TikTok Tuesday: The Burritos taking over Phoenix
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This week’s spotlight is on Bad Hambres, a brand making excellent burritos (and content). Check out these three videos and tell me what you notice… Part 4: Starting a frozen bean and cheese burrito company Part 5: Starting a frozen bean and cheese burrito company. Part 2: Starting a frozen bean and cheese burrito business. P.S. Next batch drops 10.20 in Phoenix. These are great for a couple of reasons: Re-using the same hook & concept I only included three in this email but Bad Hambres has run the same hook six times (and counting): "I'm Hank and a few months ago I left my 9-5 corporate job to start a burrito company." I love this. Not only is it a compelling hook that frames a narrative to keep watching, but it's a reminder that you can and should repurpose hooks and ideas that perform well. Too many brands still cling to the 2015 idea of social that you can't do or say the same thing, multiple times. That used to be true when feeds were chronological. But now, algorithms act more like discovery engines — serving your content to a blend of followers and new viewers each time. So chances are, people aren’t getting tired of your posts the way you think they are. In fact, the same hook might even give them a reason to stop and watch again, especially if what follows is different. Bringing your audience along for the ride The best time to start marketing isn’t after you’ve launched: it’s while you’re building. The startup brands with the most momentum and cultural relevance are sharing the process in real time: the ups, the downs, the problems, the solutions, the boring, the fun, etc. By giving people a window into your day-to-day, you create more than customers, you build community. In this case, followers who’ve watched your journey from the start don’t just buy burritos, they root for you and advocate for the brand as a whole. Beyond that, videos like this build trust. Showing how your product is made (and even how clean the kitchen is) removes doubt before they ever show up. As always, let me know what you liked (or disliked) and feel free to share any videos that stop your scroll. Ashwinn |
Consumer Branding + Marketing Insights
Today I want to unpack one of the most effective and lowest-cost marketing channels for emerging brands: creator gifting. I was thinking about this as I got a gift from a friend’s new chocolate milk brand, and how when done right, gifting can drive tens (and hundreds) of thousands in sales, tons of free UGC, super low CPMs, and efficiencies across ad performance. Now this isn’t quite influencer marketing, which tends to focus on bigger creators and often comes with briefs and five-figure fees...
Everyone knows AI can do magical things. We also all know that sometimes it’s not quite as magical as we want it to be. Over the past few weeks, I’ve been testing out the latest wave of AI tools, especially the ones used for video. And in the midst of this, this ad from Kalshi caught my eye. Watch this: Kalshi @Kalshi History was made by the underdogs. 9:0 AM • Jul 10, 2025 434 Retweets 3311 Likes Read 263 replies The entire video is AI generated...sort of. Each clip was generated using...
Sinner and Świątek are the official winners of Wimbledon, but the unofficial winners? Their social team. If you were on TikTok or Instagram during the tournament, you might have seen a clip that went viral. Not of a highlight reel or championship point, but of two people in the crowd debating a player’s age. “He must be pushing 40.” “No, he's 38.” “Why, that would be pushing 40!” That’s from a series Wimbledon ran called Overheard at Wimbledon. It's a simple concept where they mic up willing...