How Gruns runs ads: 40 personas, one gummy
Gruns took the AG1 formula, put it in a gummy, and scaled to a ~$1.2B outcome by running 30-40 hyper-specific persona angles at once - each one dumped onto its own advertorial, not a homepage.
Outcome
~$1.2B
reported acquisition value
Persona angles
30-40
running simultaneously
Intro offer
52% off
+ free shipping, sub < one-time
Target ratio
3x
LTV:CAC, scaled aggressively
How Gruns actually runs ads
Gruns sells a daily-nutrition gummy - basically the trendy greens-powder formula, but as a chewable so you actually take it.
Instead of one ad for 'everyone', they make a different ad for every kind of person: one for 'girls who can't poop', one for people on GLP-1 (Ozempic-style) meds, and dozens more.
Each ad sends you to a little article that talks about exactly your problem - not the generic shop page - and then offers a big first-order discount to get you on the subscription habit.
The funnel
Walk the funnel, stage by stage
Click through the four stages to see how the hook, destination, offer and retention chain together.
Creator partnership ad, persona-specific
An iPhone-shot creator video opens on a hyper-specific identity ('for the girls who can't poop', 'GLP-1 users who feel run down'). Whitelisted through the creator's profile so it reads as a recommendation, not an ad.
Signature move
Creator-whitelisted UGC
The angles
The persona matrix
A sample of the 30-40 identity angles Gruns runs in parallel. Each one gets its own ad creative and its own matching advertorial.
"7 reasons GLP-1 users add Gruns to their routine."
Why it works
The four levers behind the scale
AG1's biggest friction is taste and compliance. Gruns didn't out-science the category - it out-formatted it. A gummy is easier to take, easier to demo on camera, and easier to talk about in a creator's own voice.
Steal this
The Gruns playbook
moves you're running
The takeaway
Why Gruns is the template
Gruns is the cleanest modern example of funnel congruency: a hyper-specific hook, a mirrored advertorial, and an irresistible intro offer, repeated across dozens of identities.
The brands that copied it (IM8, Mars, Create) all run the same skeleton. Study Gruns first and the rest read as variations on a theme.
Sources
What we read to build this
Related Shuttergen reading
Where to go next
The connected pages that compound on this one.
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