Partake Foods, creator engine

Ten creators, five formats, one claims sheet

A first roster for Partake Foods: two creators go live each week, seven videos each, and every allergen word is copied from your site.

creators live by week six: 10
creator videos a month at the full roster: 303
weeks from the first creator to the full roster: 5

Vanilla Wafers at the snack-kit table

Illustrative creator post: a parent builds a snack kit with Vanilla Wafers, from $39.99, and says only lines from the claims sheet. Caption: Snack kits rejoiced.

Illustrative post

Part 1 of 15

Summary

Creator engine summary
Roster	Ten creators in six weeks	Two go live each week: 0, 2, 4, 6, 8, 10 creators live by week.
Who	Parents and allergy-aware snackers	Six personas, each matched to a Partake product, from Mini Chocolate Chip & Grahams to Vanilla Wafers.
Production	7 videos per creator each week	303 creator videos a month at 10 creators, across five formats.
Pay	Three bands, caps $600 to $1,500	Starter $300 base, Standard $500, Premium $800. All ten at the top cap: $15,000 ceiling.
Bonus	$50 flat past 100,000 views	One bonus per creator per month. Organic views only.
Compliance	Every claim copied from your site	Creators quote only sheet lines. Anything else goes to #claims before the camera rolls.
Category rule	Allergen words are Partake's own	No health outcomes, no safety promises for a named person, no comparisons. Brand wording, attributed.
Goal	$1 per 1,000 views	Target. The simulator lands at $5.74 on $10,050 for 1.8M views, so the gap is stated up front.
Report	Every Monday	Videos, views, claims check and cost per 1,000 views for each creator row.
Decision	Approve the sheet and two creators	A yes on the claims sheet and the first two creators starts the six-week ramp.

Part 1 of 15, continued

The program in numbers

Creators live at full roster: 10; Proposed
Videos per creator per week: 7; Proposed
Creator videos a month: 303; Calculated
Base pay per creator: $1,000; Proposed
Bonus past 100,000 views: $50; Proposed
Bonus at the top cap of the highest band: $700; Calculated
Program cost a month, bonuses included: $10,050; Calculated
Views a month at the assumptions: 1.8M; Calculated
Cost per 1,000 views: $5.74; Calculated
Target cost per 1,000 views: $1; Proposed

Part 2 of 15

Why this playbook

Former COO of Tabs. I built its creator program to 100M monthly social impressions, and the paid ad engine alongside it. The numbers below come from videos that program produced.

At Tabs I built the creator program to 100M monthly social impressions and the paid ad engine alongside it. This is the same playbook pointed at allergy-friendly cookies: briefs, a hook library, one variable per test, losers killed early. I have not run this category, so the claims sheet comes first.

monthly social impressions at Tabs: 100M+
views on one reel: 17.7M
views on one video: 8M
views on one video: 6.5M

Part 3 of 15

Why now

11,000+
Stores already carry Partake
The shelf exists. A creator video can end on Find In Store or on checkout, so both need a reason to click.
Published
Jan 2027
Girl Scout Sparkables™ arrive
Crunchy oatmeal chocolate chip cookies with colorful sprinkles, on Digital Cookie from January 12, 2027. Creator content can build before that date.
Published
20%
A first-order offer is on the site
20% off a first order plus free shipping on orders $50+. Creators can send viewers to a checkout that already has an incentive.
Published

Part 4 of 15

How I run it

One number to protect
Cost per 1,000 views, target $1. The simulator lands at $5.74 on the first plan, so I show the gap and the two levers that close it.
One variable per test
Hook, opening shot or pack changes, never two at once. Losers killed early, winners go into the hook library for the other creators.
Claims sheet before camera
Creators say only what is on the sheet. Allergen words are Partake's own, such as free of the top 14 allergens, attributed to the brand.
One work channel
Briefs, claim questions, reports and drafts live in one team workspace. Ten creators at seven videos a week is 303 videos monthly; nothing runs through DMs.

Part 4 of 15, continued

One channel for everything

#briefs

Briefs, drafts, reviews and the weekly numbers

Illustrative

MartaMon 8:30 AM
This week's brief: Mini Chocolate Chip & Grahams, lunchbox format. Hook: Are you Team Grahams or Team Chocolate Chip? Seven videos due by Friday.
BiaMon 11:05 AM
Can I say these are safe for my nephew's allergy?
No. Say only what the sheet says: free of the top 14 allergens, as Partake writes it. Nothing about your nephew.
Report botAppMon 9:00 AM
Weekly report posted: videos live, views, claims check and cost per 1,000 views for each creator row.
MartaWed 2:15 PM
Draft back to Caio: the soft baked hook is good, but the line about your toddler's tummy is not on the sheet. Reshoot the last five seconds.
RafaThu 4:40 PM
My Crunchy Ginger Snap video passed 100,000 views, all organic. Does the $50 apply?
Yes. One bonus per creator per month, organic views only. We test it as a paid ad next, with your OK.
Claims botAppFri 10:00 AM
Claims check on Lia's Friday post: pass. Caption uses only sheet lines and the pack is visible in frame.

The messages illustrate the working channel, with invented people: briefs go out on Monday, claims questions get an answer the same day, and nothing posts without the check.

Part 5 of 15

Five formats

Brief 01
Lunchbox pack
“Are you Team Grahams or Team Chocolate Chip?”
Top-down, one hand packs the 12-pack into a lunchbox, cut to the first bite. Natural light, no health claims.
Brief 02
Snack-kit s'mores
“Snack kits rejoiced.”
Build the s'mores stack on the counter with Classic Grahams, one continuous shot, end on the pull-apart.
Brief 03
Soft baked fridge tip
“Soft Baked Tip: Store them in the fridge”
Fridge door, plate, microwave for 15 seconds, then the first bend of a Soft Baked Chocolate Chip cookie.
Brief 04
Everyone gets a cookie
“All the Tasties, None of the FOMO”
Party table, guests reach in, close pan on Mini Chocolate Chip & Mini Confetti snack packs. No claims over the footage.
Brief 05
Nut-free answer
“Yup, 100% nut-free. We make sure of it.”
Selfie, comment-reply style: question on screen, hold up Crunchy Ginger Snap, say only the sheet line.

Every product line in a video comes off the claims sheet word for word, for example “Gluten-free, vegan, non-GMO and free of the top 14 allergens”, “Yup, 100% nut-free. We make sure of it.”, “All Partake goodies are 100% plant-based.”. Product names are said as printed.

Part 6 of 15

Recruiting

Four sources in

Allergy-household parents
Parents who already cook and snack around allergies. Partake's own words Wholesome and Inclusive match what they post about.
Lunchbox and snack-kit creators
Creators who film lunchbox packing, road trips and s'mores kits, where minis, snack packs and Classic Grahams fit naturally.
Gathering and cookout hosts
Hosts who plan menus for mixed guests. Partake's blog already has allergy-friendly cookout recipes, so the angle is native.
Affiliate or ambassador page
The page was not found on the site, so recruitment starts with outreach, not an existing applicant list.

Five filters, fewer each step

1Allergen literacy
Explains a label without promising outcomes and passes the claims quiz.
2Category record
No history of health-outcome claims on any food post.
3Real comments
Food posts draw comments from real people, not only giveaway entries.
4Weekly capacity
Can shoot seven short videos every week for the whole ramp.
5Clean first draft
Sends a plain-phone draft first so one variable per test stays visible.

Part 7 of 15

Who fits

Lunchbox parent
Packs the 12-pack for lunchboxes and road trips every week.
Likely product: Mini Chocolate Chip & Grahams
Snack-kit and s'mores maker
Builds s'mores kits. Partake calls Classic Grahams the first top 9 allergen-free graham cracker.
Likely product: Classic Grahams
Cookie-swap host
Hosts gatherings where every guest should get a cookie.
Likely product: Soft Baked Snickerdoodle
Desk snacker
Snack o'clock between meetings: two minis, one drawer.
Likely product: Mini Chocolate Chip & Mini Confetti
Dairy-free baker
Bakes dairy-free recipes and crumbles wafers into desserts.
Likely product: Vanilla Wafers
Gift and group-adventure giver
Buys treats for troops and gifts; Sparkables arrive on Digital Cookie January 12, 2027.
Likely product: Girl Scout Sparkables™

Left off, every time

Always left out: creators who promise a health outcome, say a cookie is safe for a named child's allergy in their own words, compare Partake to other brands, or hide a paid post. Allergen wording is Partake's own, attributed to the brand, never improvised.

Part 8 of 15

Twenty types

Parents who pack school lunchboxes with allergy-aware snacks
Parents of a child with a food allergy who cook at home
Dairy-free home bakers who film recipe videos
Vegan snack reviewers who read every label on camera
Gluten-free lifestyle creators who share pantry hauls
S'mores and snack-kit creators for camping and cookouts
Road-trip and family-travel creators who pack snacks
Teachers who share classroom snack ideas
Office desk creators with a snack drawer
Party and birthday hosts who plan inclusive menus
Girl Scout troop leaders and parent volunteers
Gift-box and care-package creators
Cookie taste-test creators who rank crunchy against soft
Lemon and ginger flavor fans who review one flavor in depth
Microwave-and-fridge hack creators for soft baked cookies
Nut-free household creators who check every ingredient list
Plant-based mom creators who film kitchen routines
Grocery haul creators who film the shelf in a store
Daycare and playgroup parents who bring shared treats
Family creators who show real weekday snack time

Part 9 of 15

Claims sheet

Approved, word for word

Quoted exactly as the brand publishes it.

“Gluten-free, vegan, non-GMO and free of the top 14 allergens”
Opening line of any video, spoken as Partake's own wording
“Yup, 100% nut-free. We make sure of it.”
Nut questions in comments and captions
“All Partake goodies are 100% plant-based.”
Vegan and dairy-free questions
“Partake is now in 11,000+ stores”
Shelf and Find In Store videos
“to make snacking safe, joyful, and inclusive”
Brand mission line, attributed to Partake
“Super Delicious Cookies”
Tagline in captions and sign-offs
“Soft Baked Tip: Store them in the fridge, then microwave for 15 seconds for that just-baked experience.”
Soft Baked flavors only

Never said

Each one with the reason it stays out.

Safe for every child with an allergy
A safety promise about a person. Only Partake's own wording, attributed, is allowed.
Healthier than regular cookies
A comparison the sheet does not hold.
Good for weight loss
A health outcome. Never allowed in this category.
Free of every allergen
The site says top 14 allergens, not every allergen.
Better than other allergy-friendly brands
A competitor comparison with no source.
Doctor approved
No fact on the site supports it.
Sold in every grocery store
The site says 11,000+ stores, not every store.

To confirm with the brand

Held until someone on the brand side signs off.

12 months of shelf life versus 7–10 days for peak deliciousness
The site gives both. Ask Partake which products each line belongs to before anyone says it.
Top 9 allergen-free versus top 14 allergens
Classic Grahams copy says top 9, the home page says top 14. Confirm which wording goes with which product.
20% Off a first order
Confirm the offer is current before a creator mentions it.

Part 10 of 15

Pay

Starter
$300–600
a month, by band
Starter: a first test of one format, with a lower cap while we learn the creator's real views.
Bonus at the cap: $300
Standard
$500–1,000
a month, by band
Standard: a creator who passes the claims quiz and holds all seven weekly videos on time.
Bonus at the cap: $500
Premium
$800–1,500
a month, by band
Premium: a creator whose Partake content is strong enough to run as a paid ad.
Bonus at the cap: $700

Under 100,000 views
$0
The base pay covers the work.
100,000 views
+$50 flat
Whatever the band.
1,000,000 views
Top-up to your cap
Bonus = band cap − base pay.

One bonus per creator per month, however many videos break through.
The $50 is flat, paid per video that passes 100,000 views.
Organic views only: paid boosts and ad spend never count toward the threshold.
No bonus on a video that broke the claims sheet or the category rule.

Starter: $600 cap − $300 fee = $300 bonus; Standard: $1,000 cap − $500 fee = $500 bonus; Premium: $1,500 cap − $800 fee = $700 bonus.

The bonus pays for reach after the work is done, never instead of it. One bonus per creator per calendar month keeps it an incentive and keeps the program cost predictable.

Part 11 of 15

Simulator

Ten creators at seven videos weekly make 303 videos, about 1.8M views, for $10,050: $5.74 per 1,000 views against a $1 target. Closing the gap takes 4.2% viral videos or a median of 21,711 views.

Program facts

Partake Foods creator engine, per month

Monthly cost: $10,050
Base pay: $10,000
Est. bonuses: $50
Videos / month: 303
Est. views / month: 1.8M
Cost per 1,000 views: $5.74

Above the $1 target at these inputs.

To hit $1, the roster needs about 10.1M views a month. That means about 4.2% of videos going viral, or a median near 22K views per video. That is why the day-90 gate exists: keep the accounts that clear it, replace the rest.

Proposed, not measured. Views = videos × median, breakouts at 10× the median, viral at 750K. Bonus: +$50 for a viral video, one per creator per month.

Part 11 of 15, continued

What moves the result

Cost per 1,000 views by median views per video
If the median is	Views / month	Monthly cost	Cost / 1K	Hits target
750	1.4M	$10,050	$6.96	No
1,500	1.8M	$10,050	$5.74	No
3,000	2.4M	$10,050	$4.24	No

Cost per 1,000 views by share of viral videos
If the viral share is	Views / month	Monthly cost	Cost / 1K	Hits target
0.3%	1.2M	$10,000	$8.44	No
0.5%	1.8M	$10,050	$5.74	No
1%	2.9M	$10,150	$3.52	No

The math. Videos a month = 10 creators × 7 a week × 52 ÷ 12 = 303. Views per video = (1 − 4% − 0.5%) × 1,500 + 4% × 10 × 1,500 + 0.5% × 750,000 = 5,782.5; 303 videos × 5,782.5 = 1.8M views a month. Cost = 10 × $1,000 = $10,000 base + 1 bonus × $50 = $10,050. Cost per 1,000 views = $10,050 ÷ 1.8M × 1,000 = $5.74 against a $1.00 target. To hit the target, either 4.2% of videos go viral or the median video reaches 21,711 views, other inputs held.

Move the sliders and the label recalculates. The result is only as good as the guesses behind it, so the median views, the share of breakouts and the share of viral videos are marked as Assumptions until the first month of posts replaces them.

Part 12 of 15

Phases

Creators live by week (proposed): 0, 2, 4, 6, 8, 10

0Wk 1
2Wk 2
4Wk 3
6Wk 4
8Wk 5
10Wk 6

Creator ramp by week
Item	Wk 1	Wk 2	Wk 3	Wk 4	Wk 5	Wk 6
Creators live	0	2	4	6	8	10
Videos a week	0	14	28	42	56	70
Base pay a month	$0	$2,000	$4,000	$6,000	$8,000	$10,000

Warm-up
Two creators, one sheet
Two creators go live in the first week with the claims quiz passed and one format filmed. Two more join every week until ten are live.
Month 1
Ramp and first tests
Creators live by week: 0, 2, 4, 6, 8, 10. Five formats tested, one variable per test, losers killed early.
Month 2
Hook library and bonuses
Winners from Month 1 feed the hook library. Videos past 100,000 views earn the $50 bonus and become paid tests once Partake approves.
Month 3
Bands move on results
Creators move between Starter, Standard and Premium on cost per 1,000 views, not on follower counts.
Day 90
Review against the target
Measured against the $1 target. The plan lands at $5.74, so day 90 shows whether 4.2% viral or a 21,711 median is in reach.
Ceiling
Monthly spend limit
All ten creators at the top cap, bonuses excluded: $15,000. The base plan costs $10,050 including one $50 bonus.

$15,000 Monthly ceiling, all 10 creators at the top cap, bonuses excluded Proposed

The roster grows by two creators a week, so hook performance can be read week over week instead of by anecdote.

Part 13 of 15

Monday report

Every Monday: videos posted, views, claims check and cost per 1,000 views for each creator row, with the one number to protect on top: $1.

Creator engine, last 4 weeks

Target $1 per 1,000 organic views Illustrative

Creators reporting: 5
Posts last week: 32
Avg cost per 1,000 views: $8.94
Bonuses owed: $0
Keep / Watch / Replace: 1 / 1 / 3

Per-creator results, last four weeks, sorted by cost per 1,000 views
Creator	Band	Format	Posts	Median	Best	Cost / 1K	Bonus	Flags	Call
Creator A	Starter	Lunchbox pack	7	2.1K	25K	$3.37	$0	None	Keep
Creator B	Standard	Snack-kit s'mores	7	1.4K	8.4K	$9.83	$0	Claim check	Replace
Creator C	Premium	Soft baked fridge tip	6	1.8K	54K	$7.94	$0	None	Watch
Creator D	Starter	Everyone gets a cookie	5	900	3.6K	$12.99	$0	Over cap?	Replace
Creator E	Standard	Nut-free answer	7	1.2K	11K	$10.59	$0	Release missing	Replace
All creators	not applicable	not applicable	32	1.5K	54K	$8.94	$0	not applicable	not applicable

Illustrative rows with invented creators, coherent with the pay bands above. Keep means the cost per 1,000 views is at or under the program average, Watch is up to half again over it, and Replace is anything higher.

Part 14 of 15

Organic to paid

From organic to paid

Organic first
Every video posts organically and its views are counted before any paid test.
Pick winners
Videos past 100,000 views and the best of each of the five formats go to a shortlist.
Get permission
Partake and the creator approve paid use in writing before any spend.
Test one variable
The winner runs as an ad with one variable changed per test. Losers killed early.

From the video to the checkout

Shelf videos end on Find In Store, where Partake is in 11,000+ stores.
Checkout videos go to the product page, naming free shipping on orders $50+ and 20% off a first order only if Partake confirms both.
Lunchbox videos send viewers to Mini Chocolate Chip & Grahams in the 12 Snack Packs, $54.99.
Girl Scout Sparkables™ videos point to Digital Cookie from January 12, 2027, not to the shelf.
Partake aims to ship within 48 hours, Monday to Friday; creators never promise a delivery date.

Part 15 of 15

Category rules

Allergy-friendly food: rules creators follow

Partake sells cookies built around allergen wording. These rules keep every creator on the brand's own words.

Brand words only
Allergen statements are Partake's own, such as free of the top 14 allergens, attributed to the brand and never rephrased.
No outcomes
No health results, no promise that a cookie is safe for a named person, no medical advice. Nutrition panel lines are read as printed.
Pack in frame
Soft Baked flavors, minis and snack packs carry different panels. Show the pack on camera and never quote a panel from memory.
Ask first
A claim not on the sheet goes to #claims before filming. Nothing is posted on a guess.
Disclose the pay
Every post is marked as paid. Caps stay between $600 and $1,500 so no creator is pushed to overclaim for a bonus.
Offers verbatim
20% off a first order and free shipping on orders $50+ are named only after Partake confirms they are current.

The brand’s legal team sets the final rules. This is the operating floor I’d start from, not legal advice.

Want to see the first briefs?

Grab a time here

Stores already carry Partake

Girl Scout Sparkables™ arrive

A first-order offer is on the site

One number to protect

One variable per test

Claims sheet before camera

One work channel

Lunchbox pack

Snack-kit s'mores

Soft baked fridge tip

Everyone gets a cookie

Nut-free answer

Four sources in

Five filters, fewer each step

Lunchbox parent

Snack-kit and s'mores maker

Cookie-swap host

Desk snacker

Dairy-free baker

Gift and group-adventure giver

Left off, every time

Approved, word for word

Never said

To confirm with the brand

Starter

Standard

Premium

Two creators, one sheet

Ramp and first tests

Hook library and bonuses

Bands move on results

Review against the target

Monthly spend limit

From organic to paid

From the video to the checkout

Allergy-friendly food: rules creators follow

Brand words only

No outcomes

Pack in frame

Ask first

Disclose the pay

Offers verbatim

Want to see the first briefs?