venison Bone Broth - 16.9 oz

Photography and product names belong to Kettle & Fire. Every ad lands on a page in this package. Memes use real, recognizable templates with Kettle & Fire product photography composited in; template rights to clear before running. Hooks, personas and the texts shown inside memes and chats are proposed, not real customer quotes.