Key takeaways
- Format: Interview still with a news-flash quote and broadcast-style name tag.
- Best for: Founder-led brands that want to build trust and address price.
- Hook: A founder quote that pairs a bold quality claim with a tiny price.
- Reuse it: Pull your founder's best soundbite and caption it like a TV lower-third.
Available sizes
What is a testimonial ad?
A testimonial ad uses a real customer's words, such as a review, quote or comment, as the main message. It answers a buyer's doubts with social proof rather than brand claims, and works especially well when the testimonial is specific about who the customer is and what changed for them.
See all testimonial ads →Why this testimonial ad works
- 01
Founder authority
Hearing the claim from the person who built the company feels more accountable than anonymous ad copy.
- 02
Price anchor per serving
$2.13 a serving reframes a big monthly subscription into a small, everyday number.
- 03
Interview context
The two-person conversation looks like earned media, which lowers ad resistance.
- 04
Broadcast styling
The red label and teal lower-third mimic TV news, adding instant credibility.
Full creative breakdown
Who this ad targets
The ad targets curious but sceptical prospects who like the idea of better meat but think a subscription is too expensive. These are often US adults aged 30 to 55 who listen to podcasts and enjoy founder stories, value transparency and want to know who is behind a brand. It also works for people who have seen other ButcherBox ads and need one more trust signal, such as a face and a name, before converting.
Copywriting analysis
The headline is a direct quote, which turns a brand claim into a personal statement. It has two halves: a bold superlative, 'the healthiest meat on the market', and a reassuring price, 'starts at just $2.13 a serving'. The word 'just' softens the price further. Putting the quote in title case under BREAKING gives it news weight. The name tag adds accountability by naming the founder and his role. The CTA, Explore ButcherBox Standards, is a soft, curiosity-led action that suits a top or middle funnel audience. Superlatives like 'healthiest' need solid substantiation on the landing page.
Visual design
The top half uses a natural, documentary-looking photo with warm light and real people, while the bottom half fades to black for text. This split creates a clear hierarchy: face first, quote second, button last. The red NEWS FLASH tag and teal name tag add two accent colours that echo broadcast graphics. Text is large and centred so it stays readable on small screens, and the black area keeps the CTA clear of Story overlays.
How to adapt this template for your brand
- Record a short, relaxed interview with your founder or an expert.
- Pick one soundbite that combines a strong claim with a concrete number.
- Use a natural still from the interview in the top half and fade to black below.
- Add a news label, the quote in bold title case and a name tag with role.
- Finish with a soft, curiosity-led CTA and test the still against the video clip.
Tips for meat ads on Meta
This creative is ideal as a video in Reels and Stories, using the still as the thumbnail. If you run it as a static image, keep the quote short enough to read in under three seconds. Meta may scrutinise superlatives and health claims, so make sure the landing page backs them up. Target warm audiences and lookalikes of existing subscribers, and test the per-serving price against a monthly price to see which framing converts better.
About this creative
This vertical ad is built from an interview frame. In the top half, ButcherBox founder Mike Salguero, wearing a cap and an olive t-shirt, sits in an armchair gesturing as he talks to a younger interviewer on a sofa, in a bright modern space with a glass roof. Across the middle, a red NEWS FLASH tag introduces a quote in bold white title case: ButcherBox delivers the healthiest meat on the market and it starts at $2.13 a serving. A teal name tag below identifies the speaker as the founder, just like a lower-third on a TV broadcast. A white pill button reads Explore ButcherBox Standards. The bottom half of the frame fades to solid black, which makes the text pop and leaves room for Story UI. The ad feels like a clip from a talk show or podcast, giving the founder's words the weight of an interview rather than a scripted commercial.
Meta ad · 338 × 600 · Meat
ButcherBox Founder Interview "News Flash" Ad
This ButcherBox story ad uses a still from an interview with founder Mike Salguero, overlaid with a news-flash headline quoting him on health and price. It combines founder authority with a low per-serving price, making it a testimonial-style ad for Meta Stories and Reels that builds trust and handles price objections.
Added
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Details
Ad copy
Primary text
Our founder Mike Salguero sat down to explain why ButcherBox delivers the healthiest meat on the market, and why it starts at just $2.13 a serving. 🎥 Meat with receipts, straight to your door. No fillers. No shortcuts. No added hormones. No bull.
Description
Healthy meat from $2.13 a serving
On-image text
NEWS FLASH | BREAKING: "We Deliver The Healthiest Meat On The Market, And It Starts At Just $2.13 A Serving." | Mike Salguero | ButcherBox Founder | EXPLORE BUTCHERBOX STANDARDS
Headline ideas for this template
- 1Meet The Founder Who Rethought Meat Delivery
- 2Better Meat From $2.13 A Serving
- 3"We Built ButcherBox For Families Like Ours"
- 4Why Our Founder Says No To Shortcuts
- 5Healthy Meat That Costs Less Than A Coffee
Meta image ad specs
| Placement | Ratio | Size (px) |
|---|---|---|
| Feed | 1:1 or 4:5 | 1080×1080 / 1080×1350 |
| Marketplace | 1:1 | 1200×1200 |
| Messenger inbox | 1:1 | 1200×1200 |
| Stories & Reels | 9:16 | 1080×1920 |
This template is 1:1. Request 4:5 or 9:16 to cover all placements.
