Revisiting the Best Ads for Hot Sauce

THIS WEEK’S FODDER
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You’re reading Marketing Fodder, a weekly newsletter dedicated to helping you improve your Meta ads.

Today, we’ll be examining the ads of:

1. Yellowbird Sauce

2. First & Ten Hot Sauce

STARTER
Marketing Reads

• Google Search is getting an “AI Mode,” which looks nearly identical to Google’s Gemini Chatbot

• OpenAI announced new o3 models. They believe these models represent “a significant breakthrough in getting AI to adapt to novel tasks”

• Summarizing Google’s Quality Rater Guidelines in under 15 minutes

MAIN
Spicy

Trends:

According to Google Trends, US search interest (over the last five years) for “Hot Sauce” 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 hot sauce:

#1: Yellowbird Sauce

Why this ad works:

• The hot sauce bottle is shown next to a plate of tacos. This gives the viewer an idea of what to put it on and makes the ad feel more authentic.

• The person in the image appears to be enjoying the taste of the hot sauce.

• The ad copy mentions differentiators: being organic, having a non-pretentious price, and zero refined sugars.

#2: First & Ten Hot Sauce

Why this ad works:

• Instead of sticking to the usual formula of having ad copy above the image (the Primary text), this ad puts most of the ad copy within the image. The advantage of this is that the text looks different from other ads that a viewer may see while scrolling.

• The ad includes a price and a date range for the offer.

• The ad (and company name) speaks to a specific customer: those interested in college football and NFL playoffs.

Thanks for reading!

Stay hungry and see you in the next issue.

-Kevin