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Podcast

May 11, 2022

9

min read

The anatomy of an ad: Women and Crime x Green Chef

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: Katie Janness - Women and Crime x Green Chef

Hosted by: Dr. Meghan Sacks and Dr. Amy Shlosberg

Ad placement: Mid-roll 

Ad type: Dynamic insertion

Start point: 18:16

Ad copy: 

“Green Chef makes cooking easy so you can spend less time stressing, and more time enjoying delicious home-cooked meals. Green Chef's pre-made and pre-measured sauces, dressings, and spices get you more chef flavor in less time and you don't have to figure out these pairings for yourself. Green Chef offers 24-always changing recipes to choose from every week so you never get bored. But, you can also get some of your favorites back in the rotation. So, as you know Meghan, it is my birthday so I do not have to cook tonight. You know how happy that makes me. So, Alan will be cooking and he is cooking me beef tenderloin and coconut aminos. Now this looks amazing because it has mushrooms and green beans in it, my two favorite vegetables. I'm super excited and you know I will be sending you a picture of this meal tonight. I hope you enjoy and you shouldn't have to clean up. Nope, I will not be cleaning up although, I have to say, whenever I cook with Green Chef, the cleanup is super easy. I don't end up using every pot and pan in my house. Green Chef is so convenient with pre-portioned, easy to follow recipes, that are delivered right to your door. Go to greenchef.com/women130 and use code - women130 to get $130 off plus free shipping go to greenchef.com women130 and use code women130 to get $130 off plus free shipping. Green Chef the number one meal kit for eating well.”

Let’s break it down to see what works:

The hook: 

“Green Chef makes cooking easy so you can spend less time stressing, and more time enjoying delicious home-cooked meals.”

Spend less time stressing, and more time enjoying delicious home-cooked meals - say less. Whether you are single and sick of having to drag yourself off the couch, to the kitchen, and come up with something more creative than cereal or a parent tired of needing to cook up a delicious, nutrient-heavy meal that fits your children’s criteria - this hook definitely sparks your interest. 

The pandemic has made all of us too comfortable with ordering food online and pretty fed up with eating home-cooked meals. So, Green Chef switched up these pain points - allowing us to technically order food online (so you can skip the overwhelming supermarket trips) but, eat home-cooked meals.

The pitch:

“Green Chef's pre-made and pre-measured sauces, dressings, and spices get you more chef flavor in less time and you don't have to figure out these pairings for yourself. Green Chef offers 24-always changing recipes to choose from every week so you never get bored.”

The hosts of the podcast give us a short and sweet explanation about Green Chef’s service - sending pre-made and pre-measured meals (which include all the dressings, sauces, and spices). What meals are delivered? Well, that's up to you to choose. Each week, customers can choose from “24-always changing recipes”

Curiosity, or my gurgling stomach, immediately prompted me to check out Green Chef’s website to better understand how the service works. So, although the hosts didn’t go in-depth about selecting a meal plan and the ability to customize your meals according to dietary requirements, the pitch was just enough to spark my interest and get me to the website.  

The personal touch:

“So, as you know Meghan, it is my birthday so I do not have to cook tonight. You know how happy that makes me. So, Alan will be cooking and he is cooking me beef tenderloin and coconut aminos. Now this looks amazing because it has mushrooms and green beans in it, my two favorite vegetables. I'm super excited and you know I will be sending you a picture of this meal tonight. I hope you enjoy and you shouldn't have to clean up. Nope, I will not be cleaning up although, I have to say, whenever I cook with Green Chef, the cleanup is super easy. I don't end up using every pot and pan in my house.”

The hosts' personal anecdote helped highlight a few key points - she really does use Green Chef’s service, she enjoys the food so much that she chooses the brand’s meals for her birthday, and she is proud to share the final product. Also, the host touched on another important aspect during her personal anecdote - aside from Green Chef’s pre-prepared meals, the service also helps with the thing we all hate about cooking - cleaning up. Because everything is pre-packaged and you know exactly what you’ll need to use in your kitchen, cleaning up afterward is so much easier. 

The offer: 

“Go to greenchef.com/women130 and use code - women130 to get $130 off plus free shipping”

By using Women and Crime’s discount code, listeners can get $130 off their Green Chef order (plus free shipping!). Honestly, that’s a win! 

However, when you visit Green Chef’s site, you can get the exact same discount in a variety of ways, such as by entering your email into their pop-up. It is also important to point out that when you do plug in the promo code, you only have 30 minutes to purchase your order - no pressure.

Hits the spot:

Between the gruesome details of Katie Janness’ murder, this Green Chef ad-read gives listeners a few minutes to digest the information. After listening to the ad, listeners can continue guessing ‘who done it?’ while picking out their meals for the next week. 

The hosts of this podcast, Dr. Meghan Sacks and Dr. Amy Shlosberg, shared with listeners the basics of the service, highlighted what they love about Green Chef, and left us with a taste of wanting more. They also clearly know their audience because they hit many pain points that listeners could easily relate to (and make it almost impossible for them not to give Green Chef a try). 

Room for improvement:

Although the lack of details regarding how the service really works led me to immediately check out Green Chef’s website, it would have been nice to get just a bit more information - what meal plans there are, customization options, delivery information, etc.

Partnership track record:

Over the last year, Green Chef has sponsored 285 podcasts and has sponsored Women and Crime four times.

Where else has Green Chef sponsored?

Out of the Ordinary Books, The Homemaking Foundations, Movie Therapy with Rafer & Kristen, Correct Opinions with Trey Kennedy

What other brands have appeared on Moms and Murder?

Daily Harvest, PrettyLitter, Acorn TV

Takeaways:

The best ad-reads share basic information about the service (just enough to catch the listeners interest), give listeners a personal anecdote that helps listeners not only better connect with their favorite podcasters but makes the ad-read less ‘promotional’, and offers listeners a hard-to-skip discount. Whether you love true crime podcasts or not, you’ll definitely be giving Green Chef a try (or at least giving their website a peek).


Have you heard a great podcast ad recently? Tell us about it.

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