Ad Creatives

$180k+ revenue from one ad creative at a 7.98 ROAS

Coated makes chocolate-coated freeze-dried fruit and lollies, sold direct to customers and into retail. The product was strong. What they didn’t have was a story that could cut through, or the creative pipeline to tell it. We built a brand story framework, filmed the manufacturing process and the warehouse floor, and scripted every ad so one piece of creative could work on paid and organic at the same time. One ad from that framework carried the account, and the same videos went on to pass a million views each organically.

The Coated range on a pink set: pink pouches of milk chocolate raspberry frogs, white chocolate strawberry twists and milk chocolate raspberries around bowls of white chocolate balls and freeze-dried raspberries, with a Coated gift box behind

$180k+

Revenue from one ad creative

7.98

Average ROAS

$11.91

Average cost per acquisition

48.63%

Average hook rate

The challenge

A great product, with no story to carry it

Coated came to Pulp with a strong product across both direct-to-consumer and B2B. Chocolate-coated freeze-dried fruit is easy to love once it is in your hand. The hard part was getting it there. Without the digital foundations to reach the right audience at scale, growth was limited to whoever already knew the brand.

There was no clear marketing strategy, no creative pipeline and no emotional storytelling framework underneath the ads. Most of the content was still product photography, and in a category sold on taste and feeling, a static product shot asks the viewer to do all the imagining. The message wasn’t cutting through, and sales were paying for it.

For a small business, that is an expensive gap. Every dollar of paid spend was going behind creative with no story underneath it, and without a hook that stopped people, cost per acquisition had nowhere to go but up. Coated needed a story, and a way to get far more out of every video they made.

What was the problem

No creative pipeline. New content arrived whenever someone found the time, so there was never enough of it to test, learn from or scale.
Product images instead of video. Static product shots carried most of the account, in a category where the sale is made on taste, texture and feeling.
No emotional storytelling. The ads showed what Coated sold, not who made it or why, so nothing gave a stranger a reason to care.
No workflow to get more from each video. Content was made for one placement and used once, so every new idea meant starting again from scratch.

The solution

We turned the brand story into the growth engine

We developed a bespoke strategy focused on unlocking Coated’s story and turning it into a scalable growth driver. We leaned into visual-first storytelling, capturing dynamic footage of the manufacturing process and warehouse operations, because the fastest way to build trust in a small food brand is to show the people and the place behind it. Video was briefed using proven storytelling frameworks, with multiple visual, verbal and written hook variations scripted against each one to find what resonated. The videos were made for paid first. When we put them on organic as well, they started performing exceptionally well, so from then on we scripted every story to run in both places, doubling up on every piece of creative and getting the most out of one workflow.

Let the story do the heavy lifting. Script it once, run it on paid and organic, and let every piece of creative work twice.

A Coated creative: four stacks of biscuits suspended on a pink background with milk chocolate pouring over each one from above

What we built

Each piece fed the next, so the story, the hooks and the paid spend moved together instead of sitting in separate lanes.

A brand story framework

One core narrative about who makes Coated and why, broken into scriptable beats so every ad told the same story from a different angle.

Footage from the factory floor

Dynamic video of the manufacturing process and warehouse operations, shot to build authenticity and trust rather than polish.

Hook variations, tested in volume

Multiple visual, verbal and written hooks scripted against each story, so we learned what stopped the scroll instead of guessing.

One workflow, paid and organic

Every story scripted to run as a paid ad and an organic post, so each piece of creative was used twice and the pipeline never slowed down.

The result

A storytelling framework Coated still runs on today

By leaning into consistent visual storytelling and letting the creative do the heavy lifting, one ad built on the brand story framework delivered $180k+ in revenue at a 7.98 ROAS and an $11.91 CPA. With a 48.63% hook rate, nearly half of everyone who saw it was stopped in the first three seconds, proof the story didn’t just land, it held attention and converted. The same videos went viral organically too, passing 1 million views each and building a funnel from organic to paid that amplified the results on both.

For a small business, that scale came fast. The cash flow from one winning creative paid for more stock, more content and more spend, and started the momentum that has since carried Coated into a seven-figure brand. The same storytelling framework still drives every launch today, from new products to exclusive limited-edition ranges.