22 July 2026 · Fresh copy for the New Customer Event, Tomato Vine, Cook, and Citronella campaigns, built from what performed best in the last 60 days of each.
Five primaries and five headlines per campaign. Every ad runs all five of each, and Meta rotates them automatically, so the creative is the only thing that changes between ads.
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One thing to flag (Citronella creative): a couple of the new outdoor testimonial images have the customer saying the candle "keeps flying visitors away." That is an insect-repellent claim, which UK advertising rules do not allow for a scented candle. The written copy below avoids it entirely, but those specific images would be a risk to run as-is. Worth swapping the wording on the image or picking a different clip.
New Customer Event£11.6k spend · 1.37x ROAS · 40 ads (lowest ROAS of the four, most copy variation)
What the last 60 days showed: The subscription / seasonal-swap body was the single biggest driver (£2.4k, 48 purchases, 2.46% CTR). Anti-disposable reframes ("you’ve been buying candles wrong", 2.27% CTR) and the tangible refill mechanism ("the wax lifts out clean, the next drops in", 3.50x) also won. Losers to avoid: brand-poetry / values-led ("we believe beauty lives in the handmade", 0.46x) and flat "keep it forever" statements ("Refillable Candles", 0.09x). New creative is UGC (real customers swapping seasonal scents), so one slot leans social proof.
Primary Text
P1 · Anti-disposable reframe PROVEN · "you’ve been buying candles wrong" ran at 2.27% CTR, top-3 spendEdited
You've been buying candles wrong.
Light one, bin the empty jar, buy another. Then do it all again.
A Pott ends that. Handmade pottery you keep for years, with scents you swap whenever you like.
One purchase, and you never go back to disposable jars.
P2 · Tangible refill mechanism PROVEN · highest-ROAS body in the campaign at 3.50xEdited
You should not have to throw away something beautiful every time the wax runs out.
So we made something you do not have to.
A handmade Pott that stays. A scent that changes whenever you are ready.
The old wax lifts out clean. The next one drops right in.
P3 · Subscription / seasonal-swap value ladder PROVEN · top-volume body, 48 purchases, 2.46% CTR; matches the new seasonal-swap UGCEdited
One Pott. A new scent every season, delivered to your door.
The Pott is handmade pottery you keep for good. The scents change as the year does: bright for summer, warm for the darker months.
Refills work out cheaper than a new candle every time, and you never run out.
Drop it in, light it, done.
P4 · Social proof (UGC-complement) NEW hypothesis · aligns with the testimonial-led creative; review-count claim flagged for verificationEdited
Thousands of people have made the switch, and they do not go back.
Every Pott is hand-thrown by an independent UK potter and filled with natural wax that carries scent across the whole room.
When it runs low, you refill it instead of replacing it.
Start with one scent. Change it whenever the mood takes you.
P5 · Starter Pack / objection-led PROVEN · "Stop buying candles you throw away" starter-pack body ran 1.68xEdited
Stop buying candles you throw away.
The Starter Pack comes with a handmade Pott, your first scent, and a MatchPott to light it.
When the wax is done, you do not replace it. You refill it.
New season, new scent, same beautiful pottery.
H4The Starter Pack. Everything You Need.PROVEN 2.27% CTREdited
H5A New Scent Every Season.NEW · subscription/seasonal angleEdited
Tomato Vine£10.3k spend · 2.92x ROAS · 84 ads (best ROAS of the four)
What the last 60 days showed: The collaboration / provenance body is the engine ("Two British makers... hand-picked in the Arreton Valley for fifteen years", 3.34x, 288 purchases). The refill-led version of the body clearly UNDERperformed for this product (0.70x), so collab leads and refill closes. Best headline for clicks was "Multi-Coloured Tomato Pott." (2.50% CTR). New creative is UGC ("summer in a candle" + refill love), so one slot leans social proof.
Pott Candles, hand-thrown in the UK. Isle of Wight Tomatoes, hand-picked in the Arreton Valley for fifteen years.
Two British makers, same values, one fresh collaboration.
Meet the Squashed Tomato Splatter Pott and the Tomato Vine refill: green, herbal, greenhouse-fresh.
The scent of summer, in a Pott you keep.
P2 · Sensory scent-story (inside collab) Scent is the hook; wrapped in the proven provenance frame, not led by poetry aloneEdited
It smells like a warm greenhouse in July. Ripe tomato vines, crushed leaves, a little herbal sharpness.
Tomato Vine is our collaboration with Isle of Wight Tomatoes, hand-picked in the Arreton Valley for fifteen years.
Poured in natural wax, inside the hand-thrown Squashed Tomato Splatter Pott.
When it runs low, you refill it and keep the Pott.
P3 · Social proof (UGC-complement) NEW · "summer in a candle" straight from the review creative; limited claim flaggedEdited
"Summer in a candle." That is how people keep describing Tomato Vine.
A green, herbal, greenhouse-fresh scent, made with Isle of Wight Tomatoes and poured into a hand-thrown Splatter Pott.
Buy it once, then just buy refills to top it up.
A limited British collaboration, while it lasts.
P4 · Limited seasonal drop Scarcity as the theme; verify the drop is genuinely limited before runningEdited
A British summer collaboration, made in limited numbers.
Pott Candles and Isle of Wight Tomatoes: two makers who care about how things are grown and made.
The Squashed Tomato Splatter Pott, poured with the Tomato Vine scent, green, herbal, unmistakably summer.
Keep the Pott long after the season ends.
P5 · Provenance lead, refill close Refill kept as the close (refill-led lost at 0.70x here), collab leadsEdited
Two British makers. One limited Pott.
Tomato Vine is our collaboration with Isle of Wight Tomatoes, hand-picked in the Arreton Valley for fifteen years. Green, herbal, greenhouse-fresh.
The Splatter Pott is hand-thrown, and no two are quite alike.
When the wax runs low, refill it. Keep the Pott, keep the summer.
Headlines
H1Pott x Isle of Wight Tomatoes.PROVEN 2.89x · workhorseEdited
H4Summer, In a Pott.NEW · from the UGC reviewEdited
H5Two British Makers. One Limited Drop.NEW · provenance + scarcityEdited
Cook Candles£10.0k spend · 1.81x ROAS · 33 ads
What the last 60 days showed: Problem-led is the engine: the "cook with garlic and onion and you can still smell it hours later" body drove £8k and 189 purchases at 1.83x. The best efficiency came from the benefit-led "neutralise, don’t mask" body ("Get Rid of Lingering Cooking Smells.", 2.05x, best CTR), and the Peppermint "reset after dinner" angle worked too (1.73x). Loser to avoid: the abstract "Scents With Intent" body (0.00x). New creative is UGC ("obsessed... light it after every meal"), so one slot leans social proof.
Primary Text
P1 · Problem-led (lingering smell) PROVEN · the account’s biggest Cook body, £8k / 189 purchases at 1.83xEdited
Cook with garlic and onion and you can still smell it hours later.
The Cook Pott was built to cut through it. Sage and Mint, made to neutralise cooking smells instead of masking them.
Light it as you start cooking, and the kitchen smells like herbs by the time you sit down.
When the wax runs low, you buy a refill, not a new candle.
P2 · Neutralise, don’t mask (benefit-led) PROVEN · highest ROAS and CTR in the campaign at 2.05xEdited
Designed to neutralise kitchen smells, not cover them up.
An artisan-made Pott, hand-thrown by a UK potter and filled with natural Sage and Mint wax, built for people who actually cook.
Light it while you cook. No air freshener, no lingering dinner.
One Pott. Endless refills. No more smells that hang around.
P3 · The reset after dinner PROVEN · Peppermint "reset" angle ran 1.73x; matches the new UGCEdited
The reset your kitchen needs after dinner.
Cook is filled with Sage and Mint, made to clear cooking smells rather than hide them behind something sweeter.
Light it once the plates are cleared, and the room feels fresh again in minutes.
Refill it when it runs low, and keep the Pott for good.
P4 · Social proof (UGC-complement) NEW · "light it after every meal" straight from the review creativeEdited
People who cook every day keep telling us the same thing: they light Cook after every meal.
It is hand-thrown UK pottery filled with Sage and Mint, made to neutralise cooking smells instead of masking them.
Fresh kitchen, no spray, nothing thrown away.
When the wax runs low, just refill it.
P5 · Anti-disposable refill loop Cross-campaign proven angle, not yet the Cook lead (gap slot)Edited
Most kitchen candles get used up and binned. This one does not.
The Cook Pott is hand-thrown by a UK potter and filled with Sage and Mint that cuts through cooking smells as you cook.
When the wax is spent, you refill it and light it again.
One Pott, endless refills, a kitchen that always smells clean.
What the last 60 days showed: The witty anti-disposable opener is the engine ("the garden table deserves better than a tin of citronella you throw away in August", the compact version ran 2.88x, best CTR). "One Pott. Every Summer." is the proven workhorse headline (2.22x, 212 purchases). Poetry-led bodies underperformed (1.10x). Compliance: NO biocide/repellent language in any copy, scent and garden ambience only. New creative is UGC, so one slot leans social proof.
Primary Text
P1 · Anti-disposable (witty) PROVEN · compact "tin you bin in August" body ran 2.88x, best CTREdited
The garden table deserves better than a tin of citronella you throw away in August.
Ours is hand-thrown by a UK potter, filled with natural wax and a bright, herbal citronella scent.
When the wax runs low, you refill it. Keep the Pott, refill the scent.
One outdoor candle, every summer.
P2 · Sensory evening-garden (inside value frame) PROVEN scent line (1.80x) wrapped in the refill value, not led by poetry aloneEdited
That warm hour when the light drops and the garden smells like the end of a good day.
Our Citronella Pott holds a bright, herbal scent: lemongrass, rosemary, and a green freshness that softens as the evening cools.
Hand-thrown pottery, natural wax, refillable all season.
Keep the Pott, refill the scent.
P3 · Social proof (UGC-complement) NEW · scent and ambience only, no repellent languageEdited
Our summer regulars light theirs on the table every evening.
The Citronella Pott is hand-thrown by a UK potter and poured with a bright, herbal scent that carries across a garden.
When the wax finishes, you refill it rather than binning the whole thing.
One outdoor candle, kept and refilled, summer after summer.
P4 · System value (one every summer) Anti-waste "become landfill" reframe, account-wide proven angleEdited
Most outdoor candles last one summer, then become landfill.
This one is built to stay: a hand-thrown Pott you keep, and a bright, herbal citronella refill you drop in whenever the scent runs low.
Same Pott on the table next year, and the year after.
One Pott, every summer.
P5 · Craft / origin anchor Craft credibility, supporting clause in every Pott winnerEdited
Hand-thrown on a wheel by a UK potter, glazed by hand, made to live outdoors.
Filled with natural wax and a fresh, herbal citronella scent for warm evenings on the terrace.
No throwaway tin, no synthetic smell. When it runs low, you refill it.
Keep the Pott, refill the scent.
Headlines
H1One Pott. Every Summer.PROVEN 2.22x · 212 purchasesEdited
H2The Scent of a Summer Evening.PROVEN 1.80xEdited