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Bowlcut

Sponsored · Exhibit 01 · Dan Dan Hero

Meet Spicy Dan Dan Sauce, the bottle that gives noodle night a point of view.

Bowlcut makes Plant-based Asian American sauces, based on family recipes with no artificial additives. Spicy Dan Dan Sauce is the one for nights when you want real heat and a real recipe behind it, straight from the bottle to the pan.

Grab a bottle and start cooking tonight.

Spicy Dan Dan Sauce
Heat with a family recipe behind it

THEBOWLCUT.COM

Heat From a Family Recipe

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Format
Product hero
Persona
Noodle-night cooks who read the label before they buy
Reason to buy
Family recipes, no additives
Funnel stage
Top of funnel
Product
Spicy Dan Dan Sauce
Lands on
Landing page

Why it should work. A single-product hero with the family-recipe claim gives cold audiences one clear reason to try a spicy sauce.

Tests. Tests whether the family-recipe, no-additives angle opens better than a pure heat angle.

Bowlcut

Sponsored · Exhibit 02 · Red Wine Stir Fry

Your weeknight stir fry, full-bodied and bold like a red wine.

Classic Stir Fry Sauce is full-bodied and bold like a red wine. We set out to capture the essence of a stir fry sauce, with the ingredients and nutrition we craved. Based on family recipes with no artificial additives.

Pour it over tonight's pan and taste the difference.

Bold like a red wine

Classic Stir Fry Sauce

  • Full-bodied and bold
  • Based on family recipes
  • No artificial additives
Classic Stir Fry Sauce

THEBOWLCUT.COM

Classic Stir Fry Sauce

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Format
Menu-card split, product photo
Persona
Home cooks who want weeknight stir fry with real depth
Reason to buy
Sauces with a wine personality
Funnel stage
Middle of funnel
Product
Classic Stir Fry Sauce
Lands on
Landing page

Why it should work. The menu-card format puts the brand's own tasting line next to the bottle, so the sauce reads as a considered pick.

Tests. Tests a tasting-note hook against plain product hooks.

Bowlcut

Sponsored · Exhibit 03 · Both Heat Levels

Spice lovers know: you need options, and this box brings two.

Chili Crisp Starters puts both on your table: Chili Crisp for a kick and Spicy for a good time. Both start with mild fire and a sweet-nutty middle, then leave you with mouthwatering, tingly heat, plus fruity bird's eye chilis in Spicy.

Pick your heat, or take both.

Chili Crisp Starters
Kick or good time? Take both
  1. 1Mild fire to start
  2. 2A sweet-nutty middle
  3. 3Mouthwatering, tingly heat
  4. 4Fruity bird's eye chilis in Spicy

THEBOWLCUT.COM

Chili Crisp Starters

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Format
Product photo, ingredient chips
Persona
Heat seekers who keep a jar by the stove
Reason to buy
Heat options for spice lovers
Funnel stage
Middle of funnel
Product
Chili Crisp Starters
Lands on
Landing page

Why it should work. The chips walk through the heat arc in the brand's own words, which answers the question every spice buyer asks first.

Tests. Tests the starter-set framing against single-jar ads.

Bowlcut

Sponsored · Exhibit 04 · Char Siu Eggplant

Plant-based char siu night? Start with Chinese BBQ sauce.

Chinese BBQ brings classic Chinese BBQ flavor from Bowlcut's Plant-based Asian American sauces. Based on family recipes with no artificial additives. We put it on eggplant, and your dinner gets a glaze worth photographing.

Brush it on and see for yourself.

Claim to confirm with brand: Confirm eggplant recipe uses Chinese BBQ

Chinese BBQ

Char siu, but make it eggplant

THEBOWLCUT.COM

Chinese BBQ Sauce

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Format
Full-bleed photo
Persona
Plant-forward cooks who still crave char siu
Reason to buy
Plant-based Asian American
Funnel stage
Top of funnel
Product
Chinese BBQ
Lands on
Landing page

Why it should work. A full-bleed food photo with a plant-based twist stops people who miss char siu.

Tests. Tests a plant-forward hook for a classic meat flavor.

Bowlcut

Sponsored · Exhibit 05 · Two Sauces Collage

Two stir fry sauces, because one was so good we made another.

Stir-Fry Starters gives you both: Classic, full-bodied and bold, and Spicy Lemongrass, bright and zesty. We set out to capture the essence of a stir fry sauce, and the first one was so good, we had to do it twice.

Start with the pair.

Chicken veggie stir fry

Chicken veggie stir fry

Spicy Lemongrass and Basil Stir Fry

Spicy Lemongrass and Basil Stir Fry

Spicy Lemongrass Mussels + Frites

Spicy Lemongrass Mussels + Frites

One was so good we did two

Classic and spicy lemongrass

THEBOWLCUT.COM

Stir-Fry Starters

Shop the Pair
Format
Three-photo collage
Persona
Cooks who want a classic and a bright option on the shelf
Reason to buy
The essence of a stir fry sauce
Funnel stage
Middle of funnel
Product
Stir-Fry Starters
Lands on
Landing page

Why it should work. Three real dishes show range before the viewer reads a word of copy.

Tests. Tests a range-of-dishes collage against single-dish photos.

Bowlcut

Sponsored · Exhibit 06 · Hours Versus Minutes

Traditional char siu takes hours. Yours does not have to.

Traditional char siu pork takes hours to make at home. With Bowlcut's Char Siu BBQ sauce it takes 30 minutes. Chinese BBQ flavor, based on family recipes with no artificial additives, ready for the nights you cannot spare hours.

Dinner, handled in 30 minutes.

Chinese BBQ
30 minutes, not hours

30 minutes

Traditional char siu takes hours at home

THEBOWLCUT.COM

Char Siu in 30 Minutes

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Format
Product hero
Persona
Weeknight cooks who crave char siu but hate the wait
Reason to buy
Char siu in 30 minutes
Funnel stage
Top of funnel
Product
Chinese BBQ
Lands on
Landing page

Why it should work. A time contrast built on the brand's own line gives a concrete reason to switch.

Tests. Tests a time-saving hook on a classic dish.

Bowlcut

Sponsored · Native 01 · Weeknight Notes

My dinner plan this week, straight from my notes app.

Spicy Lemongrass Stir Fry Sauce is bright and zesty like a crisp white. That is the whole plan. Based on family recipes with no artificial additives, from Bowlcut's Plant-based Asian American sauces.

Save the note. Cook the plan.

Spicy Lemongrass Stir Fry Sauce

Notes

Weeknight plan, four lines

  • Pan on
  • Spicy Lemongrass Stir Fry Sauce
  • Something fresh to toss in
  • Dinner done

THEBOWLCUT.COM

Spicy Lemongrass Stir Fry Sauce

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Format
Notes app over product photo
Persona
Busy cooks who plan dinner in their notes app
Reason to buy
Sauces with a wine personality
Funnel stage
Top of funnel
Product
Spicy Lemongrass Stir Fry Sauce
Lands on
Landing page

Why it should work. A notes-app list reads like a friend's post, not an ad.

Tests. Tests a native, list-style format against polished exhibits.

Bowlcut

Sponsored · Native 02 · Group Chat Dip

ok wait, what is on that dip? Asking for the whole group chat.

Chili Crisp starts with mild fire and a sweet-nutty middle before leaving you with mouthwatering, tingly heat. Spoon it over labneh and wait for the text. Based on family recipes with no artificial additives.

Get the jar before the group chat does.

Jo

ok wait what is on that dip

Chili Crisp

Bowlcut Chili Crisp over labneh. Sweet-nutty middle, tingly heat.

Sending the link now.

THEBOWLCUT.COM

Chili Crisp Over Labneh

Get the Jar
Format
Message thread with photo
Persona
Friends who get asked what is in the dish they brought
Reason to buy
Heat options for spice lovers
Funnel stage
Top of funnel
Product
Chili Crisp
Lands on
Landing page

Why it should work. A chat thread shows word of mouth in action and sells the jar through curiosity.

Tests. Tests a conversation format with a sensory payoff.

Bowlcut

Sponsored · Native 03 · Wine Or Crisp Poll

Red wine or crisp white? Pick your stir fry sauce.

Classic is full-bodied and bold like a red wine. Spicy Lemongrass is bright and zesty like a crisp white. Together they're literally ridiculous. Both from Bowlcut, based on family recipes with no artificial additives.

Vote, then cook your pick tonight.

Classic Stir Fry Sauce
Spicy Lemongrass Stir Fry Sauce

Red wine or crisp white?

Classic Stir Fry SauceSpicy Lemongrass Stir Fry Sauce

THEBOWLCUT.COM

Classic or Spicy Lemongrass

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Format
Stories poll
Persona
Cooks who pair sauces like they pair wine
Reason to buy
Sauces with a wine personality
Funnel stage
Middle of funnel
Product
Stir-Fry Starters
Lands on
Landing page

Why it should work. A poll invites a tap and plants both sauces in one scroll.

Tests. Tests interactive framing for the two-sauce set.

Bowlcut

Sponsored · Native 04 · Sunday Camera Roll

Sunday dinner photo dump, Spicy Lemongrass edition.

Spicy Lemongrass Stir Fry Sauce is bright and zesty, and it anchors our Spicy Lemongrass Mussels + Frites. Based on family recipes with no artificial additives, from Bowlcut's Plant-based Asian American sauces.

Cook it Sunday, post it Monday.

Claim to confirm with brand: Confirm the mussels recipe uses this sauce

Spicy Lemongrass Stir Fry Sauce
RecentsSunday
evening
Edit

Sunday dinner, camera roll worthy

THEBOWLCUT.COM

Spicy Lemongrass Mussels + Frites

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Format
Camera-roll share
Persona
Weekend cooks who photograph dinner before eating
Reason to buy
Family recipes, no additives
Funnel stage
Middle of funnel
Product
Spicy Lemongrass Stir Fry Sauce
Lands on
Landing page

Why it should work. A camera-roll share feels like a real post and shows the dish the sauce makes.

Tests. Tests a recipe-led, weekend occasion angle.

Bowlcut

Sponsored · Native 05 · Takeout Intervention

Group chat verdict: we are cooking tonight.

We set out to capture the essence of a stir fry sauce, with the ingredients and nutrition we craved. Classic Stir Fry Sauce is full-bodied and bold, so the pan can compete with the delivery app tonight.

Skip the app. Cook the pan.

Roommate

Takeout again tonight?

Classic Stir Fry Sauce

Not tonight. Classic Stir Fry Sauce, one pan.

Fine. I'm in.

THEBOWLCUT.COM

Cook It Instead

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Format
Message thread with photo
Persona
Roommates stuck in a takeout loop
Reason to buy
The essence of a stir fry sauce
Funnel stage
Top of funnel
Product
Classic Stir Fry Sauce
Lands on
Landing page

Why it should work. A takeout-versus-cooking chat speaks to a daily decision.

Tests. Tests a category-contrast hook without naming competitors.

Bowlcut

Sponsored · Meme 01 · Plain Noodles Out

Plain noodles, meet your replacement.

Spicy Dan Dan Sauce is for the night you refuse to eat something plain. Bowlcut's Plant-based Asian American sauces are based on family recipes with no artificial additives. Skip the bland and bring the heat straight to the pan.

Spicy Dan Dan Sauce is waiting for you.

Plain out, Dan Dan in

Drake Hotline Bling meme about Bowlcut

Plain noodles again

Spicy Dan Dan Sauce

Bowlcut

THEBOWLCUT.COM

Spicy Dan Dan Sauce

Shop Now
Format
Meme template, product swapped in
Persona
Spice fans who are done with bland dinners
Reason to buy
Family recipes, no additives
Funnel stage
Middle of funnel
Product
Spicy Dan Dan Sauce
Lands on
Landing page

Bowlcut

Sponsored · Meme 02 · Zesty Distraction

Me, noticing the zesty bottle in the pantry.

Spicy Lemongrass Stir Fry Sauce is bright and zesty like a crisp white. Based on family recipes with no artificial additives, it gives the pan something more interesting than the usual jar on the shelf.

Make tonight's stir fry the zesty one.

Eyes on the zesty one

Distracted Boyfriend meme about Bowlcut

Spicy Lemongrass Stir Fry Sauce

Me, at the stove

The usual jar I always reach for

Bowlcut

THEBOWLCUT.COM

Spicy Lemongrass Stir Fry

Shop Now
Format
Meme template, product swapped in
Persona
Cooks tempted by something brighter than the usual
Reason to buy
Sauces with a wine personality
Funnel stage
Middle of funnel
Product
Spicy Lemongrass Stir Fry Sauce
Lands on
Landing page

Bowlcut

Sponsored · Meme 03 · Pick Both Sauces

Classic or Spicy Lemongrass? You do not have to choose.

Stir-Fry Starters puts Classic, full-bodied and bold, next to Spicy Lemongrass, bright and zesty. We set out to capture the essence of a stir fry sauce, and the first one was so good we had to do it twice.

Take the pair and stop sweating.

Together they're literally ridiculous

Two Buttons meme about Bowlcut

Classic Stir Fry Sauce

Spicy Lemongrass Stir Fry Sauce

Me, picking Stir-Fry Starters

Bowlcut

THEBOWLCUT.COM

Stir-Fry Starters, Both Sauces

Shop the Pair
Format
Meme template, product swapped in
Persona
Undecided cooks who want both flavors
Reason to buy
The essence of a stir fry sauce
Funnel stage
Bottom of funnel
Product
Stir-Fry Starters
Lands on
Landing page

Bowlcut

Sponsored · Meme 04 · Char Siu Brain

Levels of dinner. Only one takes 30 minutes.

Traditional char siu pork takes hours to make at home. With Bowlcut's Char Siu BBQ sauce it takes 30 minutes. Chinese BBQ flavor, based on family recipes with no artificial additives, for nights you cannot spare hours.

Ascend to the bottle.

Galaxy brain cooks in 30 minutes

Expanding Brain meme about Bowlcut

Order takeout

Spend hours making char siu at home

Use Bowlcut's Char Siu BBQ sauce

Dinner in 30 minutes

Bowlcut

THEBOWLCUT.COM

Chinese BBQ in 30 Minutes

Shop Now
Format
Meme template, product swapped in
Persona
Cooks ranking every shortcut for char siu
Reason to buy
Char siu in 30 minutes
Funnel stage
Bottom of funnel
Product
Chinese BBQ
Lands on
Landing page

Bowlcut

Sponsored · Meme 05 · Chili Crisp Sign

Hot take: Chili Crisp deserves a seat at every meal.

Chili Crisp starts with mild fire and a sweet-nutty middle, before leaving you with mouthwatering, tingly heat. Add Spicy for fruity bird's eye chilis. Based on family recipes with no artificial additives.

Change our mind, or just grab the jar.

Chili Crisp goes on everything

Change My Mind meme about Bowlcut

Chili Crisp belongs on everything

Bowlcut

THEBOWLCUT.COM

Chili Crisp or Spicy Chili Crisp

Get the Jar
Format
Meme template, product swapped in
Persona
Spice lovers ready to defend their jar
Reason to buy
Heat options for spice lovers
Funnel stage
Top of funnel
Product
Chili Crisp
Lands on
Landing page

Bowlcut

Sponsored · Meme 06 · Twice As Good

Step four is the same as step three, and we are fine with it.

The first Bowlcut stir fry sauce was so good, we had to do it twice. Classic is full-bodied and bold. Spicy Lemongrass is bright and zesty. Based on family recipes with no artificial additives.

Cook the plan with both.

The plan needs both sauces

Gru's Plan meme about Bowlcut

Cook with Classic Stir Fry Sauce

Enjoy it, full-bodied and bold

Realize you need Spicy Lemongrass too

Realize you need Spicy Lemongrass too

Bowlcut

THEBOWLCUT.COM

Classic Plus Spicy Lemongrass

Shop the Pair
Format
Meme template, product swapped in
Persona
Cooks who always want a second flavor on the shelf
Reason to buy
The essence of a stir fry sauce
Funnel stage
Middle of funnel
Product
Stir-Fry Starters
Lands on
Landing page

Bowlcut

Sponsored · Meme 07 · Plain Versus Refined

Plain stir fry, or one with a sauce worth naming?

Bowlcut makes Plant-based Asian American sauces based on family recipes with no artificial additives. Spicy Lemongrass Stir Fry Sauce is bright and zesty like a crisp white, a quick step up from a plain pan.

Upgrade tonight's pan.

Plain pan, refined pan

Tuxedo Winnie The Pooh meme about Bowlcut

Stir fry with a plain sauce

Stir fry with Spicy Lemongrass Stir Fry Sauce

Bowlcut

THEBOWLCUT.COM

Spicy Lemongrass, Refined

Shop Now
Format
Meme template, product swapped in
Persona
Cooks leveling up an everyday stir fry
Reason to buy
Plant-based Asian American
Funnel stage
Bottom of funnel
Product
Spicy Lemongrass Stir Fry Sauce
Lands on
Landing page

Photography and product names belong to Bowlcut. Every ad lands on a page in this package. Memes use real, recognizable templates with Bowlcut 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.