Revisiting the Best Ads for Raw Dog Food

Author

Kevin Fock
November 21, 2024

THIS WEEK’S FODDER
☀️ Good Morning

You’re reading Marketing Fodder, a weekly newsletter dedicated to helping you improve your Facebook and Instagram ads.

Today, we’ll be examining the ads of:

  1. Maev

  2. Little Hunter

MAIN
Raw Dog Food

Trends:

According to Google Trends, US search interest (over the last five years) for “Raw Dog Food” 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 raw dog food:

#1: Maev

The Good:

  • This ad is a great example of focusing on the problems that a viewer might have with other foods. The ad copy states that this food is “loved by picky eaters.” And, the quote within the image mentions the dog being excited to eat and no longer having stomach issues. By calling these out, the ad makes itself directly relevant to people looking to solve these issues.

  • Offering a memorable promo code (NEWFRIEND) helps encourage the viewer to take action.

  • The headline section (below the image) reminds the viewer that they can save 15%. And, the description section emphasizes that the food is “human-grade.”

The Bad:

  • The image shows a dog being served food, but it’s so blurred out that the impact of the scene is lost. Having the food and the dog in the same image is the right idea, but this image fails to take advantage of the opportunity to show the connection between a happy dog and this food.

  • The call-to-action is “Learn More.” I would suggest a “Shop Now” call-to-action.

  • No URL is provided.

The Recommendation:

  • Test images where the dog and the food are fully in focus. And, put the quote in the Primary text ad copy or move it to the top or bottom of the image.

  • Test different call-to-actions.

#2: Little Hunter

The Good:

  • Instead of targeting picky dogs, this ad targets owners who are looking for convenience. The ad copy begins by asking, “Tired of dealing with frozen dog food?” and also states that this food is “ready to eat straight from the pantry.” Positioning your product as something that saves time is a smart way to catch the attention of a viewer.

  • The image looks user-generated and doesn’t feel corporate.

  • The ad offers a “trial” of the food.

  • A URL is provided.

The Bad:

  • The image lacks text. Both the top and bottom of the image could be used for a quote or another piece of helpful information.

  • The call-to-action button is "Learn more” instead of “Shop now.”

The Recommendation:

  • Test having text, like a review, on the image.

  • Test using bullet points to list the features of the food.

Thanks for reading!

Stay hungry and see you in the next issue.

-Kevin