Digital advertising services RFI
Turning everyday produce into repeatable digital demand.
A paid media and creative plan for a California family-owned vegetable company. Prepared by JSB Media.
01 · The buyer problem
Produce is bought in the store. Demand is built before the shopper gets there.
The job is not just awareness. It is making a familiar category feel specific, findable and worth choosing, then proving which message moved people.
Field, aisle, meal: the creative has to connect all three.
02 · Why JSB
We don’t just say what to do. We prove why, then keep proving it.
Data first
Audience and category research shapes the first flight, so we start from evidence, not a blank page.
Creative at volume
One approved shoot becomes a system of tested variants by occasion, hook, audience and format.
Run to learn
Media, creative and reporting stay connected, so fatigue and winners show up early.
Senior people, data first, art and science together. Spending money in the right place, not just the place everyone else does.
03 · Relevant CPG proof
Beverage proof: the closest model to produce.
An unnamed JSB client. Past results, shown as operating proof, not a forecast.
Launch flight
Later always-on flight
04 · Who actually buys
The buyer is not who most CPG creative is made for.
What that meant for the creative
- Cast real adults, not just Gen Z. The UGC we made leads with women in their 40s and 50s at home.
- Social-first, but practical: occasions people recognize, like the 3pm soda swap, after the workout, or the weekend cooler.
- Produce shares this buyer: household planners who shop weekly, cook at home and scroll before they shop.
05 · The creative multiplier
One approved product shot. A full test plan of creative.
For the beverage brand, AI-assisted production turned one packshot into occasions, hooks, formats and creator-style video, all on-brand and ready for testing.
From one shoot
- 6 occasion images
- 3 hook tests on the same image
- 4 formats: 9:16, 4:5, 1:1, 1.91:1
- 3 creator-style UGC videos
- Days, not a new shoot per idea
06 · How we test
Change one thing at a time. Learn from every result.
Occasion
Same product, new moment
Hook
Same image, new first line
Format
Same idea, every placement
Why it matters
Fatigue cost the beverage brand performance after six months on the same videos. A built-in variant bench means the next refresh is already made and tested before the current one wears out. Quarterly refresh, minimum.
07 · UGC, made in-house
Creator-style video without waiting on creators.
Casting and settings matched to the audience research. Each one is a 10-second vertical unit with sound.
Kitchen, 3pm swap
Open, sip, show the can.
Car, after shopping
On-the-go moment.
Patio, after a walk
Fitness occasion, 50+.
How we use it
- Fills the UGC cell of the test plan from day one
- Swap the person, setting or first line in hours
- Winners get remade with real creators or customers
- Every unit goes through brand and claims review
08 · Audience approach
Produce has the same buyer. We would start here.
Start broad enough to learn, then tighten by creative response, geography, store proximity and search behavior.
09 · Produce creative, first pass
Ads built for the shopper’s feed, not for this deck.
10 · The produce test plan
The same multiplier, applied to produce.
Occasion
- Weeknight dinner
- Lunchbox / meal prep
- Weekend grilling
- Holiday tables
Hook
- “POV: it’s 5:42 and dinner isn’t planned”
- “One thing your cart needs”
- “From our fields to your table”
Audience
- Busy parents
- Health-forward cooks
- Shoppers near carrying stores
Format
- 9:16 Reels and TikTok
- 4:5 and 1:1 feed
- Display and CTV cutdowns
Plus a UGC cell: real-feeling cooks and shoppers, cast to the buyer, recut weekly from what wins.
11 · Media system
Build demand, catch intent, keep learning.
Build demand
Meta · TikTok · YouTube · CTVMake the product familiar and visually distinct.
Capture intent
Search · Retargeting · Store proximityReach shoppers already looking for recipes, stores or fresh options.
Refresh and learn
Creative testing · ReportingRetire fatigue early and move budget to what performs.
12 · Measurement and refresh
Creative fatigue is a planning problem, not a surprise.
The beverage work showed fatigue after long flights. For produce, refresh is built into the plan from day one.
Days 0–30
Launch and read
Baseline creative, audience and geography reads.
Days 31–60
Variant learning
Fund the occasions and hooks that earn attention and clicks.
Days 61–90
Refresh
Swap in the next bench of variants before fatigue sets in.
We report on reach, video completion, CTR and CPC, store-locator and site actions, search interest, fatigue by unit, and response by geography and retailer.
Why JSB
Not prettier produce ads. Measurable demand, and the creative volume to keep it growing.
Paid media discipline, a CPG learning loop and a creative system that never runs dry.
About JSB Media
We are not another media buying agency.
Technology, data and media fragmentation have changed how brands connect with people, and old approaches to media planning don’t cut it anymore. JSB is a group of relentless planners, problem solvers and producers who are driven to help brands grow. We create and execute highly customized strategies to differentiate brands from their competitors, turn heads and maximize ad investment.
Strategy
Marketing and brand planning, audience profiling, forecasting and budgeting, brand communications planning, and revenue growth.
Media
Integrated media planning and buying, digital planning and optimization, and full-stack programmatic activation.
Social and search
Paid social and search strategy, analytics and campaign optimization, with an AI-powered growth engine behind it.
Measurement
Attribution and data visualization, so the reporting shows what changed, why it changed, and what to test next.
How we work
We leave nothing up to chance.
Our approach identifies opportunities for growth, how we will leverage them, and how we will measure and optimize performance.
Step 1
Opportunity
Assessment of business goals, then strategy development.
Step 2
Means
Brand asset assessment, then plan development.
Step 3
Results
Real-time performance assessment, then optimization.
AI in production today
Operational, not aspirational.
We build and run production AI systems across creative, research, monitoring, outbound and reporting. These workflows are live and shipping work to client accounts.
Creative production at scale
Brief, storyboard, scene generation and animation, then composed Reels, carousels and feed posts published into the client’s marketing stack.
Audience and angle intelligence
Multi-agent pipelines build competitive briefs, segment hypotheses and creative angle libraries in hours, not weeks.
Always-on social listening
Three-tier classification across Reddit, X, Meta and TikTok, from a boolean prefilter to relevance and sentiment scoring.
Four-agent lead motion
Fit scoring, enrichment, trigger evaluation and email generation, delivering personalized seven-touch sequences.
Insight, not dashboard-staring
Analysis layered over performance data surfaces what changed, why, and what to test next, as weekly written insight.
Built, not bought
A brand-asset system managing 7,000+ assets across 10 brands, plus a fraud-detection pipeline that flagged 11 confirmed scams across 157 placements.
Selected results
We help brands increase ROI and market share. The numbers don’t lie.
Client names are withheld. Figures are past results, not forecasts.
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Quick-service sandwich chain
An aggressive guerrilla digital strategy to drive traffic against a competitor with far larger media budgets.
Compact car brand · Small car, big boost
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Cannes shortlist for Best Use of Social Media.
Caribbean hotel group
Acquisition costs ran about 30% higher per booking inquiry, with only 10% converting to reservations. Guest profile enrichment, retargeting and tighter audience segmentation shifted spend toward better-fit travelers.
Next step
JSB Media RFI response: digital advertising services
Questions? Contact Jordan Bratter, Founder, President & CEO