KC
Christmas Creative Testing
21 October 2026 · Your new Christmas captions and creative files, set up as four small tests in one new testing campaign. Each test changes one thing only, so the result tells us something we can act on: which kind of proof carries the Fir promise, which Fir message sells, which scent should lead the Starter Pack gift push, and which kind of proof works for Icicle. Every ad runs one caption, yours word for word, with three headlines (one line from your caption plus two already running on your ads), a short description, the button Shop now, and a link to your Christmas Collection page. Under each test you can see a frame from every creative in it, with what the video says. Your captions are locked, as you have already approved them. Edit any headline or description straight on the page, mark each one approved or rejected, then press Send. If a creative is in the wrong test, reply to the email and we will move it.
How to review: Anything with a pencil is editable, just click and type over it. Mark each one
Approve or Reject.
Your edits and choices save to this page automatically and Casey can see them, so you can close it and come back whenever you like.
When you are done, press Send to Casey at the bottom of the page. That tells Casey you have finished. You do not need to email anything, your marks and edits are saved on this page and Casey can already see them.
When you are done, press Send to Casey at the bottom of the page. That tells Casey you have finished. You do not need to email anything, your marks and edits are saved on this page and Casey can already see them.
Where each line comes from
Your captionPre-approved. Your caption from Pott_Meta_Ad_Captions, word for word and not edited. Shown locked.
Previously approvedA headline you have already approved and that is running on your live Christmas, Gifting or Evergreen ads.
New, from your captionNew for this wave and needs your OK. The words are taken from your approved caption.
NewNew for this wave, written by us. Needs your OK. Used only for the short descriptions.
Please check the four tests
Each test changes one thing only, and the page says what we learn from each. Under every test you can see a frame from each creative with what the video says. If a creative is in the wrong test, or you would rather test something else, reply to the email and we will move it before anything goes live.
Each test changes one thing only, and the page says what we learn from each. Under every test you can see a frame from each creative with what the video says. If a creative is in the wrong test, or you would rather test something else, reply to the email and we will move it before anything goes live.
Please send the full captions document
The captions we received stop partway through Christmas Gifting 04 ("Something to keep after Christmas: The decor..."). Gifting 04, and anything after it, is missing. We have not written or guessed that text. It is shown as a placeholder at the end of the page.
The captions we received stop partway through Christmas Gifting 04 ("Something to keep after Christmas: The decor..."). Gifting 04, and anything after it, is missing. We have not written or guessed that text. It is shown as a placeholder at the end of the page.
Starlight scent notes: which is right?
Your captions say bergamot, tonka and cinnamon, and the "winter ritual" video says the same. The "hint of Christmas" video (creative D in Test 4) says bergamot, cinnamon and cedar wood. The Icicle & Starlight creator video says sparkling bergamot, lemon, mandarin and a little hint of cinnamon, which is what your product page says. We would hold Test 4 creative D until you tell us which notes are right.
Your captions say bergamot, tonka and cinnamon, and the "winter ritual" video says the same. The "hint of Christmas" video (creative D in Test 4) says bergamot, cinnamon and cedar wood. The Icicle & Starlight creator video says sparkling bergamot, lemon, mandarin and a little hint of cinnamon, which is what your product page says. We would hold Test 4 creative D until you tell us which notes are right.
Icicle 02: the reviewer's name
We found the review on your Starlight still (Test 4, creative A): "The best smelling candle i've had - 'Starlight' - it is wintery without being too Christmassy so perfect to burn now! Love it!" We still need the reviewer's name for our records before the ad goes live.
We found the review on your Starlight still (Test 4, creative A): "The best smelling candle i've had - 'Starlight' - it is wintery without being too Christmassy so perfect to burn now! Love it!" We still need the reviewer's name for our records before the ad goes live.
Fir scent notes: which should lead?
Your live Fir copy says pine, eucalyptus and sandalwood, and the Holly & Fir creator video says "crisp pine and aromatic eucalyptus grounded by warming sandalwood". The new captions say Siberian pine and eucalyptus, and two of our descriptions follow the captions ("Fir: Siberian pine and eucalyptus"). Both can be true, but which would you like us to lead with?
Your live Fir copy says pine, eucalyptus and sandalwood, and the Holly & Fir creator video says "crisp pine and aromatic eucalyptus grounded by warming sandalwood". The new captions say Siberian pine and eucalyptus, and two of our descriptions follow the captions ("Fir: Siberian pine and eucalyptus"). Both can be true, but which would you like us to lead with?
Two small on-screen typos
In the "pot gets to stay" refill video (Test 1, creative D) the caption reads "fur refill". In the living-room review video (Test 1, creative C) the review reads "reccomend": fine if that is the customer's spelling, worth fixing if it is a typing slip.
In the "pot gets to stay" refill video (Test 1, creative D) the caption reads "fur refill". In the living-room review video (Test 1, creative C) the review reads "reccomend": fine if that is the customer's spelling, worth fixing if it is a typing slip.
Test 1: which kind of proof carries the Fir promise?
One caption (Fir 01, the tree promise) on four different creatives: a review still, a creator to camera, a customer review over a living-room video, and a hands-on refill. The caption, headlines, audience and landing page are identical across the four, so the only thing that differs is the creative. Your best Christmas ad is a review still, so this tells us whether video, a creator or a demo can beat that format, and what to film next.
Fir 01 · The winning Christmas-tree promise, on four creativesTest 1 · four ads
Four ads, one per creative below, each with this caption and these headlines.
Sends to /collections/the-christmas-collection
Why this caption: it is your strongest promise, the tree without the needle drop, written for Fir for the first time, and it sits naturally on any Fir creative. The creatives are the four different kinds of proof we have for Fir.
A. Still: Fir lit in the green Holly Pott on a mantelpiece, with the review line "Smells exactly like a Christmas Tree" and five stars. The same format as your best Christmas ad, the review card. B. Holly & Fir creator video (35 seconds): "I think this might actually be my dream festive candle. It smells exactly like a Christmas tree. This is the Holly & Fir Starter Pack from Pott. It comes with everything that you need: this gorgeous green Pott, the Holly & Fir candle and the matching MatchPott. This scent is inspired by a freshly cut tree. Crisp pine and aromatic eucalyptus is grounded by warming sandalwood. It's clean and fresh and genuinely smells like you've just put your Christmas tree up. And the best thing is that these are refillable, and they are handmade in the UK. I actually can't stop smelling it." C. Living-room video (8 seconds): a slow pan across a warm room, Fir lit on a wicker tray, flowers, a wreath on the wall. On screen throughout: "This is the best Fir candle ever - smells exactly like a Christmas tree! Incredible, highly reccomend! Making my whole room feel festive!" Note the spelling "reccomend": fine if that is the customer's, worth fixing if it is a typing slip. D. "The pot gets to stay" video (18 seconds), hands and voiceover: "One of the things I love about Pott candles is the pot gets to stay. I had my Holly Pott last year and now I'm giving it a new lease of life with their new Fir refill. Just melt out the old wax, pop in a new one and you're good to go. Less waste, more lovely candles, and a pot you can keep bringing back year after year." The on-screen caption spells it "fur refill", worth a fix.
Primary text
Primary textPre-approved · your caption, word for word
"Smells just like a Christmas tree without the needle drop." That unmistakable scent of Christmas, whenever you light it. Fir blends Siberian pine and eucalyptus for a fresh, true-to-life Christmas-tree fragrance. Choose your handmade Pott, then keep it and refill it.
Headlines and description
One line taken from your caption, plus two headlines already running on your Christmas or Gifting ads. The running pair is the same across the test, so the caption is the only thing that changes. Meta rotates the headlines. The description (D) shows under the headline on some placements. Call to action: Shop now.
H1
Smells just like a Christmas tree
Edited
Source: New, from your caption
H2
A Pott you'll keep after Christmas
Edited
Source: Previously approved
H3
Our limited edition Christmas Potts are here
Edited
Source: Previously approved
D
Fir: Siberian pine and eucalyptus
Edited
Source: New Description
Test 2: which Fir message sells?
The Fir review still on every ad, with a different caption on each: the artificial tree, the cosy evening, the gift for a Christmas lover, compared against the tree promise (Fir 01 on the same still, in Test 1). Only the words change, so this reads the message on its own, the same way as the Cook and Tomato text tests.
Fir 02 · For homes with an artificial treeTest 2 · on the Fir review still
One ad: this caption on the Fir review still (creative A from Test 1).
Sends to /collections/the-christmas-collection
Why this caption: a new audience, homes with an artificial tree. None of the live ads says this yet.
Still: Fir lit in the green Holly Pott on a mantelpiece, with the review line "Smells exactly like a Christmas Tree" and five stars. The same format as your best Christmas ad, the review card.
Primary text
Primary textPre-approved · your caption, word for word
An artificial tree can look the part. Fir brings the scent. Fresh Siberian pine and eucalyptus make your home smell like Christmas - whether your tree is real, artificial or still waiting to go up. Discover Fir, our Christmas-tree scent.
Headlines and description
One line taken from your caption, plus two headlines already running on your Christmas or Gifting ads. The running pair is the same across the test, so the caption is the only thing that changes. Meta rotates the headlines. The description (D) shows under the headline on some placements. Call to action: Shop now.
H1
Fir, our Christmas-tree scent
Edited
Source: New, from your caption
H2
A Pott you'll keep after Christmas
Edited
Source: Previously approved
H3
Our limited edition Christmas Potts are here
Edited
Source: Previously approved
D
Handmade Pott, yours to keep and refill
Edited
Source: New Description
Fir 04 · The cosy eveningTest 2 · on the Fir review still
One ad: this caption on the Fir review still.
Sends to /collections/the-christmas-collection
Why this caption: it opens on a moment, and texts that open on a moment are doing well in the Cook and Tomato tests.
Still: Fir lit in the green Holly Pott on a mantelpiece, with the review line "Smells exactly like a Christmas Tree" and five stars. The same format as your best Christmas ad, the review card.
Primary text
Primary textPre-approved · your caption, word for word
Curtains closed. Lights low. That lovely Christmas-tree scent drifting through the room. Fir is made for the evenings you've been looking forward to all year. A true-to-life blend of Siberian pine and eucalyptus, in handmade pottery you can keep and refill.
Headlines and description
One line taken from your caption, plus two headlines already running on your Christmas or Gifting ads. The running pair is the same across the test, so the caption is the only thing that changes. Meta rotates the headlines. The description (D) shows under the headline on some placements. Call to action: Shop now.
H1
Made for the evenings you look forward to
Edited
Source: New, from your caption
H2
A Pott you'll keep after Christmas
Edited
Source: Previously approved
H3
Our limited edition Christmas Potts are here
Edited
Source: Previously approved
D
Fir: Siberian pine and eucalyptus
Edited
Source: New Description
Fir 05 · The gift for a Christmas loverTest 2 · on the Fir review still
One ad: this caption on the Fir review still.
Sends to /collections/the-christmas-collection
Why this caption: it brings the gifting angle to Fir. None of the live gifting texts is about Fir.
Still: Fir lit in the green Holly Pott on a mantelpiece, with the review line "Smells exactly like a Christmas Tree" and five stars. The same format as your best Christmas ad, the review card.
Primary text
Primary textPre-approved · your caption, word for word
For the person who would put their Christmas tree up in October if they could. Give them Fir: our fresh, true-to-life Christmas-tree scent, paired with a beautiful handmade Pott. When the candle is finished, they can choose another refill. A little Christmas joy, with something to keep.
Headlines and description
One line taken from your caption, plus two headlines already running on your Christmas or Gifting ads. The running pair is the same across the test, so the caption is the only thing that changes. Meta rotates the headlines. The description (D) shows under the headline on some placements. Call to action: Shop now.
H1
A little Christmas joy to keep
Edited
Source: New, from your caption
H2
A Pott you'll keep after Christmas
Edited
Source: Previously approved
H3
Our limited edition Christmas Potts are here
Edited
Source: Previously approved
D
Handmade Pott with a Fir candle
Edited
Source: New Description
Test 3: which scent should lead the Starter Pack push?
The same creator, the same format and the same gifting caption (Starter Packs 02) on four videos, one per scent: Holly & Fir, the Christmas Starter Packs, Icicle & Starlight and Noël. Only the scent changes, so this tells us which one to put the gift budget behind, and whether this creator format works against your proven ads.
Starter Packs 02 · The gift they keep enjoying, on four creator videosTest 3 · four ads
Four ads, one per creator video below, each with this caption and these headlines.
Sends to /collections/the-christmas-collection
Why this caption: it is written for people weighing up gift options, the stage doing best in the gifting test so far, and it ends on the recipient choosing their next refill, which every one of the four videos also says.
A. Holly & Fir creator video (35 seconds): "I think this might actually be my dream festive candle. It smells exactly like a Christmas tree. This is the Holly & Fir Starter Pack from Pott. It comes with everything that you need: this gorgeous green Pott, the Holly & Fir candle and the matching MatchPott. This scent is inspired by a freshly cut tree. Crisp pine and aromatic eucalyptus is grounded by warming sandalwood. It's clean and fresh and genuinely smells like you've just put your Christmas tree up. And the best thing is that these are refillable, and they are handmade in the UK. I actually can't stop smelling it." B. Christmas Starter Packs creator video (33 seconds): "If you are struggling with what to buy somebody for Christmas this year, I've got you. This is the Starter Pack from Pott and it is the perfect Christmas gift. It comes with the Pott, the candle, and the matching MatchPott. So it's everything that you need to get started. Pott have launched three limited edition festive scents this year, and they are all incredible. I will absolutely be gifting this to people because not only is it perfect for the festive season, but the Potts are refillable. So when they've used and loved their festive scent, I know that they can just replace it with a new one." C. Icicle & Starlight creator video (39 seconds): "Oh my god, it actually smells unbelievable. Christmas candles have arrived, and this is the one I have been most excited to open. This is the Icicle and Starlight Starter Pack from Pott. It's part of their limited edition Christmas collection so it's not going to be around forever. Everything that you need to get started is in there: the gorgeous Pott, obviously the candle and a matching MatchPott. Starlight's scent is sparkling bergamot, lemon, mandarin and a little hint of cinnamon. It's like a crisp winter's evening under a sky full of stars. It is fresh but also so cosy. And what I love about these is they're refillable and they're handmade in the UK, so this is definitely one to get this festive season." D. Noël creator video (33 seconds): "This just smells like Christmas. It is traditional, spiced, and so cosy. This is the Noël candle from Pott. It is part of their limited edition Christmas collection. The Starter Pack has everything that you need in it: the gorgeous Pott, the candle, and of course the matching MatchPott. Noël is sweet orange, blended with cinnamon and clove. It is sweet but spicy at the same time. It just takes you to mulled wine and cosy evenings by the fire. And these are also refillable, and they're handmade in the UK. So if you love a spiced Christmas scent, then this is for you."
Primary text
Primary textPre-approved · your caption, word for word
Give them their first Pott. Let them discover their next favourite scent. Each starter pack includes a handmade candle vessel, a scented refill and a matching MatchPott with matches. Once their candle is finished, they keep the pottery and choose another refill - from fresh everyday favourites to something cosy for winter.
Headlines and description
One line taken from your caption, plus two headlines already running on your Christmas or Gifting ads. The running pair is the same across the test, so the caption is the only thing that changes. Meta rotates the headlines. The description (D) shows under the headline on some placements. Call to action: Shop now.
H1
The next scent is up to them
Edited
Source: Previously approved
H2
Handmade, and no two the same
Edited
Source: Previously approved
H3
A proper present
Edited
Source: Previously approved
D
Pott, candle refill and MatchPott in one box
Edited
Source: New Description
Test 4: which kind of proof works for Icicle?
One caption (Icicle 02, the Starlight review) on four creatives: a customer review still, the kiln opening (making), a mum's winter ritual (lifestyle) and the "hint of Christmas" kitchen video (lifestyle). Same words throughout, so this tells us whether craft, customer proof or lifestyle sells the limited edition.
Icicle 02 · Wintery without being too Christmassy, on four creativesTest 4 · four ads
Four ads, one per creative below, each with this caption and these headlines.
Sends to /collections/the-christmas-collection
Why this caption: Starlight is the one Christmas scent people can happily burn now, before the decorations go up, and the caption fits all four creatives. The creatives are the four kinds of proof we have for Icicle. Two things to settle before it goes live: the reviewer's name for the quote (for our records), and the Starlight notes in creative D (see the flag at the top). We would hold ad D until that is answered.
A. Still: Icicle lit on a glass table in front of a blue velvet sofa, with the review "The best smelling candle i've had - 'Starlight' - it is wintery without being too Christmassy so perfect to burn now! Love it!" This is the review your Icicle 02 caption quotes. B. Kiln-opening video (9 seconds, music only): trays of Icicle Potts in the kiln, a gloved hand lifting one out. On screen: "OMG!! the most beautiful candle holders as we opened the kiln this morning. We have only made a small number of these so if you want one they are available now. How stunning?!" C. Winter ritual video (18 seconds), a mum with her baby in a sling: "A little winter ritual just for me. This beautiful handmade candle is Icicle from Pott. The Starlight scent is wintery without being too Christmassy with bergamot, tonka and cinnamon. And when it's finished, I keep the pottery and pop in a new candle refill." D. "A little hint of Christmas" video (25 seconds), a kitchen with a wreath: "A little hint of Christmas with Pott candles. Their limited edition Icicle design with the prettiest frosted finish, paired with their Starlight scent with notes of bergamot, cinnamon and cedar wood. It's perfect for those cosy winter evenings. I love that it's refillable so you can enjoy it again and again, and it makes the loveliest Christmas gift or a little festive treat for yourself." It lists Starlight differently from your caption, see the flag at the top.
Primary text
Primary textPre-approved · your caption, word for word
"Wintery without being too Christmassy so perfect to burn now!" Meet Starlight: bergamot, tonka and cinnamon, blended into a fragrance that feels like a little sparkle on a winter evening. Pair it with Icicle, our limited Christmas edition Pott, and start enjoying it long before the decorations go up.
Headlines and description
One line taken from your caption, plus two headlines already running on your Christmas or Gifting ads. The running pair is the same across the test, so the caption is the only thing that changes. Meta rotates the headlines. The description (D) shows under the headline on some placements. Call to action: Shop now.
H1
Starlight: bergamot, tonka and cinnamon
Edited
Source: New, from your caption
H2
Holly, Gingham and the new Icicle
Edited
Source: Previously approved
H3
A Pott you'll keep after Christmas
Edited
Source: Previously approved
D
Starlight, in our handmade Icicle Pott
Edited
Source: New Description
Running as a normal ad, not a test
One file does not need a test of its own, so it goes straight into your Tomato ads alongside the Tomato copy you have already approved. Nothing to approve here.
Tomato Vine gifting creator videoGoes into your Tomato ads
Joins the Tomato ads in your main campaign, with the Tomato texts and headlines you approved on 12 October, so it needs no new copy.
It is the only Tomato file, so there is nothing to test it against. It runs as a normal ad next to the Tomato ads already live and links to the Tomato Vine page.
Tomato Vine gifting creator video (28 seconds): "Not everybody wants a cinnamon and pine scented candle for Christmas, and that's where this comes in. This is Pott's best selling Tomato Vine candle. It is fresh and herby and genuinely smells like you've just picked a tomato from the vine. This is my go-to for secret Santa, the host, or the person that is impossible to buy for. The Starter Pack comes with everything that you need to get going: the Pott, the candle and the matching MatchPott. And they are refillable and handmade in the UK. I just think these are the perfect Christmas gift."
Primary text and headlines: the approved Tomato set, already running. Nothing to approve here.
Held for a later wave
These captions are approved and ready. They are not in this round because each test above changes one thing only. The next wave uses them as message tests on the creatives that win here. You can still approve or edit their headlines now so they are ready to go.
Fir 03 · Founder's storyHeld until about 27 October
Next wave: Test 2 (a Fir message on the review still), once the founder Fir video in the test already running has given a result.
Sends to /collections/the-christmas-collection
Why held: there is a founder-led Fir ad in the running test already, and it needs to read first, around 27 October.
Primary text
Primary textPre-approved · your caption, word for word
The brief for Fir was simple: if I closed my eyes, would I believe there was a Christmas tree in the room? I wanted to capture that fresh, unmistakable fragrance properly. We paired Siberian pine with eucalyptus, and Fir was the result. If you love the smell of a real Christmas tree, this is the one I'd choose. Ailis, founder of Pott
Headlines and description
One line taken from your caption, plus two headlines already running on your Christmas or Gifting ads. The running pair is the same across the test, so the caption is the only thing that changes. Meta rotates the headlines. The description (D) shows under the headline on some placements. Call to action: Shop now.
H1
A Pott you'll keep after Christmas
Edited
Source: Previously approved
H2
Our limited edition Christmas Potts are here
Edited
Source: Previously approved
D
Fir: Siberian pine and eucalyptus
Edited
Source: New Description
Icicle 01 · The eight-month design storyHeld, next wave
Next wave: an Icicle message test on whichever Icicle creative wins Test 4.
Sends to /collections/the-christmas-collection
Why held: Test 4 needs one caption across all four Icicle creatives, and Icicle 02 fits them all. This one fits the kiln and glaze videos best, so it comes in once we know which creative to put it on.
Primary text
Primary textPre-approved · your caption, word for word
Eight months of testing. Three layers of glaze. A few moments when we almost gave up. Meet Icicle, our 2026 limited Christmas edition, handmade in Berkshire. Its snowy blue finish varies from piece to piece - each one a little different. We're so glad we persevered. We hope you'll love yours for years.
Headlines and description
One line taken from your caption, plus two headlines already running on your Christmas or Gifting ads. The running pair is the same across the test, so the caption is the only thing that changes. Meta rotates the headlines. The description (D) shows under the headline on some placements. Call to action: Shop now.
H1
Meet Icicle, our 2026 Christmas edition
Edited
Source: New, from your caption
H2
Holly, Gingham and the new Icicle
Edited
Source: Previously approved
H3
A Pott you'll keep after Christmas
Edited
Source: Previously approved
D
Handmade, each one a little different
Edited
Source: New Description
Icicle 04 · A moment for yourselfHeld, next wave
Next wave: the Icicle message test, alongside Icicle 01.
Sends to /collections/the-christmas-collection
Why held: same reason as Icicle 01. It was written for the winter ritual video, which is in Test 4 with the shared caption for now.
Primary text
Primary textPre-approved · your caption, word for word
A little winter ritual, just for you. Light Starlight, settle into your favourite spot and enjoy its blend of bergamot, tonka and cinnamon. Shown in Icicle, our handmade limited Christmas edition. Beautiful pottery to keep, with scents you can change throughout the year.
Headlines and description
One line taken from your caption, plus two headlines already running on your Christmas or Gifting ads. The running pair is the same across the test, so the caption is the only thing that changes. Meta rotates the headlines. The description (D) shows under the headline on some placements. Call to action: Shop now.
H1
A little winter ritual, just for you
Edited
Source: New, from your caption
H2
Holly, Gingham and the new Icicle
Edited
Source: Previously approved
H3
A Pott you'll keep after Christmas
Edited
Source: Previously approved
D
Keep the Pott, change the scent
Edited
Source: New Description
Icicle 03 · For someone who loves beautiful interiorsHeld
Later. Its natural creative, the "eight months to get this glaze right" video, is already running to past customers.
Sends to /collections/the-christmas-collection
Why held: it covers the same glaze detail the live Icicle ads already show, and it is close to Starter Packs 03.
Glaze-story video (13 seconds): "Eight months to get this glaze right and I'm so glad that we persevered. This is Icicle, our limited edition Christmas candle. Every Pott is a little different and yours is made to keep and refill." Already running to past customers since 18 October.
Primary text
Primary textPre-approved · your caption, word for word
The little details make Icicle. Layers of snowy blue glaze. Flecks and drips that settle differently on every piece. A finish you'll want to look at a little closer. Our limited Christmas edition is handmade in Berkshire and designed to stay in your home, with a new candle refill whenever you need one.
Headlines and description
One line taken from your caption, plus two headlines already running on your Christmas or Gifting ads. The running pair is the same across the test, so the caption is the only thing that changes. Meta rotates the headlines. The description (D) shows under the headline on some placements. Call to action: Shop now.
H1
The little details make Icicle
Edited
Source: New, from your caption
H2
Holly, Gingham and the new Icicle
Edited
Source: Previously approved
H3
A Pott you'll keep after Christmas
Edited
Source: Previously approved
D
Handmade, each one a little different
Edited
Source: New Description
Icicle 05 · A gift with individualityHeld
Later.
Sends to /collections/the-christmas-collection
Why held: the gift angle is already covered by the live gifting ads, and Icicle stock is tight in the smaller and larger sizes.
Primary text
Primary textPre-approved · your caption, word for word
No two Icicle Potts are quite the same. Each is handmade in Berkshire, with three layers of glaze creating its own snowy blue finish. Paired with our Starlight candle refill, it makes a winter gift with something wonderfully individual about it. Their first candle is just the beginning. The pottery is theirs to keep and refill.
Headlines and description
One line taken from your caption, plus two headlines already running on your Christmas or Gifting ads. The running pair is the same across the test, so the caption is the only thing that changes. Meta rotates the headlines. The description (D) shows under the headline on some placements. Call to action: Shop now.
H1
No two Icicle Potts are quite the same
Edited
Source: New, from your caption
H2
Handmade, and no two the same
Edited
Source: Previously approved
H3
Holly, Gingham and the new Icicle
Edited
Source: Previously approved
D
Icicle with Starlight
Edited
Source: New Description
Starter Packs 05 · A first Pott for yourselfHeld, next wave
Next wave: a Starter Pack message test on whichever creator video wins Test 3.
Sends to /collections/the-christmas-collection
Why held: Test 3 needs one caption across the four scents, and the gifting caption (Starter Packs 02) is the one that matches all four videos. This is the only self-purchase Starter Pack caption, so it leads the next message test.
Primary text
Primary textPre-approved · your caption, word for word
Your first Pott starts here. Choose your favourite pottery colour and candle scent. Your starter pack brings them together with a matching MatchPott filled with matches. Light it, enjoy it, then choose your next refill. Same beautiful Pott, a whole new fragrance.
Headlines and description
One line taken from your caption, plus two headlines already running on your Christmas or Gifting ads. The running pair is the same across the test, so the caption is the only thing that changes. Meta rotates the headlines. The description (D) shows under the headline on some placements. Call to action: Shop now.
H1
Your first Pott starts here
Edited
Source: New, from your caption
H2
Handmade, and no two the same
Edited
Source: Previously approved
H3
A Pott you'll keep after Christmas
Edited
Source: Previously approved
D
Pott, candle refill and MatchPott in one box
Edited
Source: New Description
Christmas Gifting 03 · A shared winter eveningHeld, next wave
Next wave: the Starter Pack message test, alongside Starter Packs 05.
Sends to /collections/the-christmas-collection
Why held: same reason as Starter Packs 05. A gift text that opens on a moment, which the live gifting ads do not have.
Primary text
Primary textPre-approved · your caption, word for word
Some gifts become part of the evenings you spend together. A candle lit while you cook, talk or settle in for a film. A favourite fragrance that makes the room feel ready for winter. Give a Pott candle starter pack, with handmade pottery they can keep and refill long after Christmas.
Headlines and description
One line taken from your caption, plus two headlines already running on your Christmas or Gifting ads. The running pair is the same across the test, so the caption is the only thing that changes. Meta rotates the headlines. The description (D) shows under the headline on some placements. Call to action: Shop now.
H1
The next scent is up to them
Edited
Source: Previously approved
H2
Handmade, and no two the same
Edited
Source: Previously approved
H3
A proper present
Edited
Source: Previously approved
D
Pott, candle refill and MatchPott in one box
Edited
Source: New Description
Christmas Gifting 02 · A gift chosen just for themHeld, next wave
Next wave: the Starter Pack message test.
Sends to /collections/the-christmas-collection
Why held: same reason as Starter Packs 05. It names both Fir and Starlight, and it is written for people ready to order, the slowest stage in the gifting test so far.
Primary text
Primary textPre-approved · your caption, word for word
Their favourite colour. A fragrance that feels like them. Choose a Pott candle starter pack to suit their home and their taste, from fresh Christmas-tree Fir to the wintery sparkle of Starlight. Handmade pottery, their first candle refill and a matching MatchPott with matches, together in one box.
Headlines and description
One line taken from your caption, plus two headlines already running on your Christmas or Gifting ads. The running pair is the same across the test, so the caption is the only thing that changes. Meta rotates the headlines. The description (D) shows under the headline on some placements. Call to action: Shop now.
H1
From Fir to Starlight
Edited
Source: New, from your caption
H2
The next scent is up to them
Edited
Source: Previously approved
H3
Handmade, and no two the same
Edited
Source: Previously approved
D
Handmade pottery to keep and refill
Edited
Source: New Description
Starter Packs 01 · Everything togetherHeld
Later.
Sends to /collections/the-christmas-collection
Why held: it is very close to a live gifting text ("A proper present... all in one lovely box") and the live headline "Everything they need, in one box".
Primary text
Primary textPre-approved · your caption, word for word
One lovely box. Everything they need for their first Pott candle. Our starter packs include a handmade pottery Pott, their first scented candle refill and a matching MatchPott filled with matches. Choose a colour and scent they'll love. We've brought the rest together.
Headlines and description
One line taken from your caption, plus two headlines already running on your Christmas or Gifting ads. The running pair is the same across the test, so the caption is the only thing that changes. Meta rotates the headlines. The description (D) shows under the headline on some placements. Call to action: Shop now.
H1
One lovely box
Edited
Source: New, from your caption
H2
Everything they need, in one box
Edited
Source: Previously approved
H3
The next scent is up to them
Edited
Source: Previously approved
D
Pott, candle refill and MatchPott in one box
Edited
Source: New Description
Starter Packs 03 · For the interiors loverHeld
Later.
Sends to /collections/the-christmas-collection
Why held: it overlaps Icicle 03.
Primary text
Primary textPre-approved · your caption, word for word
For the friend who always finds the nicest things for their home. Handmade pottery, a beautifully scented candle and a matching little pot of matches - all together in a Pott starter pack. Choose the colour that belongs in their home and the fragrance that feels like them.
Headlines and description
One line taken from your caption, plus two headlines already running on your Christmas or Gifting ads. The running pair is the same across the test, so the caption is the only thing that changes. Meta rotates the headlines. The description (D) shows under the headline on some placements. Call to action: Shop now.
H1
Handmade, and no two the same
Edited
Source: Previously approved
H2
A proper present
Edited
Source: Previously approved
D
Pott, candle refill and MatchPott in one box
Edited
Source: New Description
Starter Packs 04 · British craftsmanshipHeld
Later.
Sends to /collections/the-christmas-collection
Why held: texts that open on the maker came last in the Tomato test, and it repeats a live gifting text about each Pott being handmade in the UK.
Primary text
Primary textPre-approved · your caption, word for word
A gift with a maker behind it. Our pottery is handmade in the UK, with small variations that give every Pott its own character. Discover our candle starter packs: a Pott to keep, a first scented refill to enjoy and a matching MatchPott filled with matches.
Headlines and description
One line taken from your caption, plus two headlines already running on your Christmas or Gifting ads. The running pair is the same across the test, so the caption is the only thing that changes. Meta rotates the headlines. The description (D) shows under the headline on some placements. Call to action: Shop now.
H1
A gift with a maker behind it
Edited
Source: New, from your caption
H2
Handmade, and no two the same
Edited
Source: Previously approved
H3
A proper present
Edited
Source: Previously approved
D
Handmade in the UK
Edited
Source: New Description
Christmas Gifting 01 · For the person who has everythingHeld until about 10 November
The Christmas gifting round, around 10 November.
Sends to /collections/the-christmas-collection
Why held: it is close to the "hard to buy for" idea we are keeping back for the gifting round around 10 November.
Primary text
Primary textPre-approved · your caption, word for word
For the person who has everything, choose something they can enjoy every evening. A beautifully scented candle in handmade British pottery, with a matching MatchPott and their first refill. A Pott starter pack brings together a little everyday pleasure and something special to keep.
Headlines and description
One line taken from your caption, plus two headlines already running on your Christmas or Gifting ads. The running pair is the same across the test, so the caption is the only thing that changes. Meta rotates the headlines. The description (D) shows under the headline on some placements. Call to action: Shop now.
H1
For the person who has everything
Edited
Source: New, from your caption
H2
A proper present
Edited
Source: Previously approved
H3
The next scent is up to them
Edited
Source: Previously approved
D
Pott, candle refill and MatchPott in one box
Edited
Source: New Description
Files not used this wave
Three of the sixteen files are not going into the tests. Two are already running in your campaign to past customers, and two are the polished "available now" collection films, which is the format doing least well this Christmas. Nothing to approve here.
File 18 · Refill my candle with me in 30 secondsNot used this wave
Already running: this is Ad 1042 in your campaign to past customers, live since 18 October.
Not used as a new test. None of this round's captions is about refilling, so there is no natural caption for it either. It stays where it is.
Refill video (26 seconds), in front of a decorated tree: "It's time to refill my candle and this time I'm going to try a festive scent. You just place the candle in hot water and leave it in there for a few seconds as the wax begins to melt. The remaining wax pops out like a disc and then you can choose your next scent. I'm going to try Fir this time which smells exactly like a Christmas tree and I've been wanting to try it for a little while now. Just pop it in, light it and go again. It's so easy and I can try a new scent each time." Already running to past customers since 18 October.
No caption paired. Nothing to approve.
File 19 · Limited Edition Christmas Collection, cream PottsNot used this wave
Held. A polished collection film with music and the "Available Now" title.
This is the format doing least well this Christmas: the "Christmas candles are here" ads sit at the bottom of both the Christmas and the Gifting sets. We would rather not give it a test slot. It can run as a normal ad in the Christmas set if you would like it live.
File: Christmas Round One - META Ads Content (19).mp4, 12 seconds. Cream Potts lit on a dressed table with greenery, Pott logo and "Limited Edition Christmas Collection, Available Now" on screen throughout. Music, no voice.
No caption paired. Nothing to approve.
File 20 · Christmas Candles Available Now, green Potts and gift boxNot used this wave
Held. Same series as file 19.
Same reason as file 19. The gift-box shot at the end is lovely, and worth keeping for a November gifting static if you have the still.
File: Christmas Round One - META Ads Content (20).mp4, 12 seconds. Green Holly Potts lit on a long wooden table under the window, someone carrying a Pott gift box, then the box tied with red ribbon. "Christmas Candles, Available Now" on screen throughout. Music, no voice.
No caption paired. Nothing to approve.
Waiting on your text
The captions we received stop partway through Christmas Gifting 04.
Christmas Gifting 04 · Something to keep after ChristmasText missing
Could join the next wave once we have the text and if you want it in.
The captions we received stop at "Something to keep after Christmas: The decor...". We have not written or guessed the rest. Please send the full approved text and we will add its headlines and description here. Any captions after Gifting 04 are missing too.
Primary text: not received yet. Nothing to approve here until the full captions arrive.