Using Facebook’s Ad Library search feature, I studied the current(as of June 20th, 2020) ad placement for a handful of companies in the food and beverage industry on both Facebook and Instagram, which is owned by Facebook. This helped me get a better sense of what food companies advertise on Facebook.
I also searched back for inactive ads for these companies going back a year, to get a sense of the impact recent events have had on each company’s ad spend on Instagram and Facebook.
Take Danone for instance, a real leader with mass, scale and influence within the plant-based food & beverage space.
With their acquisition of plant-based food giant WhiteWave, Danone became one of, if not the largest certified B Corp in the world. Read about B corporations here – What is a B-Corp?
Danone has staked out a significant position in the plant-based food and beverage categories, where they and their competition rely to different degrees on influencers, paid advertising and network effect strategies to propel their products into their target market’s consciousness….and shopping carts.
You can see their recent sponsored ad activity below, as well as that of a couple of the Danone family brands – I was unable to find whether Danone uses paid sponsorship for the Silk US brands, but based on their activity elsewhere, you can draw your own conclusion, or find it on your own 🙂
Does Danone advertise on Facebook?
Does Earthbound Farm advertise on Facebook?
Does Oikos advertise on Facebook?
One of Danone’s competitors within the alternative dairy category is Califia Farms.
You can review Califia Farms Facebook and Instagram sponsored ad history below.
Does Califia Farms advertise on Facebook?
Kite Hill, another up and coming brand in the cultured yogurt category competes against Danone within the yogurt category as well.
Does Kite Hill advertise on Facebook?
How about Ripple, another plant-based milk player.
Does Ripple advertise on Facebook?
How about Kind Snacks?
Does Kind Snacks advertise on Facebook?
An interesting case is Beyond Meat – their current ads feature celebrities and sports figures like Liza Koshy, Kevin Hart, Snoop Dogg, Nikki Bella and Chris Paul – the ads are personal testimonials describing their gradual transitions to a plant-based diet.
See their ads here – Does Beyond Meat advertise on Facebook?