CREATIVE PREVIEW · COMPANION TO THE EXPANDED MARKETING PROPOSAL

Six concepts. Two surfaces. One Bully Boys voice.

A first-pass creative pack for Bully Boys Bakery, anchored to real Shopify product imagery and your existing brand voice. Three product-led frames for direct response. Three typographic tiles for brand authority.

6CONCEPT FRAMES

2BUCKETS

24+PRODUCTION ASSETS PER WINNER

HOW TO READ THIS PACK

One read. Pick your favorites. We expand them.

Each frame below is a first-pass concept master — a single placement, a single angle, fully composed with copy baked into the image. The goal is to read the angle, the voice, and the visual register together — not to ship the final ad. Once you identify your favorites, every winning concept expands into ~24 production assets: four placements (4:5 feed · 9:16 story · 1:1 square · 16:9 display), three headline variations, three primary-text variations, and matched landing-page modules. See "How each winner expands" below.

All product photography is anchored to the real Bully Boys Bakery Shopify product imagery — preserved photographically, not redrawn. All claims are clean (no fabricated stats). The "sixteen years" line is verbatim from your Tug's Achy Bones product copy.

BUCKET A · PRODUCT-LED · 4:5 FEED

The direct-response bucket.

Real product. Real ingredients. Real founder voice. These frames carry the click-through. They are the workhorses of the feed and the story.

A14:5 · FEED · DIRECT RESPONSE

Sixteen Years.

The founder story compressed into one line. Tug's Achy Bones hero with the recipe's actual outcome — sixteen years of mobility — used as the hook. Persona match: Senior Dog Parent.

HEADLINE · "The recipe that helped Tug stay active for sixteen years."
HERO SKU · Tug's Achy Bones · $17.99
PERSONA · Senior Dog Parent · 40-65
CHANNEL · Meta feed, Google Display, Email banner

Sully's Snacks bag with peanut butter, bacon, and pumpkin still life. Headline: Real peanut butter. Real bacon. Real pumpkin. Nothing else.

A24:5 · FEED · DIRECT RESPONSE

Real Anything.

Ingredient-led, no-fluff. Sully's Snacks as the hero, the ingredient still-life as the proof. Speaks to the Clean-Ingredient Pet Parent persona — the audience that reads labels.

HEADLINE · "Real peanut butter. Real bacon. Real pumpkin. Nothing else."
HERO SKU · Sully's Snacks · $15.99
PERSONA · Clean-Ingredient Pet Parent · 28-45
CHANNEL · Meta feed, TikTok still, Email hero

Tug's Achy Bones bag on wood kitchen counter with bowl, treats spilling out, morning light. Headline: Their daily wellness, disguised as a treat.

A34:5 · FEED · LIFESTYLE

The Daily Ritual.

Wellness reframed as habit. Maps directly to the Subscribe & Save play — the recurring purchase is the ritual. The morning-light kitchen scene signals "this fits in our life, every day."

HEADLINE · "Their daily wellness, disguised as a treat."
HERO SKU · Tug's Achy Bones · $17.99 · S&S anchor
PERSONA · All three
CHANNEL · Meta feed, Email lifecycle hero, Landing page above-fold

BUCKET B · TYPOGRAPHIC · 1:1 SQUARE

The brand bucket.

No product. No props. Just the words. These frames build the brand alongside the direct-response set — used on the feed, in lifecycle email, on landing pages, as social proof.

Typographic tile on cream. Headline: Started in our kitchen. For one dog. Now for yours. Subhead: Redlands, California - Since 2019.

B11:1 · SQUARE · BRAND

The Origin.

The Tug story compressed into seven words. Founder authority play — works as the "who are these people" answer for cold audiences. Lives at the top of the welcome email and as a recurring brand post.

HEADLINE · "Started in our kitchen. For one dog. Now for yours."
SUBHEAD · Redlands, California · Since 2019
PERSONA · All three
CHANNEL · Welcome email, IG / TikTok carousel slide 1, Site About hero

B21:1 · SQUARE · BRAND · COMMUNITY

Always for the Underdogs.

Your existing brand line, made into a creative asset. The rescue community recognizes itself in this frame — and the rescue community is the creator network we recommend building in §14 of the proposal.

HEADLINE · "Always for the Underdogs."
SUBHEAD · Built with the rescue community, for the rescue community.
PERSONA · Rescue Advocate
CHANNEL · IG / TikTok feed, Rescue Squad email, Affiliate program landing

Typographic tile on cream. Headline: Human-grade. No fillers. No fluff. Nothing your dog can't pronounce. Subhead: peanut butter, pumpkin, bacon, anti-inflammatory herbs, nothing else.

B31:1 · SQUARE · BRAND · INGREDIENT POLICY

The Policy.

A brand-level "we don't do that" statement that doubles as a competitive wedge — every line is a thing competitors do, and you don't. Especially powerful as a saved-on-IG / shared-on-rescue-feeds frame.

HEADLINE · "Human-grade. No fillers. No fluff. Nothing your dog can't pronounce."
SUBHEAD · Peanut butter · pumpkin · bacon · anti-inflammatory herbs · nothing else.
PERSONA · Clean-Ingredient Pet Parent
CHANNEL · IG / TikTok feed, Email banner, Product page hero

HOW EACH WINNING CONCEPT EXPANDS

One winning concept → 24+ production assets.

First-pass masters above. Once you (and the data) pick favorites, each winner fans out into a full production set covering every paid placement, headline variation, primary-text variation, and matched landing-page module.

Feed (Meta / TikTok)

4:5 · 1080 × 1350

Hero direct-response asset, the primary scaling unit

Story / Reel

9:16 · 1080 × 1920

Full-bleed full-screen reach (75% of TikTok time)

Square feed

1:1 · 1080 × 1080

IG legacy feed, email hero, site social rail

Landscape / Display

16:9 · 1920 × 1080

YouTube pre-roll, Google Display, landing page hero

Landing page module

Hero block + product card

Same headline carries through to the LP — scent-match for conversion

SAMPLE COPY BANK · FIRST DRAFT

Per-winner copy options.

Two slots — primary text (Meta caption) and CTA button. Each winner gets at least three variants of each. Below is the first draft for the three product-led winners.

PRIMARY TEXT · MEDIA CAPTIONS

"Tug lived sixteen years on this recipe. Every senior dog deserves the same shot."
"We don't sell dog treats. We sell the daily ritual that lets your senior dog keep up."
"Started in our kitchen, in Redlands. For one dog. Now for every dog that asks for a little extra."
"Real peanut butter. Real bacon. Real pumpkin. The label looks like a sandwich because it is one."
"If you wouldn't eat it, why would you feed it to them? Human-grade dog treats from Redlands, CA."
"Made for the long way home."

CTA OPTIONS · BUTTON / SUBSCRIBE

Try the daily ritual →
Subscribe + Save 15%
Get Tug's recipe
Find your dog's treat
Join the Rescue Squad
Read Tug's story

PRODUCTION ANCHOR · WHAT MAKES THIS REAL

Every product frame anchors to your real Shopify imagery.

All product-led frames in Bucket A use the actual product photography from bullyboysbakery.com's Shopify catalog as the photographic anchor — not generated stand-ins. The Tug's Achy Bones bag and Sully's Snacks bag in A1 / A2 / A3 are the real product, preserved photographically, dropped into a styled scene. This is non-negotiable for AYMI DTC creative — the product is the truth, every other element is the staging around it.

The typographic tiles in Bucket B carry only the lines we know are yours — "Always for the Underdogs," "Started in our kitchen," "Nothing your dog can't pronounce" — and use real verifiable claims (Redlands location, since-2019 founding, ingredient list from your product pages). Zero fabricated metrics, zero stand-in copy.