	Week 1	Week 2	Week 3	Week 4	Week 5	Week 6
Creators live	0	2	4	5	5	5
Creator videos / week	0	14	28	35	35	35
Landing pages live	1	2	3	4	5	6
New ads / week	3	5	6	8	8	8
Unique experiments	1	2	3	4	5	6

Every ad is shown in the feed with its landing page. Switch the size:

BBRAMISponsored · 04 · Meme: Drake

Protein at dinner, the easy way.

A protein shake next to your pasta

The protein’s in the pasta

enjoybrami.comFusilli · $29.99Shop now

Lands on → /products/protein-pasta-fusilliMeme · Drake. Third-party template: clear rights before paid.

BBRAMISponsored · 06 · Grid

Six shapes. Same two ingredients.

Pick your shape.

enjoybrami.comShop all pastaShop now

Lands on → /collections/allRange ad on BRAMI’s own carousel photos.

BBRAMISponsored · 07 · Meme: Surprised Pikachu

Read the side of the box.

Me: makes a normal bowl of pasta
The box: 21g protein per serving

enjoybrami.comFusilli · $29.99Shop now

Lands on → /products/protein-pasta-fusilliMeme · Surprised Pikachu. Claim as printed. Clear template rights before paid.

BBRAMISponsored · 08 · Store door

Find it at Costco.

4 boxes, $10.99
Costco club packFIND A STORE

enjoybrami.comCostco club pack · $10.99Shop now

Lands on → / (store finder)Retail-locator format: one per new retailer. Their store-locator page 404s today; fix before running.

BBRAMISponsored · 10 · Meme: Starter pack

The Sunday sauce starter pack.

The Sunday sauce starter pack

Spaghetti, obviously

Placemats nonna would approve

The bowl, before the argument

Brami e vita

enjoybrami.comSpaghetti · $39.99Shop now

Lands on → /products/protein-pasta-spaghettiMeme · Starter pack. BRAMI’s own photos only. Spaghetti is sold out: swap for Fusilli if still out.

BBRAMISponsored · 11 · Reviews

4.92 stars from 4,249 reviews.

★★★★★4.92from 4,249 pasta reviews

enjoybrami.comShop protein pastaShop now

Lands on → /collections/allRating and count from the Judge.me widget on the product pages.

BBRAMISponsored · 12 · Meme: Always has been

Look at the ingredients.

“Wait, it’s just wheat and lupini beans?”“Always has been.”

enjoybrami.comShop protein pastaShop now

Lands on → /collections/allMeme · Always Has Been. Clear template rights before paid.

BBRAMISponsored · 13 · Vintage

Made in Molise.

Made in Molise.WITH LA MOLISANA

enjoybrami.comShop protein pastaShop now

Lands on → /pages/brand-storyTheir own vintage-Italy art direction, one fact.

Concepts only, not live ads. BRAMI runs no Meta ads today (Ad Library, 28 Sept 2026). Photography © BRAMI, from enjoybrami.com. Four of fifteen are memes on third-party templates: clear rights before paid.

Disturbance	Likelihood	Impact	Owner	Gate (proposed)
No ad history to start from	Certain	High	Danilo	First 3 weeks are learning spend, judged on CPM and hook rate
Lupini allergen question in comments	Med	High	BRAMI + Danilo	Approved reply from the FAQ wording, posted within 24h
“70% more protein” basis unclear	Med	Med	BRAMI	Only per-serving numbers (21g / 9g) until the basis is on the sheet
Velocity dilution as doors double	Med	High	BRAMI	Store-door ads in new-retailer markets first
Kaizen and Chef’s Kiss outspend	High	Med	Danilo	Compete on taste and Molise, never on their numbers
Creators tied to Barilla or Goodles	Med	Med	Danilo	Exclusivity check before outreach
Landing page leak	Med	Med	Danilo	Concept page must beat product page CVR at equal traffic

Line	Value	Status
First order value	$29.99	Proxy: one 8-box pack. Replace with real AOV
Gross margin	45%	ASSUMED, replace in week one
Refund rate	2%	ASSUMED, replace in week one
Second order, 90 days	50% of buyers at $25.49	ASSUMED: subscription price
90-day CAC ceiling	$18.96	= 29.99 × 45% × 98% + 0.5 × 25.49 × 45%

Week	New ads live	Test budget / ad (proposed)	Creators posting	Your CAC target
1	3	$250	0	Set with you, day one
2	5	$250	2	Set with you, day one
3	6	$300	4	Set with you, day one
4	8	$300	5	Set with you, day one
5	8	$400	5	Set with you, day one
6	8	$400	5	Set with you, day one

Concepts tested / month	Hit rate (assumed)	Winners / month	Spend each winner can hold (assumed)
20	5%	1	$8,000 / mo
40	5%	2	$16,000 / mo
60	5%	3	$24,000 / mo

Channel	Open when (proposed)	Why wait
Meta	Day 1	The only place we can test creative fast
TikTok Spark Ads	A creator post beats 3× its account’s median views	Boost what already works organically
Retail media (Walmart Connect, Instacart)	Walmart and Kroger doors are live	Point proven creative at the shelf
Amazon	Meta CAC holds 30 days	Buy on Amazon is already a site CTA
YouTube	A one-minute recipe format wins on Meta	Long format needs a proven script

Day	Keep going if (proposed)	Stop or change if
14	CPM and 3-second hook rate in the top half of what we’ve tested	No ad holds a hook rate above 25%
30	1+ ad at target CAC; creator cost per 1,000 views under $5	No ad near target CAC at equal spend
60	Spend up 1.5× at target CAC	CAC over target for 14 days
90	90-day cohort pays back	Cohort doesn’t: keep the creators, pause paid

Piece	Exists today	Missing	Forced order
Claims	21g / 9g / 2 ingredients printed; allergen FAQ	One approved sheet	1st
Ad account	A page (ID 387840088069908), no ads	Pixel and events checked	1st
Creators	An FAQ that invites them to email	A scripted roster	2nd
Creative	Brand photography	Person-on-camera volume	3rd
Landing pages	Product pages; store locator 404s	A working store finder + offer pages	With 3rd

Figure	Source	Type
0 BRAMI Meta ads	Meta Ad Library, page 387840088069908, 28 Sept 2026	Fact
Category ads and run lengths	Meta Ad Library, “protein pasta”, 28 Sept 2026	Fact
$29.99 · $25.49 · $32.99 · $37.49 · $10.99 Costco	enjoybrami.com; Costco release	Fact
4.92 from 4,249 reviews	enjoybrami.com review widget	Fact
Velocity +58% YoY; 4,000+ stores; $33M Series B	PR Newswire, 19 May 2026	Fact (Nielsen via BRAMI)
$14.7M 2025 sales	Green Queen citing Forbes	Reported
Margin 45%, refund 2%, repeat 50%	Danilo	Assumed
Creators, budgets, gates, ramp	Danilo	Proposed

Piece	What it is (proposed)
Roster	5 creators in month one, +2 a month after day 30, up to 10
Output	7 short videos a week each, on a dedicated account she runs
Platforms	TikTok first (@enjoybrami has 5,657 followers), Instagram second (33.1K)
Scripts	Written by us every Monday. No two creators on the same script
Claims	Only lines from the approved sheet
Paid	Breakouts become BRAMI’s first Meta partnership ads
Retail	Creators near each new retailer film the store-door video

Driver	What we do
Volume	7 a week each, so there are enough shots at a breakout
Variety	A different dish and message per creator per week
Speed	Drafts reviewed within 24 hours
Selection	Creators scored monthly; the weakest slot is replaced
Hooks	The 2-second shot: box to camera, “two ingredients”

#	Source	Live / views	Hook (verbatim)	Our version
1	Fit Foodies × Meal Boosters	335 days	“High-Protein Cacio e Pepe…”	Cacio e pepe with BRAMI Spaghetti: “the protein’s in the pasta”
2	CanEats × Cuchen	208 days	“Cheesy High-Protein Rigatoni Pasta (Meal Prep Go-To)”	Cheesy Radiatori meal prep, same steps
3	Cookingforgains	190 days, 4 ads	“500 calories 56g protein… makes 10 meal preps”	“5 lunches, 21g protein from the pasta alone”
4	Luncheaze	152 days	“If your kids aren’t eating their lunch… this fixed it for us”	“If your kids only eat mac… this is the one I buy”
5	Kaizen	84 days, 2 IDs	“We put 3 protein pastas side by side.”	“I read the back of 3 pasta boxes.” BRAMI’s label only
6	Chef’s Kiss	84 days	“Upgrade pasta nights with Chef’s Kiss…”	“What $29.99 of pasta gets you”: 8 boxes, cook one
7	Sturdy Sauce	77 days	“Nobody wants to hear this, but protein pasta…”	“Nobody tells you most protein pasta doesn’t taste like pasta.”
8	hanahsolum × Hungryroot	65 days, 2 IDs	“I had so many people asking about my… casserole”	Reply-to-comment: “Everyone asked what pasta I used”
9	Elisheva’s Kitchen × Boostcous	47 days	“if you’ve ever tried ‘high protein pasta’ and thought…”	“…this one’s bronze-cut in Molise”
10	Sturdy Sauce	35 days, 5 IDs	“80g protein per jar, 0g added sugar…”	“21g protein. 9g fiber. 2 ingredients.” over a pour
11	Jenna × Nourish	13 days, 8 ads	“comment NOURISH and i’ll send you the recipe…”	“Comment PASTA for my 15-minute aglio e olio”
12	KYUNU	4 days	“Wait… you’re telling me I can eat NOODLES…”	“Wait… this spaghetti has 21g of protein?”
13	@clareandg (organic)	3.3M views / 3,146 followers	“How to eat like an Italian 🍝”	Fork-twirl demo with BRAMI Spaghetti
14	@imsandralahoz (organic)	1.1M / 1,347	“Italianos, confirmadddd 🇮🇹”	“Italians, confirm?” Spanish-language slot
15	@ozbek.agogo (organic)	745.6K / 5,585	“This unique pasta has more protein than two large eggs”	“This pasta has more protein than three eggs” (BRAMI FAQ)
16	@sunshinecookingg (organic)	667.5K / 25.6K	“Poor food. Pure love. Comment…”	“Comment NORMA for my nonna’s pasta alla Norma”
17	@aidan_the_dietitian (organic)	235.5K / 12.7K	“This protein pasta isn’t magical or anything…”	Honest green-screen review, per-serving numbers only
18	@mons.hayaat.helwe (organic)	170.3K / 3,051	“Happy snacking!”	Lupini snack bowl: “the Italian bar snack”
19	@natashaabuatajanini (organic)	130.1K / 1,172	“Tired of spending 5 dollars on the tinniest jar of lupini beans!”	“Tired of brining lupini for a week?”
20	@consciouscuban (organic)	5,356 / 1,040	“Trying protein pasta made from Lupini beans.”	Warm contact: BRAMI already sent her product

Risk	How it’s handled
Per-serving claims	Only “21g protein / 9g fiber per 3.5oz” and “2 real ingredients”, as printed
Comparison claims	“70% more / 3× fiber” off-limits until the basis is on the sheet
Allergen questions	One approved reply, from BRAMI’s own FAQ wording
Disclosure	Every post labelled paid partnership, plus #ad
Competitors	Never show or quote another brand’s numbers

Filter	Test
1 · Portfolio	Three delivered assets plus any brand history
2 · Exclusivity	No current deal with Barilla Protein+ or Goodles
3 · Claims test	One brief from the sheet, scored on staying inside it
4 · Trial	Two paid weeks on three scripts
5 · Retainer	Winners continue; the rest are cut by name, in writing

#	Handle	Followers	Location	Why they fit
1	@kelliheaton4	164	—	“Realistic Wellness”; lupini beans in pasta, 24 Sept
2	@afaithfulhomemaker	857	—	Lupini pasta alfredo; buys lupini pasta at Costco
3	@okaybutfiber	108	NYC	“Legume pasta is the cheat code to hitting protein”
4	@dietitianmarah	1,177	—	Dietitian; lupin bean pasta recipe
5	@alegumeaday	933	—	Nutrition PhD, bean science
6	@angela_corradino	3,477	Long Island, NY	Italian-American mom of 2; Sunday sauce
7	@theorganicitalian	3,383	Brooklyn, NY	Italian-American home cook, 514 videos
8	@thecannamelas	3,481	US	Italian-American couple; Sunday sauce 33K plays
9	@stephdals	324	—	“Our Sunday sauce recipe”
10	@suz_fit4life	315	—	Italian lupini tradition
11	@simonertime	1,445	Toronto, CA	“A guy and his Nonna” (international slot)
12	@devandanielle	2,214	Orlando, FL	High-protein comfort food; tagged Barilla
13	@kamrealeeia	4,101	Dallas, TX	High-protein chicken pasta, 76K plays
14	@amyschoelen	1,332	US (college)	College weekly meal prep
15	@strikerskitchen	989	US (college)	Dorm-kitchen series
16	@_chloecherng_	1,557	NYC	College dorm cooking; 830K likes
17	@adoogs_22	1,591	US	Mom of 3, NP; already films scripted UGC (Goodles)
18	@molly.shops	563	St. Petersburg, FL	Shopping finds: the “found it at Target” format
19	@hkerkering	1,097	—	Pantry organizing, 192K plays
20	@jennadaponte	3,830	—	High-protein cottage cheese pasta, 96.7K plays

Band (proposed)	Retainer / month	Videos / week	Who
Starter	$500	7	New to scripted content
Core	$1,000	7	Past trial, steady views
Lead	$1,500	7	Has a winning partnership ad

Month	Creators (proposed)	Videos / month	Creator cap
1	5	~150	$5,500
2	7	~210	$9,500
3	9	~270	$13,500
4+	10	~300	$15,000

Creator	Band	Posts	Median views	Best video	Cost / 1,000	Bonus	Status
Creator 01	Core	7	4,200	62,000	$3.40	+$100	Keep
Creator 02	Starter	7	2,100	8,900	$6.60	$0	Watch
Creator 03	Core	7	3,800	41,000	$3.15	$0	Keep
Creator 04	Starter	7	1,600	5,200	$7.80	$0	Replace
Creator 05	Lead	6	5,900	118,000	$2.30	+$100	Keep

Review: BRAMI vs gold

{{ r.label }}

Rebuild request

Application — Growth

Who I am

What I built

What I’d do here

Month one

Two ingredients. 21g of protein.

Pick a shape.

Cubetti.

Get the variety pack.

Four boxes. $10.99.

Lupini snack beans.

$33M to scale Italian protein pasta.

BRAMI × New York Yankees.

In 4,000+ stores.

Lupini snacks first. Then pasta.

Brami e vita.

Not sure which one?

Frequently asked questions.

Start paid. Hold CAC. Feed the doors.

Growth plan · ten parts

One number to protect. Seven ways it breaks. Three moves.

Only variety absorbs variety.

Seven disturbances, scored, owned, gated by a number.

The ceiling. Five lines, with the assumed ones labelled.

The test ramp. The blanks are yours to fill on day one.

Whatever your CAC is, creative volume is what moves it.

Where the first $100,000 goes.

What has to be true before a channel opens.

Payback is the real constraint, not CAC.

What this covers, and what it deliberately doesn’t.

Gates, written before spend, so stopping isn’t a negotiation.

What exists, what’s missing, and the order that’s forced.

Every number, and where it came from.

Month one is where it starts.

Five creators. Seven videos a week each. One new script every Monday.

Contents

The whole program on one table

I have built this engine before

What the content actually looked like

What makes a creator program perform

What a roster actually ships

Twenty videos we’d remake

The part that makes this hard, handled first

How we find and test them

Twenty creators we’d recruit first

The model in one screen

Upside only where it earns it

Will it pay back?

We start with five, then ten

What you get every Monday