Alaskan King Crab Co. · Creative Demand Model

Core persona · who is inside	Share of paid today	90d lane creative	ROAS	Model grade	October output
Host LEAN INThe person feeding a table: Sunday dinner, the game, the family visit. The lead performance lane and the only core persona above the account rate on real spend.	26.5% of paid · Social Hosts	$51.7K108 creatives	4.89×	Grade A	21% 50 at 240
Gifter NORMALIZEDBirthdays, the forgotten date, the parents who would never buy it for themselves. Big spend, weak returns; four of five clusters are re-cuts.	~25% of paid · Celebrators, Gift Givers	$72.9K103 creatives	2.45×	Grade C	15% 36 at 240
Foodie LEAN INDesire, provenance and preparation. October is National Seafood Month, so the education clusters seeded in September get their own month.	~19% of paid · Enthusiasts, Home Cooks	$53.1K71 creatives	2.90×	Grade C	15% 36 at 240
First Timer HOLDHas never ordered seafood online. Price, arrival, preparation and selection confidence. The welcome offer lives here.	~16% of paid · Online Food Shoppers	$116K160 creatives	2.57×	Grade C	13% 30 at 240
Splurger NEW LANEOccasion-led indulgence with a rational restaurant-value frame. Small, and the only lane with almost nothing proven on the shelf.	~3% of paid · Self Treaters, Couples	$11.9K41 creatives	1.86×	Grade C	7% 16 at 240
Evergreen · five lanes		$305K			70% · 168

#	Window · what is in it	In market	Kit approved	Go-live	% of moments	img / vid / c+g	Assets
1	Ultimate King Crab Feast Giveaway · October wave FlagshipThe lead-gen flagship: ~$5,000 prize pool, entry through Oct 30, winner Nov 2. The Oct 1 announcement goes out by email and SMS, so paid opens the same morning with the prize reveal, the two-winner share mechanic and the feast-captain cut. Judged on cost per lead, not ROAS.	Oct 1 to Oct 14	Sep 26	Oct 1	19%	6 / 7 / 1	14
2	Giveaway refresh · Halloween peakSame prize, new hooks, mid-month so the entry curve does not wane: last-chance framing from Oct 24, a Halloween-week party skin, the "who gets the other half" prompt. Retired Oct 31; the file it builds hands straight to the BFCM audience build.	Oct 15 to Oct 30	Oct 10	Oct 15	14%	4 / 5 / 1	10
3	Wagyu filet GWP · retention onlyBuy 4 lb large king crab legs, get a $75 American Wagyu filet. Client-marked TBC and CRM-led; paid support is a small retargeting-only set against the 17K retention segment, never a prospecting wave. Four statics and two surf-and-turf cuts; off the morning of Oct 7.	Oct 5 to Oct 6	Sep 30	Oct 5	8%	4 / 2 / 0	6
4	Free Shipping · October runThe second run of the September mechanic and the cheapest set of the quarter. Free-shipping creative ran $9.0K at 5.31x over 90 days (ReorderWithFreeShipping 7.08x, Paid$0Shipping 8.27x); re-cut the September winners against the October table rather than briefing new concepts. Three days, then retired.	Oct 19 to Oct 21	Oct 14	Oct 19	26%	8 / 9 / 1	18
5	Thanksgiving 15% off · pre-buildProduced Oct 19 to 31 so November opens with a library. The mechanic repeats July 4th (15% off sitewide, marketed as 15% off king crab legs), and the July 4th creative is the best seasonal block in the account: $46.3K at 5.77x, the YourGuestWillNeverKnow cut alone $25.2K at 6.19x. Re-cut those winners against a Thanksgiving table. Counts toward the 240 built, not October's go-lives.	Nov 15 to Nov 18	Nov 10	Nov 15	33%	8 / 14 / 2	24
	All moments	Oct 1 to Nov 18	5 kit dates	4 in Oct, 1 on Nov 15	100%	30 / 37 / 5	72

Lane	Call	90d base share	Share of October output	Assets
Host	LEAN IN	16.9%	21%	50 at 240
Gifter	NORMALIZED	23.9%	15%	36 at 240
Foodie	LEAN IN	17.4%	15%	36 at 240
First Timer	HOLD	37.9%	13%	30 at 240
Splurger	NEW LANE	3.9%	7%	16 at 240
Ultimate King Crab Feast Giveaway · October wave	MOMENT	dated	6%	14 at 240
Giveaway refresh · Halloween peak	MOMENT	dated	4%	10 at 240
Wagyu filet GWP · retention only (TBC)	MOMENT	dated	2%	6 at 240
Free Shipping · October run	MOMENT	dated	7%	18 at 240
Thanksgiving 15% off · pre-build	MOMENT	dated	10%	24 at 240
Total				240

Sub-persona · how to brief it	Cluster	Ads
Host50 ads · 7 sub-personas
Sunday / Repeat HostThe box everyone asks for again. Sunday feast, the reorder ritual; hosting without a sale tag runs 5.17x.	01	9
Game-Day HostCrab legs over wings. Football cuts ran 4.45x inside the Labor Day batch and have never run evergreen.	02 · 26 · 27	8
Restaurant-Value Host"Your guests will never know." The receipt compare frame: 5.16x as a static, 6.19x inside July 4th.	03	8
Proof-Led HostPortions and the math for eight. feedyourwholeparty 3.51x; portion anxiety is the hosting objection.	04	7
First-Cold-Night HostThe grill goes quiet, the pot comes out. The equinox lane carried into October, built to learn.	05	6
Family Table HostOne more meal together, three generations. Seeded Oct 20 as the bridge into the Thanksgiving pre-build.	06 · 30	6
Go-Big HostXL and XXL legs with a hosting reason. The size flex runs 11.81x in a sale and 2.70x without one.	07	6
Σ Host		50

Sub-persona · how to brief it	Cluster	Ads
Gifter36 ads · 5 sub-personas
Birthday GifterThe dinner they would never buy themselves. $56.7K at 2.45x: the biggest re-cut in the plan.	08	9
Last-Minute GifterForgot the birthday; it ships overnight Mon to Thu. ForgottenBday 2.56x, sold without the delivery proof.	09	6
Gift Journey BuyerCheckout to unboxing: the reaction is the product. Recipient on screen, giver narrating.	10	8
Grown Child Sending HomeSend Mom and Dad dinner. TreatParents 4.45x on $1.6K; a proven signal with no October creative.	11	6
Early Holiday GifterHoliday gifting starts in October. A $16 tag today; seven ads seeded Oct 27 for a November read.	12	7
Σ Gifter		36

Sub-persona · how to brief it	Cluster	Ads
Foodie36 ads · 5 sub-personas
Food-First SensorySteam, butter, the first crack. 3.59x on $3.5K and starved behind the offer creative.	13	10
Seafood StudentKing vs snow, size to yield, National Seafood Month. 6.16x on $1.4K; a signal, not yet a lane.	14	7
Proof / BTS FoodieBoat to door. $34.4K at 2.49x of proof that runs long; re-cut to 15 seconds with a named packer.	15	7
Repeat FoodieOrdered three times. The 3.50x skeleton, whitelisted; closing creative for the cart pool.	16	6
Backyard GrillerGrill season is not over. Home Grillers convert at 5.60x; the grill cuts have $361 behind them.	17	6
Σ Foodie		36

Sub-persona · how to brief it	Cluster	Ads
First Timer30 ads · 5 sub-personas
Offer-Assisted First TimerBuy 4 lb, get 1 lb free. 21% of spend at 2.41x; re-cut around proof, the offer as the close.	18 · 29	8
Objection-Series BuyerOne question per ad: arrival, portion, cracking, cooking, quality, price. 55 cuts, $5.9K, unfunded.	19	6
Cold-Chain SkepticColder than the store. Probe, ice, timestamp; stop saying "no concerns" and show the temperature.	20	6
Never-Ordered-Online Buyer"I had never ordered seafood online." $8.7K at 2.99x; the doorstep moves into the first five seconds.	21	5
Worth-the-Price DeliberatorThinking about it for weeks. The one first-timer angle above the rate: $16.7K at 3.38x.	22	5
Σ First Timer		30

Sub-persona · how to brief it	Cluster	Ads
Splurger16 ads · 3 sub-personas
Date-Night ComparerMake it a night. The reservation for two beside the box; restaurant value runs 7.06x.	23	6
Seasonal Self-TreaterYou do not need a reason, but the first cold night is one. Treat Yourself is $11.6K at 1.62x today.	24	5
At-Home GourmetSurf and turf at home. 3.01x tag, $62 of creative; the evergreen home for the Wagyu pairing.	25 · 28	5
Σ Splurger		16

Awareness stage	Oct %	90d ROAS	Verdict	The recommendation, and why
Unaware	13%32 ads	2.55×	lead (sensory)	Steam, the crack, the table for eight, the game on. Relatability and storytelling hooks run 2.62× to 2.90× today because they rarely pair a reason; the sensory opener earns its rung by handing off to the school and the receipt.
Problem Aware	20%47 ads	2.70×	lean in	Shipping cost, "will it arrive frozen", the forgotten birthday, the restaurant bill for six. Question and warning hooks run 2.58× to 3.09×; the objection series and the cold-chain cluster live here and have never been funded.
Solution Aware	25%61 ads	3.12×	lean in	Overnight from Alaska Monday to Thursday, restaurant quality at home, the portion math. Curiosity 3.23×, Social Proof 3.62×, How To 2.70×. The bridge rung in most Surround clusters.
Product Aware	24%58 ads	3.40×	hold	Why this crab: the size, the species, the third order, worth the price. Contrast 5.17×, Bold Claim 2.42×; the receipt compare and Ordered3Times are the proof that already works.
Most Aware	18%42 ads	5.62×	hold (offer)	The offer: Buy 4 Get 1, free shipping, 15% off, the giveaway prize. Urgency 4.99×, Offer Only 7.63×; 31 of the 42 Most Aware assets sit in the five windows, so evergreen carries little of its own.

Format	90d spend share	ROAS	Oct target		Verdict
UGC Videovideo	69.0%	3.24×	42%	93%	The volume engine, at the account rate. Hold, raise the proof and offer bar
UGC Mashup / Whitelistedvideo	16.3%	3.54×	9%	20%	Mashups and creator-handle cuts run above the rate. Grow via whitelisting
Lifestyle Image with Textimage	9.2%	4.04×	24%	53%	The best-returning family on a tenth of the spend. Make more
Product / Offer Image with Textimage	3.9%	2.99×	14%	31%	The welcome-offer statics; proof beside the price. Re-cut, then hold
High Production Videovideo	0.5%	2.82×	3%	7%	Founder and species-school cuts. Hold small
Hybrid (Static-to-Video)video	0.6%	2.73×	1%	2%	Middling. Hold small
Carouselimage	0.3%	3.21×	3%	7%	Box to plate, king vs snow, the giveaway prize. Test
Text-Only Staticimage	0.1%	5.51×	2%	4%	Two creatives at 5.51x on $393. Test more
GIF / Motion Staticimage	0.1%	6.15×	2%	4%	Steam and crack GIFs; the countdown for the windows. Test
Static 42% · Video 54% · Carousel + GIF 5%			100%		100 / 129 / 11 of 240

Persona / lane	Primary awareness (from ladders)	Static	Video	Carousel / GIF	Total	Clusters
Host	Solution / Product	22	26	2	50	7
Gifter	Solution / Product	15	20	1	36	5
Foodie	Unaware / Solution	14	20	2	36	5
First Timer	Problem / Solution	13	16	1	30	5
Splurger	Unaware / Solution	6	10	·	16	3
Ultimate King Crab Feast Giveaway · October wave	Product / Most	6	7	1	14	1
Giveaway refresh · Halloween peak	Unaware / Problem	4	5	1	10	1
Wagyu filet GWP · retention only (TBC)	Product / Most	4	2	·	6	1
Free Shipping · October run	Product / Most	8	9	1	18	1
Thanksgiving 15% off · pre-build	Product / Most	8	14	2	24	1
Total · 240 floor	Static 42% · Video 54% · C+G 5%	100	129	11	240	30

Lane · feedback	90d spend	90d ROAS	Aug launches	Grade
In-house · BD-prefixedCarries 60% of spend at 3.28x, just under the account rate, with the founder fulfillment cut and the 4lbsNotEnough pair doing most of the lifting. August produced 106 launches at 2.76x and one funded winner. Feedback: fewer interchangeable montages, one cluster and one rung per static, and the proof earlier in every UGC edit.	$227,755 · 60%	3.28x	106 launches · 2.76x · 1 win	B
Unlabeled batches · July to September namesThe Welcome Offer, Labor Day and football batches dropped the vendor token from the name, and they are the best-performing lane in the account: $82.4K at 4.33x, 11 of August's 14 winners at 5.46x. Feedback: put the token back on the name this month so November grades every dollar.	$82,382 · 22%	4.33x	62 launches · 5.46x · 11 wins	A-
Insense creators · brand handleBlended sits well under the rate because the May birthday gifting cuts still carry $31.8K at 2.40x; August had three launches and one winner. Feedback: a narrow, role-led October assignment (recipient on screen, doorstep first) and a re-grade once spend adopts.	$57,045 · 15%	2.46x	3 launches · 2.55x · 1 win	C+
Whitelisted creators · Nate Gill, LIFEWITHSHANB, LETSGOOOCOOKINGSmall and below the rate on the shipping-concern scripts (NoConcernsWithShipping 2.73x, ShippingHesitation 0.60x). Feedback: whitelist the proven skeletons instead of the objection scripts; the window runs to Nov 16, so October is the month to earn November share.	$10,458 · 3%	1.95x	4 launches · 2.37x · 1 win	C

Lane	90d lane spend	ROAS	Grade	Base share	Rule → ads	Build → ads
Host LEAN IN	$51.7K	4.89×	A	17%	29% · 49	21% · 50
Gifter NORMALIZED	$72.9K	2.45×	C	24%	20% · 34	15% · 36
Foodie LEAN IN	$53.1K	2.90×	C	17%	15% · 25	15% · 36
First Timer HOLD	$116K	2.57×	C	38%	32% · 54	13% · 30
Splurger NEW LANE	$11.9K	1.86×	C	4%	3% · 6	7% · 16
Evergreen	$305K			100%	168	168

#	Cluster	UN	PA	SA	PR	MA	Shape	Grade	Assets
01	The box everyone asks for againHost	2	2	2	2	1	Surround	Proven	9
02	Crab legs over wingsHost	2	1	2	2	1	Surround	Proven	8
03	Your guests will never knowHost	·	2	3	2	1	Surround	Proven	8
04	Feed the whole partyHost	·	2	2	3	·	Surround	Proven	7
05	First cold night, first feastHost	3	1	2	·	·	Surround	Unproven	6
06	One more meal togetherHost	2	2	2	·	·	Surround	Unproven	6
07	A reason to go bigHost	·	·	1	3	2	Surround	Proven	6
08	The dinner they would never buy themselvesGifter	1	2	2	3	1	Surround	Fix	9
09	Forgot the birthday? It ships overnightGifter	·	2	2	2	·	Surround	Fix	6
10	Found the perfect giftGifter	1	1	3	3	·	Surround	Fix	8
11	Send Mom and Dad dinnerGifter	1	2	2	1	·	Surround	Proven	6
12	Holiday gifting starts in OctoberGifter	2	2	2	1	·	Surround	Unproven	7
13	Steam, butter, the first crackFoodie	4	2	2	2	·	Surround	Proven	10
14	King vs snow, and why the size mattersFoodie	2	2	3	·	·	Surround	Signal	7
15	From the boat to your doorFoodie	·	2	3	2	·	Surround	Fix	7

#	Cluster	UN	PA	SA	PR	MA	Shape	Grade	Assets
16	Ordered three timesFoodie	·	·	1	3	2	Surround	Proven	6
17	Grill season is not overFoodie	2	2	1	1	·	Surround	Unproven	6
18	Buy 4 lb, get 1 lb freeFirst Timer	·	·	2	3	3	Surround	Fix	8
19	One question per adFirst Timer	·	3	2	1	·	Surround	Fix	6
20	It arrives colder than the storeFirst Timer	·	3	2	1	·	Surround	Fix	6
21	Ordering king crab online for the first timeFirst Timer	·	2	2	1	·	Surround	Fix	5
22	Thinking about it for weeksFirst Timer	·	1	2	2	·	Surround	Proven	5
23	Make it a nightSplurger	2	1	2	1	·	Surround	Unproven	6
24	You do not need a reasonSplurger	1	1	2	1	·	Surround	Fix	5
25	Surf and turf, at homeSplurger	1	1	1	2	·	Surround	Unproven	5
26	Ultimate King Crab Feast GiveawayUltimate King Crab Feast Giveaway · October wave	2	2	2	3	5	Surround	Unproven	14
27	Giveaway refresh · Halloween peakGiveaway refresh · Halloween peak	2	2	2	2	2	Surround	Unproven	10
28	Free $75 Wagyu filet with 4 lb of legsWagyu filet GWP · retention only (TBC)	·	·	·	2	4	Focused	Fix	6
29	Free shipping, three daysFree Shipping · October run	·	1	3	4	10	Surround	Proven	18
30	15% off, the Thanksgiving tableThanksgiving 15% off · pre-build	2	3	4	5	10	Surround	Proven	24

#	Cluster	The angle and the brief	Grade	Ladder	Hook	Vendors	Live · kit	Assets
A · Hostlane creative $51.7K at 4.89× · 50 assets
01	The box everyone asks for againSunday / Repeat Host	The lane the account leans on and never names: hosting cuts without a sale tag run $1.4K at 5.17x on the exclusive assignment (Ryan Turley cut 6.49x). Nine ads that sell the ritual, not the price, with the whitelisted host cut front and centre.	Proven	UNPASAPRMASurround	Relatability: Sunday, the table set, "same order as last time"	In-house 5 · Insense 2 · Whitelist 2	10-01kit 09-26	9
02	Crab legs over wingsGame-Day Host	Football creative ran $7.4K at 4.45x across 24 cuts inside the Labor Day batch (KickoffWithACrack 6.68x, WingsnChips 8.74x) and has never run as evergreen. Four Sunday-night statics, four UGC cuts; live for the first October Sunday.	Proven	UNPASAPRMASurround	Contrast: the wings tray next to the crab legs, "who is coming over"	In-house 6 · Insense 1 · Whitelist 1	10-01kit 09-26	8
03	Your guests will never knowRestaurant-Value Host	The receipt compare static runs $3.5K at 5.16x and the hosting version of the frame produced the biggest ad of the year inside July 4th. The evergreen version has $4.2K at 4.45x behind it; scale the skeleton without the sale.	Proven	UNPASAPRMASurround	Receipt: the restaurant bill for six beside the box, same crab	In-house 4 · Insense 2 · Re-cut 2	10-06kit 10-01	8
04	Feed the whole partyProof-Led Host	feedyourwholeparty ran $3.8K at 3.51x and the 8PersonDinnerParty UGC 5.09x; portion anxiety is the hosting objection. Four statics with the pound-to-plate math, three UGC cuts.	Proven	UNPASAPRMASurround	How To: the box, the pounds, the plates, in ten seconds	In-house 5 · Insense 2	10-08kit 10-03	7
05	First cold night, first feastFirst-Cold-Night Host	The September equinox lane, carried into October: one Fallishere cut launched Sept 8 with no read yet. Six ads that move hosting indoors: cozy sensory UGC and two statics. Built to learn.	Unproven	UNPASAPRMASurround	Storytelling: the grill goes quiet, the pot comes out, brown butter season	In-house 2 · Insense 3 · Whitelist 1	10-13kit 10-08	6
06	One more meal togetherFamily Table Host	No creative in the last 90 days names the family table; Parents-tagged creative runs 5.14x on $3.5K where it appears. Six ads seeded Oct 20 as the bridge into the Thanksgiving pre-build.	Unproven	UNPASAPRMASurround	Storytelling: the table-talk prompt, the grandparent cracking the first leg	In-house 2 · Insense 3 · Whitelist 1	10-20kit 10-15	6
07	A reason to go bigGo-Big Host	The size flex works inside a sale (AReasonToGoBig 11.81x, LaborDaySavings 6.99x) and reads 2.70x as evergreen (MassiveSizeFlex $4.9K). Re-cut the size proof with a hosting reason instead of a discount; four of six are re-cuts.	Proven	UNPASAPRMASurround	Bold Claim: "the biggest legs we ship", the size shown against a hand	In-house 2 · Re-cut 4	10-22kit 10-17	6
Subtotal	50

#	Cluster	The angle and the brief	Grade	Ladder	Hook	Vendors	Live · kit	Assets
B · Gifterlane creative $72.9K at 2.45× · 36 assets
08	The dinner they would never buy themselvesBirthday Gifter	The largest below-rate block: birthday and gifting creative is $56.7K at 2.45x across 68 cuts, carried by the two May Insense cuts at 2.40x on $31.8K. Keep the angle, change the execution: recipient on screen, the box arriving, the reaction; the gifter narrates.	Fix	UNPASAPRMASurround	Reaction: the recipient opening the box, the call after	In-house 3 · Insense 2 · Re-cut 4	10-07kit 10-02	9
09	Forgot the birthday? It ships overnightLast-Minute Gifter	ForgottenBday runs $5.5K at 2.56x: the right tension, sold without the overnight proof. Re-cut around the delivery promise (Mon to Thu next-day) with the countdown as the close.	Fix	UNPASAPRMASurround	If Then: "if it is tomorrow, it is still on time", the overnight box	In-house 2 · Insense 2 · Whitelist 1 · Re-cut 1	10-01kit 09-26	6
10	Found the perfect giftGift Journey Buyer	Reaction and surprise creative is $7.9K at 2.07x (LIFEWITHSHANB GiftSurprise $4.5K at 1.93x) because the giver talks and the recipient is off screen. Six UGC cuts with the recipient as the hero; two statics of the reaction frame.	Fix	UNPASAPRMASurround	Reaction Video: the lid comes off, the size, the "you did not"	In-house 2 · Insense 4 · Whitelist 1 · Re-cut 1	10-08kit 10-03	8
11	Send Mom and Dad dinnerGrown Child Sending Home	TreatParents ran $1.6K at 4.45x and the parents-tagged cluster reads 3.47x on $2.5K: a small, proven signal with no October creative. Six ads, cast 30 to 50, that seed the holiday gifting lane.	Proven	UNPASAPRMASurround	Storytelling: the call before the box arrives, the parents who would never buy it	In-house 2 · Insense 3 · Whitelist 1	10-13kit 10-08	6
12	Holiday gifting starts in OctoberEarly Holiday Gifter	Holiday Gifting is a $16 tag today. Seven ads seeded Oct 27, five statics and two cuts, so the gift lane has a read before the November calendar tightens. No discount; the Thanksgiving promo carries the close.	Unproven	UNPASAPRMASurround	Aspirational: the gift that becomes the Thanksgiving centrepiece	In-house 5 · Insense 2	10-27kit 10-22	7
C · Foodielane creative $53.1K at 2.90× · 36 assets
13	Steam, butter, the first crackFood-First Sensory	The sensory cuts run 3.59x on $3.5K (Break a Leg 5.22x) and are starved of spend behind the offer creative. Ten ads: five UGC cuts led by sound, four statics, one steam GIF. The top of the funnel for the whole account.	Proven	UNPASAPRMASurround	ASMR: the crack, the pull, the butter, no voiceover for five seconds	In-house 6 · Insense 3 · Whitelist 1	10-01kit 09-26	10
14	King vs snow, and why the size mattersSeafood Student	October is National Seafood Month. The species and snow-crab creative reads 6.16x on $1.4K, a signal not yet a lane. Seven ads: four explainer statics, one carousel (box to plate), two founder-voice cuts.	Signal	UNPASAPRMASurround	Explainer: two legs side by side, the yield, the price per plate	In-house 5 · Insense 1 · Re-cut 1	10-01kit 09-26	7
15	From the boat to your doorProof / BTS Foodie	The founder fulfillment cut ($17.3K at 2.67x) and BehindTheScenes UGC ($14.7K at 2.63x) are $34.4K at 2.49x: proof that runs long and closes soft. Re-cut to 15 seconds with a named packer and the order number on screen.	Fix	UNPASAPRMASurround	Behind The Scenes: the packer, the ice, the label, the truck	In-house 3 · Insense 1 · Re-cut 3	10-14kit 10-09	7
16	Ordered three timesRepeat Foodie	Ordered3Times is a proven skeleton, $13.5K at 3.50x across the lane with the V2 cut at 3.81x. Six ads: two whitelisted repeat-buyer cuts, two Insense, two review statics. Closing creative that the consolidated structure re-serves to cart and checkout.	Proven	UNPASAPRMASurround	Social Proof: "third order this year", the review read by the reviewer	In-house 2 · Insense 2 · Whitelist 2	10-06kit 10-01	6
17	Grill season is not overBackyard Griller	Home Grillers convert at 5.60x on $2.0K of tagged spend and the grill cuts themselves have $361 behind them. Six ads to learn from before the weather closes the lane.	Unproven	UNPASAPRMASurround	Curiosity: king crab on the grill, the flare, "you have been doing it wrong"	In-house 2 · Insense 3 · Whitelist 1	10-08kit 10-03	6
Subtotal	72

#	Cluster	The angle and the brief	Grade	Ladder	Hook	Vendors	Live · kit	Assets
D · First Timerlane creative $116K at 2.57× · 30 assets
18	Buy 4 lb, get 1 lb freeOffer-Assisted First Timer	The always-on offer is 21% of spend at 2.41x ($80.6K, 73 creatives) and the 4lbsNotEnough pair carries $54.6K of it at 2.3x. October does not add more of the same: five offer-first statics with proof beside the price, two short cuts, one carousel. The offer is the close, not the hook.	Fix	UNPASAPRMASurround	Offer Only, then proof: the free pound on the scale, the box on the step	In-house 4 · Re-cut 4	10-06kit 10-01	8
19	One question per adObjection-Series Buyer	55 objection and first-timer cuts drew $5.9K at 2.09x between them (NotaChef $2.3K at 2.50x): the series exists but nothing in it has been funded. Six ads, one question each: arrival, portion, cracking, cooking, quality, price.	Fix	UNPASAPRMASurround	Question: "does it arrive frozen?", answered in the first five seconds	In-house 2 · Insense 2 · Whitelist 1 · Re-cut 1	10-01kit 09-26	6
20	It arrives colder than the storeCold-Chain Skeptic	Shipping-concern creative reads $3.7K at 2.18x (Nate Gill NoConcernsWithShipping 2.73x). The re-cut shows the evidence instead of reassuring: probe, ice, timestamp, real order number.	Fix	UNPASAPRMASurround	Demo: the temperature probe in the box on the doorstep	In-house 2 · Insense 2 · Whitelist 1 · Re-cut 1	10-13kit 10-08	6
21	Ordering king crab online for the first timeNever-Ordered-Online Buyer	OrderingKingCrabOnline ran $8.7K at 2.99x across the July cuts, just under the account rate with a 5.20x version inside it. Five ads that keep the confession and move the proof earlier.	Fix	UNPASAPRMASurround	Confession: "I had never ordered seafood online", then the doorstep	In-house 2 · Insense 2 · Re-cut 1	10-07kit 10-02	5
22	Thinking about it for weeksWorth-the-Price Deliberator	ThinkingForWeeks ($4.7K at 3.02x) and the Worth the Price Insense cuts (3.05x to 4.85x) make this the one first-timer angle above the rate: $16.7K at 3.38x. Five more of the skeleton, one whitelisted.	Proven	UNPASAPRMASurround	Us Vs Them: the grocery-store legs and the price per plate, side by side	In-house 2 · Insense 2 · Whitelist 1	10-02kit 09-27	5
E · Splurgerlane creative $11.9K at 1.86× · 16 assets
23	Make it a nightDate-Night Comparer	Date-night cuts read 8.65x on $197 and the restaurant-value angle 7.06x on $13.3K wherever it appears. Six ads that make the comparison the hook; the couple is the face, the receipt is the proof.	Unproven	UNPASAPRMASurround	Contrast: the reservation for two at $210, the box at the door	In-house 2 · Insense 3 · Whitelist 1	10-08kit 10-03	6
24	You do not need a reasonSeasonal Self-Treater	Treat Yourself UGC is $11.6K at 1.62x (MSGREENEBEAUTY POV 1.07x on $3.2K): permission without a frame. Re-cut with the season as the reason and a price-per-plate line; two of five are re-cuts.	Fix	UNPASAPRMASurround	POV: the solo feast, the cold night, the door closed	In-house 1 · Insense 2 · Re-cut 2	10-20kit 10-15	5
25	Surf and turf, at homeAt-Home Gourmet	At-Home Gourmets tag at 3.01x on $11.7K; the surf-and-turf cuts have $62 behind them. Five ads live Oct 5 beside the Wagyu retention offer so the pairing has an evergreen home after the two-day window.	Unproven	UNPASAPRMASurround	Aspirational: the plated pairing, the wine, the timer	In-house 3 · Insense 2	10-05kit 09-30	5
Subtotal	46

Lane	Rule allocation	Clusters built	of which Fix	Net new	Variance	Status	Reason
Host	49	50	·	50	+1	OK	Within tolerance. The only Grade A lane; the rule and the build agree that hosting earns a fifth of the evergreen library, and the two new clusters (football, the fall table) sit inside it.
Gifter	34	36	23	13	+2	OK	Within tolerance. Graded C on $73K of tired birthday UGC; the build keeps the lane at its halved share and spends most of it on re-cuts rather than new concepts.
Foodie	25	36	7	29	+11	OVER	Deliberate over-build. National Seafood Month gives the education and sensory clusters their month, and the proof cut that drags the grade ($34.4K at 2.49x) is Fix work, stripped before judging drift.
First Timer	54	30	25	5	-24	UNDER	Deliberate under-build. The welcome offer already carries 21% of spend at 2.41x, so the rule's base share is inflated by creative that should be re-cut, not multiplied. Eight of the 30 are the offer re-cut; the rest is proof.
Splurger	6	16	5	11	+10	OVER	Deliberate over-build. $11.9K at 1.7x cannot grade a lane; sixteen ads built around the restaurant comparison (7.06x wherever it appears) are the minimum library to learn from.
Evergreen	168	168	60	108	±48		Moments (72) sit outside the rule: their counts come from the calendar weighting on the Model.

Week	Live	Load	Cum.	% of Oct	Gate
W110-01 to 10-07	112	100%	112	52%	Sept 26: 60 ads for the Oct 1 block, giveaway inside; Sept 30: Wagyu (TBC)
W210-08 to 10-14	52	46%	164	76%	Oct 3: birthday and reaction re-cuts; Oct 9: the proof re-cut
W310-15 to 10-21	39	35%	203	94%	Oct 10: giveaway refresh (10); Oct 14: free shipping (18); Oct 15: lanes graded
W410-22 to 10-28	13	12%	216	100%	Oct 17: go-big and treat re-cuts; Oct 22: early holiday gift
W510-29 to 10-31	0	0%	216	100%	Nothing new live; the Thanksgiving kit is in production
October	216		216	100%	+24 built for Nov 15

Host

The person feeding a table: Sunday dinner, the game, the family visit. The only core persona above the account rate on real spend; football and the fall table get their first evergreen ads.

Lane creative: $51.7K at 4.89× across 108 creatives · grade A

50assets7 clusters

01Proven9 assets

The box everyone asks for again

Surround 5 stages · Relatability · In-house · live 10-01

UN2PA2SA2PR2MA1

Sunday feast, the repeat ritual. The lane the account leans on and never names: hosting cuts without a sale tag run $1.4K at 5.17x on the exclusive assignment (Ryan Turley cut 6.49x).

Evidence$1.4K at 5.17× across 28 creatives, 13 purchases.

Static 3 · Video UGC 6Homepage

02Proven8 assets

Crab legs over wings

Surround 5 stages · Contrast · In-house · live 10-01

UN2PA1SA2PR2MA1

Game-day host, Sunday football. Football creative ran $7.4K at 4.45x across 24 cuts inside the Labor Day batch (KickoffWithACrack 6.68x, WingsnChips 8.74x) and has never run as evergreen.

Evidence$7.4K at 4.45× across 24 creatives, 45 purchases.

Static 4 · Video UGC 4Homepage

03Proven8 assets

Your guests will never know

Surround 4 stages · Receipt · In-house · live 10-06

UNPA2SA3PR2MA1

The restaurant-value host. The receipt compare static runs $3.5K at 5.16x and the hosting version of the frame produced the biggest ad of the year inside July 4th.

Evidence$4.2K at 4.45× across 8 creatives, 24 purchases.

Static 4 · Video UGC 3 · Carousel / GIF 1Homepage

04Proven7 assets

Feed the whole party

Surround 3 stages · How To · In-house · live 10-08

UNPA2SA2PR3MA

Portions, the math for eight. feedyourwholeparty ran $3.8K at 3.51x and the 8PersonDinnerParty UGC 5.09x; portion anxiety is the hosting objection.

Evidence$4.4K at 3.56× across 21 creatives, 22 purchases.

Static 4 · Video UGC 3Homepage

05Unproven6 assets

First cold night, first feast

Surround 3 stages · Storytelling · Insense · live 10-13

UN3PA1SA2PRMA

The fall table. The September equinox lane, carried into October: one Fallishere cut launched Sept 8 with no read yet.

Evidence$0.0K at 0.00× across 1 creative, 0 purchases.

Static 2 · Video UGC 4Homepage

06Unproven6 assets

One more meal together

Surround 3 stages · Storytelling · Insense · live 10-20

UN2PA2SA2PRMA

The family table, three generations. No creative in the last 90 days names the family table; Parents-tagged creative runs 5.14x on $3.5K where it appears.

EvidenceNo creative in the last 90 days matches this angle; it is built to learn.

Static 2 · Video UGC 4Homepage

07Proven6 assets

A reason to go big

Surround 3 stages · Bold Claim · Re-cut · live 10-22

UNPASA1PR3MA2

XL and XXL legs, the upgrade. The size flex works inside a sale (AReasonToGoBig 11.81x, LaborDaySavings 6.99x) and reads 2.70x as evergreen (MassiveSizeFlex $4.9K).

Evidence$34.3K at 5.20× across 26 creatives, 228 purchases.

Re-cut: MassiveSizeFlex $4.9K at 2.70x and IntroBigger $8.7K at 2.7x sell size without a reason. Pair the size with the occasion.

Static 3 · Video UGC 2 · Carousel / GIF 1XL legs collection

Gifter

Birthdays, the forgotten date, the parents who would never buy it for themselves. $73K of tired gifting UGC, so four of five clusters are re-cuts.

Lane creative: $72.9K at 2.45× across 103 creatives · grade C

36assets5 clusters

08Fix9 assets

The dinner they would never buy themselves

Surround 5 stages · Reaction · Re-cut · live 10-07

UN1PA2SA2PR3MA1

Birthday gifting. The largest below-rate block: birthday and gifting creative is $56.7K at 2.45x across 68 cuts, carried by the two May Insense cuts at 2.40x on $31.8K.

Evidence$56.7K at 2.45× across 68 creatives, 203 purchases.

Fix: $56.7K at 2.45x. The May Insense birthday cuts are tired; four re-cuts, then earn spend before more.

Static 4 · Video UGC 4 · Carousel / GIF 1Gift King Crab LP

09Fix6 assets

Forgot the birthday? It ships overnight

Surround 3 stages · If Then · In-house · live 10-01

UNPA2SA2PR2MA

The last-minute rescue. ForgottenBday runs $5.5K at 2.56x: the right tension, sold without the overnight proof.

Evidence$5.9K at 2.55× across 6 creatives, 20 purchases.

Fix: $5.9K at 2.55x. Lead with the overnight promise, not the guilt.

Static 2 · Video UGC 4Gift King Crab LP

10Fix8 assets

Found the perfect gift

Surround 4 stages · Reaction Video · Insense · live 10-08

UN1PA1SA3PR3MA

The unboxing reaction. Reaction and surprise creative is $7.9K at 2.07x (LIFEWITHSHANB GiftSurprise $4.5K at 1.93x) because the giver talks and the recipient is off screen.

Evidence$7.9K at 2.07× across 8 creatives, 27 purchases.

Fix: $7.9K at 2.07x. Put the recipient on screen; the giver is the narrator, not the face.

Static 2 · Video UGC 6Gift King Crab LP

11Proven6 assets

Send Mom and Dad dinner

Surround 4 stages · Storytelling · Insense · live 10-13

UN1PA2SA2PR1MA

The grown child sending home. TreatParents ran $1.6K at 4.45x and the parents-tagged cluster reads 3.47x on $2.5K: a small, proven signal with no October creative.

Evidence$2.5K at 3.47× across 21 creatives, 10 purchases.

Static 2 · Video UGC 4Gift King Crab LP

12Unproven7 assets

Holiday gifting starts in October

Surround 4 stages · Aspirational · In-house · live 10-27

UN2PA2SA2PR1MA

The early holiday gift. Holiday Gifting is a $16 tag today.

EvidenceNo creative in the last 90 days matches this angle; it is built to learn.

Static 5 · Video UGC 2Gift King Crab LP

Foodie

Desire, provenance and preparation. October is National Seafood Month: the sensory opener and the species school lead, the long proof cut gets shortened.

Lane creative: $53.1K at 2.90× across 71 creatives · grade C

36assets5 clusters

13Proven10 assets

Steam, butter, the first crack

Surround 4 stages · ASMR · In-house · live 10-01

UN4PA2SA2PR2MA

Food-first sensory. The sensory cuts run 3.59x on $3.5K (Break a Leg 5.22x) and are starved of spend behind the offer creative.

Evidence$3.5K at 3.59× across 20 creatives, 21 purchases.

Static 4 · Video UGC 5 · Carousel / GIF 1Homepage

14Signal7 assets

King vs snow, and why the size matters

Surround 3 stages · Explainer · In-house · live 10-01

UN2PA2SA3PRMA

Seafood Month species school. October is National Seafood Month.

Evidence$1.4K at 6.16× across 9 creatives, 7 purchases.

Static 4 · Video UGC 2 · Carousel / GIF 1Snow Crab collection

15Fix7 assets

From the boat to your door

Surround 3 stages · Behind The Scenes · In-house · live 10-14

UNPA2SA3PR2MA

Behind the scenes, the proof. The founder fulfillment cut ($17.3K at 2.67x) and BehindTheScenes UGC ($14.7K at 2.63x) are $34.4K at 2.49x: proof that runs long and closes soft.

Evidence$34.4K at 2.49× across 10 creatives, 119 purchases.

Fix: $34.4K at 2.49x. Shorter, a named packer, the offer in the last frame.

Static 2 · Video UGC 5Homepage

16Proven6 assets

Ordered three times

Surround 3 stages · Social Proof · In-house · live 10-06

UNPASA1PR3MA2

The reorder habit. Ordered3Times is a proven skeleton, $13.5K at 3.50x across the lane with the V2 cut at 3.81x.

Evidence$13.5K at 3.50× across 24 creatives, 63 purchases.

Static 2 · Video UGC 4Homepage

17Unproven6 assets

Grill season is not over

Surround 4 stages · Curiosity · Insense · live 10-08

UN2PA2SA1PR1MA

Smoke, fire, the last cookout. Home Grillers convert at 5.60x on $2.0K of tagged spend and the grill cuts themselves have $361 behind them.

Evidence$0.4K at 0.00× across 8 creatives, 0 purchases.

Static 2 · Video UGC 4Homepage

First Timer

Has never ordered seafood online. The welcome offer is 21% of spend at 2.41x, so the lane holds while the offer is re-cut around proof and the objection series gets funded.

Lane creative: $116K at 2.57× across 160 creatives · grade C

30assets5 clusters

18Fix8 assets

Buy 4 lb, get 1 lb free

Surround 3 stages · Offer Only, then proof · In-house · live 10-06

UNPASA2PR3MA3

The welcome offer, re-cut. The always-on offer is 21% of spend at 2.41x ($80.6K, 73 creatives) and the 4lbsNotEnough pair carries $54.6K of it at 2.3x.

Evidence$80.6K at 2.41× across 73 creatives, 270 purchases.

Fix: $80.6K at 2.41x. Same offer, new skeletons; retire 4lbsNotEnough when the re-cuts earn spend.

Static 5 · Video UGC 2 · Carousel / GIF 1Welcome Offer LP

19Fix6 assets

One question per ad

Surround 3 stages · Question · In-house · live 10-01

UNPA3SA2PR1MA

The objection series. 55 objection and first-timer cuts drew $5.9K at 2.09x between them (NotaChef $2.3K at 2.50x): the series exists but nothing in it has been funded.

Evidence$5.9K at 2.09× across 55 creatives, 18 purchases.

Fix: $5.9K at 2.09x across 55 cuts. One question per ad, answered, not listed.

Static 2 · Video UGC 4Homepage

20Fix6 assets

It arrives colder than the store

Surround 3 stages · Demo · In-house · live 10-13

UNPA3SA2PR1MA

The cold-chain skeptic. Shipping-concern creative reads $3.7K at 2.18x (Nate Gill NoConcernsWithShipping 2.73x).

Evidence$3.7K at 2.18× across 9 creatives, 13 purchases.

Fix: $3.7K at 2.18x. Show the temperature; stop saying "no concerns".

Static 2 · Video UGC 4Homepage

21Fix5 assets

Ordering king crab online for the first time

Surround 3 stages · Confession · In-house · live 10-07

UNPA2SA2PR1MA

The never-ordered-seafood-online buyer. OrderingKingCrabOnline ran $8.7K at 2.99x across the July cuts, just under the account rate with a 5.20x version inside it.

Evidence$8.7K at 2.99× across 7 creatives, 39 purchases.

Re-cut: $8.7K at 2.99x. Keep the confession, bring the doorstep into the first five seconds.

Static 2 · Video UGC 3Homepage

22Proven5 assets

Thinking about it for weeks

Surround 3 stages · Us Vs Them · In-house · live 10-02

UNPA1SA2PR2MA

Worth the price. ThinkingForWeeks ($4.7K at 3.02x) and the Worth the Price Insense cuts (3.05x to 4.85x) make this the one first-timer angle above the rate: $16.7K at 3.38x.

Evidence$16.7K at 3.38× across 16 creatives, 77 purchases.

Static 2 · Video UGC 3Homepage

Splurger

Occasion-led indulgence with a rational restaurant-value frame. Almost nothing proven on the shelf; built around the comparison, not the treat.

Lane creative: $11.9K at 1.86× across 41 creatives · grade C

16assets3 clusters

23Unproven6 assets

Make it a night

Surround 4 stages · Contrast · Insense · live 10-08

UN2PA1SA2PR1MA

Date night vs the restaurant receipt. Date-night cuts read 8.65x on $197 and the restaurant-value angle 7.06x on $13.3K wherever it appears.

Evidence$0.2K at 8.65× across 4 creatives, 2 purchases.

Static 2 · Video UGC 4Homepage

24Fix5 assets

You do not need a reason

Surround 4 stages · POV · Insense · live 10-20

UN1PA1SA2PR1MA

Treat yourself, re-cut. Treat Yourself UGC is $11.6K at 1.62x (MSGREENEBEAUTY POV 1.07x on $3.2K): permission without a frame.

Evidence$11.6K at 1.62× across 33 creatives, 35 purchases.

Fix: $11.6K at 1.62x. Give the treat a reason (the first cold night) and a number.

Static 1 · Video UGC 4Homepage

25Unproven5 assets

Surf and turf, at home

Surround 4 stages · Aspirational · In-house · live 10-05

UN1PA1SA1PR2MA

The at-home gourmet. At-Home Gourmets tag at 3.01x on $11.7K; the surf-and-turf cuts have $62 behind them.

Evidence$0.1K at 23.69× across 4 creatives, 1 purchases.

Static 3 · Video UGC 2Surf And Turf collection

October moment shoppers

Five dated windows: the giveaway in two waves, the Wagyu retention offer, the October free-shipping run, and the Thanksgiving kit built in October for Nov 15.

Five windows from the promo calendar · 72 ads · 48 live in October

72assets5 clusters

26Unproven14 assets

Ultimate King Crab Feast Giveaway

Surround 5 stages · Offer Only · In-house · live 10-01

UN2PA2SA2PR3MA5

The October entry wave, Oct 1 to 14. No giveaway creative has run in this account in 90 days; the September entry wave is the only read and it is days old.

EvidenceNo creative in the last 90 days matches this angle; it is built to learn.

Static 6 · Video UGC 7 · Carousel / GIF 1Giveaway entry pageUltimate King Crab Feast Giveaway

27Unproven10 assets

Giveaway refresh · Halloween peak

Surround 5 stages · Urgency · In-house · live 10-15

UN2PA2SA2PR2MA2

New hooks for the same prize, Oct 15 to 30. Built to keep the entry curve from waning: last-chance from Oct 24, a Halloween party skin, the two-winner prompt.

EvidenceNo creative in the last 90 days matches this angle; it is built to learn.

Static 4 · Video UGC 5 · Carousel / GIF 1Giveaway entry pageGiveaway refresh

28Fix6 assets

Free $75 Wagyu filet with 4 lb of legs

Focused 2 stages · Offer Only · In-house · live 10-05

UNPASAPR2MA4

Retention-only GWP, Oct 5 to 6. The GWP mechanic ran on prospecting in June (Father's Day free Tomahawk, $16.7K at 2.58x) and did not clear the rate, which is why this run is retention-only against the 17K segment.

Evidence$16.7K at 2.58× across 32 creatives, 54 purchases.

Fix: the June GWP ran $16.7K at 2.58x on prospecting. Retention only this time.

Static 4 · Video UGC 2Retention offer LPWagyu filet GWP

29Proven18 assets

Free shipping, three days

Surround 4 stages · Urgency · In-house · live 10-19

UNPA1SA3PR4MA10

The October free-shipping run, Oct 19 to 21. The cheapest set of the quarter: free-shipping creative is $9.0K at 5.31x over 90 days (ReorderWithFreeShipping 7.08x, Paid$0Shipping 8.27x).

Evidence$9.0K at 5.31× across 59 creatives, 68 purchases.

Static 8 · Video UGC 9 · Carousel / GIF 1Free Shipping LPFree Shipping

30Proven24 assets

15% off, the Thanksgiving table

Surround 5 stages · Contrast · In-house · live 11-15

UN2PA3SA4PR5MA10

The July 4th mechanic, re-cut for Nov 15. Produced Oct 19 to 31 so November opens stocked.

Evidence$46.3K at 5.77× across 92 creatives, 332 purchases.

Static 8 · Video UGC 14 · Carousel / GIF 2Thanksgiving Sale LPThanksgiving 15% off

Trailing 3-month meanJun to Aug, ad IDs (name grain 240)	288
Demonstrated ceilingAug 2026 at 1.34× duplication; 225 creative names	301
Current-month pace99 in 13 days, the Sept 8 Welcome Offer batch inside it	236
Nominal planSep to Dec model: Oct 206 · Nov 270 · Dec 362, name grain	206
October floor · 30 clusters × 8 average	240

Output floor	240 built · 216 live in October
Production lanes	118 in-house + 63 Insense + 23 whitelisted + 36 re-cuts
Moments / Evergreen	30% / 70% · 72 / 168
Image / Video / Carousel-GIF	42% / 54% / 5% · 100 / 129 / 11
Clusters	30 · 29 Surround, 1 Focused
Front-load	164 of 216 by Oct 14 (76%) · W1 112 · W2 52 · W3 39 · W4 13
Kit rule	approved 5 days before go-live, no exceptions
Trailing Meta spend	Aug $107K · Sept $42K through the 13th
90d Meta ROAS (in-platform)	3.35× on $378K · 1,713 purchases
October media (Sep to Dec model)	$131.7K total · Meta ≈ $94.8K

Motion · 90d SPEND + glossary	674 creatives · one exclusive cluster assignment per creative
Supermetrics · Meta ad-level, Jun 2025 to Sept 13	launch series (distinct ad IDs by first spend month) and monthly spend
Year-end promotion plan · Aug 21, and the CRM calendar	giveaway, free shipping, Wagyu (TBC), Thanksgiving, BFCM; the Oct 1 announcement send
September Creative Demand Model · AssetMaster	the five persona names, the sub-persona engine, the vendor roster
Sep to Dec Creative Demand Model	the nominal October plan (206), the media line, the July 4th precedent
Grades	Proven ≥$300, ≥10 purchases, ≥ account ROAS · Signal $300 to 2,500 at ≥3.2× · Unproven under ~$600 · Fix ≥$2,000 under the rate
Cadence	Weekly · mid-month review in the weekly report · grades move next month’s share

1	Core persona	Host	21% of output, 50 ads. The only Grade A lane: $51.7K at 4.89× across 108 creatives.
2	Allocation	50 of 240	Rule said 49; the build carries 50, inside tolerance, with two of the seven clusters new (football, the fall table).
3	Sub-persona	Restaurant-Value Host	The person doing the math on feeding six: the reservation, the tip, the drive, against the box at the door.
4	Micro-persona lens	The Repeat Host	The ad opens on the table already set, the guests arriving, the receipt in hand.
5	Cluster	03 · Your guests will never know	8 assets · Proven · the receipt compare static runs $3.5K at 5.16×; the hosting version produced the biggest ad of the year inside July 4th.
6	Rung	Solution Aware (3 of 8)	The job of the first three seconds is the category answer: restaurant quality at home, for less than the table for six.
7	Format	Static (in-house)	Four statics, three UGC, one carousel; this one is a static because the receipt reads faster as a frame than as a face.
8	Offer	None	No price, no code. The cluster cannot name a dated window, so it is Evergreen, and the comparison is the value argument.
9	Destination	Homepage	The offer clusters go to the Welcome Offer LP and the gift clusters to the gift LP; a hosting proof ad lands on the homepage.
10	Kit date	Oct 1 for Oct 6	Five days before go-live, no exceptions; the Oct 6 block follows the Oct 1 opener (112 in week one).
11	File name	10/06/2026_InHouse_Host_GuestsWillNeverKnow_v1	MM/DD/YYYY_Vendor_Persona_Angle_Cut, logged in the ad log by month tab and campaign.

Week	Live	Share	Cum.	Kits due (ads)	Clusters going live
W1 Oct 1 to Oct 7	112	52%	112	09-26 (60); 09-27 (5); 09-30 (11); 10-01 (22); 10-02 (14)	01 The box everyone asks for again, 02 Crab legs over wings, 03 Your guests will never know, 08 The dinner they would never buy themselves, 09 Forgot
W2 Oct 8 to Oct 14	52	24%	164	10-03 (27); 10-08 (18); 10-09 (7)	04 Feed the whole party, 05 First cold night, first feast, 10 Found the perfect gift, 11 Send Mom and Dad dinner, 15 From the boat to your door, 17 Gr
W3 Oct 15 to Oct 21	39	18%	203	10-10 (10); 10-14 (18); 10-15 (11)	06 One more meal together, 24 You do not need a reason, 27 Giveaway refresh · Halloween peak, 29 Free shipping, three days
W4 Oct 22 to Oct 28	13	6%	216	10-17 (6); 10-22 (7)	07 A reason to go big, 12 Holiday gifting starts in October
W5 Oct 29 to Oct 31	0	0%	216
October	216	100%	216	11-10 (24) for Nov 15	30 Thanksgiving 15% off pre-build, live Nov 15

Alaskan King Crab Co.Creative Demand Model.

One idea,told more than once,to the same person.

Your guests will never know

Host

The box everyone asks for again

Crab legs over wings

Your guests will never know

Feed the whole party

First cold night, first feast

One more meal together

A reason to go big

Gifter

The dinner they would never buy themselves

Forgot the birthday? It ships overnight

Found the perfect gift

Send Mom and Dad dinner

Holiday gifting starts in October

Foodie

Steam, butter, the first crack

King vs snow, and why the size matters

From the boat to your door

Ordered three times

Grill season is not over

First Timer

Buy 4 lb, get 1 lb free

One question per ad

It arrives colder than the store

Ordering king crab online for the first time

Thinking about it for weeks

Splurger

Make it a night

You do not need a reason

Surf and turf, at home

October moment shoppers

Ultimate King Crab Feast Giveaway

Giveaway refresh · Halloween peak

Free $75 Wagyu filet with 4 lb of legs

Free shipping, three days

15% off, the Thanksgiving table

Best on a wide screen

The box everyone asks for again

Crab legs over wings

Your guests will never know

Feed the whole party

First cold night, first feast

One more meal together

A reason to go big

The dinner they would never buy themselves

Forgot the birthday? It ships overnight

Found the perfect gift

Send Mom and Dad dinner

Holiday gifting starts in October

Steam, butter, the first crack

King vs snow, and why the size matters

From the boat to your door

Alaskan King Crab Co.
Creative Demand Model.

One idea,
told more than once,
to the same person.