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  • 23-JUL-2025 | True Food Kitchen’s “I’ve Gone Under the Knife” Ad

23-JUL-2025 | True Food Kitchen’s “I’ve Gone Under the Knife” Ad

Author

Dan Bogachek
July 23, 2025

You glance at your watch.

It’s 6:28. You’ve been at it since 3.
Crap. Your hot date is at 7. Running late. Sink shower it is.
Nowhere close to done editing…

“…at least all the ideas are laid out, so there’s that. Did I miss anything? I don’t think so? Ok, but how do I make it flow? I need to get the final draft to Stacey for design asap, team cutoff is at noon Thursday…”

You’ve spent dinner completely distracted. Your date just took off. You go home exhausted, plod to your desk, and flip open the laptop.

Or… what if:

5:41 — you’re out of the shower and lip-syncing.
6:17 — dressed to the nines and zenned out.
7:03 — the sunset glints off your aviators as you smile hello.
8:36 — it actually feels like you’re hitting it off. Not just hot, funny to boot.
Next morning, 9:27 — final draft ready in your inbox.
10:31 — Stacey messages back, “thanks, looks good!”

The difference?

Copygloss handled it. Before you left for the date, actually.

For help with editing, email Dan:
[email protected].

True Food Kitchen’s “I’ve Gone Under the Knife” Ad

I’ve gone under the knife. And the fork. Hell, even the spoon.

Every diner has had at me.

And who can blame them?

Once they take a bite of my mouth-watering salmon, fresh local beets and healthy quinoa, they forget what they’re is good for them.

Which is good.

Because the more they have of my Omega 3 fatty acids and nutritious ingredients, the less they want other things.

Liposuction, for instance. 🏁

  • Another example of the product talking — in this case a plate of salmon.

  • The hook + intro are a fun form of social proof.

  • Great intentionality in the sentence length and mixing it up. Notice how the long stuff is there to paint the scene and the short stuff is there to make the points.

  • Carrot + stick. The carrot: the flavor & the health benefits. The stick: liposuction.

  • “Hell” — if it fits the brand & voice, don’t be afraid to cuss. Use too much, though, and it eats into your voice & personality — a little goes a long way.

  • Grade 3 on the Hemingway App.

  • Hook-punchline SANDWICH.