The Best Facebook Ads for Fancy Olive Oil

THIS WEEK’S FODDER
☀️ Good Morning

You’re reading Marketing Fodder, a newsletter dedicated to helping you improve your Facebook and Instagram ads. Here’s what we’re serving up today:

1. Brightland

2. Graza

3. Kosterina

4. Zoefull

What do these companies have in common? They all sell olive oil. We’ll examine how these companies market their oil to an audience that cares about quality.

STARTER
Quick Bites:

• Highlights from Google Marketing Live 2024: new ad placements, AI-powered image editing, animated image ads, and more (Read the recap)

• Simple headlines mean more clicks? (Read more)

• YouTube is rolling out thumbnail A/B testing to all channels (Read more)

• Do links still matter? A study found that over 96% of sites in Google’s top 10 positions have 1000+ backlinks from unique domains (Read more)

MAIN
Just Add Oil

What’s so interesting about the olive oil market?

According to Fortune Business Insights, the global market for olive oil was valued at 14.64 billion (USD) in 2023 and is projected to grow to 19.77 billion (USD) by 2032. That’s a projected compound annual growth rate of 3.42%.

Here’s what the global market for olive oil looks like by type:

How I Analyze Facebook Ads

A great Facebook ad communicates the benefits of the product or service, not solely the features. Features are cool, but customers really care about what those features do for them (the benefit). So, ideally, a Facebook ad communicates how the features of a product or service create a result or transformation for the customer (the benefit).

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

#1: Brightland

The Good:

• This ad does an excellent job of capturing the high-end vibe of this olive oil.

• The four quadrant style image is eye-catching and the light pink color matches the label of the olive oil.

• The Primary text calls out that this olive oil is “worthy of the counter” and points out that a consumer shouldn’t have to choose between “great flavor and delightful packaging.”

• This positioning is tricky to pull off for a commodity product, but this ad effectively conveys that buying Brightland olive oil is a status booster, meaning that others will be impressed. Status is a major reason why people make purchases (think of any luxury brand and why people pay more for those products).

The Bad:

• The description section (under the URL) is not utilized at all.

• The status boosting benefit of buying this olive oil could be more explicit.

The Recommendation:

• Test a quote or review in the Primary text. The image says “Over 1,200 Reviews,” so providing one may boost the ad’s performance.

• Highlight the benefit of gifting this olive oil (delighting your friends and family).

#2: Graza

The Good:

• This ad uses a short, but powerful, quote from a customer as a way to get a viewer’s attention.

• The image is simple, but the packaging of the product is different from other olive oils so it stands out.

• Describing this as “The Cooks A Lot Set” is funny and makes the brand feel approachable.

The Bad:

• This ad would likely be more effective if it included some more info about why Nathanial K. was “blown away by this stuff.”

The Recommendation:

• Test having a bullet point list of features and benefits under the quote.

• Test having text in the image, especially if it addresses questions that a potential customer would have.

#3: Kosterina

The Good:

• This ad does an excellent job of highlighting the features of the olive oil: 100% cold pressed, harvested in Greece, no additives.

• The phrase “We Taste As Good As We Look” is effective because the packaging of the olive oil looks premium.

• This ad provides more reasons to buy this oil in the description section: “Health AND Delicious. Don’t Settle for Less.” And, it promotes a free shipping offer.

The Bad:

• The ad needs to articulate the benefit of buying this particular olive oil. Will the customer get a status boost because of how stylish the olive oil looks on the counter? Is it safe to use this olive oil to fry food? Ads are typically more effective if the customer has a clear sense of how the product solves a problem they are experiencing.

The Recommendation:

• Spell out one or more specific benefits that the customer gets from using this olive oil.

• Test a customer review in the Primary text.

#4: Zoefull

The Good:

• This ad does a great job of standing out from other olive oil ads by focusing on the one main claim of being “18x More Potent than Common Olive Oil.”

• Using the phrase “Wild Olive Oil” is also an effective differentiator.

• The image of a bottle of olive oil being held high, with a blue sky in the background, gives the impression that the olive oil is elevated (literally and metaphorically) and superior to common olive oil.

The Bad:

• The Primary text doesn’t feel credible. It needs to explain what living “Forever Young” means in this context.

• The image feels a little salesy.

The Recommendation:

• Rework the Primary text and use bullet points to outline the features and benefits of this olive oil.

• Test different backgrounds for the image.

• Test a different font color for the text within the image.

Meme of the Week: