you want to know why

@middaysquares

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Selling · Other Product

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

Why it worked

The video effectively uses a narrative of underdog defiance against established giants, combined with relatable struggles of entrepreneurship and a clear product showcase, to create an engaging and inspiring story.

Summary

The founders of Mid-Day Squares share their journey of starting a chocolate company to challenge the dominance of four major players. Despite facing challenges like cease and desist letters and near failure, they have achieved significant success, selling millions of squares and securing placement in major retailers.

Structure

1Introduction and motivation (spite)
2The problem: chocolate industry dominated by a few
3The struggle of being a founder
4The solution: Mid-Day Squares
5Growth and challenges (sales, legal, retail)
6

Original caption

The snacking industry needed a bit of a shake up #middaysquares #entrepreneurship #startup #SmallBusiness

More from @middaysquares

Their other posts in the index, biggest breakout first.

Call to action: follow their journey

Product placement

Nestle: APPEARS - a corner watermark, removing it would not change what happens in the video. Mars: APPEARS - a corner watermark, removing it would not change what happens in the video. HERSHEY'S: APPEARS - a corner watermark, removing it would not change what happens in the video. Mondelez International: APPEARS - a corner watermark, removing it would not change what happens in the video. Cadbury Dairy Milk: ACTS - a product shown being eaten, removing it would change what happens in the video. LILI'S: APPEARS - a corner watermark, removing it would not change what happens in the video. PIRATE BRANDS: APPEARS - a corner watermark, removing it would not change what happens in the video. Mid-Day Squares: ACTS - the product being discussed, shown being made, eaten, and sold. Removing it would fundamentally change the video. Costco: APPEARS - a store logo, removing it would not change what happens in the video. Target: APPEARS - a store logo, removing it would not change what happens in the video.

Call to action

Follow us to see us become the biggest snacking companies ever or watch us crash burn

On-screen text

you want to know why started our company? SPITE Nestle 4 companies Mars chocolate HERSHEY'S untouched Mondelez International Cadbury Dairy Milk hundred years now grow LILI'S PIRATE BRANDS ONE OF THE HERSHEY'S get bought out and honestly being a founder is HARD of the business pressure it feels like one step away from LOSING IT ALL but we had this WILD IDEA what if we ACTUALLY tried to go up against HELLO MID-DAY SQUARES MID-DAY SQUARES the world is changing to eat they want snacks that fill them up that is one of the most SATISFYING things I've ever so with the brother and my husband we started company years have been a wild ride we've sold over 50,000,000 MID-DAY SQUARES MID-DAY SQUARES manufacturing been sent cease and desist BROWNIE PEANUT CRUNCHY COOKIE ALMOND almost quit several times. into many and so it honestly feels surreal us become the biggest companies ever watch watch us CRASH BURN i'm still it's gonna be

Transcript

You want to know why we started our company? Spite. Four companies have ruled chocolate untouched for the last hundred years. Now, when a new brand starts to grow, they usually get bought out. And honestly, good for them. Being a founder is hard. Every stage of the business comes with new pressure. And sometimes it feels like you're one step away from losing it all. But we had this wild idea. What if we actually tried to go up against the big four? Hello. We're Mid-Day Squares. The world is changing. People are looking to eat healthier. They want snacks that fill them up. That is one of the most satisfying things I've ever had. So with the help of my brother Jake and my husband Nick, we started a chocolate company. The last seven years have been a wild ride. We've sold over 50,000,000 squares. Built in manufacturing plant, then sent cease and desist letters. Created five different flavors. Almost quit several times. Launched into many grocery stores like Costco, Target, Whole Foods, and so many more. It honestly feels surreal. Follow us to see us become the biggest snacking companies ever, or watch us crash burn. I'm still not sure which one it's gonna be.