30 July 2026 · Copy for the August Orangery push on Meta, built from what has actually performed in the account this summer.
Five primaries and five headlines. Every ad carries all of them and Meta rotates them automatically, matching the message to the person, so the creative stays the only real variable between ads. The five primaries cover three stages: people meeting Pott for the first time, people who already know the brand, and people ready to buy.
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Two spelling mistakes in the supplied creative Image 1.png reads "REFILABLE CANDLE" with one L, and video 23 carries the same misspelling on screen. Images 1.png and 2.png both read "Oranger blossom, rosemary & cedarwood" where it should be "Orange blossom". These need fixing before anything runs.
Stage 1 · Discovery
Cold audiences who have never heard of Pott.
Primary Text
P1 · Scent as performance Edited
Most orange candles smell like orange squash.
Orangery does not.
Fresh orange and orange blossom open it, rosemary and basil come through underneath, and cedarwood holds the whole thing steady for hours.
Bright without being sharp.
Warm without being heavy.
Think Mediterranean summer, doors open, something good on the hob.
Hand-thrown Speckle Pott.
Natural rapeseed and coconut wax.
Refilled, never replaced.
P2 · Room-led: the kitchen Edited
Some scents belong in a kitchen.
This is one of them.
Orangery is fresh orange and orange blossom over rosemary, basil and cedarwood.
Herby, citrus, a little savoury.
It is the smell of a Mediterranean kitchen with the back door open.
It sits in a hand-thrown Speckle Pott, made in the UK, made to stay on the counter for years.
When it runs low you refill it.
The Pott never moves.
Stage 2 · Why Pott
People who have seen Pott before but have never bought. Still acquisition, not retention.
Primary Text
P3 · Anti-disposable mechanism Edited
Most candles end up in the bin.
Not just the wax, the whole jar.
A Pott does not.
It is thrown on a wheel by a UK potter and it stays in your home for years.
When Orangery runs low, you lift the old wax out clean, rinse the Pott, and drop the next refill straight in.
Takes a minute.
Same Pott.
New scent.
Nothing thrown away.
P4 · Identity and craft: it is not a candle, it is a Pott Edited
It is not a candle.
It is a Pott.
Handmade pottery, thrown on a wheel by an artisan potter here in the UK and glazed by hand, so no two come out quite the same.
The kind of thing you leave out on the counter even when it is not lit.
Orangery is what goes in it first.
Fresh orange and orange blossom over rosemary, basil and cedarwood, poured in natural wax.
Mediterranean, a little savoury, sixty hours of it.
Beautiful pottery that happens to smell incredible.
When the scent runs low, you refill it.
Stage 3 · The Offer
Anyone close to buying. Retargeting and the new customer campaign.
Primary Text
P5 · Pack contents, then the saving Edited
The Orangery Starter Pack is one box with everything in it.
A hand-thrown Speckle Pott, a 60 hour Orangery refill, and a matching MatchPott for your matches.
Bright orange and orange blossom over rosemary, basil and cedarwood.
It is £82.50 of pottery and scent for £69, and there is another £5 off waiting when you sign up on site.
After that, you only ever buy the refill.
HeadlinesAll five run on every ad, across all three stages
H1Orangery. Refillable Pott.NEW · direct clone of "Tomato Vine. Refillable Pott." (2.87x), the best named-scent headline pattern in the accountEdited
H2The Scent of a Mediterranean SummerNEW · lifts the client's own site line. Sibling of "The Scent of a Summer Evening."Edited
H3Keep the Pott. Swap the Scent.PROVEN verbatim · 2.32xEdited
H4One Pott. Every Summer.PROVEN verbatim · 2.16x on £10.4k, the most-spent headline of the summerEdited
H5The Orangery Starter Pack.NEW · offer slot. Named literals perform for Pott ("Multi-Coloured Tomato Pott." 3.40x), generic ones do not ("Refillable Candle Starter Pack" 1.29x)Edited