The Best Ads for Chocolate

THIS WEEK’S FODDER
☀️ Good Morning

This is Marketing Fodder. The newsletter that gives you inspiration for your Meta ads.

Today, we’ll be examining the ads of:

1. Dandelion Chocolate

2. See’s Candies

STARTER
Marketing Reads

• Longer Title Tags May Help You Rank Higher in Google

• Google is reportedly testing a new type of search called “AI Mode”

MAIN
Chocolate

Trends:

According to Google Trends, US search interest (over the last five years) for “Chocolate” looks like this:

How I Analyze Facebook Ads

A great Facebook ad communicates the benefits of the product or service, not solely the features. Think about it like this: a feature makes the product better but a benefit makes the customer’s life better. Features typically describe a physical aspect of the product, while benefits describe a change in the emotional state of the customer.

Alright, let’s see how these companies market their chocolate:

#1: Dandelion Chocolate

Why this ad works:

• The ad copy holds the attention of the viewer by making the purchase of this chocolate sound like an adventure: “Embark on a confectionary journey across five distinctive cocoa origins…”

• The ad highlights Valentine’s Day as a reason to buy the chocolate. I especially like the phrase, “An experience perfect for two.” This gives the viewer both a selfish and altruistic reason to buy this chocolate.

• The image does a great job of making the chocolate look premium and gift-worthy .

#2: See’s Candies

Why this ad works:

• The ad copy adeptly incorporates humor and emojis, making the ad feel less salesy and more authentic.

• The image also uses humor (“Just one more…That’s What They All Say”), helping hold the attention of the viewer.

• The headline and description sections both use the word “Cravings,” which feels a little redundant, but overall this ad does a great job of keeping the viewer interested and engaged.

Thanks for reading!

Stay hungry and see you in the next issue.

-Kevin