Is Keith Lee really telling the truth here?

@middaysquares

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Selling · Ecom Product

Mid-Day Squaresseen in 19 videos →https://www.middaysquares.com ↗

Why it worked

The video leverages a popular creator's reputation to build trust, then uses a transparent, slightly contrarian approach to address audience skepticism, making the brand feel authentic rather than purely promotional.

Summary

The co-founder of Mid-Day Squares addresses skepticism regarding a paid partnership with food critic Keith Lee. She defends the integrity of the review process and directs viewers to purchase the product at Target.

Structure

1Address skepticism about paid partnership
2Explain the integrity of the review process
3Reiterate confidence in the product rating
4Pivot from a giveaway to a team lunch
5Direct viewers to purchase at Target

Product placement

Mid-Day Squares bars are shown throughout the video, held by the co-founder.

Call to action

Original caption

Paid Partnerships are nothing to be scared about if you trust Keith #middaysquares #keithlee #foodreview #plantbased #protein #snacks

More from @middaysquares

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If you want to try these bars... You can get them at Target

On-screen text

Is Keith Lee really telling the truth here? Hi guys I'm Lez, one of the co-founders of Mid-Day Squares And this is the bar he's talking about Full disclosure: this was a paid partnership Actually, I changed my mind I was going to do a giveaway to prove we were just as good as his 9/10 rating But that would be being insecure Instead I'm going to take some inspiration from Keith I'm going to go take that money and buy my team some lunch If you want to try these bars... You can get them at Target

Transcript

Is Keith Lee really telling the truth here? Hi guys I'm Lez, one of the co-founders of Mid-Day Squares and this is the bar he's talking about. Full disclosure: this was a paid partnership. There are some comments that seem to think that his review isn't honest. But Keith takes his food criticism really seriously. One of his requirements when we did get a paid partnership with him was that he doesn't guarantee a good review. If he doesn't like the product, he's not going to give it a good review. So, I stand by Keith's rating 9/10. And if you don't believe me, I am willing to put my money where my mouth is. Actually, I changed my mind. I was going to do a giveaway to prove we were just as good as his 9/10 rating, but that would be being insecure. Instead I'm going to take some inspiration from Keith and I'm going to go take that money and buy my team some lunch. If you want to try these bars... You can get them at Target.