Kettle & Fire, creator engine

Ten creators, one number: $1 per 1,000 views

Seven videos per creator, every week, around Thai Coconut Curry Chicken Bone Broth at $8.49, with claims copied from the brand's own wording.

creators live by week six: 10
creator videos a month at the full roster: 303
weeks from the first creator to the full roster: 5

Ramen night, one carton

Illustrative: a creator pours Thai Coconut Curry Chicken Bone Broth over noodles and closes on "Bone Broth Makes Everything Better".

Illustrative post

Part 1 of 15

Summary

Creator engine summary
Roster	Ten creators live by week 10	Creators live by week: 0, 2, 4, 6, 8, 10. Two added a week over six weeks (Proposed).
Who	Home cooks and meal-prep creators	People who already cook with broth: ramen, chili, soups, cast-iron searing with tallow.
Production	7 videos per creator per week	303 creator videos a month at 10 creators (Calculated). Same five formats, hooks swapped.
Pay	Fee $300 to $800, cap $600 to $1,500	Starter, Standard, Premium. Ceiling with all ten at the top cap, bonuses excluded: $15,000 (Proposed).
Bonus	$50 flat past 100,000 views	One per creator per month, organic views only. A cap bonus also exists for creators who reach their band's cap.
Compliance	Claims sheet from the brand's own words	Creators quote only literal lines, like "Simmered for 20+ hours". Anything else goes to the lead first.
Category rule	No health outcomes, ever	Food category: flavor, ingredients, cooking and price only. No illness, gut or recovery talk.
Goal	$1 per 1,000 views (Proposed)	The simulator shows $5.74 today on my Assumptions. The gap is the work.
Report	Every Monday, by format	Views, cost per 1,000 views against $1, hooks that won, videos killed. You never have to ask.
Decision	Brand lead approves the claims sheet	One sign-off before the first brief. At day 90 we read cost per 1,000 views and keep or cut.

Part 1 of 15, continued

The program in numbers

Creators live at full roster: 10; Proposed
Videos per creator per week: 7; Proposed
Creator videos a month: 303; Calculated
Base pay per creator: $1,000; Proposed
Bonus past 100,000 views: $50; Proposed
Bonus at the top cap of the highest band: $700; Calculated
Program cost a month, bonuses included: $10,050; Calculated
Views a month at the assumptions: 1.8M; Calculated
Cost per 1,000 views: $5.74; Calculated
Target cost per 1,000 views: $1; Proposed

Part 2 of 15

Why me

Former COO of Tabs. I built its creator program to 100M monthly social impressions, and the paid ad engine alongside it. The numbers below come from videos that program produced.

At Tabs I ran this playbook: creators feeding a paid engine, losers killed early. Bone broth is a different category with its own claim rules, and I have not run it. So the claims sheet and category rules come first, before any creator films the first Thai Coconut Curry pour.

monthly social impressions at Tabs: 100M+
views on one reel: 17.7M
views on one video: 8M
views on one video: 6.5M

Part 3 of 15

Why now

7,462
Reviews already on the page
A review count of 7,462 is displayed. Creators can send that proof further: the product is already trusted, the video only has to be seen.
Published
8,346
A second count, even larger
Another page displays 8,346 reviews. Plenty of buyers to cast as creators, and plenty of reasons for a new viewer to trust the carton.
Published
20%
A subscriber offer worth a hook
"Save 20% on every order" is the subscriber line. A cooking video can end on it, once the lead has confirmed the terms.
Published
12+
Free shipping at twelve cartons
"FREE SHIPPING ON 12+ CARTONS" suits a stock-up video: one creator, one pantry shelf, one bundle like the 12 Pack: Classic Bundle.
Published

Part 4 of 15

Principles

One number to protect
Target cost per 1,000 views: $1 (Proposed). Every creator, format and bonus is judged against it. Today's simulator result is $5.74, so we know the distance.
One variable per test
Same Thai Coconut Curry shot, new hook. Or same hook, new product. Never both. Seven videos per creator per week make clean tests cheap.
Losers killed early
Of 303 videos a month, most will be ordinary. We drop weak hooks in the first week and push what works, so ten creators learn what carries the brand.
Claims sheet before camera
No creator films before reading the sheet. Lines come from the brand's own wording, like "Wild, but mild." for the Maui Nui Venison Bone Broth.

Part 4 of 15, continued

One channel for everything

#briefs

Briefs, drafts, reviews and the weekly numbers

Illustrative

SamMon 8:30 AM
This week: Thai Coconut Curry Chicken Bone Broth at $8.49. Ramen-night format. Hook: "Bone Broth Makes Everything Better". Seven videos, same shot, hook swapped each time.
MayaMon 11:15 AM
Can I say the Lemon Thyme broth helps my gut? Asking before I film.
No. Only sheet lines. If you want a fact, use "Simmered for 20+ hours". Talk flavor and your routine.
ReportsAppMon 9:00 AM
Weekly report posted: videos by format, views, cost per 1,000 views against the $1 target, hooks kept and hooks killed.
SamWed 2:00 PM
Draft sent back: the voiceover on the Beef Chili cut makes a health promise. Reshoot that line with a sheet claim, keep the pour shot, it works.
ReportsAppThu 7:45 AM
Beef Chili video passed 100,000 views, organic. Flat $50 bonus queued, one per creator per month. Added to the paid test list.
SamFri 10:30 AM
Check: the subscription line is "Save 20% on every order". Confirm the subscriber terms with me before anyone says it on camera.

The messages illustrate the working channel, with invented people: briefs go out on Monday, claims questions get an answer the same day, and nothing posts without the check.

Part 5 of 15

Formats

Brief 01
Ramen night
“Bone Broth Makes Everything Better”
Overhead pour of Thai Coconut Curry Chicken Bone Broth over noodles. Steam, garnish, first slurp. No voiceover claims.
Brief 02
Chili in one pot
“Full flavor, less sodium.”
Cook the chili with Reduced Sodium Beef Bone Broth. Show the carton, the simmer, the bowl. Talk taste only.
Brief 03
Tomato basil pantry
“A bright boost to your day.”
Lemon Thyme Chicken Bone Broth stirred into a tomato basil soup. Close-up on the herbs, a spoon lift, the carton on the counter.
Brief 04
Slow food, fast lives
“Slow Food For Fast Lives”
Weeknight wild rice soup from carton to table, handheld. Show the real kitchen, the clock on the wall, the empty bowl.
Brief 05
Gumbo with a twist
“Global flavor at your fingertips.”
Build a gumbo with Miso Ginger Beef Bone Broth. Roux, pour, stir, taste. One cut per step, text on screen, no health talk.

Every product line in a video comes off the claims sheet word for word, for example “Simmered for 20+ hours”, “Made with bones from 100% grass-fed and grass-finished cattle”, “Full flavor, less sodium.”. Product names are said as printed.

Part 6 of 15

Recruiting

Four sources in

Recipe-first home cooks
Creators who already post gumbo, chili, wild rice soup or tortellini soup. The broth is a natural swap in a recipe they already film.
Existing customers
People who post their own cartons and pantry shelves, sourced through the review base. Ask the lead to introduce the best reviewers.
Loyalty Program members
A loyalty program exists. Members who already cook with the product are the warmest candidates, if the lead agrees to approach them.
Affiliate or ambassador page
I did not find an affiliate or ambassador page on the site. I would ask the lead whether one exists before building a separate sign-up path.

Five filters, fewer each step

1Cooks on camera
Shows real food made start to finish, with hands and a stove, in at least a few recent posts.
2Hook sense
Opens the first seconds with something specific, not a greeting.
3Clean claims record
No past posts promising cures, detox or recovery.
4Organic reach
Views come from people outside their own followers, not only repeat fans.
5Takes feedback
Accepts one-variable notes and reshoots a draft sent back without drama.

Part 7 of 15

Who we want

Ramen-night cook
Noodles, chili oil, bowls under the lamp. Broth is the base of the whole video.
Likely product: Thai Coconut Curry Chicken Bone Broth - 16.9 oz
Morning sipper
Warm mug at the desk, citrus and herbs, a calm routine shot in daylight.
Likely product: Lemon Thyme Chicken Bone Broth 16.9oz
Weeknight cook
Fast dinners, one pan, global flavors. Miso and ginger in soups, rice and glazes.
Likely product: 100% Grass-fed Miso Ginger Beef Bone Broth 16.9oz
Meal-prep planner
Sunday batch cooking, labeled containers, a list of what goes in each one.
Likely product: Reduced Sodium Chicken Bone Broth - 16.9 oz
Cast-iron cook
Steakhouse sears, crispy potatoes, biscuits. The pan does the talking.
Likely product: 100% Grass-Fed & Finished Beef Tallow - 14 oz
Wild-game home cook
Hunting and foraging kitchens, curious about unusual proteins and cooking from scratch.
Likely product: Maui Nui Venison Bone Broth - 16.9 oz

Left off, every time

Always out: creators selling detox, cleanse or medical content, anyone telling followers broth heals illness, creators who bash other brands, and anyone who will not use the claims sheet. Food category rule applies: no health outcomes, ever.

Part 8 of 15

First twenty

Weeknight dinner cook who films one-pan meals
Ramen and noodle-bowl obsessive
Chili and stew cook with a big winter audience
Soup-of-the-week series creator
Meal-prep Sunday batch cooker
Cast-iron and steak sear specialist
Baking creator who cooks biscuits and savory pastry
Rice bowl and grain bowl cook
Slow cooker and Dutch oven creator
Single-ingredient, short-label cooking creator
Hunter-gatherer home cook with game-meat recipes
Student cooking cheap but good dinners
Busy parent filming ten-minute dinners from the counter
Dorm and small-kitchen cook
Office desk lunch creator
Cold-weather comfort food storyteller
Gumbo and Southern cooking home cook
Tortellini and pasta-night cook
Cooking creator who reviews pantry staples honestly
Camping and cabin cooking creator

Part 9 of 15

Claims sheet

Approved, word for word

Quoted exactly as the brand publishes it.

“Simmered for 20+ hours”
Any broth video showing the pot, the simmer or the carton
“Made with bones from 100% grass-fed and grass-finished cattle”
Beef product videos only
“Full flavor, less sodium.”
Reduced Sodium products, chili and soup formats
“Wild, but mild.”
Maui Nui Venison Bone Broth videos
“Free Shipping with 12+ Cartons”
Stock-up and bundle videos
“Save 20% on every order”
Subscription mention, once terms are confirmed
“10% off your first order”
First-purchase calls to action

Never said

Each one with the reason it stays out.

Any promise about gut, joints, sleep or illness
Health outcomes are never allowed; only the brand's own literal wording.
Better than other broths or stocks
Comparisons with other brands are not supported by the sheet.
Free shipping on every order
The offer is tied to carton minimums, not every order.
20% off for everyone
The 20% line is for subscribers only.
Grass-fed on chicken or vegetable products
The grass-fed wording belongs to the beef lines.
Immune support or recovery claims
A health outcome, even if a product name sounds close.

To confirm with the brand

Held until someone on the brand side signs off.

Free shipping at 6 or more units
Pages show both 6 or more units and 12+ cartons. The lead confirms which applies where.
20% off for life
The wording carries an asterisk. The lead confirms the terms before it is said on camera.

Part 10 of 15

Pay

Starter
$300–600
a month, by band
For cooks with a real routine but a small audience: lower fee, lower cap, proof first.
Bonus at the cap: $300
Standard
$500–1,000
a month, by band
For creators with steady organic views and clean drafts: the middle fee and the middle cap.
Bonus at the cap: $500
Premium
$800–1,500
a month, by band
For proven creators who consistently beat the target: highest fee, highest cap.
Bonus at the cap: $700

Under 100,000 views
$0
The base pay covers the work.
100,000 views
+$50 flat
Whatever the band.
1,000,000 views
Top-up to your cap
Bonus = band cap − base pay.

One bonus per creator per month, paid at the end of the month.
The $50 flat bonus applies per video that passes 100,000 views.
Organic views only: boosted or paid views do not count toward any bonus.
No bonus on a video that broke the claims sheet or the category rule.

Starter: $600 cap − $300 fee = $300 bonus; Standard: $1,000 cap − $500 fee = $500 bonus; Premium: $1,500 cap − $800 fee = $700 bonus.

The bonus pays for reach after the work is done, never instead of it. One bonus per creator per calendar month keeps it an incentive and keeps the program cost predictable.

Part 11 of 15

Simulator

Today's inputs give $5.74 per 1,000 views against the $1.00 target. It closes if 4.2% of videos go viral, or if the median video reaches 21,711 views.

Program facts

Kettle & Fire creator engine, per month

Monthly cost: $10,050
Base pay: $10,000
Est. bonuses: $50
Videos / month: 303
Est. views / month: 1.8M
Cost per 1,000 views: $5.74

Above the $1 target at these inputs.

To hit $1, the roster needs about 10.1M views a month. That means about 4.2% of videos going viral, or a median near 22K views per video. That is why the day-90 gate exists: keep the accounts that clear it, replace the rest.

Proposed, not measured. Views = videos × median, breakouts at 10× the median, viral at 750K. Bonus: +$50 for a viral video, one per creator per month.

Part 11 of 15, continued

What moves the result

Cost per 1,000 views by median views per video
If the median is	Views / month	Monthly cost	Cost / 1K	Hits target
750	1.4M	$10,050	$6.96	No
1,500	1.8M	$10,050	$5.74	No
3,000	2.4M	$10,050	$4.24	No

Cost per 1,000 views by share of viral videos
If the viral share is	Views / month	Monthly cost	Cost / 1K	Hits target
0.3%	1.2M	$10,000	$8.44	No
0.5%	1.8M	$10,050	$5.74	No
1%	2.9M	$10,150	$3.52	No

The math. Videos a month = 10 creators × 7 a week × 52 ÷ 12 = 303. Views per video = (1 − 4% − 0.5%) × 1,500 + 4% × 10 × 1,500 + 0.5% × 750,000 = 5,782.5; 303 videos × 5,782.5 = 1.8M views a month. Cost = 10 × $1,000 = $10,000 base + 1 bonus × $50 = $10,050. Cost per 1,000 views = $10,050 ÷ 1.8M × 1,000 = $5.74 against a $1.00 target. To hit the target, either 4.2% of videos go viral or the median video reaches 21,711 views, other inputs held.

Move the sliders and the label recalculates. The result is only as good as the guesses behind it, so the median views, the share of breakouts and the share of viral videos are marked as Assumptions until the first month of posts replaces them.

Part 12 of 15

Phases

Creators live by week (proposed): 0, 2, 4, 6, 8, 10

0Wk 1
2Wk 2
4Wk 3
6Wk 4
8Wk 5
10Wk 6

Creator ramp by week
Item	Wk 1	Wk 2	Wk 3	Wk 4	Wk 5	Wk 6
Creators live	0	2	4	6	8	10
Videos a week	0	14	28	42	56	70
Base pay a month	$0	$2,000	$4,000	$6,000	$8,000	$10,000

Warm-up
Sheet, briefs, tracking
Week 0: claims sheet signed by the lead, five formats briefed, tracking links built, first Starter creators picked from the loyalty list and recipe cooks.
Month 1
Ramp to ten creators
Creators live by week: 0, 2, 4, 6, 8, 10. Two added a week over six weeks, seven videos each per week. Weak hooks killed after the first week.
Month 2
All ten live
303 creator videos a month. Winners get Standard bands. One variable per test; hook library grows. Cap bonuses start to matter.
Month 3
Winners to paid
Videos past 100,000 views earn $50 flat and go to the paid test list. Creators who miss the target twice are rotated out.
Day 90
Read and decide
Compare cost per 1,000 views to the $1 target. Keep, cut or change the mix: formats, bands, products. One call, based on the Monday reports.
Monthly ceiling
$15,000 hard stop
All ten creators at the top cap, bonuses excluded: $15,000 (Proposed). Nobody gets paid past it without a written change from the lead.

$15,000 Monthly ceiling, all 10 creators at the top cap, bonuses excluded Proposed

The roster grows by two creators a week, so hook performance can be read week over week instead of by anecdote.

Part 13 of 15

Report

Every Monday: videos by creator and format, views, cost per 1,000 views against $1, the hooks that won, and the ones we killed.

Creator engine, last 4 weeks

Target $1 per 1,000 organic views Illustrative

Creators reporting: 5
Posts last week: 32
Avg cost per 1,000 views: $8.94
Bonuses owed: $0
Keep / Watch / Replace: 1 / 1 / 3

Per-creator results, last four weeks, sorted by cost per 1,000 views
Creator	Band	Format	Posts	Median	Best	Cost / 1K	Bonus	Flags	Call
Creator A	Starter	Ramen night	7	2.1K	25K	$3.37	$0	None	Keep
Creator B	Standard	Chili in one pot	7	1.4K	8.4K	$9.83	$0	Claim check	Replace
Creator C	Premium	Tomato basil pantry	6	1.8K	54K	$7.94	$0	None	Watch
Creator D	Starter	Slow food, fast lives	5	900	3.6K	$12.99	$0	Over cap?	Replace
Creator E	Standard	Gumbo with a twist	7	1.2K	11K	$10.59	$0	Release missing	Replace
All creators	not applicable	not applicable	32	1.5K	54K	$8.94	$0	not applicable	not applicable

Illustrative rows with invented creators, coherent with the pay bands above. Keep means the cost per 1,000 views is at or under the program average, Watch is up to half again over it, and Replace is anything higher.

Part 14 of 15

Organic to paid

From organic to paid

Pick the winner
Organic videos that clear 100,000 views go on the paid test list, with the creator's written permission.
Keep the hook
The ad keeps the original opening line and the claims sheet. One variable changes: the product or the call to action.
Test against the target
Each paid test is judged against the $1 target for cost per 1,000 views, not against vanity metrics.
Scale or stop
If the cost holds, we widen the audience and add the next format. If it slips, we stop and return to organic.

From the video to the checkout

Ramen night: send viewers to the Thai Coconut Curry Chicken Bone Broth page, $8.49.
Stock-up bundles: send to the 12 Pack: Classic Bundle, $101.88, with the 12+ cartons shipping line.
Subscription-minded viewers: send to the subscriber page with the confirmed 20% wording.
Retail-intent videos: use "Find in Store" to reach the store locator.
Before using the 6 or more units shipping line, confirm it with the lead.

Part 15 of 15

Category rules

Food category rules

Bone broth is a food. Creators talk about taste, cooking, ingredients and price. They never promise a body result.

Health wording
Only the brand's literal lines, attributed to the brand. A creator's own health opinion stays off camera, out of captions and out of comments.
No illness talk
No promise about colds, gut, joints, sleep or recovery. If a viewer asks in comments, the answer is the claims sheet line or silence.
No comparisons
No ranking against other broths, stocks or brands. Describe what is in the carton, not what other cartons lack.
Offers with terms
Free shipping is tied to carton minimums, and 20% is for subscribers. Say the offer only after the lead confirms the terms and the date.
Ingredient accuracy
Grass-fed wording applies to beef lines only. Read the ingredient list on the product page before naming anything in a script.
Paid partnership label
Every post carries the platform's paid partnership label or a clear spoken disclosure in the first seconds. No exceptions, no tiny print.

The brand’s legal team sets the final rules. This is the operating floor I’d start from, not legal advice.

Want to see the first briefs?

Grab a time here

Reviews already on the page

A second count, even larger

A subscriber offer worth a hook

Free shipping at twelve cartons

One number to protect

One variable per test

Losers killed early

Claims sheet before camera

Ramen night

Chili in one pot

Tomato basil pantry

Slow food, fast lives

Gumbo with a twist

Four sources in

Five filters, fewer each step

Ramen-night cook

Morning sipper

Weeknight cook

Meal-prep planner

Cast-iron cook

Wild-game home cook

Left off, every time

Approved, word for word

Never said

To confirm with the brand

Starter

Standard

Premium

Sheet, briefs, tracking

Ramp to ten creators

All ten live

Winners to paid

Read and decide

$15,000 hard stop

From organic to paid

From the video to the checkout

Food category rules

Health wording

No illness talk

No comparisons

Offers with terms

Ingredient accuracy

Paid partnership label

Want to see the first briefs?