SelfMade × King's Hawaiian

Where You Are

Your statics in-house work. The AI versions haven't. We close that gap with 14 a week.

"We were like, oh, this is going to be great. We are going to be able to make all kinds of stuff super fast. It didn't kind of hit the bar in terms of acceptability. Had too much obvious AI-ness to it."

"Our packaging is a bag of bread, if you will. So it's not, it's not rigid. The light reflection is very complicated."

"You just don't know how we're going to make all that. We were like, call in the expert."

The Thesis

You don't have to build this stack internally.

Jill said it on the call: the team has been trying to solve AI content gen as a passion project, with mixed results. That's the loop we live inside every day for our clients. You don't have to figure it out from scratch. We bring the stack to you, ready to ship Friday one.

You don't need to build this in-house.

You explored doing this internally. It took time, it didn't hit the bar, and the soft-bag light reflection was the wall. We've already built and stress-tested the spec-card discipline, the persona/angle/emotion taxonomy, the soft-bag QA. You skip all of that and start at our finish line.

Statics first. Animations on the winners.

Statics are the cheapest, fastest way to read a slate. Ship 14 a week, watch which ones move, animate the winners. GIF treatments, slider build-up sequences, holiday-spread reveals. Andromeda's animation gap is real, and most accounts feed it nothing.

Andromeda eats diversity. Volume is the buy.

At $100K/month median, the algorithm needs a steady drip of net-new concepts to optimize across. We ship 14 statics a week tagged by persona, angle, emotion, and format. Each one distinct from the last. Adjacent rows in the deliverable never share an archetype. Auction-ready by design.

The Process

How the 14 get made, every week.

Three proprietary tools sit behind the pipeline. They are what turn "make more ads" into something that compounds across a 75-year brand and a CPG-first KPI sheet.

Plug In

Meta Business Manager, brand assets, the full SKU lineup.

Day one we wire up your Meta Business Manager, ingest the brand bible, and pull the SKU set including Original Sweet Rolls, Slider Buns, Hamburger Buns, Ube Coconut, Jalapeño, Savory Butter, Soft Pretzel Bites, the Tree Roll Box, and the Football Seasoning cross-merch.

AdLib

Gap analysis on King's Hawaiian and the bakery category.

We pull every ad you have run on Meta plus every top bakery competitor running paid. Tag each by persona, angle, emotion, format. Output: where you are over and under indexing on Meta. Where the open lanes sit. Which formats are quietly carrying the category.

Brief, Generate, QC

14 concepts written, produced, soft-bag verified.

Briefs derive from the gap analysis. AI produces a first pass against your real product photos, your wordmark SVG, your warm palette. A human reviews. An editor cleans. Soft-bag fidelity, wordmark fidelity, no fake luaus, no banned words. All enforced before anything hits Slack.

Flywheel

Friday drops, animate the winners, scale.

Everything shipped gets tagged, watched, iterated. When a static takes off, we layer GIF and motion treatments on top. The PAE dashboard updates live. You and the team see the same map we do, refreshed weekly.

The Package

Scale tier creative, $6K/mo. Add-ons when you want them.

You are not ramping from zero. You are running real spend with a real seasonal calendar. We anchor at Scale tier creative. 14 statics a week, every Friday in Slack. Animations, video adaptations, media buying, and LP CRO are layered on as add-ons only when they earn it. Bonus: a monthly internal teach-in for whoever on your team wants to learn the system.

BUILT FOR THE $100K/MO META MEDIAN + RETAIL FOOTPRINT

Scale creative

$6,000/ month

14 unique statics per week. Net-new concepts, not variations. Tagged by persona, angle, emotion, format.
100+ ad formats, PAE cluster dashboard shared with the team.
Soft-bag fidelity guaranteed. Wordmark uploaded as a reference on every ad. No more obvious AI.
Friday drops in a dedicated Slack channel. No briefs, no review calls, no approval gates.
All raw files plus full rights to King's Hawaiian on delivery.
Month-to-month. No annual contract.

Bonus included: Will runs a monthly internal teach-in for whoever on your team wants to learn how the pipeline works. Spec cards, AdLib, the soft-bag QA, the persona/angle/emotion taxonomy. Nothing locked behind us.

RECOMMENDED ADD-ON · MOTION

Animations on the winning statics.

GIF and motion treatments layered on the statics already pulling weight. The slider build-up sequence, the soft-bag pull-apart macro, the holiday spread reveal. Andromeda's animation gap is real, and most accounts feed it nothing.

+$2,000 / month. Switch on whenever the static slate has data behind it.

ADD-ON · VIDEO FROM EXISTING B-ROLL

2 videos a week, 2 alts each.

We take the b-roll and UGC you already have on the shelf, slice for hooks, add captions and motion overlays, and ship 2 paid-ready videos a week with 2 alt cuts each. No new shoots. No new creators. Just more leverage on the content already paid for.

+$4,000 / month. 2 videos × 2 alts a week. Repurposing only, no new production.

ADD-ON · META MEDIA BUYING

Optional. We run the buy alongside the creative.

If you want us managing the Meta buy in addition to building the creative, we run a fee structure that compresses as you scale. The deal we sign today is the same deal that holds at the seasonal peak.

See fee structure

Monthly Meta spend	Fee
Up to $30K	$2K flat
$30K to $100K	7%
$100K to $250K	6%
$250K+	5%

Skippable if you have media buying covered already.

ADD-ON · LANDING PAGE CRO

Find-a-store flows + DTC cart wins.

For retail-availability: zip-code lookup pages, "find at Costco" flows, click-to-form-fill funnels. For DTC: cart pages, LTO landings, subscription conversion. Designed and A/B-tested in lockstep with the ads.

$3,000 / month. Layerable on the retainer.

Reporting & Access

You see what we see.

The dashboards are the part that sticks. Share them with Bev, Tommy, the in-house creative team, anyone pointed at the same map.

Friday ad delivery

14 net-new statics land in Slack every Friday. Tagged files, concept notes, placement suggestions. No approval gate.

PAE dashboard

Persona × angle × emotion performance, spend-weighted. Cluster mapping. Where to double down, where a sub-persona has been under-tested. Always-on.

Bakery category gap analysis

King's Hawaiian benchmarked against the bakery and slider categories. Where you are over-indexing, where the white space is. Refreshed as new competitor ads surface.

Retail-availability KPI sheet

Click-to-form-fill on Find a Store. CTR by zip code. Branded search lift. Sell-through context where IRI/Nielsen feeds are wired in. CPG-adjusted, not DTC-only.

Kickoff

From signed to first Friday drop in 7 days.

You have a seasonal calendar that runs hot through Q4. We line up to your holiday windows and pre-seed creative against them, not the other way around.

Day 1 to 3

Contracts, Meta access, brand bible alignment, AdLib pull.

Meta Business Manager partner access (we send our ID), dedicated Slack channel. The brand bible we already drafted gets refined with your team. AdLib gap analysis runs on King's Hawaiian and the bakery category, Meta only.

Day 4 to 7 · First Friday drop

14 statics in Slack.

The first batch lands by Friday end-of-day. Tagged, ready to ship. Soft-bag fidelity verified on every static.

Week 2

Holiday calendar pre-seed.

We map the next 90 days of the seasonal calendar (Mother's Day, Father's Day, July 4, back-to-school, football season) and reserve creative slots against each. Q4 wins are made in Q3.

Week 3 to 4

PAE dashboard online + first iteration round.

Dashboard turns on. We share the gap analysis with the team and lock the test plan for the first 30 days. Whichever statics from week 2 are pulling early signal get refined or retired.

Month 2

Animation add-on switch-on (optional).

Whichever statics from weeks 1 to 6 are pulling weight get layered with motion. GIF treatments, slider build-up sequences, holiday spread reveals. Switch on when you want. The static slate runs without it.

Month 3

Seasonal peak prep.

Q4 creative pre-seeded across the Tree Roll Box, the holiday slider spreads, the Football Seasoning + Pretzel Bites cross-merch. Static cadence steady at 14/week.

14 net-new statics
a week, built for

What we already built for King's Hawaiian, plus the book behind it.