Revisiting the Best Ads for Olive Oil

Author

Kevin Fock
December 19, 2024

THIS WEEK’S FODDER
☀️ Good Morning

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. Brightland

  2. Graza

MAIN
Healthy Oil

Trends:

According to Google Trends, US search interest (over the last five years) for “Olive Oil” 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 olive oil:

#1: Brightland

Why this ad works:

  • The ad copy calls out the uniqueness of the product, references having nearly 1000 five star reviews, and being pesticide-free.

  • The image text is large says the olive oil is “way better than chocolate,” which is intriguing.

  • The image uses a bright, eye-catching background color.

  • The headline and description section (below the URL) provide the viewer with who this product is meant for (home chefs).

#2: Graza

Why this ad works:

  • The ad copy positions this olive oil as high quality without being overly expensive. But, the reason this ad works well is the image, which provides a stark comparison between cheap olive oil and Graza olive oil. The cheap olive oil sounds harmful, while Graza olive oil sounds pure, making the choice obvious for the viewer.

  • This ad is an excellent example of positioning a product as a healthier or better alternative to existing products (people are always looking for better solutions).

  • The ad uses a dotted line border around the Graza olive oil to highlight what the user should focus on.

Thanks for reading!

Stay hungry and see you in the next issue.

-Kevin