What food companies advertise on Facebook? What is #stophateforprofit? How are food companies responding?

what food companies advertise on facebook

Recent events have gotten me to thinking – what food companies advertise on Facebook?

Especially B-Corp and Social Impact companies.

As an executive recruiter that works with mission-minded food & beverage companies, I’m keenly aware of how closely employees have an eye on their company’s behavior. 

It’s not just “woke consumers”.  

So it got me to look deeper into how mission-driven food & beverage companies are managing their paid sponsorship ad spend on Facebook and Instagram.

Facebook, especially Mark Zuckerberg, is being blasted for what’s perceived as “lax leadership” and limited policing of racist, hateful and disinformation on their platforms.

#Stophateforprofit

This week, The North Face, a popular clothing, footwear and outdoor equipment company, announced it would be suspending advertising on the Facebook platform, effective immediately.

The move was spurred by The North Face’s leadership coming to the conclusion that Facebook and their other owned entities continue to enable racist, violent content on their platform in addition to neglecting to stem misinformation from permeating user feeds.

The North Face is, at this time, one of the largest companies to participate in #StopHateForProfit campaign launched earlier this week.  

You can read more about Stop Hate for Profit and their campaign here.

Groups that have kick-started this campaign include the following organizations – Anti-Defamation League, NAACP, Sleeping Giants, Color of Change, Free PRess, and Common Sense.

So this got me really thinking….what food companies advertise on Facebook?

Are food and beverage companies continuing to advertise on Facebook?

This is an intriguing decision point for founders, investors and executives of mission-driven food and beverage companies.

It’s an even bigger one for B-Corps, public benefit corporations and social impact companies who tie their mission to “using business as a force for good.”

But for many mission-driven food & beverage companies, they’ve led the charge to align their mission statements with who and how they market their products. 

Recent events have certainly amplified awareness around ad spend on Facebook, but this conversation has been going on for some time across the entire advertising landscape.

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.  

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.

Is your favorite company advertising on Facebook?

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?

Beyond Meat

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?

BUT EVERYONE IS ON FACEBOOK AND IG!

Well, it’s not true that everyone is on Facebook or IG….but sometimes it feels that way.

What caught my eye when doing this research was how companies you’d think would never put a penny in Mark Zuckerburg’s pocket have actually been very active spenders.

But not for the same reason.

Several companies are currently using another strategy and one where it’s clear they recognize that, while they may not agree with how Facebook and Instagram leadership are policing the dissemination of objectionable content, they do seem to recognize their stakeholders ARE on the platform.

They’re essentially “meeting people where they are” to have the conversation.  

Take Ben and Jerry’s and Miyoko’s Creamery for example.

Both have spent significantly when it comes to sponsored ads on Facebook and their platforms, but their spend has been targeted at Political and Social Causes.

So at least over the last year, they’ve determined their message(social, health, environmental or ethical) is more important than whatever money they spend, even if they question the role the platform or channel plays in the issue.

See Ben and Jerry’s recent paid sponsored ad history here.

Does Ben and Jerry’s advertise on Facebook?

See Miyoko Creamery’s recent paid sponsored ad history here.

Does Miyoko Creamery advertise on Facebook?

The same goes even for the organizers of the Stop Hate for Profit campaign.  

Some do not use paid sponsorships while others(see below) have been active…..actively voicing their message on the very platform they’re asking others to boycott.  What a delicate dance this is….

Anti-Defamation League  

You can view the Anti-Defamation League recent ad spend and ads below

Does the Anti-Defamation League advertise on Facebook?

NAACP

You can view the NAACP’s recent ad spend and ads below

Does the NAACP advertise on Facebook?

Sleeping Giants

You can view Sleeping Giants recent ad spend and ads below

Color of Change

Like some socially minded food and beverage companies, Color of Change is currently using paid sponsorship to amplify their message….ON FACEBOOK.

You can view Color of Change recent ad spend and ads below

Free PRess

You can view Free PRess recent ad spend and ads below

Common Sense

You can view Common Sense recent ad spend and ads below

Does Common Sense Media advertise on Facebook?

SUMMARY

When people ask me “What is my why?”, I share with them the reason I’m an executive recruiter in the food, beverage and consumer goods industry is because it affords me an almost unlimited opportunity to impact people and companies.

I’ve become increasingly more conscious of how companies manage their “place at the table”, not unlike every other consumer, but also the context of how aware I am that people are making conscious decisions where they work based on company behavior.

And recent events, whether it’s Covid-19, polarizing politics or police brutality or racial equality, have employees AND consumers rethinking where and with whom they spend their time, energy & money.

If you’ve been asking the same question – what food companies advertise on Facebook, you can use the tool I shared – there are more robust advertising analytics out there if you’re really interested.

Please share with others and let me know your thoughts below back on Linked In.

Gulf Stream Search food industry recruiter beverage industry recruiter CPG recruiter