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Marketing Tips

March 10, 2022

9

min read

The anatomy of an ad: Splendid Spoons x I Don't Get It

We collaborated with Sounds Profitable to highlight what makes a good podcast ad by breaking down real examples from popular podcasts.


This week's anatomy of an ad: Ep. 261: Panic Attacks  -  I Don't Get It x Splendid Spoon

Hosted by: Ashley Iaconetti, Lauren Iaconetti, and Naz Perez

Ad placement: Pre-roll

Ad type: Baked-in

Start point: 00:09:40


Ad copy: 

“We all know - we are what we eat - but we also know how hard it is to plan and prep each week for healthy meals. Splendid Spoon though is gonna send you plant-based gluten-free ready-made meals delivered right to your door. It saves you the grocery store trip and it also stops you from having to buy like all those specialty ingredients that can really add up when you're making a dish. Also, one thing that has tried and true stopped my panic attacks is eating healthier. If I overeat fried food, it escalates my heart rate and then that will bring me into a panic. So eating Splendid Spoon has come at the most perfect time in my life. They also have these detox shots that are honestly unbelievably life-changing. I take them every morning and I can't scientifically say this is why but I haven't been sick in so long. I also need to talk about how delicious the vegan meatballs and marinara are, the chocolate cherry smoothie, the strawberry chocolate smoothie. I love it all! Well get started and save $35 today on your first order of delicious plant-based meals at splendidspoon.com/getit35. That's splendidspoon.com/getit35 to save $35 on your first order guys that's only $6.66 per mean, so you’re welcome. Thank you splendid spoon for sponsoring”


Let’s break it down to see what works:

The hook: 

“We all know - we are what we eat - but we also know how hard it is to plan and prep each week for healthy meals. Splendid Spoon though is gonna send you plant-based gluten-free ready-made meals delivered right to your door.”

Right after highlighting the premises of the episode (panic attacks) and just before diving into the good stuff, the hosts of I Don’t Get It promote the sponsor of the episode - Splendid Spoon. This episode, as the title clearly suggests, is all about mental health. So, when the hosts begin pitching Splendid Spoon, they focus on the aspects that may induce stress/panic - not eating healthy can induce stress and so can having to plan out and prep food.  


The pitch:

“It saves you the grocery store trip and it also stops you from having to buy like all those specialty ingredients that can really add up when you're making a dish. Also, one thing that has tried and true stopped my panic attacks is eating healthier. If I overeat fried food, it escalates my heart rate and then that will bring me into a panic. So eating Splendid Spoon has come at the most perfect time in my life. They also have these detox shots that are honestly unbelievably life-changing. I take them every morning and I can't scientifically say this is why but I haven't been sick in so long. I also need to talk about how delicious the vegan meatballs and marinara are, the chocolate cherry smoothie, the strawberry chocolate smoothie.” 


This part of the ad highlights the brand’s services and unique selling points, which includes health aspects, a wide range of products, and the time-saving feature. Not only do the plant-based gluten-free meals get sent straight to your door, but it saves you from having to make your way to the supermarket to buy these healthier products (which are sometimes a little bit harder to find and more on the pricier side, not to mention the time aspect). The hosts also share the Splendid Spoon products they love that honestly sound delicious - detox shots, vegan meatballs and marinara and of course, the chocolate cherry smoothie. 


It was also nice to hear the hosts clearly connect Splendid Spoon to the specific episode’s content. This episode is focusing on panic attacks and the host mentions that one of the things that has helped her reduce her panic attacks is by eating healthier and staying away from fried foods. She also adds, “So, eating Splendid Spoon has come at the most perfect time in my life”. Whether you are a loyal I Don’t Get It listener or merely turned to this episode because of its title - you will connect to this brand sponsorship thanks to this quick, casual add-on.


The offer: 

“Well get started and save $35 today on your first order of delicious plant-based meals at splendidspoon.com/getit35. That's splendidspoon.com/getit35 to save $35 on your first order guys that's only $6.66 per mean, so you’re welcome. Thank you splendid spoon for sponsoring”

By using I Don’t Get It’s code, listeners can save $35 on their first plant-based gluten-free meals from Splendid Spoon. A quick look at their website shows that prices range between $65 to $160, depending on the type of box you order (anything from just 5 lunch bowls to 5 full days worth of breakfast, lunch and dinner). 


Landing page: 
Although Splendid Spoon’s landing page is easy to use and easy on the eyes, it isn’t customized for I Don’t Get It  listeners. Listeners are directed to the main Splendid Spoon website and can immediately ‘get started’ on picking their meal order. Interestingly, whether you enter the site via the mentioned code or just through a regular Google search, the “Save $35 on your first delivery” is highlighted. 

Splendid Spoon landing page


Hits the spot:

Baked-in ad reads just have a more seamless, natural nature to them - especially when the hosts creatively relate the sponsored service/product to the specific podcast episode. Splendid Spoon’s service was clearly explained and its unique selling points were highlighted naturally. Thanks to the hosts personal anecdotes, such as “Also, one thing that has tried and true stopped my panic attacks is eating healthier. If I overeat fried food, it escalates my heart rate and then that will bring me into a panic. So eating Splendid Spoon has come at the most perfect time in my life” and “they also have these detox shots that are honestly unbelievably life-changing. I take them every morning and I can't scientifically say this is why but I haven't been sick in so long” - the promotion is much more believable, especially those that are loyal listeners and trust these hosts for recommendations. 


One last tidbit that I think drove it home was adding - “that's only $6.66 per mean, so you’re welcome. Thank you splendid spoon for sponsoring”. After the hosts detailed the service’s selling points, this natural add-on made it feel like the hosts really understood their listener's possible pain points - the cost of eating healthy - and addressed it authentically.  


Room for improvement:

There are two aspects that could be improved for the future:

  1. Although the natural and authentic nature of the ad-read was spot on, it was a tad bit all over the place. Each host was adding in what they liked about the service/products and it made it hard to fully understand how the service works. However, this also led me personally to want to take a closer look at the website. 
  2. The website offers the same ‘discount’ as what the podcast offers so, why would listeners take the time to add in the specific I Don’t Get It UTM? I think there needs to be an offering unique to listeners of the podcast, creating more of an incentive. 


Partnership track record:

Over the last year, Splendid Spoon has sponsored  22 podcasts and has sponsored I Don’t Get It twice.


Where else has Splendid Spoonsponsored?

The David Pakman Show, Babes and Babies, A Beautiful Mess, and Veggie Doctor Radio


What other brands have appeared on I Don't Get It?

BetterHelp, Modern Fertility, Ana Luisa, and Rothy's

Key takeaways:

While listening to lifestyle podcasts, we have come to expect brand sponsorships. So it's crucial for both the brands and podcasters to creatively promote the service/product. I think, because this sponsorship was baked-in, related to the content at hand, and was presented authentically with personal anecdotes, it was not only much more interesting to listen to but engaging. 


It is clear why Splendid Spoon chose to sponsor I Don’t Get It thanks to the host's ability to highlight the service’s unique selling points. I think many brands will turn to this podcast for sponsorships because they know how to promote products/services in a natural, seamless way that makes listeners want to continue listening (and even purchase the product/service - just me?) 


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