Smalls: ad concepts

All 18Exhibit 7Native 4Meme 7

All 18Top 7Middle 8Bottom 3

Every ad is shown in the feed. Switch the size:

4:51:19:16

No ad in this family at this stage. Pick another filter.

Smalls

Sponsored · Exhibit 01 · Less Mystery Menu

More meat, less mystery. That's the whole idea behind every bowl.

Every Smalls recipe is made with at least 80% animal protein, not weird byproducts or meat meals. It is gently cooked, human-grade food for cats that treat dinner as a serious matter and read the bowl like a verdict.

Build your cat's fresh plan and see what a clear label looks like.

More meat, less mystery

Fresh Food Sampler

Packed with protein
Gently cooked
Preservative-free
Minimally processed

SMALLS.COM

Meet the 80% protein recipes

Build their fresh plan

Format: Menu-card split, product photo
Persona: Cat parent who reads the label before buying anything
Reason to buy: More meat, less mystery
Funnel stage: Top of funnel
Product: Fresh Food Sampler
Lands on: Landing page

Why it should work. A menu card turns the label into something a label-reader can scan in a second, using the brand's own four descriptors.

Tests. Whether a plain ingredient promise beats a product shot as a first touch.

Smalls

Sponsored · Exhibit 02 · Half Off Sampler

Half off the first box. Your cat gets to be the judge.

The Fresh Food Sampler is $26.00, down from $52.00, and shipping is free on your first order. Gently cooked recipes, plus a 100% Money-back guarantee if your cat wants no part of it.

Free shipping on your first order. Money back if they pass.

50% off

Fresh Food Sampler, 50% off

Fresh Food Sampler $26.00, was $52.00

SMALLS.COM

Fresh Food Sampler, half off

Shop Now

Format: Offer on product photo
Persona: Curious cat parent who wants a low-risk first order
Reason to buy: Free shipping, first order
Funnel stage: Bottom of funnel
Product: Fresh Food Sampler
Lands on: Landing page

Why it should work. The real offer, the real price and the guarantee all sit in one frame, so the decision costs almost nothing.

Tests. Whether the sampler price alone converts people who already know the brand.

Smalls

Sponsored · Exhibit 03 · Puffy Bird Chips

For cats that love the crunch of dry food, minus the junk.

Freeze-Dried Puffs are crafted with 95% animal protein, so your cat gets more protein per bite than kibble. The Puffy Bird recipe is 95% chicken. Same bite they already like, none of the junk.

Upgrade their kibble with a puff.

Crunch without the junk

195% chicken
2More protein per bite
3Dry-food crunch, none of the junk
4Freeze-dried Puffy Bird

SMALLS.COM

Freeze-Dried Puffs, 95% chicken

Shop Puffs

Format: Product photo, ingredient chips
Persona: Kibble loyalist cat parent open to a better crunch
Reason to buy: More meat, less mystery
Funnel stage: Middle of funnel
Product: Fresh Food Sampler
Lands on: Landing page

Why it should work. Dry-food lovers get a familiar format, so the only new idea is the protein number.

Tests. Whether a crunchy product pulls in cats still on kibble.

Smalls

Sponsored · Exhibit 04 · Kitten First Bowl

Tiny cat, serious nutrition. Made with veterinary nutritionists.

Our recipes are formulated with veterinary nutritionists and certified complete and balanced for every life stage. That includes kittens, and there is a Fresh Food Sampler for Kittens to start with.

Start with the Fresh Food Sampler for Kittens.

Complete and balanced for every life stage

SMALLS.COM

Sampler made for kittens

Learn More

Format: Product hero
Persona: New kitten owner choosing a first food
Reason to buy: Veterinarian approved
Funnel stage: Top of funnel
Product: Fresh Food Sampler for Kittens
Lands on: Landing page

Why it should work. New kitten owners worry about getting the first food right, and the vet-nutritionist line answers that directly.

Tests. Whether a life-stage message opens a persona the other ads do not reach.

Smalls

Sponsored · Exhibit 05 · Clean Label Close-up

Read the label twice. Nothing in the bowl your cat doesn't need.

Smalls uses real, whole ingredients. No preservatives, no fillers, nothing your cat doesn't need. Human-grade food, gently cooked, and delivered straight to your door. Start with the Fresh Food Sampler and let your cat vote.

Preservative-free, human-grade, gently cooked.

Preservative-free

Nothing your cat doesn't need

SMALLS.COM

Real, whole ingredients

Learn More

Format: Full-bleed photo
Persona: Label-reader tired of fillers in the cat bowl
Reason to buy: Real, whole ingredients
Funnel stage: Top of funnel
Product: Fresh Food Sampler
Lands on: Landing page

Why it should work. A full-bleed photo with one seal keeps the claim quiet and credible, which suits people who distrust pet food marketing.

Tests. Whether the ingredient promise works with almost no extra copy on the creative.

Smalls

Sponsored · Exhibit 06 · Pig Fish Bird

Pig, Fish or Bird? Our cat parents have strong opinions.

We have 2000+ verified 5 star reviews. Jiji is eating Pig. Koala is eating Fish. Moonshine is eating Other Bird. Your cat has a seat at that table, and the Fresh Food Sampler is how they pick theirs.

Pick a protein. Your cat votes.

Pig

Fish

Bird

Pig, Fish, or Bird?

2000+ verified 5 star reviews

SMALLS.COM

2000+ verified 5 star reviews

See Reviews

Format: Three-photo collage
Persona: Cat parent who trusts other cat parents more than ads
Reason to buy: Cat parent approved
Funnel stage: Middle of funnel
Product: Fresh Food Sampler
Lands on: Landing page

Why it should work. Three proteins on one frame make the review count feel like a menu and not a statistic.

Tests. Whether proof plus protein variety beats proof alone.

Smalls

Sponsored · Native 01 · Picky Cat Notes

Notes app, after dinner: what I learned about my picky cat.

92% of cats lick the bowl clean. Our recipes have aced over 90 palatability tests, with 2 textures, 5 proteins, and 7 fresh recipes, so even picky cats have met their match.

Free shipping on first order. Money back if they pass.

Notes

Notes from a picky cat's dinner

Bowl licked clean
Pig tonight, Fish tomorrow
Free shipping on first order
Money back if they pass

SMALLS.COM

Even picky cats met their match

Try the Sampler

Format: Notes app over product photo
Persona: Owner of a picky eater who has tried every can
Reason to buy: Bowls licked clean
Funnel stage: Middle of funnel
Product: Fresh Food Sampler
Lands on: Landing page

Why it should work. A phone note reads like a person talking to themselves, so the palatability proof lands without sounding like a claim.

Tests. Whether a native-looking list outperforms the polished exhibit ads on picky-eater audiences.

Smalls

Sponsored · Native 02 · Group Chat Guarantee

Will your cat even touch fresh food? We'll cover it if not.

If they don’t eat it, we’ll pay for it. Full refund, no questions asked, with a 100% Money-back guarantee on your cat's fresh plan. The risk sits with us, which is the right place for it.

Build your cat's fresh plan. The guarantee is on us.

Maya

Will your cat even eat it?

Try the sampler. If they don't eat it, Smalls pays.

Ok, send me the link.

SMALLS.COM

100% Money-back guarantee

Build Their Plan

Format: Message thread with photo
Persona: Skeptical cat parent whose cat refuses most things
Reason to buy: If they don't eat it, we pay
Funnel stage: Bottom of funnel
Product: Fresh Food Sampler
Lands on: Landing page

Why it should work. The objection arrives as a friend's question, and the answer is the guarantee in the brand's own words.

Tests. Whether the guarantee works as a closer for people who stalled at the first order.

Smalls

Sponsored · Native 03 · Pig Or Bird Poll

Poll time: Pig or Bird? Our cats have already voted.

Jiji is eating Pig. Mr. Bigglesworth is eating Bird. Catalie Portman is eating Fish. Broth packs come in Pig, Bird and Fish too, plus an Assorted Broth Pack for the cat who cannot decide.

Tap your side. We'll set the bowl.

Pig or Bird tonight?

Pig Broth PackBird Broth Pack

SMALLS.COM

Broth packs in Pig, Bird, Fish

Shop Broth

Format: Stories poll
Persona: Indecisive cat parent who likes a vote
Reason to buy: Bowls licked clean
Funnel stage: Top of funnel
Product: Fresh Food Sampler
Lands on: Landing page

Why it should work. A story poll is the format cat people already use, and the cat names come straight from the brand's community.

Tests. Whether a low-effort interaction opens the broth range to new people.

Smalls

Sponsored · Native 04 · Camera Roll Delivery

Camera roll, Sunday evening: one box, one very interested cat.

Free shipping on first order, anywhere in the continental United States (sorry Alaska and Hawaii!). Our wet food is shipped with enough dry ice to last, so the Fresh Food Sampler arrives ready for the fridge.

Free shipping on first order.

RecentsSunday
eveningEdit

Camera roll: the box arrived

SMALLS.COM

Free shipping, first order

Order Sampler

Format: Camera-roll share
Persona: Cat parent who documents everything their cat does
Reason to buy: Free shipping, first order
Funnel stage: Middle of funnel
Product: Fresh Food Sampler
Lands on: Landing page

Why it should work. Delivery is the moment people photograph, and the shipping answer is built into the post.

Tests. Whether answering the shipping question early lifts click quality.

Smalls

Sponsored · Exhibit 07 · Recipe Breakdown

One recipe, line by line. No mystery left.

Here is one of our recipes, line by line: 88% chicken, 5% greens & vegetables, 4% other nutrients, 3% water. Real, whole ingredients. No preservatives, no fillers, nothing your cat doesn't need.

Seven fresh recipes. Same rule on every label.

Our chicken recipe, line by line

188% chicken
25% greens & vegetables
34% other nutrients
43% water

SMALLS.COM

See what's in the bowl

See Recipes

Format: Product photo, ingredient chips
Persona: Ingredient skeptic who wants percentages
Reason to buy: Real, whole ingredients
Funnel stage: Middle of funnel
Product: Fresh Food Sampler
Lands on: Landing page

Why it should work. Showing the actual split is the strongest answer to the mystery-meat worry.

Tests. Whether percentages convert better than adjectives for skeptical buyers.

Smalls

Sponsored · Meme 01 · Drake Fillers Protein

Cats run on protein, not carbs. Our bowls are built that way.

Cats use protein for energy. Not carbs. That is why our recipes are crafted with more than 80% protein, while kibble manufacturers cut costs by packing food with unnecessary fillers and carbohydrates.

Build your cat's fresh plan.

Claim to confirm with brand: Claim to confirm with brand

Fillers out. Protein in.

Weird byproducts and meat meals

At least 80% animal protein in every recipe

SMALLS.COM

More than 80% protein

Shop Now

Format: Meme template, product swapped in
Persona: Cat parent comparing kibble labels to fresh food
Reason to buy: More meat, less mystery
Funnel stage: Top of funnel
Product: Fresh Food Sampler
Lands on: Landing page

Why it should work. The two-panel format makes the kibble contrast obvious in one second.

Tests. Whether category contrast humor beats a straight protein claim.

Smalls

Sponsored · Meme 02 · Wandering Eye Bowl

Your cat's current food is about to get jealous.

Gently cooked, human-grade, preservative-free and minimally processed. Smalls is made in USDA certified facilities in New Jersey and Ohio, with real, whole ingredients and nothing your cat doesn't need.

Meet the fresh food you keep looking at.

Me looking at fresh cat food

Gently cooked Smalls

Me, a cat parent

The same old kibble

SMALLS.COM

Gently cooked, human-grade

Learn More

Format: Meme template, product swapped in
Persona: Cat parent quietly curious about fresh food
Reason to buy: Real, whole ingredients
Funnel stage: Top of funnel
Product: Fresh Food Sampler
Lands on: Landing page

Why it should work. The switching moment is the real barrier, and this meme says it out loud.

Tests. Whether naming the temptation lifts engagement among current kibble buyers.

Smalls

Sponsored · Meme 03 · Pig Or Fish Dilemma

Pig or Fish? Let your cat settle it.

Two buttons, five proteins. Your cat gets 2 textures, 5 proteins, and 7 fresh recipes to work with, and over 90 palatability tests behind them. The sampler lets your cat choose for you.

Start with the Fresh Food Sampler.

Pig or Fish? Sweating already

Pig recipe

Fish recipe

Me, with a cat watching

SMALLS.COM

2 textures, 5 proteins, 7 fresh recipes

Try the Sampler

Format: Meme template, product swapped in
Persona: Indecisive cat parent shopping for a picky cat
Reason to buy: Bowls licked clean
Funnel stage: Middle of funnel
Product: Fresh Food Sampler
Lands on: Landing page

Why it should work. Choice overload is the picky-cat owner's daily problem, and the sampler is the exit.

Tests. Whether framing variety as a decision to share with the cat gets more sampler clicks.

Smalls

Sponsored · Meme 04 · Galaxy Brain Label

Level four of cat food shopping is reading the label.

Veterinarian approved. Formulated with veterinary nutritionists and certified complete and balanced for every life stage. The galaxy-brain move is reading the label and picking food a vet helped formulate.

Gently cooked food designed for cats.

Galaxy brain cat food shopping

Pick the food with the nicest bag

Pick whatever is on sale

Read the label

Pick veterinarian approved fresh food

SMALLS.COM

Veterinarian approved fresh food

Learn More

Format: Meme template, product swapped in
Persona: Research-heavy cat parent comparing five brands
Reason to buy: Veterinarian approved
Funnel stage: Middle of funnel
Product: Fresh Food Sampler
Lands on: Landing page

Why it should work. Research-minded buyers enjoy being flattered for reading labels, and the vet line is the payoff.

Tests. Whether the vet-nutritionist proof works inside a humor format.

Smalls

Sponsored · Meme 05 · Change My Mind Guarantee

Hot take: cat food should come with a money-back guarantee.

If they don’t eat it, we’ll pay for it. Full refund, no questions asked, backed by a 30-Day Money-back guarantee. Tell us what's wrong with a sampler at 50% off and we'll listen.

Full refund, no questions asked.

Cat food needs a money-back guarantee

Cat food should come with a money-back guarantee

SMALLS.COM

30-Day Money-back guarantee

Start Now

Format: Meme template, product swapped in
Persona: Burned-before cat parent who hates wasted food
Reason to buy: If they don't eat it, we pay
Funnel stage: Middle of funnel
Product: Fresh Food Sampler
Lands on: Landing page

Why it should work. A sign on a table invites an argument, and the guarantee wins it.

Tests. Whether a confident stance on risk reversal outperforms a plain guarantee badge.

Smalls

Sponsored · Meme 06 · Master Plan Sampler

Step one: sampler. Step two: cat opinion. Step three: repeat.

Start with the Fresh Food Sampler, 50% off, with free shipping on your first order. After that, get 28 packs delivered every 4 weeks. The plan writes itself.

50% off the sampler. Free shipping on first order.

Order. Sniff. Lick clean. Repeat.

Order the 50% off Fresh Food Sampler

Cat inspects every bite

Bowl licked clean

SMALLS.COM

28 packs every 4 weeks

Get Offer

Format: Meme template, product swapped in
Persona: Planner type who wants a delivery routine
Reason to buy: Free shipping, first order
Funnel stage: Bottom of funnel
Product: Fresh Food Sampler
Lands on: Landing page

Why it should work. The repeated twist is the shape of a subscription, which makes the delivery cadence feel natural.

Tests. Whether people respond to the delivery routine after the sampler.

Smalls

Sponsored · Meme 07 · Buff Doge Showdown

Big Pet Food packs in fillers. We went the other way.

Taking on the giants of the pet food industry since 2017. We believe cats deserve better, so we use natural ingredients and added vitamins and minerals in our food, with no preservatives and no fillers.

Cats deserve better. Since 2017.

Claim to confirm with brand: Claim to confirm with brand

Big Pet Food vs. Smalls

Smalls: no preservatives, no fillers

Big Pet Food: preservatives and fillers

SMALLS.COM

Taking on Big Pet Food since 2017

Learn More

Format: Meme template, product swapped in
Persona: Cat parent skeptical of big pet food brands
Reason to buy: Real, whole ingredients
Funnel stage: Top of funnel
Product: Fresh Food Sampler
Lands on: Landing page

Why it should work. The brand's own origin line gives the contrast a point of view without naming any competitor.

Tests. Whether the underdog origin story pulls colder audiences.

Photography and product names belong to Smalls. Every ad lands on a page in this package. Memes use real, recognizable templates with Smalls product photography composited in; template rights to clear before running. Hooks, personas and the texts shown inside memes and chats are proposed, not real customer quotes.