Key Takeaways
- Food and drink are bought on feeling. The best ads make you almost taste it: the pour, the crinkle, the restock.
- Most food and beverage brands are asking people to switch from something they already buy. Name the thing you're replacing.
- Reviews work better when they're watchable. Turn them into a voiceover, a montage or something to look at, not a wall of text.
- Humor and games earn attention in a category full of pretty product shots.
- Your ad doesn't have to lead with the product. Some of the best ones don't show it for 20 seconds.
Food and beverage might be the most crowded category on Meta. Every brand has a beautiful product shot, a pour and a discount code, and most of the ads blur together.
Below are 14 food and drink ads we've made for clients, grouped by approach, with what makes each one work. Most of them first ran in our newsletter, so the "why it works" notes are pulled from what we wrote at the time.
For a wider look across consumer brands, see our 32 CPG ad examples. This post goes deeper on food and drink.
Start With Something Surprising
1. MUD\WTR: Spiders on Caffeine
"Scientists fed spiders a bunch of caffeine. Here's what happened." The ad pulls up a 1995 study on spider-web patterns, shows the web the caffeinated spider spun ("the most chaotic web patterns"), and only then introduces MUD\WTR as the coffee alternative made with functional mushrooms.
Why it works: It's "a pretty intriguing and unique hook," and "the added authority of the research backs our claim vs. us just telling you caffeine is bad." It's also patient. "We don't even talk about the client's product until 20 seconds in on this one." And the "infographicy, Vox-esque animation style is something refreshingly different in a sea of UGC."
2. MUD\WTR: The Trippy Headline
A close-up of MUD\WTR swirling in a glass while the headline fades in with the same swirling, trippy effect: "Fuel your mornings with something better than coffee." Then the packaging, with the benefits listed alongside it.
Why it works: "This is a good example of how you can use interesting text animation for a hook." The motion in the text matches the motion in the drink, so the first second feels designed, not just captioned.
Name What You're Replacing
3. MUD\WTR: In Loving Memory of Your Coffee Addiction
A funeral card reads "In loving memory: Your Coffee Addiction." Mourners gather around a to-go cup on a pedestal while a cup of MUD\WTR gets whisked and frothed in slow motion. It ends on "Swap coffee for clear energy."
Why it works: It's dark on the surface but meant to be light-hearted, "since the service is for 'your coffee addiction.'" It names the habit the product replaces and makes quitting it feel like a joke you're in on. "If your product replaces a vice or habit or helps them make a change, an 'In loving memory' concept like this is worth trying."
4. MUD\WTR: "Isn't for Everyone"
It opens on a slow pour and the line "MUD\WTR isn't for everyone." Then it describes the people it is for: alert but calm, people who like to feel good, with the ingredients (lion's mane, reishi) and third-party testing shown along the way, before a wall of reviews.
Why it works: It's "a classic neg, and by pulling back the energy and not being too needy, actually make you want to learn more." And the pour "is also just extremely satisfying to watch." Then it defines its customer, which matters: "You need to define this so that the people who fit your mold will be like 'oh, that's me.'"
5. Huel: "This Is a Meal. Not a Protein Shake."
A hand holds up a glass: "This is a meal. Not a protein shake." Then the numbers drop in: 40g protein, 27 vitamins and minerals, 400 calories.
Why it works: One line puts Huel in a different category than the shakes people already know. The ad started as a static. "We took a static ad from the account and re-imagined it with animation." The headline popping in and the glass partly covering the text "adds depth and just makes it more interesting to look at," which holds people long enough to see the benefits. If you have a winning static, this is one of the cheapest ways to get more video into the account.
Make Reviews Watchable
6. Dekáf: One Review, One Voiceover
"Finally! Good decaf." The whole ad is built on one customer review, read as a voiceover, while the words animate on screen: most decaf is awful and made with low-quality beans, and this is the best you'll find. It closes on "Highly recommend."
Why it works: "Social proof works. But what doesn't always work is just listing out tons of reviews." People scroll to be entertained, not to read. So "we took one real review and made that voiceover the foundation of the whole ad," woven into "animation that's satisfying to watch," so people actually take it in.
7. Nurture Life: 15 Testimonials in 15 Seconds
Five-star quotes flash over kids' meals, one after another: "My kids love it!", "literally saved me," "makes busy days easy," "LIFESAVER." It ends on a toddler happily eating and "That's one thing parents and kids agree on."
Why it works: "This ad is only 15 seconds long and shows 15 different testimonials. It's meant to overwhelm you with social proof." The quotes are "strategically chosen to hit different points," like kids loving it, convenience and saving time. And every quote sits on a different dish, so it doubles as a menu.
8. Ramen Bae: Rip It Open
"Flavor-hack boring ramen." The package tears open and the toppings float out over a hot pink background, then short reviews zoom in over a bowl: "Makes ramen taste so much better!", "Took my ramen to another level," "Ramen Bae saved my lunches!" It closes on "Delicious toppings. No extra work."
Why it works: The rip-open effect shows what's inside the bag without a list of ingredients, and the reviews land while you're still looking at the food. "Layering scroll-stopping animation with social proof is a wonderful recipe."
9. Rishi Tea: Spill the Tea
Customer quotes appear one at a time over golden, swirling jasmine tea leaves: "I'm a super picky tea drinker. This is the only jasmine green tea I'll drink," "Best green tea I've ever had," "Part of my morning routine." Then the tea itself: organic green tea with jasmine blossoms, and where it comes from.
Why it works: "This testimonial format itself is simple. But the genius within it is figuring out how to use each brand's specific attributes to make it compelling." The swirling leaves make it beautiful and make it obvious what the ad is about. And the first quote is chosen carefully: a picky tea drinker "adds believability vs. a generic 'It's so good, I love it!'"
Borrow Credibility
10. DRNXMYTH: Fly Through the Press
It opens on a quote over a cocktail being poured: "This is as close as you can get to having a bartender in front of you and getting that fresh cocktail." Then it flies through headline after headline from the Los Angeles Times, InsideHook, BuzzFeed and more, tiled across the screen, before landing on the lineup: "Let DRNXMYTH be the bartender at your next party."
Why it works: "Press works in ads, you just need to find the right format for you." Here the goal was "momentum and impact." Tiling the press hits on one frame shows "these drinks are getting attention," and flying through them fast adds "to the momentum of the social proof."
Sell the Feeling
11. Rishi Tea: The Quiet Ritual
"Have a moment of zen with Rishi." Loose tea poured into a hand, hot water into a glass pot, the leaves opening, a cup set down. Just a few lines of text: artfully crafted blends, organic direct trade teas.
Why it works: "This ad isn't about the tea itself, but more about the feeling of making tea." The crinkle of the package, the pour, the clink of the glass. "There's no music. No voiceover. Just the quiet ritual." It stands out by being "calm, quiet, and a mini-meditation in your chaotic scroll." The lesson: "think about what it feels like to experience your product, not just what it is."
12. Nuts.com: Snack Prep With Me
"Come snack prep with me." A creator unpacks a Nuts.com box and sorts dried fruit, chocolate-covered pretzels and nuts into little trays from overhead: "Always fresh. Delivered fast. Tons of options." "I never run out of snacks. And I love it."
Why it works: It borrows a format people already binge: the organizing and restock videos all over TikTok and Reels. "It has the overhead shots, soft ASMR-y sounds, and that oh so pleasing restock vibe," and it shows a lot of the range without feeling like a catalog. It'll also draw comments from people who think organizing snacks into trays is weird. "That's fine, they probably weren't going to buy anyways." And those comments still count as engagement. The bigger lesson: "watch organic trends."
Show the Range
13. Nuts.com: More Than Nuts
"Nuts.com does fresh snacks better than anyone." Then the snacks start piling up on screen: freeze-dried strawberries, Chex mix, beef jerky, gummy bears, chocolate-covered pretzels, Swedish fish, until the frame is bursting. The punchline: "And, yeah... they also have really good nuts."
Why it works: "This is a great concept if you have lots of different products, flavors or styles." The pile-up is "a little chaotic but in a purposeful way," and it "drives home the message: Nuts.com has way more than just nuts."
Make It a Game
14. Pinemelon: Would You Rather
"Would you rather eat this or this?" Fresh local carrots on one side, store-bought baby carrots on the other. Then a quick screen recording of the Pinemelon app with the callouts on top: delivered in 2 hours, no subscriptions, fresh from the farm, fair prices.
Why it works: Everyone answers a "would you rather" in their head, so the viewer is playing before they know it's an ad. The answer is obvious, and the app demo right after shows how to get the better carrot. As we wrote about another game-style ad, "using games can work for many types of product and is a powerful way to increase engagement on your ads."
What These Food and Beverage Ads Have in Common
- They make you feel it. Pours, crinkles, steam and satisfying restocks do more than a perfect packshot.
- They name the alternative. Coffee, protein shakes, boring ramen, store-bought carrots. The viewer knows what they'd be switching from.
- They don't rush the product. A good story or hook earns the right to show it later.
- They make proof watchable. One review as a voiceover, 15 quotes in 15 seconds, testimonials over the food.
- They borrow from organic content. ASMR, restocks, games and memes, not just polished brand spots.
- They don't all look alike. Motion, UGC, animated statics and screen recordings, all in one category.
More Food and Drink Ads
Our 32 CPG ad examples include more from Magic Spoon, Momofuku, Four Sigmatic, JuneShine and others. For the full playbook, see the ultimate guide to CPG Meta ad creative. And for openers that work in any category, see our Meta ad hook examples, which include Huel, Rishi Tea and Vive Organic.
How We Make Food and Beverage Ads at Biddyco
Our CPG creative agency makes UGC, motion and static Meta ads for food, beverage and other consumer brands. For Momofuku, our ads helped scale spend 6x.
We work across 100+ accounts spending $20M+ a month on Meta, so each batch starts from what's working across categories, and new files land every two to four weeks. Book an intro call to talk through your account.
FAQ
What makes a good food or beverage ad?
One that makes people feel the product: the taste, the ritual or the convenience. The best food and drink ads open with something surprising or relatable, name what the product replaces and back it up with proof people actually watch.
What kinds of food and beverage ads work on Meta?
Motion ads with a strong hook, creator UGC that borrows organic formats like restocks and recipes, ASMR-style product videos, testimonial montages and animated statics. Testing several at once gives Meta more ways to find buyers.
How do you make a food ad stand out?
Change the format, not just the shot. Most food ads are a pretty product and a pour. A study, a funeral, a game or a quiet ASMR moment stops the scroll in a way another packshot won't.
How do you use reviews in food and beverage ads?
Make them easy to take in. Turn one great review into a voiceover, flash short quotes over the food or the product, or let a creator say it in their own words. A long list of text reviews usually gets skipped.
Should food and drink brands use humor in ads?
Yes, when it fits the brand. Food and drink are low-risk, everyday purchases, so a laugh can be enough to get someone to try it. Make sure the joke still says what the product is and who it's for.
How do you advertise a coffee or drink alternative?
Name what you're replacing and why someone would switch: no jitters, better ingredients, fewer calories, more protein. Then make the new habit look easy and enjoyable, with proof from people who already switched.
