Graza · Conversion / Purchase · Cold / prospecting · Captured 2026-08-19 · By Taylor Sicard
One lime-green offer card with a swappable badge carries most of Graza's account, and it sells a bundle whose name does not match the page it lands on.
“35% Off”
Handoff: Continuous
The ad's underlined The "Starter Kit" and its dark oval badge, $74 $49, arrive on the page verbatim: the same name with the quotation marks intact, the same $74 struck to $49 both under the headline and inside the lime Buy Now button, and the same four bottles and cans in the hero. The one thing that does not reappear is the largest word on the ad, "35% Off": the page states no percentage anywhere and offers "All for under $50!" instead. That gap is the ad arguing with itself rather than the page failing, since $74 to $49 is 33.8% and the ad's own badge already showed the honest arithmetic, so the shopper is never quoted a number the page then withdraws. Both the ad and the page show a plain $ with no locale marker despite the Canadian capture, so there is no currency mismatch to report.
The read
A flat lime-green field, a shadowed serif "35% Off" over an underlined The "Starter Kit", a rounded inset holding the four-piece lineup shot on grey concrete, a dark-green oval badge reading $74 struck through beside $49, and "Limited Time Offer" in monospaced caps at the foot. The chassis never changes. Only the badge does. One sibling swaps the price oval for "Free Funnel", another for "$25 Off", another prints "Save on Extra Virgin Olive Oil" as the headline instead. A "LIMITED TIME OFFER" pill gets added, then a "LAST CALL!" pill, then siren emoji. The most unusual execution abandons the green entirely and renders the same offer as a fake iPhone Notes screenshot, back chevron and toolbar included, headed "LAST CALL for 35% OFF and a FREE funnel with The 'Starter Kit'" and listing Sizzle, Drizzle and Frizzle as bullet points. Body copy is identical across all of them: "Over $70 worth of Olive Oil for UNDER $50".
Why it works
- The badge is the variable and everything else is fixed. Ground, headline, product photograph and footer stay constant while a single oval rotates through percentage, dollars-off, free gift and struck-through price. That isolates the offer as the only thing being tested, which is the cleanest possible read on which framing of the same discount actually moves people.
- Naming the kit in scare quotes is doing brand work inside a price ad. The "Starter Kit", "Sizzle", "Drizzle", "Frizzle". A discount card is the least characterful unit in advertising and Graza keeps its voice in it by punctuating the product names rather than by adding copy.
- The Notes-app execution buys attention the green card cannot. Rendered as a screenshot of something a friend wrote down, the identical offer stops reading as an ad. It is the only cut in the set that survives being scrolled past at speed, and it is carrying exactly the same words.
Objective fit
Conversion / Purchase. This is first-order acquisition priced as a bundle: four pieces, a struck-through anchor and a free accessory, aimed at someone who has never bought the brand. Refills are the repeat business the kit is designed to start, but nothing in the creative asks for a subscription.
Tagged
- Objective
- Conversion / Purchase
- Funnel
- Cold / prospecting
- Format
- Static imageComparison staticMeme / low-fi
- Placement
- Meta feedInstagram stories
- Category
- Food & Beverage
- Mechanic
- Price anchoringScarcity / urgencyPattern interruptSpecificity
- Handoff
- Continuous
- Brand
- Graza
Variants of the same system (3)
The same offer runs to three destinations under two brand names and across two domains: a starter-kit page on the shop subdomain, a super-gift-set product page on the main site, and a trio page. The creative never acknowledges the difference. Observed 2026-08-19.
Where it breaks
Check the name against the destination before you copy this. The card sells The "Starter Kit" and roughly half the set lands on shop.graza.co/starter-kit, but the other half lands on graza.co/products/the-super-gift-set, a different name on a different subdomain. Three cuts go further and carry body copy selling The Duo, two oils, while the image advertises a four-piece kit. Perpetual urgency is the second problem: LAST CALL has been running since at least 13 July.
Sources
Does your own handoff survive the click?
This is the same read I run on live funnels: the ad, the page, and the gap between them. Scored, free, no call required.
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Graza is named here solely to identify the advertising being analysed. Brand names and marks are the property of their respective owners. No brand shown has any affiliation with, or has endorsed, Taylor Sicard Consulting.