The funnel teardown mapped 670 live Meta ads and found the gaps: 82% of traffic lands on a bare configurator, two-thirds of statics are price-led and aimed at the already-convinced, and whole awareness stages sit nearly empty. These three boards are what we would run into those gaps — 80 finished statics, every claim verified against factor75.com, every meal photo Factor's own.
80finished statics
10native formats
30matrix cells, all distinct
0AI food photos
The brief · findings → execution
Every board answers a finding from the teardown.
Finding
67% of statics are price-led, most-aware
The account talks almost exclusively to people who already want Factor and just need a discount.
Our answer
Ads written for problem- and solution-aware buyers: the 5pm decision, the fell-off-the-diet moment, the takeout math — angles the account barely runs.
Finding
Problem-aware (11) and product-aware (8) nearly empty
Of 670 ads, whole awareness stages have almost no coverage.
Our answer
The copy matrix fills every cell deliberately: 2 diet avatars × 3 awareness stages × 5 angle lanes = 30 distinct cards, each tagged.
Finding
82% land on the bare /plans configurator
The ad earns attention; nothing on the other side earns the sale.
Our answer
Matrix ads are written as the click into an angle-specific presell story — curiosity gap and a specific promise, never closing on the card itself.
Finding
GLP-1: 6 statics, but a 55-day median lifespan
The most durable brand-direct lane is also the least built.
Our answer
GLP-1 companion cards built on the real GLP-1 Balance menu (“protein-forward, calorie-friendly”) — framed as support for how people eat now.
Board 01 · Wave 1 · 15 cards
The angle map, proven once.
One card per gap from the teardown: the 5pm decision, dollar-per-meal vs takeout, protein and calorie specificity (real menus: High Protein 30g+, Calorie Smart ~550 cal), skip-anytime transparency, no-cook vs meal kits, the GLP-1 companion, dietitian authority. Fifteen ads that prove each angle can carry a finished, on-brand static before we scale it.
It's 5pm. What's for dinner?
The 5pm decisionDark question
Dinner's already made.
Done-for-youEditorial
30g+ protein per meal
Protein specificityStat card
The takeout math.
$ vs takeoutVersus
Read the fine print.
Label transparencyChecklist
You didn't cook. Nobody has to know.
No-cookType poster
Buy back your weeknights.
Time backMetaphor poster
Get 50% off your first box
The offerOffer card
A dietitian designs every menu.
Dietitian authorityLetter
Built for the way you're eating now.
GLP-1 companionEditorial
~550 calories or less
Calorie SmartStat card
Is it actually fresh?
Fresh, never frozenDark question
Meal kits vs. done.
Vs meal kitsVersus
Dinner, solved. Every single night.
Brand voiceQuote card
One less decision, every night.
Decision fatigueType poster
Board 02 · Wave 2 · 35 cards
The format spread: one angle, many disguises.
Wave 2 extends the proven angles into a 50-card arsenal with zero headline overlap with Wave 1. The teardown showed longevity tracks the channel and the format more than the angle — so the same verified claims get re-cut across ten native families: dark question posters, editorial cards, stat cards, versus tables, checklists, type and metaphor posters, offer cards, letters, quote cards. This is how one strategy becomes months of fresh creative without inventing a single new claim.
How many nights did you "figure it out"?
Dark question
Tired of takeout already?
Dark question
Cooking again? Or not.
Dark question
When did dinner get so complicated?
Dark question
Still deciding what's for dinner?
Dark question
Chef-cooked. Not by you.
Editorial
The 2-minute dinner.
Editorial
Real food, zero effort.
Editorial
Keto, without the cooking.
Editorial
A lunch that actually has protein.
Editorial
100+ meals to choose from
Stat card
2 min and dinner's ready
Stat card
0 minutes at the stove
Stat card
Low-carb done for you
Stat card
Cooking vs. Factor.
Versus
Frozen vs. fresh.
Versus
Skipping lunch vs. Factor.
Versus
Protein bar vs. real lunch.
Versus
Dinner, from the fridge.
Checklist
You know exactly.
Checklist
For the weeks that don't stop.
Checklist
The reasons it works.
Checklist
Eat like you meal-prepped. Without meal-prepping.
Type poster
Protein, handled.
Type poster
Your 6pm self says thanks.
Type poster
Dinner without the decision.
Type poster
Give your stove the week off.
Metaphor poster
The healthy habit you'll actually keep.
Metaphor poster
Hit your protein without trying.
Metaphor poster
Your first box, half off plus free breakfast
Offer card
Free breakfast all year + 50% off box one
Offer card
The case for not cooking tonight.
Letter
Two minutes. That's the whole recipe.
Letter
Fewer decisions. Better dinners.
Quote card
The week just got easier.
Quote card
Board 03 · Performance copy matrix · 30 cards
Two avatars × three awareness stages × five angles.
The systematic version of the gap-filling: every card occupies one distinct cell of a 2×3×5 matrix and is tagged with its avatar, stage, and angle — so performance data reads back as strategy (“keto × problem-aware × willpower wins”), not as a pile of creatives. Copy was mined from real customer language on r/keto and r/mediterraneandiet before a single headline was written. Each ad is built as the click into an angle-specific presell page, the missing layer the teardown identified: it opens the story, the page closes it.
Why there is no Serena Williams card: Factor's real ambassador lane is Serena, but her creatives are video and no clean licensed still of her exists on the brand CDN. We never AI-generate or redraw a real person's likeness — so that lane waits for real assets. Every food photo on this page is Factor's own studio photography.
The keto seeker
VoC from r/keto: “willpower… is finite. You run out of it” · “cooking keto… you're basically relearning how to cook” · “I fell off keto… more like lazy.” Keto rarely dies at the macro level; it dies at the stove. Every keto card sells the removal of the nightly cook, not the diet.
Problem AwareThey feel the pain (dinner grind, fell off the diet) but aren't looking for a meal service. The ad names the pain and opens a curiosity gap into the story.
How many times has keto ended at the stove?
WillpowerDark question
You didn't fail keto. The cooking did.
ConsistencyMetaphor poster
Keto is simple. The macro math is not.
MacrosType poster
Low-carb. Not low-effort.
TimeEditorial
Keto food that doesn't taste like a compromise.
QualityQuote card
Solution AwareThey know prepared meals exist and are weighing options. The ad frames the comparison and the mechanism.
Stop running low-carb on willpower.
WillpowerLetter
The reasons it works now.
ConsistencyChecklist
Tracking macros vs. Factor.
MacrosVersus
Keto, already cooked for you.
TimeEditorial
Frozen low-carb vs. Factor.
QualityVersus
Product AwareThey know Factor. The ad hands them a specific, verified reason to finally start: the proof point or the offer.
0 you have to make
WillpowerStat card
The first keto that survived a busy week.
ConsistencyQuote card
Low-carb counted for you
MacrosStat card
Keto dinners, half off plus free breakfast for a year
TimeOffer card
Low-carb that eats like dinner.
QualityEditorial
The Mediterranean follower
VoC from r/mediterraneandiet: “It's not a diet… it's a lifestyle to be enjoyed, not measured” (57 upvotes) · “not easy, it's expensive” · “still requires cooking with energy.” They love the food and identity; the friction is sourcing and the nightly cook. The cards protect the lifestyle framing and never call it a diet.
Problem AwareThey feel the pain (dinner grind, fell off the diet) but aren't looking for a meal service. The ad names the pain and opens a curiosity gap into the story.
The Mediterranean diet is a lifestyle. Cooking it is a job.
WillpowerDark question
Keep the lifestyle. Skip the nightly cook.
ConsistencyMetaphor poster
Real ingredients. Zero grocery runs.
SourcingType poster
The eating is easy. The cooking is the work.
TimeEditorial
Fresh fish and vegetables. Not another frozen box.
QualityQuote card
Solution AwareThey know prepared meals exist and are weighing options. The ad frames the comparison and the mechanism.
Love the food. Lose the nightly cooking.
WillpowerLetter
Real food, already made.
ConsistencyChecklist
Convenience food vs. Factor.
SourcingVersus
Cooked like you would. Just not by you.
TimeEditorial
Frozen dinners vs. fresh.
QualityVersus
Product AwareThey know Factor. The ad hands them a specific, verified reason to finally start: the proof point or the offer.
100+ every single week
WillpowerStat card
The way you want to eat, on the busiest nights.
ConsistencyQuote card
Fresh never frozen
SourcingStat card
Fresh, chef-cooked meals, half off plus free breakfast for a year
TimeOffer card
Fish and vegetables, the way you'd actually make them.
QualityEditorial
Method · how these were built
Spec work, held to production standards.
Every claim verified live against factor75.com on 07·07·2026: 50% off + free breakfast for a year (new customers, auto-renew), ready in 2 minutes, fresh never frozen, 100+ weekly meals, High Protein = 30g+, Calorie Smart = ~550 cal, GLP-1 Balance / Keto / Carb Conscious are real named menus. Nothing invented.
No AI food, ever. All meal imagery is Factor's own CDN studio photography. AI is used for layout, typography, and copy systems — never to fake the product.
No fabricated testimonials. Quote-style cards use unattributed brand-voice lines; attributed customer quotes wait for client-supplied verbatims.
Independently refereed. Built by one model, then reviewed card-by-card by a second independent model; every flagged defect fixed before anything reached this page.
Spec only. Colors are sampled from the live brand and imagery is Factor's own — these do not run as paid traffic without a client license. They exist to show the system, not to ship as-is.
An independent spec build by Good Advertorials. No affiliation with Factor or HelloFresh. Companion to the Factor funnel teardown.
