The “Say It or Eat It” Framework
How We Turned Street Confusion + Chef Cred into Sold-Out Dishes — Without a Single Trend or Ad
🧠 What This Is
A repeatable storytelling format that made people laugh, learn, and crave the dish — in under 40 seconds. Used by Praça Prazeres to:
- Sell out dishes like Parmigiana
- Get 50+ new followers per post
- Drive bookings directly from Instagram
- Without ever using trending sounds or filters
This HVCO will work for restaurants, D2C brands,
The 3-Part “Say It or Eat It” Framework
① The Audience Hook (Misconception or Challenge)
Trigger curiosity, show real people fail at it, and invite the viewer in.
What we did:
- Captured strangers on the street hilariously mispronouncing words like “Gnocchi,” “Carpaccio,” and “Parmigiana.”
- Added zoom-ins, meme SFX, and onscreen text like “Can YOU say it right?”
Why it works:
- Feels unscripted and funny
- Starts with a problem or gap in knowledge
- Gets people involved: “Wait, do I know this?”
Cross-niche examples:
- quat University reacts to gym fails: “What’s wrong with this squat?”
- Language apps: “Can you guess how to say THIS in French?”
② The Expert Reveal (Contrast & Authority)
Now show your brand’s personality + credibility — not as a teacher, but as the chill expert.
What we did:
- Cut to Chef Ralph in the kitchen, warmly correcting the pronunciation
- Gave him the floor to explain the why behind the dish, while showing it being made
Why it works:
- Instant status flip — from viewer confusion to chef confidence
- Builds trust and appetite in the same moment
- Doesn’t feel like an ad — feels like a reveal
Cross-niche examples:
- Skincare brand busting myths after TikTok fails
- Coffee brand showing real baristas making drinks after a meme
③ The Crave Payoff (Sensory + CTA)
What we did:
- Used ASMR cooking sounds, melt shots, sizzling pans
- Let Ralph deliver a subtle CTA: “You know how to say it… now come try it.”
Why it works:
- Sensory satisfaction: sound + visuals = “I need that.”
- Light FOMO (“sold out”) + soft CTA (“tag a friend,” “come try it”)
- Viewers feel entertained, not sold to
Bonus copy triggers you can use:
- “Hard to say? Maybe. Hard to love? Never.”
- “Now that you know… would you eat it?”
- “Team veg or non-veg?” — choose-your-side CTA
Apply It To Any Niche
| STEP | Restaurant Example | D2C Product Example | Educator/Coach Example |
|---|---|---|---|
|
Hook |
People mispronounce “Gnocchi” |
Show skincare myths from reels
|
Gym fail reaction: “Is this squat dangerous?”
|
|
Expert
|
Chef explains & makes dish
|
Founder explains formulation
|
Physio breaks down correct form
|
|
Payoff |
Dish sizzles, gooey cheese, “come try it”
|
Product demo + social proof
|
“Try this tweak. Your knees will thank you.”
|
🎯 Swipeable Template
🎬 [Hook]
“Can YOU get it right?” or “What’s wrong with this?”
Show a fail/confusion/mistake with humor
🎤 [Expert Reveal]
Cut to your team/chef/founder
Explain the truth casually, with visuals or proof
🍽️ [Crave Payoff + CTA]
ASMR, close-ups, or reveal moment
CTA: “Now come try it” / “Fix it this way” / “Pick a side”
🚀 NEXT STEPS
Want a plug-and-play content calendar that uses this exact strategy (and others we don’t share online)?
👋 Click on “Work with us”
📝 Or DM @themaazmemon and let’s talk.