Cook Refresh

18 September 2026 · Copy for the new Cook round, written off what has actually sold in the Cook campaign since May and what is working across the account right now. Five primaries and five headlines, one set carried on every ad, so the creative is the only thing being tested.

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Cook21 images · 4 videos · 5 primaries · 5 headlines

People who cook properly at home and are already bothered by the smell afterwards.

Sends to /collections/cook-candles

Cook has spent £11.7k since May, and the three biggest primaries all still work, so two of them come back here word for word. The gaps are elsewhere: Cook has never led on the buy-once economics, has never used an instruction opener, and has never had a starter pack headline even though the starter pack does well on every other scent. Those are the three new slots. The new creative carries the customer reviews on the image, so the copy is free to make the argument instead of repeating them.

USP overlay

Review, five star

Starter pack

Review, daily habit

USP overlay, Trustpilot

Review, lingering smells

In hand, Trustpilot

Annotated, after dinner

Lighting it

Candles For Chefs, offer

Back in stock

Collage

Review, will reorder

Gingham, gets rid of smells

Candles like never before

Review, after most meals

Annotated, at the table

Annotated, at the pan

Review on the board

Long review

Kitchen at night

Video, light it after cooking

Video, candle refill going in

Video, review at the hob

Video, review at dinner

The 25 assets this copy will run across. Every primary has to work on all of them, so none of them describe a particular shot.

Primary Text

P1 · The lingering smell. Best seller in Cook, £5,179 spent, 121 orders. Word for word. EditedRevised since your edit

Cook with garlic and onion and you can still smell it hours later. The Cook Pott was built to cut through it. A fresh peppermint scent, designed to neutralise cooking odours instead of masking them. Light it as you start cooking. And when the wax runs out, you don't buy a new candle. You buy a candle refill, pour it into the same hand-thrown Pott, and start again.

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P2 · Against air freshener. Best return in Cook at real spend, £2,310 and 61 orders. Word for word. EditedRevised since your edit

Air freshener sprays cover the smell for ten minutes and end up in the bin. The Cook Pott clears it properly. A fresh peppermint scent, hand-poured into a Pott a UK potter made by hand. When the wax runs out, you order a candle refill instead of a whole new candle. One Pott. Years of use.

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P3 · Buy the Pott once. New to Cook. This is the account’s strongest argument everywhere else and Cook has only ever used it as a closing line. EditedRevised since your edit

You buy the Pott once. After that, you are only ever buying the candle. The Cook Pott is thrown on a wheel by a UK potter and finished in sage green, so it sits out on the worktop whether it is lit or not. Inside it, a fresh peppermint made to clear cooking smells rather than sit on top of them. When it runs low, a candle refill drops straight in. Same Pott, new candle.

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P4 · Tell them when to light it. New to Cook. Openers that give an instruction are the best performing kind in the account. EditedRevised since your edit

Light it while the pan is still on, and again when the washing up is done. That ten minutes after dinner is the whole problem, and it is the bit most candles are useless at. Cook is a fresh peppermint, sharp and clean rather than sweet, designed to neutralise cooking odours instead of masking them. Hand-thrown in the UK. Takes a candle refill when the wax runs low.

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P5 · The daily habit. What every review on the new creative says. The reviews sit on the image, so this argues rather than repeats. EditedRevised since your edit

This is the one people end up lighting every night. Fish, curry, garlic, fried oil. Whatever is on, the kitchen needs resetting afterwards, and the Cook Pott was made for that job rather than for smelling nice on a shelf. It is hand-thrown UK pottery that takes a candle refill, so a nightly habit does not turn into a new candle every month.

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Headlines

H1 One Pott. Refill For Life. Edited

Cook’s best headline at real spend, £1,155 at 2.10x

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H2 Neutralise Cooking Smells. Edited

the plain USP, £1,120 at 1.77x in Cook and still working account-wide

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H3 The Kitchen Candle You Refill. Edited

only £60 behind it but 4.54x, and the same shape is winning on the outdoor candle right now

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H4 The Cook Starter Pack. Edited

starter pack headlines do 2.9x on other scents and Cook has never run one

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H5 The Candle For People Who Cook. Edited

the test slot, nothing like it has run in the account

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