Case Study — Heart & Soil

Beef Organs & Grass-Fed Colostrum

An ancestral-nutrition audience that's already skeptical of supplements as a category. The job wasn't to convince them organ meat is good for you — it was to prove these capsules aren't a workaround for the real thing.

Spec project — created as a portfolio case study, not live client work.

Beef Organs

Whole-animal organ supplement

Beef Organs editorial-style static ad Static ad — editorial angle
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Your labs say you're fine. Your body says otherwise. One capsule fixes what 5 supplements never could. Other brands want to sell you a multivitamin, a greens powder, an iron pill, a B12 shot, and a CoQ10 supplement. Five different bottles... Five different price tags... And most of it never actually absorbs. At Heart & Soil, one capsule does it all. Vitamin A. Vitamin D. Vitamin E. Vitamin K2. Every B vitamin, including B12 in concentrations no plant or pill comes close to. Heme iron absorbed 2 to 5x more efficiently than the synthetic kind. CoQ10 from bovine heart. Copper. Zinc. Choline. That's 5+ supplements. Hundreds of dollars a year. Most of it ending up in your urine. Beef Organs replaces all of it in food form... The way your body actually recognizes and uses it. Tired? Energized. Foggy mornings? Clear. 2pm crash? Gone. Brittle mood? Lifted. Six capsules a day. That's it. No prep, no taste, no liver on a plate. No more guessing which synthetic pill might work. No more paying for nutrients your body just flushes out. No more "normal" bloodwork that doesn't match how you feel. Just one supplement that delivers what your great-grandmother got from food... And what your multivitamin only ever promised. Over 154,000 people have already felt the difference. Why take five pills that don't work when one does? 🩺 Heart & Soil Beef Organs. The only beef organ supplement Informed Sport certified, tested batch by batch against WADA, NCAA, and NHL banned substance lists. heartandsoil.co
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Hook 1: She told me: I've seen three doctors, every one ran labs, every one said I was normal. I believed her. Because I used to say the same thing. Hook 2: There's a version of you from five years ago that had energy you didn't even think about. I talk to women every week who are grieving her. Today I'm going to tell them why she left. Hook 3: For two years she didn't mention the chronic fatigue at her checkups. She said she'd learned there was no point. I've heard that from enough women that I had to go find a different answer. {LEAD} Your bloodwork came back normal. Your doctor said you're fine. So why do you still feel like this? I've been a physician for over 20 years. And I can tell you something most doctors won't say: normal on a lab panel and optimal are not the same thing. My name is Dr. Peter Steinberg. What I'm about to show you has nothing to do with a new drug or anything your doctor is likely to prescribe. It has everything to do with a single food category that disappeared from the American diet 80 years ago. {BODY} You've probably already tried multivitamins. The logic makes sense. The problem is the form. Synthetic B12, synthetic iron — your body absorbs these differently than food-form nutrients. Most of it ends up in your urine. Months of taking them. Nothing. Greens powders. AG1, Bloom. Not useless — but dehydrate a vegetable and you're left with a fraction of what was there. You're paying $80 a month for a fraction. So what actually works? That's what I want to show you. Your great-grandmother cooked liver once a week. Nobody made a big deal of it. It was just food. But that one weekly habit was delivering a concentration of nutrients that nothing in your supplement cabinet comes close to. Then the 1970s happened. Seed oils entered the dietary guidelines. Fat became the enemy. The cuts of meat we'd eaten for centuries got replaced by lean protein, fortified cereals, and eventually protein bars. The food industry gave us easier options. Leaner cuts. Fortified products. Things that lasted on a shelf. Organ meats got left behind. And the nutrient gap that created has been quietly driving the exact symptoms most doctors can't explain on a standard lab panel. What's in beef organs that nothing else delivers in the same form? Vitamins A, D, E, and K2. Every B vitamin. B12 in concentrations no plant comes close to. Heme iron — absorbed two to five times more efficiently than the synthetic version in your supplement. CoQ10 from bovine heart. Copper, zinc, choline. All of it in food form. Which means your body actually uses it. That's the difference. Not the dose. The form. Synthetic nutrients don't come packaged with the cofactors your body needs to absorb them. Food-form ones do. Your body knows the difference — even when your lab results don't show it yet. I've seen this play out with my own patients. For example, Teressa. Early 40s, two kids, running on caffeine and willpower. Tired for so long she'd stopped mentioning it at appointments. Six weeks in she sent me a message. Said she'd woken up two mornings in a row without an alarm and felt rested. So happy, she didn't know what to do with that. What I will say is this: Organ meats have been studied. The nutrient profiles are documented and consistent. What's new is that we now understand exactly why they work… And why the synthetic alternatives we replaced them with never did. One more thing worth knowing. Heart & Soil's Beef Organs is the only supplement in this category that carries Informed Sport certification. That means every single batch is tested against the WADA, NCAA, and NHL prohibited substance lists. Not composite testing. Batch by batch. If you're skeptical about what's actually in your supplements… And you should be… That certification is the highest third-party standard available in this space. No other organ supplement brand has it. Six capsules a day. That's the protocol. Grass-fed, grass-finished regenerative cattle. Freeze-dried to preserve bioactivity. No fillers. No flow agents. Nothing your body doesn't recognize. Most people notice something in the first two to three weeks. Sleep tends to shift first. Then energy… not a caffeine spike, a steady baseline. By week six, the patients I work with typically report that the 2pm crash they'd accepted as normal is gone. The subscription is $46.80 a month. That's $1.56 a day. One-time purchase is $52. Click the link below. Go to Heart and Soil's website. Read through what's there. Look at the certification. Read the actual reviews. Don't take my word for it. The Informed Sport certification is public. The customer reviews are there. Go look at what 154,000 people reported and draw your own conclusion. Because if your labs say normal and you still don't feel normal — the answer probably isn't another prescription.
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I didn't realize how bad I felt until I started feeling good. For two years, "tired" was just my baseline. Not sick-tired. Not call-in-sick tired. Just... low. The kind of tired where you stop mentioning it because what's the point. I told my doctor at three different appointments. Each time, same routine: full bloodwork, same response. "Everything came back normal." I wanted to scream. Normal compared to what? I didn't feel normal. I felt like I was operating my own life from underneath three feet of water. So I did what everyone does. I tried to fix it myself. A multivitamin every morning. Did nothing... Just made my urine bright yellow and my wallet $30 lighter. A greens powder, because everyone on my feed swears by it. $80 a month for what I later learned was a fraction of the nutrients a fresh vegetable actually has. More coffee... Then more coffee. By 2pm I was crashing so hard I'd lock my office door and put my head down for ten minutes just to function through the rest of the day. None of it touched the actual problem. Because none of it was actually solving anything. What changed it was a conversation with my sister-in-law, who's a nurse. I was complaining — again — about the fatigue, the brain fog, the 2pm wall. She asked me one question: "When's the last time you ate liver?" I laughed. Never, on purpose, in my adult life. She told me something I didn't know: Our great-grandparents ate organ meat regularly, and it wasn't a wellness trend. Then somewhere around the 1970s it disappeared. Replaced by lean cuts, fortified cereal, protein bars. Shelf-stable convenience. And that gap never got filled. It's probably behind half the stuff my doctor couldn't explain. Here's what she explained, and what I went and confirmed myself: Synthetic vitamins... The kind in almost every multivitamin. Aren't absorbed the same way as nutrients from real food. Most of it passes straight through you. That's why mine never worked. Heme iron, the kind found naturally in beef organs, is absorbed 2 to 5x more efficiently than the synthetic version sitting in most supplement capsules. Beef organs also carry something synthetic vitamins can't replicate: the cofactors your body actually needs to use those nutrients in the first place. Vitamin A, D, E, K2. Every B vitamin, B12 in a concentration nothing plant-based comes close to. CoQ10 from the heart. Copper, zinc, choline. Not a dose problem. A form problem. I wasn't about to cook and eat organ meat. I have a job. I have a life. She pointed me to Heart & Soil's Beef Organs. Six capsules a day, freeze-dried, no taste, no prep. The ingredient list didn't sell me. The Informed Sport certification did... Every single batch tested against 200+ prohibited substances. Not random sampling. Every batch, every time. No other organ supplement brand bothers. I didn't expect much. I'd been burned by supplements before. Week 2: nothing dramatic, but I noticed I wasn't reaching for a second coffee by 10am anymore. Week 4: I woke up before my alarm. Twice. Felt rested both times, which hadn't happened in longer than I could remember. Week 6: the 2pm crash I'd quietly accepted as just part of my life was gone. Not replaced with caffeine. Just gone. I'm not saying it's magic. I'm saying my labs were always "normal," and I never was... Until I started feeding my body something it had been missing for years. 👉 Heart & Soil Beef Organs — $1.56/day 🩺 Informed Sport Certified — tested against 200+ prohibited substances, batch by batch 🌾 Grass-fed & grass-finished, regenerative small batch ⚕️ Developed by Paul Saladino, MD heartandsoil.co
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The Reason You're Tired All the Time Has Nothing To Do With Sleep, Stress, or How Hard You Work I used to think I just needed more sleep. So I tried that. Eight hours, sometimes nine. Woke up exactly as tired as when I laid down. Then I figured it was stress. Cut back on work. Said no to things. Started meditating, badly, for ten minutes a night. Still tired. Then I figured I just needed to push through it. More willpower. Less coffee, more discipline. None of it made a difference. I was fixing the wrong thing. My doctor ran the standard panel. Twice. "Everything's normal," she said, both times. I sat there thinking: normal compared to what? Because I didn't feel normal. I felt like I was running my whole life on 40%, and nobody could tell me why. At that point I'd stopped looking for a fix. I just wanted an answer. A coworker mentioned she'd been dealing with the same thing. Tired for no reason, normal labs, nobody could tell her why. She'd started taking something her functional medicine doctor recommended... Beef organ capsules. I almost laughed. Organ meat? Like liver and onions? But she explained it in a way that actually made sense... A synthetic vitamin and a nutrient from real food aren't the same thing to your body. Even if the label says the same milligrams, most of what's in a multivitamin just passes straight through you. Beef organs deliver those nutrients the way your body was built to use them. Heme iron, absorbed 2 to 5x more efficiently than the synthetic kind. B12 in a concentration nothing plant-based comes close to. CoQ10, copper, zinc, choline, all in a form your body actually recognizes. For most of human history, nobody called this a supplement. It was dinner. Liver, heart, kidney, eaten regularly. Then around the 1970s it disappeared from the plate, replaced by lean cuts and shelf-stable convenience. That's probably behind half the fatigue doctors can't find on a standard panel. So I looked into the brand she used. Heart & Soil. Almost closed the tab. Then I saw something that made me stop: Informed Sport certified. Every batch tested against 200+ banned substances before it ships, not just a sample here and there. Most brands don't bother... It's expensive and it slows everything down. That told me more than the ingredient list did. A company doing that much testing isn't cutting corners somewhere else. Six capsules a day. No taste, no prep, no liver on a cutting board. The first couple weeks, nothing. I almost gave up on it. Then one morning, maybe three weeks in, I realized I'd skipped my second coffee without even thinking about it. A few days after that, I woke up before my alarm. Just laid there for a second, confused, because I actually felt rested. By week six the 2pm crash I'd built my whole afternoon around... The walk to get coffee, the ten minutes staring at my screen doing nothing... Just wasn't happening anymore. I hadn't changed my sleep. I hadn't changed anything else. My body just finally had what it needed. 👉 Heart & Soil Beef Organs — Subscribe & Save 10% Off — $1.56/day 🩺 Informed Sport Certified — tested against 200+ prohibited substances, batch by batch 🌾 Grass-fed & grass-finished, regenerative small batch ⚕️ Developed by Paul Saladino, MD heartandsoil.co

The strategy behind it

The research made one thing clear about this market: the mechanism claims are exhausted. Every brand in the category leads with "grass-fed," "freeze-dried," "bioavailable," "nature's multivitamin." These were fresh in 2020. By now they're table stakes. Leading with any of them is the fastest way to disappear into the noise.

The angle I built this funnel around was the gap between what medicine says and what the patient feels. This avatar has done everything her doctor asked. Her labs came back normal. She was told she's fine. But she knows she's not, and she's been carrying that frustration alone for months, sometimes years.

That gap is the entry point.

The Doctor VSL was the right format for two reasons. First, the mechanism in this funnel carries real weight. Explaining why synthetic nutrients fail, why heme iron absorbs differently, why the form of a nutrient matters as much as the dose, all of that requires credibility to land. A UGC format wouldn't hold the argument. A physician framing does. Second, the Informed Sport certification, which no other organ supplement brand holds, is a trump card with this skeptical audience. A doctor delivering that proof feels earned. The same line from a testimonial speaker feels like marketing.

The ad copy was built around two separate emotional entry points. The first opened with the moment of recognition: "I didn't realize how bad I felt until I started feeling good." That line works because it meets the avatar where she is, not where the brand wants her to be. The second led with a reframe of the fatigue itself: the reason isn't sleep, stress, or effort. It's a nutrient gap the modern food system created and never filled. Both angles lead to the same mechanism and the same CTA, just through different emotional doors.

The advertorial lander was built to do the heavy lifting between the ad and the product page. Cold traffic from Meta needs more than a product description. It needs a story, a mechanism, proof, and a reason to trust the brand over the $22 Amazon option. The lander handled all of that before asking for anything.

Grass-Fed Colostrum

Male performance & recovery supplement

Grass-Fed Colostrum editorial-style static ad Static ad — editorial angle
Grass-Fed Colostrum branded static ad Static ad — branded
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There was a version of you that trained hard, slept six hours, and was ready to go again the next day. You probably told yourself it's just age... Stress.. Whatever... But your training's the same. Your diet's the same. So what changed? Turns out there's a signal your body's needed since you were a baby, and it just stopped getting it. Nobody in fitness even brings this up. That's what Heart & Soil's Free-Form Colostrum is for. Grass-fed, and actually still active when it gets to you, unlike most colostrum out there, which gets heat-processed until it's basically dead weight. Not more protein. Not another supplement you're hoping kicks in eventually. One thing your body hasn't had since you were a baby. Nobody's posting about it like it's a miracle. They're just saying they're not wrecked up by Wednesday or Thursday anymore. Watch the breakdown (2 min) before you chalk this up to getting older.
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Hook 1: There was a version of me that could train hard, sleep six hours, and still show up ready the next day. I spent three years thinking he was just gone. Then I found out what actually happened to him. Hook 2: I built my identity around outworking everyone in the room. Then my body stopped keeping up with my effort. Took me a while to figure out it wasn't a training problem. Hook 3: I kept waiting to feel like myself again after training. That window kept getting longer. Then I found out why. And I wish someone had told me sooner. {LEAD} The moment it hit me was watching a video of myself training two years ago. Same program. Same weights. But the guy in that video recovered in a day. Now I need three, four days before my body feels right again. For the longest time I told myself what every guy tells himself. Getting older. More stress. Life catching up. But my training hadn't changed. My diet hadn't changed. My sleep hadn't changed. So why had my recovery? I spent two years adding things to my stack trying to solve it. More protein. Creatine. Magnesium. None of it fixed it. Because I was solving for the symptom. The actual problem was something I'd never heard anyone in the fitness space talk about. Something every one of us received at the very start of life. And stopped getting shortly after. And once I understood what it was, everything else started to make sense. {BODY} Here's what nobody explains. Your body doesn't repair itself automatically after training. It needs specific biological signals to trigger that process. Growth factors. Immunoglobulins. Peptides that tell your tissue to rebuild and your gut lining to hold under pressure. These compounds exist in one place in nature. The first milk every mammal produces after birth. Colostrum. Every one of us received it at the start of life. Then we stopped getting it. And spent the next thirty years wondering why recovery feels harder than it should. Paul Saladino is a medical doctor who left conventional medicine because he kept watching people do everything right and still feel wrong. He formulated this specifically for that problem. The men who've added it report the same thing consistently. Faster turnaround between sessions. More energy going in. Recovery that feels like it used to. One guy described it as his body remembering what it was supposed to do. That's what happens when you fix the right problem instead of a symptom. It's called Heart and Soil Free-Form Colostrum. Grass-fed. Cold-processed to keep the bioactive compounds intact. Most colostrum products use heat processing. It's cheaper. It also destroys the thing that makes colostrum work. This one doesn't. One scoop in the morning. That's it. No stack overhaul. No new protocol. Just the foundational input your body has been running without. If recovery keeps being the ceiling on your progress, this is worth understanding before you change anything else. I put together a full breakdown of how it works, what to look for in a colostrum product, and why most of them don't actually deliver. Link is below. Takes two minutes to read.
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I've been treating patients with gut issues for over 20 years. And no matter their diet, their supplement stack, or how "clean" they thought they were eating... I kept seeing the same pattern: bloating, fatigue, brain fog, getting sick every time the seasons changed. For a long time I assumed it was just food sensitivities. Or stress. Or "leaky gut"... a term everyone uses but nobody can actually explain. That's when I came across research on a protein your gut produces called zonulin. Zonulin controls the tight junctions between the cells lining your intestines. Basically the gatekeepers deciding what gets into your bloodstream and what doesn't. When zonulin gets triggered too often... By processed food, gluten, chronic stress... Those gatekeepers loosen. Particles that should stay out start leaking through. And your immune system, which lives mostly in your gut, starts working overtime trying to clean up the mess. That's the bloating. That's the fatigue. That's catching every cold going around the office. Once I understood what was actually happening... I stopped chasing symptoms with another probiotic and started asking a different question: how do you actually rebuild the lining itself? What I found was colostrum. Specifically, the first milk from grass-fed cows... Packed with the same immunoglobulins and growth factors that seal a newborn's gut in the first 24 hours of life. One ingredient. One job. Done well. My patients add it to their morning routine... Coffee, smoothie, water, doesn't matter. And most notice a difference within weeks. Less bloating. Fewer sick days. Energy that doesn't crash by 2pm. If you've fixed your diet, cut the obvious stuff, and you're still dealing with gut issues this might be why. It's why I started recommending grass-fed colostrum to my patients first, before anything else. If you want to try what they're using, you can find it here. – Dr. Palmer
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I thought protein and rest were enough to recover... I was wrong. I always figured if I trained hard, ate enough protein, and slept 7-8 hours, my body would bounce back the way it used to. That's the formula, right? Train, eat, sleep, repeat. But here's what I didn't put together until recently: There's a compound your body makes less of every single year after 30... And it's the actual switch that turns "recovered" on. Without it, you can do everything right and still wake up stiff. A sports medicine doc I follow... The kind who works with athletes who get blood-tested for banned substances broke it down for me. The compound is called IGF-1. It's what drives real tissue repair. It's so effective at speeding recovery that it's literally on WADA's prohibited list for pro athletes. You can't inject it or take a pill of it. But it turns out your body already knows how to make it... If you give it the raw material. Colostrum, the first milk a cow produces, is naturally loaded with the growth factors that prime your body to produce IGF-1 on its own. I started taking it daily. First week, honestly, nothing dramatic. By week two I noticed I wasn't doing my usual 10-minute "get the joints moving" routine before I got out of bed. By week four, my gut felt different too... Less bloated, less inflamed, like something downstream had calmed down. Funny enough, the thing that actually worked was never on anyone's banned list to begin with. It's called Grass-Fed Colostrum, made by Heart & Soil. One scoop a day, mixed into whatever you're already drinking. $1.79/day if you subscribe... And honestly, this one's worth staying consistent on, since the whole point is giving your body time to catch up. Give it 30 days. Your joints will tell you before your gut does. [Try Grass-Fed Colostrum →]

The strategy behind it

Colostrum presented a specific creative challenge: low category awareness combined with a product name that most people associate with infant nutrition, not adult performance. The market isn't skeptical of colostrum. They've just never thought about it in this context.

The angle I chose reframes colostrum as a missing biological input rather than another supplement. The core insight is that every compound serious athletes chase for recovery, IGF-1, immunoglobulins, growth factors, exists naturally in colostrum. The body already knows how to use it. It just stopped receiving it. That framing sidesteps the education problem by making the product feel like a return to something the body already understands, not a new intervention.

The VSL was built around a man watching a video of himself training two years ago. Same weights, same program, different recovery. That image is immediately recognizable to anyone in this avatar. The hook doesn't describe a feeling. It shows a specific moment of realization, which is a harder thing to scroll past.

The ad copy was split across two angles. The first came from a doctor voice targeting the gut health angle, specifically the zonulin mechanism behind bloating, immune suppression, and fatigue. The second led with the IGF-1 angle, framing colostrum as the legal, natural way to trigger the same recovery compound that gets athletes banned. That angle works because it borrows credibility from the prohibition itself. If it's banned for giving athletes an unfair advantage, the implication is clear without saying it.

The advertorial lander connected both angles under a single narrative: your recovery has a ceiling, and it's not your training. It's a foundational biological input your body stopped receiving. Colostrum removes that ceiling.

Brand brief — Heart & Soil

About the brand

Heart & Soil is a nose-to-tail supplement brand founded by Paul Saladino, MD, a physician who left conventional medicine after watching patients do everything right and still feel wrong. The brand is built on a simple premise: the nutrients modern people are missing aren't in their supplement cabinet. They were in the food their great-grandparents ate every week. Organ meats. The cuts the modern food industry left behind.

Target market

Their customer base is health-conscious, research-driven, and deeply skeptical of both the pharmaceutical industry and generic wellness brands. They've tried the multivitamins. They've done the greens powders. They want something that actually works, and they want to understand why it works before they buy it.

Beef Organs

Product: Beef Organs capsules (liver, heart, kidney, spleen, pancreas) — 180 capsules, $52 one-time / $46.80 subscribe.

Avatar: Women 35–55 experiencing persistent fatigue, brain fog, and low energy despite normal bloodwork. They've seen doctors, run labs, and been told they're fine. They don't feel fine. They've tried multivitamins, greens powders, and more coffee. None of it touched the actual problem.

Funnel stage: Cold traffic, Meta in-feed.

Assets produced: Doctor VSL script, 2 Facebook ad copy variations, fully designed advertorial lander, static image ads.

Grass-Fed Colostrum

Product: Free-Form Colostrum powder, 100% grass-fed, cold-processed — $53.99 one-time / $1.79 per day subscribe.

Avatar: Men 30–50 who train consistently and have noticed their recovery slowing down. They're doing the same program, eating the same way, sleeping the same hours. But the window between sessions keeps getting longer, and they've stopped feeling the way they used to after a hard week. They've added things to their stack. None of it fixed it.

Funnel stage: Cold traffic, Meta in-feed.

Assets produced: Male performance VSL script, 2 Facebook ad copy variations, fully-designed advertorial lander, static image ads.