# Goldfinch & Rye — Maple Rye Morning Bun launch copy *Example business (fictional). Sample prepared by Acrid Team. All text below is ready to paste.* --- ## The plan on a page | When | Where | What | |---|---|---| | Tue (T-4) | Instagram + Facebook | Post 1: the announcement. Pin it. | | Wed (T-3) | Email | Launch email to the list (900). Send 7:10 am. | | Thu (T-2) | Instagram + Facebook | Post 2: the crumb shot. Boost from Thursday to Saturday, $100, 5-mile radius. | | Fri (T-1) | Instagram Stories | Repost Post 1 with a "tomorrow" sticker and the countdown. | | Sat (launch) | Instagram + Facebook, 6:45 am | Post 3: first 50 get a free drip coffee. Story every hour until the 50 are gone. | | Sat–Sun | Stories | Repost every customer photo that tags the shop. | | Tue (T+3) | Instagram + Facebook | Thank-you post with the real number: how many buns went out the door. | **The one idea everything hangs on:** the regulars asked for this. It is not a product launch; it is the shop giving in. Every piece of copy says some version of that. --- ## Three ad angles (for the $100 boost; run all three for 24 hours, then put the rest on the winner) ### Angle A — "The regulars made us do it" (social proof) - **Primary text:** For a month we have been quietly testing a rye sourdough morning bun on Saturday regulars. They stopped saying "nice" and started saying "when is it permanent." Saturday. It is permanent Saturday. - **Headline:** The Maple Rye Morning Bun is here to stay - **Description:** Rye sourdough, maple glaze, toasted pecans. $5.50, or six for $28. - **CTA button:** Get directions ### Angle B — "Rye sourdough meets cinnamon roll" (product) - **Primary text:** It starts as our rye sourdough. It ends up swirled with cinnamon, glazed with maple and finished with toasted pecans. Somewhere in the middle it stops being bread and we stopped arguing about what to call it. Morning bun. Saturday. - **Headline:** Maple Rye Morning Bun, new from Saturday - **Description:** Baked at 6. Gone when they're gone. - **CTA button:** Learn more ### Angle C — "First 50" (launch-day urgency, Thursday to Saturday only) - **Primary text:** Saturday we launch the Maple Rye Morning Bun. The first 50 people to buy one get a free drip coffee to go with it. Doors at 7. Bring a friend; the box of six is $28. - **Headline:** First 50 Saturday: free coffee with your bun - **Description:** One shop. One Saturday. Fifty coffees. - **CTA button:** Get directions **Boost settings:** Objective: engagement (or "get more messages" if you want DMs). Location: 5 miles around the shop. Age 22–65. Interests: bakeries, coffee, farmers markets. Budget: $100 total, Thursday 6 am to Saturday noon. Put $30 on each angle for the first 24 hours, then move the remaining $10 and all unspent budget onto whichever has the lowest cost per engagement. --- ## Three social posts ### Post 1 — Tuesday, 7:30 am: the announcement **Image:** `social/post-1-announce.png` (overhead bun, cream band, "New this Saturday") **Caption:** We tried to keep it a weekend secret. The weekend had other plans. The Maple Rye Morning Bun: our rye sourdough, rolled with cinnamon, glazed with maple, finished with toasted pecans. Tested on Saturday regulars for a month until "nice" turned into "when is it permanent." Saturday. Permanent. $5.50 each, six for $28. #morningbun #ryesourdough #neighborhoodbakery #maple #saturdaymorning ### Post 2 — Thursday, 12:15 pm: the crumb **Image:** `social/post-2-crumb.png` (torn open, no text on the image) **Caption:** The inside, since you asked. Rye gives it the chew. Maple gives it the shine. The pecans are for the people who read the whole caption. Saturday, from 7. We bake them at 6 and we do not bake more. #crumbshot #ryesourdough #morningbun #bakery ### Post 3 — Saturday, 6:45 am: launch day **Image:** `social/post-3-saturday.png` (bun and coffee in morning light, "First 50: free drip coffee") **Caption:** They are out of the oven. The first 50 people to buy a Maple Rye Morning Bun this morning get a drip coffee on us. We will post when the 50 are gone, so you know whether to run. Doors at 7. Box of six is $28 if you are the hero of your household today. #launchday #morningbun #freecoffee #neighborhoodbakery --- ## Email (Mailchimp, Wednesday 7:10 am) **Subject line A:** The regulars won. Maple Rye Morning Bun, Saturday. **Subject line B:** We gave in. New bun Saturday (and free coffee for the first 50) **Preview text:** Rye sourdough, maple glaze, toasted pecans. Permanent as of Saturday. **Body:** Good morning, For about a month, a rye sourdough morning bun has been showing up on the counter on Saturdays without a sign. We were testing it. You were not supposed to notice. You noticed. Enough of you asked when it would be permanent that it is now permanent. Starting this Saturday, the Maple Rye Morning Bun is on the menu every day we are open. What it is: our rye sourdough, rolled with cinnamon, glazed with maple, finished with toasted pecans. $5.50 each, or a box of six for $28. Saturday only: the first 50 people who buy one get a drip coffee with it, on us. Doors open at 7. We bake them at 6 and we do not bake a second batch, so earlier is better. See you Saturday, Goldfinch & Rye *P.S. If you were one of the people who asked: thank you. This was your idea.* **Button:** Get directions (link to the Google Maps listing) --- ## Launch-day checklist - [ ] Post 3 goes up at 6:45, before doors - [ ] A tally sheet by the register for the 50 coffees; whoever is on register owns it - [ ] A hand-written "ask us about the Maple Rye Morning Bun" card on the pastry case - [ ] Story at 7:00 (doors), 8:00 (count so far), when the 50 are gone, and when the buns are gone - [ ] Repost every tagged customer photo the same day - [ ] Count: buns sold, boxes sold, coffees given, new followers by Sunday night ## What to measure (and what "worked" looks like) - **Buns sold Saturday** against a normal Saturday pastry count. The honest goal for a 2,400-follower shop is 120–180 buns and 10–15 boxes. - **Email:** open rate above your last three sends; clicks on "Get directions" tell you who was planning to come. - **Boost:** which angle had the lowest cost per engagement by Friday morning. That angle is your default for the next launch. - **The number for the thank-you post on Tuesday:** buns out the door Saturday and Sunday. Say the real number, even if it is smaller than hoped. People like a shop that counts out loud.