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On your memo today:
Wildgrain, at home
On small comforts and why they matter more than we admit.The Playbook + Real Ads Examples
Want → Believe → Act — and how Wildgrain’s ads follow the full funnel customer journey.The Sticky Note
If you can only remember one thing…From me to you
A calmer way to organize your work, via Attio.Acronym therapy
CPA, redefined: Comfort Per Action.
INTRO
The laundry's still in a pile. The emails are still unanswered. But there's warm bread on the counter, and somehow that tips the scales toward "functioning adult."
On mornings when there's croissant in the oven, my kids wake up saying the house smells like a bakery. They pad downstairs still half-asleep, following the scent like tiny, pajama-clad bedhead bloodhounds. You’ll hear that satisfying crunch and the sigh of approval, and that’s all I need to start the day right.
Something as simple as bread can make you feel like you have your life together, even when you absolutely don't. That's what struck me when I first saw Wildgrain's ads. They don't promise you'll become the kind of person who bakes from scratch at 5 AM (because who are we kidding). They just tell small, familiar stories about comfort, warmth, those everyday rituals that make you remember home as a feeling, not just a place.
Below, I’m walking through how Wildgrain shows up at every stage of the funnel and why it works.
THE PLAYBOOK
Want it, believe you can do it, act now.
Wildgrain runs different ads for different parts of the customer journey.
TOFU (Top of funnel) is pure aspiration. Warm kitchens where fresh bread just happens. Be that person who conjures up French bakery vibes at home without leaving your pajamas.
MOFU (Middle of Funnel) switches to logic.
Some ads lean into product quality. Clean ingredients, sourdough benefits, added protein. Others go hard on convenience: frozen bread ships to your door, 25 minutes in the oven, done. These target the person who's already interested but stuck on "Yeah, but I'm not going to actually do that." Dismantling objections before you even voice them.
BOFU (Bottom of Funnel) pushes conversion. Free croissants for life. Free waffles for life. The last push that tips people over.
EXAMPLES
1) Top of Funnel - The Buyer is the Hero
The star is the person filming. The kind of person who pulls out warm crusty bakery-level sourdough bread on a chaotic Wednesday. Wildgrain just... happened to be there.
What they do: The customer creates the moment; Wildgrain made it possible.
Why it lands: People want to feel accomplished, thoughtful, like they're the kind of person who does this. The product becomes part of their identity.
How to apply this:
Let the customer create the outcome, takes all the credit (not your brand swooping in to save the day)
Show your product in moments they feel proud of
Ask what life looks like with your product, not what your product does
2) Middle of Funnel - They Handle Your Doubt
They're speaking to a specific type of skeptic. The person who's thinking, "Sure, it sounds amazing, but is it easy?” “Oh.. it is easy, but is it actually good and healthy?" These ads answer that doubt with specifics.
What they do: Actual ingredient callouts and process details that health-conscious buyers care about. Go straight to what's inside. Clean ingredients. Sourdough fermentation. Added protein. No preservatives.
Why it lands: When someone's already interested, they start looking for reasons not to buy. "It's probably full of junk." "It can't be that good if it's frozen." Product quality ads short-circuit that doubt and give people permission to feel good about the choice they're leaning toward.
How to apply this:
Figure out every reason someone might hesitate. Then create ads that dismantle those specific doubts.
You're not convincing them to want it. They already do. You're just smoothing the pathway for them to move forward.
3) Bottom of Funnel - The Offer
You're just removing the last thing standing in their way: the ability to procrastinate.
Can be as simple as a static ad
What they do: The offer itself is the hook. Big enough to make you stop and think, "How can I say no to this?"
Why it lands: At this phase people just need a reason to act now instead of later. A ridiculously good offer does that. And for Wildgrain's subscription model, it's genius. As long as you want free croissants, you're a customer for life. Win-win.
How to apply this:
Your BOFU offer should make people feel they would be be missing out if they don’t act now.
You're just removing the last thing standing in their way: the ability to procrastinate.
📝 THE STICKY NOTE
(for our goldfish memory)
Wildgrain meets you where you are.
TOFU (Top of Funnel) gets emotion.
MOFU (Middle of Funnel) answers your logic.
BOFU (Bottom of Funnel) makes you an offer you can't refuse. Free croissants for life anyone?
FROM ME TO YOU 🎧
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ACRONYM THERAPY 🧩
CPA
Cost Per Acquisition
Or in this case
Comfort Per Action
Because when something feels good, the decision feels easy.
💌 Before you vanish:
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More Ad-ventures coming next week!
The Creative Strategist
at The Marketer’s Memo
