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We collaborated with Sounds Profitable to highlight what makes a good podcast ad by breaking down real examples from popular podcasts.
Hosted by: Mandy Edmonston and Melissa Rice
Ad placement: Mid-roll
Ad type: Dynamic insertion
Start point: 28:05
Ad copy:
“I find when I’m trying to eat healthy, snacks are forever where I screw up. I have a notorious sweet tooth and when I'm craving something quick and delicious, and don't have time to make something, I'm just going to grab whatever's closest to me. Lucky for me, I just bought a case of Munk Packs. Munk Pack are the low sugar keto-friendly bars that are plant-based, gluten-free, and non-GMO. They have all the right ingredients for you to feel good about what you're eating, but they also taste amazing. The Munk Pack keto granola bars and nut and seed bars contain just one gram of sugar or less, two to three grams of net carbs, and each bar is 150 calories or less. I fell in love with Munk Pack and just ordered a 12 pack of the coconut almond dark chocolate keto nut and seed bars. They just hit the sweet spot while also giving me a little taste of salty that I never get tired of. I throw one in my purse when I'm out running errands so if I get a craving or just want a snack I have something in my purse I can feel good about eating. Plus there are so many delicious flavors like sea salt dark chocolate, coconut cocoa chip, and caramel sea salt. You'll want to try them all! Get 20% off your first purchase of any Munk Pack product by visiting munkpack.com and entering our code ‘moms’ at checkout. To get started just go to munkpack.com - that's munkpack.com - and select any product. Then enter the code ‘moms’ at checkout to save 20% off your purchase. Munk Pack is so confident in their product, it's backed with a 100% happiness guarantee, so if you don't like it for any reason they'll exchange the product or refund your money whichever you prefer.”
The hook:
“I find when I’m trying to eat healthy, snacks are forever where I screw up. I have a notorious sweet tooth and when I'm craving something quick and delicious, and don't have time to make something, I'm just going to grab whatever's closest to me. Lucky for me, I just bought a case of Munk Packs.”
About halfway through the episode, in the midst of suspense, the podcast hosts state, “we still have more to get into the story after one last break to hear word from this week’s sponsors”. After a quick jingle, the hosts lead into the ad-read by sharing a personal, super relatable anecdote, in this case trying to eat healthily but having a notorious sweet tooth (who can’t relate?).
Honestly, at this point of the True Crime podcast, we could all use a quick snack so, although the ad wasn’t seamlessly integrated, the hosts definitely caught our attention with “craving something quick and delicious, and don’t have time to make something”.
The pitch:
“Munk Pack are the low sugar keto-friendly bars that are plant-based, gluten-free, and non-GMO. They have all the right ingredients for you to feel good about what you're eating, but they also taste amazing. The Munk Pack keto granola bars and nut and seed bars contain just one gram of sugar or less, two to three grams of net carbs, and each bar is 150 calories or less.”
This part of the ad highlights the brand's unique selling points - creating delicious snacks that are easy and enjoyable while incorporating nutritional values and well-balanced foods. As the host explains, snacking can really make or break your health kick. But, Munk Pack products promise to fulfill your sweet/salty craving while still ensuring you stick to your health/diet goals - "The Munk Pack keto granola bars and nut and see bars contain just one gram of sugar or less, two to three grams of net carbs, and each bar is 150 calories or less".
A quick look on the Munk Pack website also explains that customers can buy a Munk Pack box either in-store or online (even signing up for their ‘Subscribe and Save’ program which allows you to select how often you want Munk Pack products shipped to you - so you never have to worry about needing a healthy snack and not having one at arm’s reach). So, its yummy, healthy and convenient!
The offer:
Get 20% off your first purchase of any Munk Pack product by visiting munkpack.com and entering our code ‘moms’ at checkout. To get started just go to munkpack.com - that's munkpack.com - and select any product. Then enter the code ‘moms’ at checkout to save 20% off your purchase. Munk Pack is so confident in their product, it's backed with a 100% happiness guarantee, so if you don't like it for any reason they'll exchange the product or refund your money whichever you prefer.”
By using Moms and Murders discount code, listeners can get 20% off their first Munk Pack purchase. Also, the hosts mention that if you give the products a try and do not like it, you can exchange the bar for another one or even get a refund of your money - that’s how confident Munk Pack is about the quality and taste of their products.
Hits the spot:
Just like Munk Pack’s snacks, this ad-read hit the spot. It didn’t only provide listeners with a clear understanding of the brand and its values, but did so at the right time in the episode (exactly when listeners would be craving something sweet to munch on while guessing ‘who done it’). The hosts clearly highlighted the brand’s key points - low sugar keto-friendly bars that are plant-based, gluten-free, and non-GMO - while mixing in personal anecdotes and product recommendations.
It was even a breath of fresh air to finally hear a podcast host explain how to insert the discount code at checkout, “To get started just go to munkpack.com - that's munkpack.com - and select any product. Then enter the code ‘moms’ at checkout to save 20% off your purchase”. It may seem silly but, it helps listeners feel more confident on the website and makes it feel like the hosts truly want their audience to enjoy the products and, of course, the major discount.
Room for improvement:
For future integrations with Munk Pack, it could be nice to see the ad more seamlessly integrated into the content or even correlate the snacks to the specific episode - as a true crime podcast, they could talk about how the perpetrators would have been less likely to carry out the crime if they had a healthy snack on hand! This could increase the chances of listeners staying engaged and truly paying attention to the information detailed about the brand, its products and its offering.
Partnership track record:
Over the last year, MunkPack has sponsored 44 podcasts and has sponsored Moms and Murder three times.
Where else has Munk Pack sponsored?
Join the Party, This is Good for You, Girls Girls Media, Internet Today, An Acquired Taste
What other brands have appeared on Moms and Murder?
BetterHelp, Little Spoon, MasterClass, Function of Beauty, Thrive Causemetics, Warby Parker
Takeaways:
Main takeaway? I am in dire need of a sweet snack. Those who love true-crime stories choose to listen to Mandy and Melissa due to their easy-to-follow conversational tone that touches on all the details, but not in an overwhelming manner. So, listeners expect the same type of tone and enthusiasm in their ad-reads - and that’s what they get. Their brand partnership with Munk Pack in this episode was light, informative, and left listeners hoping to find a quick (hopefully healthy) snack in their pantry.
Have you heard a great podcast ad recently? Tell us about it.
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