Javvy Coffee
Black Friday · 4 variations
“Okay, don't tell my boss that I'm sending you this.”
Creator / UGC Voice
Single Video
58% off
BFCM 2026 · Creative intelligence · Food & Beverage
Food & Beverage Black Friday adswhat 26 brands ran, and why
39 distinct Black Friday and Cyber Monday creatives from 26 food & beverage brands, sorted by format, angle, hook, offer and timing. Every quote is verbatim from the ad. Use it to plan your 2026 sale.
26
Brands sampled
39
Distinct creatives
8
Angles identified
2025
BFCM sale analysed
Methodology
Meta ads from GoMarble's ad library that mention Black Friday or Cyber Monday, run between 2025-10-25 and 2025-12-03. Duplicates (same creative re-run per market or size) count once; no brand contributes more than four. Angle, hook, offer and timing are classified by hand from each ad's own copy. Public libraries publish no spend or results, so nothing here is ranked by performance.
01 / Snapshot
The food & beverage BFCM mix
How the 39 creatives split by format.
Single Video 18 (46%)Static Image 13 (33%)Carousel 2 (5%)Dynamic Creative 5 (13%)Catalog / DPA 1 (3%)
Read this first
In food and beverage, how deep the Black Friday discount goes depends on whether the brand sells a subscription. Meal-kit and prepared-meal services put their biggest number on the first order only: CookUnity offers "60% off your 1st week + 20% off your next 3 weeks" (60% is the top discount in this set), Simmer "40% off your first Simmer box + 30% off your next 2", and Gousto 50% off the first box plus a free 8th box. One-off food brands mostly stayed at 20–30%: Grazly, Carnivore Snax, Momofuku, Spoonful of Comfort and Kolkata Chai at 20%; Vive, Montezuma's and Knoops at 25%; Poppi and PRIMA at 30%. Across all 29 creatives that state a percentage, the median is 30%. The exceptions above 30% are coffee and snack DTC brands that add free gifts on top: Javvy at up to 56–58% plus up to 4 free gifts, and Shameless Snacks at up to 46% plus 4 free gifts.
How food & beverage differs from other industries
- Subscriptions shape the offer. 8 of the 39 creatives sell a meal or seafood box (CookUnity, Gousto, Simmer, Home Chef, Wild Alaskan), and every one attaches the deal to signing up or the first order ("60% off your 1st week + 20% off your next 3 weeks", "40% off your first Simmer box + 30% off your next 2", "your 8th box FREE", "FREE Scallops + $25 Off Your First Box", "Sign-up today and Kids Eat Free") rather than offering a flat sitewide cut.
- Food and drink is pitched as a gift. Spoonful of Comfort sells "a thoughtful gift of comfort food", Momofuku "the perfect gift for the food lover in your life", Knoops "Up to 25% off gift sets", Montezuma's "sort your gifting", and the Keurig creator builds "little holiday bundles" of K-Cup pods. Free extras are food too: Snowdonia's free chutney set over £39 and Wild Alaskan's free scallops.
- Humour and skits carry the video. Javvy runs a "Thanksgiving Relay" where each second costs a percent of the discount, plus an apology video that opens "We owe you an apology." and a "don't tell my boss" secret-sale video. Grazly opens on "Bro, should we do a 6 or 7% discount for Black Friday?", Poppi on a "Sis-mas" sibling skit, and Black Rifle on "Sir, the rebels are coming." 12 of the 18 videos are creator, staff or brand-voice pieces rather than plain offer cards.
Compared against all 10 industries in the BFCM 2026 report.
Filter 02 / By format
By format
Which formats food & beverage brands used for the sale. Open a row to see the ads.
1
Single Video
One finished video, one message.
18ADS · 46%
View adsHide
Javvy Coffee
Javvy Coffee
Black Friday · 3 variations
“Welcome to the [Javvy] Thanksgiving Relay, where every second these turkeys take takes another percent off your Black Friday discount.”
Founder & Brand Story
Single Video
56% off
Javvy Coffee
Extended / last chance · 4 variations
“Is everyone dropping Starbucks for this protein coffee?”
Creator / UGC Voice
Single Video
58% off
Javvy Coffee
Black Friday · 5 variations
“We owe you an apology.”
Founder & Brand Story
Single Video
56% off
CookUnity
Extended / last chance · 2 variations
“CookUnity's Black Friday deal made me cancel dinner plans.”
Creator / UGC Voice
Single Video
60% off
CookUnity
Extended / last chance · 2 variations
“I told my mom to stop cooking every night and showed her this deal.”
Creator / UGC Voice
Single Video
60% off
Persona: Adult children (55 to 65)
Hook: Problem callout · Emotion: Nurturance
View in Meta Ad Library →
Hook: Problem callout · Emotion: Nurturance
View in Meta Ad Library →
Shameless Snacks
Black Friday · 2 variations
“Me, just one gummy.”
Creator / UGC Voice
Single Video
46% off
Persona: health conscious consumers
Hook: Problem callout · Emotion: Guilt
View in Meta Ad Library →
Hook: Problem callout · Emotion: Guilt
View in Meta Ad Library →
Shameless Snacks
Black Friday · 2 variations
“Black Friday, up to 46% off plus 4 free gifts.”
Straight Discount
Single Video
46% off
Grazly
Black Friday · 7 variations
“Bro, should we do a 6 or 7% discount for Black Friday?”
Straight Discount
Single Video
20% off
Poppi
Black Friday · 2 variations
“are you ready for the fizziest deal of the YEAR?! 😱🫧”
Straight Discount
Single Video
30% off
Poppi
Black Friday · 6 variations
“we’re standing up because we could never sit on this deal! 🤭”
Creator / UGC Voice
Single Video
30% off
Persona: female friends (young adult, female)
Hook: Mystery deal · Emotion: Urgency
View in Meta Ad Library →
Hook: Mystery deal · Emotion: Urgency
View in Meta Ad Library →
Bondi Meal Prep
Black Friday · 2 variations
“Fuel your body and save time from cooking.”
Gift With Purchase
Single Video
20% off
Gousto
Black Friday
“I tried meal prep again and instantly regretted it.”
Creator / UGC Voice
Single Video
50% off
Persona: fitness conscious individuals (25-40)
Hook: Problem callout · Emotion: Urgency
View in Meta Ad Library →
Hook: Problem callout · Emotion: Urgency
View in Meta Ad Library →
Wild Alaskan Company
Cyber Monday · 3 variations
“🔥Cyber Monday Deal 🔥”
Gift With Purchase
Single Video
Kolkata Chai Co.
Black Friday
“Save 20% on our bold chai blends for Black Friday!”
Straight Discount
Single Video
20% off
Keurig
Black Friday · 2 variations
“Holiday chaos is officially here, but I found the easiest way to skip the stress this season.”
Creator / UGC Voice
Single Video
Black Rifle Coffee Company
Black Friday · 3 variations
“Sir, the rebels are coming.”
Founder & Brand Story
Single Video
50% off
PRIMA
Black Friday · 9 variations
“Do people think we're actually just selling one protein bar?”
Founder & Brand Story
Single Video
30% off
2
Static Image
A still image carrying the entire offer.
13ADS · 33%
View adsHide
CookUnity
Extended / last chance · 4 variations
“We're extending our Black Friday sale!”
Countdown & Scarcity
Static Image
60% off
CookUnity
Black Friday · 3 variations
“Don't miss out on our Black Friday sale!”
Straight Discount
Static Image
60% off
Grazly
Black Friday · 5 variations
“🚨 Black Friday is live. 20% OFF Sticks and Slabs.”
Product-First
Static Image
20% off
Spoonful of Comfort
Black Friday · 12 variations
“Send love from afar this holiday season with a thoughtful gift of comfort food, made fresh just for them.”
Product-First
Static Image
20% off
Spoonful of Comfort
Cyber Monday · 21 variations
“'Tis the season for Comfort and Joy—✨ and this is the final day of our biggest sale of the year.”
Countdown & Scarcity
Static Image
20% off
Vive
Extended / last chance
“🍫 This is your final call.”
Countdown & Scarcity
Static Image
25% off
TryReframe
Black Friday · 4 variations
“Be the friend who's always sharp, never sloppy.”
Product-First
Static Image
50% off
Persona: social drinkers (25 to 34)
Hook: Problem callout · Emotion: Guilt
View in Meta Ad Library →
Hook: Problem callout · Emotion: Guilt
View in Meta Ad Library →
Winedrops
Black Friday · 2 variations
“BLACK FRIDAY DEAL! 6 Chocolate Block worth £180! All 6 for £109.99.”
Value Stack
Static Image
Kolkata Chai Co.
Early access · 4 variations
“Get a FREE gift during our Early Bird Black Friday Sale!”
Early Access / VIP
Static Image
No discount
Carnivore Snax
Black Friday · 5 variations
“🥩 BIGGEST SALE OF THE YEAR 🥩”
Countdown & Scarcity
Static Image
20% off
Persona: health conscious buyers
Hook: Biggest-ever claim · Emotion: Urgency
View in Meta Ad Library →
Hook: Biggest-ever claim · Emotion: Urgency
View in Meta Ad Library →
Momofuku
Black Friday · 9 variations
“black friday starts now!”
Straight Discount
Static Image
20% off
Simmer
Black Friday
“Black Friday is live: 40% off your first Simmer box + 30% off your next 2 🔥🖤”
Straight Discount
Static Image
40% off
Persona: health conscious professionals
Hook: Price-first · Emotion: Urgency
View in Meta Ad Library →
Hook: Price-first · Emotion: Urgency
View in Meta Ad Library →
Home Chef (Kroger)
Early access · 2 variations
“Home Chef's Family Menu is giving you early access to delicious Black Friday Deals!”
Early Access / VIP
Static Image
Persona: parents busy families (30 to 50)
Hook: Early unlock · Emotion: Urgency
View in Meta Ad Library →
Hook: Early unlock · Emotion: Urgency
View in Meta Ad Library →
3
Dynamic Creative
Meta assembles variants from supplied assets — a live experiment.
5ADS · 13%
View adsHide
Snowdonia Cheese
Black Friday
“Black Friday’s here! Spend £39 or more and get a FREE Chutney set of 3 💥”
Gift With Purchase
Dynamic Creative
No discount
Snowdonia Cheese
Black Friday · 2 variations
“Spend £50 or more for 30% off Piper-Heidsieck Cuvée Brut Champagne.”
Value Stack
Dynamic Creative
30% off
Knoops
Black Friday
“There’s Black Friday, and there’s KNOOPS Black Friday 🤎”
Straight Discount
Dynamic Creative
25% off
ST. ALi
Teaser · 10 variations
“COMING SOON: our biggest Black Friday sale yet—with BIG ST. ALi loyalty member perks.”
Early Access / VIP
Dynamic Creative
No discount
MuscleFood
Cyber Monday
“🔥 Black Friday: Buy 1 Hamper, Get 2 MORE for £1!”
Value Stack
Dynamic Creative
4
Carousel
Several cards, usually several products or offers.
2ADS · 5%
View adsHide
Vosges Haut-Chocolat
Black Friday
“Shop the Black Friday Sale”
Product-First
Carousel
Vosges Haut-Chocolat
Cyber Monday
“Shop Cyber Monday Deals”
Product-First
Carousel
5
Catalog / DPA
Product-catalog ads pulling live price and stock.
1ADS · 3%
View adsHide
Montezuma's Chocolates
Black Friday
“Enjoy extraordinary chocolate now with 25% off!”
Product-First
Catalog / DPA
25% off
Filter 03 / By angle
By angle
The core pitch each ad makes. One angle per ad. Open a row to see the ads.
A
Straight Discount
The percentage or price off is the whole message.
8ADS · 21%
View adsHide
CookUnity
Black Friday · 3 variations
“Don't miss out on our Black Friday sale!”
Straight Discount
Static Image
60% off
Shameless Snacks
Black Friday · 2 variations
“Black Friday, up to 46% off plus 4 free gifts.”
Straight Discount
Single Video
46% off
Grazly
Black Friday · 7 variations
“Bro, should we do a 6 or 7% discount for Black Friday?”
Straight Discount
Single Video
20% off
Poppi
Black Friday · 2 variations
“are you ready for the fizziest deal of the YEAR?! 😱🫧”
Straight Discount
Single Video
30% off
Kolkata Chai Co.
Black Friday
“Save 20% on our bold chai blends for Black Friday!”
Straight Discount
Single Video
20% off
Momofuku
Black Friday · 9 variations
“black friday starts now!”
Straight Discount
Static Image
20% off
Knoops
Black Friday
“There’s Black Friday, and there’s KNOOPS Black Friday 🤎”
Straight Discount
Dynamic Creative
25% off
Simmer
Black Friday
“Black Friday is live: 40% off your first Simmer box + 30% off your next 2 🔥🖤”
Straight Discount
Static Image
40% off
Persona: health conscious professionals
Hook: Price-first · Emotion: Urgency
View in Meta Ad Library →
Hook: Price-first · Emotion: Urgency
View in Meta Ad Library →
G
Creator / UGC Voice
A person talks to camera; the brand doesn't.
8ADS · 21%
View adsHide
Javvy Coffee
Black Friday · 4 variations
“Okay, don't tell my boss that I'm sending you this.”
Creator / UGC Voice
Single Video
58% off
Javvy Coffee
Extended / last chance · 4 variations
“Is everyone dropping Starbucks for this protein coffee?”
Creator / UGC Voice
Single Video
58% off
CookUnity
Extended / last chance · 2 variations
“CookUnity's Black Friday deal made me cancel dinner plans.”
Creator / UGC Voice
Single Video
60% off
CookUnity
Extended / last chance · 2 variations
“I told my mom to stop cooking every night and showed her this deal.”
Creator / UGC Voice
Single Video
60% off
Persona: Adult children (55 to 65)
Hook: Problem callout · Emotion: Nurturance
View in Meta Ad Library →
Hook: Problem callout · Emotion: Nurturance
View in Meta Ad Library →
Shameless Snacks
Black Friday · 2 variations
“Me, just one gummy.”
Creator / UGC Voice
Single Video
46% off
Persona: health conscious consumers
Hook: Problem callout · Emotion: Guilt
View in Meta Ad Library →
Hook: Problem callout · Emotion: Guilt
View in Meta Ad Library →
Poppi
Black Friday · 6 variations
“we’re standing up because we could never sit on this deal! 🤭”
Creator / UGC Voice
Single Video
30% off
Persona: female friends (young adult, female)
Hook: Mystery deal · Emotion: Urgency
View in Meta Ad Library →
Hook: Mystery deal · Emotion: Urgency
View in Meta Ad Library →
Gousto
Black Friday
“I tried meal prep again and instantly regretted it.”
Creator / UGC Voice
Single Video
50% off
Persona: fitness conscious individuals (25-40)
Hook: Problem callout · Emotion: Urgency
View in Meta Ad Library →
Hook: Problem callout · Emotion: Urgency
View in Meta Ad Library →
Keurig
Black Friday · 2 variations
“Holiday chaos is officially here, but I found the easiest way to skip the stress this season.”
Creator / UGC Voice
Single Video
H
Product-First
The product and its benefit lead; Black Friday is the tag.
6ADS · 15%
View adsHide
Grazly
Black Friday · 5 variations
“🚨 Black Friday is live. 20% OFF Sticks and Slabs.”
Product-First
Static Image
20% off
Spoonful of Comfort
Black Friday · 12 variations
“Send love from afar this holiday season with a thoughtful gift of comfort food, made fresh just for them.”
Product-First
Static Image
20% off
TryReframe
Black Friday · 4 variations
“Be the friend who's always sharp, never sloppy.”
Product-First
Static Image
50% off
Persona: social drinkers (25 to 34)
Hook: Problem callout · Emotion: Guilt
View in Meta Ad Library →
Hook: Problem callout · Emotion: Guilt
View in Meta Ad Library →
Vosges Haut-Chocolat
Black Friday
“Shop the Black Friday Sale”
Product-First
Carousel
Vosges Haut-Chocolat
Cyber Monday
“Shop Cyber Monday Deals”
Product-First
Carousel
Montezuma's Chocolates
Black Friday
“Enjoy extraordinary chocolate now with 25% off!”
Product-First
Catalog / DPA
25% off
E
Countdown & Scarcity
Deadlines, limited stock and last-chance urgency.
4ADS · 10%
View adsHide
CookUnity
Extended / last chance · 4 variations
“We're extending our Black Friday sale!”
Countdown & Scarcity
Static Image
60% off
Spoonful of Comfort
Cyber Monday · 21 variations
“'Tis the season for Comfort and Joy—✨ and this is the final day of our biggest sale of the year.”
Countdown & Scarcity
Static Image
20% off
Vive
Extended / last chance
“🍫 This is your final call.”
Countdown & Scarcity
Static Image
25% off
Carnivore Snax
Black Friday · 5 variations
“🥩 BIGGEST SALE OF THE YEAR 🥩”
Countdown & Scarcity
Static Image
20% off
Persona: health conscious buyers
Hook: Biggest-ever claim · Emotion: Urgency
View in Meta Ad Library →
Hook: Biggest-ever claim · Emotion: Urgency
View in Meta Ad Library →
F
Founder & Brand Story
A founder or the brand's story carries the sale.
4ADS · 10%
View adsHide
Javvy Coffee
Black Friday · 3 variations
“Welcome to the [Javvy] Thanksgiving Relay, where every second these turkeys take takes another percent off your Black Friday discount.”
Founder & Brand Story
Single Video
56% off
Javvy Coffee
Black Friday · 5 variations
“We owe you an apology.”
Founder & Brand Story
Single Video
56% off
Black Rifle Coffee Company
Black Friday · 3 variations
“Sir, the rebels are coming.”
Founder & Brand Story
Single Video
50% off
PRIMA
Black Friday · 9 variations
“Do people think we're actually just selling one protein bar?”
Founder & Brand Story
Single Video
30% off
B
Value Stack
Bundles, spend tiers and bundle maths: more for the money.
3ADS · 8%
View adsHide
Snowdonia Cheese
Black Friday · 2 variations
“Spend £50 or more for 30% off Piper-Heidsieck Cuvée Brut Champagne.”
Value Stack
Dynamic Creative
30% off
Winedrops
Black Friday · 2 variations
“BLACK FRIDAY DEAL! 6 Chocolate Block worth £180! All 6 for £109.99.”
Value Stack
Static Image
MuscleFood
Cyber Monday
“🔥 Black Friday: Buy 1 Hamper, Get 2 MORE for £1!”
Value Stack
Dynamic Creative
C
Gift With Purchase
A free product, sample or extra rides along with the order.
3ADS · 8%
View adsHide
Snowdonia Cheese
Black Friday
“Black Friday’s here! Spend £39 or more and get a FREE Chutney set of 3 💥”
Gift With Purchase
Dynamic Creative
No discount
Bondi Meal Prep
Black Friday · 2 variations
“Fuel your body and save time from cooking.”
Gift With Purchase
Single Video
20% off
Wild Alaskan Company
Cyber Monday · 3 variations
“🔥Cyber Monday Deal 🔥”
Gift With Purchase
Single Video
D
Early Access / VIP
Waitlists, members-first and early unlocks before the public sale.
3ADS · 8%
View adsHide
Kolkata Chai Co.
Early access · 4 variations
“Get a FREE gift during our Early Bird Black Friday Sale!”
Early Access / VIP
Static Image
No discount
Home Chef (Kroger)
Early access · 2 variations
“Home Chef's Family Menu is giving you early access to delicious Black Friday Deals!”
Early Access / VIP
Static Image
Persona: parents busy families (30 to 50)
Hook: Early unlock · Emotion: Urgency
View in Meta Ad Library →
Hook: Early unlock · Emotion: Urgency
View in Meta Ad Library →
ST. ALi
Teaser · 10 variations
“COMING SOON: our biggest Black Friday sale yet—with BIG ST. ALi loyalty member perks.”
Early Access / VIP
Dynamic Creative
No discount
Filter 04 / By hook
By hook
How the first line or first seconds open. Open a row to see the ads.
1
Price-first
Opens with the percent or price off.
12ADS · 31%
View adsHide
CookUnity
Black Friday · 3 variations
“Don't miss out on our Black Friday sale!”
Straight Discount
Static Image
60% off
Shameless Snacks
Black Friday · 2 variations
“Black Friday, up to 46% off plus 4 free gifts.”
Straight Discount
Single Video
46% off
Snowdonia Cheese
Black Friday
“Black Friday’s here! Spend £39 or more and get a FREE Chutney set of 3 💥”
Gift With Purchase
Dynamic Creative
No discount
Snowdonia Cheese
Black Friday · 2 variations
“Spend £50 or more for 30% off Piper-Heidsieck Cuvée Brut Champagne.”
Value Stack
Dynamic Creative
30% off
Grazly
Black Friday · 5 variations
“🚨 Black Friday is live. 20% OFF Sticks and Slabs.”
Product-First
Static Image
20% off
Winedrops
Black Friday · 2 variations
“BLACK FRIDAY DEAL! 6 Chocolate Block worth £180! All 6 for £109.99.”
Value Stack
Static Image
Wild Alaskan Company
Cyber Monday · 3 variations
“🔥Cyber Monday Deal 🔥”
Gift With Purchase
Single Video
Kolkata Chai Co.
Black Friday
“Save 20% on our bold chai blends for Black Friday!”
Straight Discount
Single Video
20% off
Momofuku
Black Friday · 9 variations
“black friday starts now!”
Straight Discount
Static Image
20% off
Montezuma's Chocolates
Black Friday
“Enjoy extraordinary chocolate now with 25% off!”
Product-First
Catalog / DPA
25% off
Simmer
Black Friday
“Black Friday is live: 40% off your first Simmer box + 30% off your next 2 🔥🖤”
Straight Discount
Static Image
40% off
Persona: health conscious professionals
Hook: Price-first · Emotion: Urgency
View in Meta Ad Library →
Hook: Price-first · Emotion: Urgency
View in Meta Ad Library →
MuscleFood
Cyber Monday
“🔥 Black Friday: Buy 1 Hamper, Get 2 MORE for £1!”
Value Stack
Dynamic Creative
2
Mystery deal
Teases a deal without saying what it is.
7ADS · 18%
View adsHide
Javvy Coffee
Black Friday · 4 variations
“Okay, don't tell my boss that I'm sending you this.”
Creator / UGC Voice
Single Video
58% off
Javvy Coffee
Black Friday · 3 variations
“Welcome to the [Javvy] Thanksgiving Relay, where every second these turkeys take takes another percent off your Black Friday discount.”
Founder & Brand Story
Single Video
56% off
Javvy Coffee
Black Friday · 5 variations
“We owe you an apology.”
Founder & Brand Story
Single Video
56% off
Poppi
Black Friday · 6 variations
“we’re standing up because we could never sit on this deal! 🤭”
Creator / UGC Voice
Single Video
30% off
Persona: female friends (young adult, female)
Hook: Mystery deal · Emotion: Urgency
View in Meta Ad Library →
Hook: Mystery deal · Emotion: Urgency
View in Meta Ad Library →
Vosges Haut-Chocolat
Black Friday
“Shop the Black Friday Sale”
Product-First
Carousel
Vosges Haut-Chocolat
Cyber Monday
“Shop Cyber Monday Deals”
Product-First
Carousel
Black Rifle Coffee Company
Black Friday · 3 variations
“Sir, the rebels are coming.”
Founder & Brand Story
Single Video
50% off
3
Problem callout
Names the viewer's problem before the offer.
5ADS · 13%
View adsHide
CookUnity
Extended / last chance · 2 variations
“I told my mom to stop cooking every night and showed her this deal.”
Creator / UGC Voice
Single Video
60% off
Persona: Adult children (55 to 65)
Hook: Problem callout · Emotion: Nurturance
View in Meta Ad Library →
Hook: Problem callout · Emotion: Nurturance
View in Meta Ad Library →
Shameless Snacks
Black Friday · 2 variations
“Me, just one gummy.”
Creator / UGC Voice
Single Video
46% off
Persona: health conscious consumers
Hook: Problem callout · Emotion: Guilt
View in Meta Ad Library →
Hook: Problem callout · Emotion: Guilt
View in Meta Ad Library →
TryReframe
Black Friday · 4 variations
“Be the friend who's always sharp, never sloppy.”
Product-First
Static Image
50% off
Persona: social drinkers (25 to 34)
Hook: Problem callout · Emotion: Guilt
View in Meta Ad Library →
Hook: Problem callout · Emotion: Guilt
View in Meta Ad Library →
Bondi Meal Prep
Black Friday · 2 variations
“Fuel your body and save time from cooking.”
Gift With Purchase
Single Video
20% off
Gousto
Black Friday
“I tried meal prep again and instantly regretted it.”
Creator / UGC Voice
Single Video
50% off
Persona: fitness conscious individuals (25-40)
Hook: Problem callout · Emotion: Urgency
View in Meta Ad Library →
Hook: Problem callout · Emotion: Urgency
View in Meta Ad Library →
4
Question
Opens on a question to the viewer.
4ADS · 10%
View adsHide
Javvy Coffee
Extended / last chance · 4 variations
“Is everyone dropping Starbucks for this protein coffee?”
Creator / UGC Voice
Single Video
58% off
Grazly
Black Friday · 7 variations
“Bro, should we do a 6 or 7% discount for Black Friday?”
Straight Discount
Single Video
20% off
Poppi
Black Friday · 2 variations
“are you ready for the fizziest deal of the YEAR?! 😱🫧”
Straight Discount
Single Video
30% off
PRIMA
Black Friday · 9 variations
“Do people think we're actually just selling one protein bar?”
Founder & Brand Story
Single Video
30% off
5
Countdown
A deadline or time-left line up front.
3ADS · 8%
View adsHide
CookUnity
Extended / last chance · 4 variations
“We're extending our Black Friday sale!”
Countdown & Scarcity
Static Image
60% off
Spoonful of Comfort
Cyber Monday · 21 variations
“'Tis the season for Comfort and Joy—✨ and this is the final day of our biggest sale of the year.”
Countdown & Scarcity
Static Image
20% off
Vive
Extended / last chance
“🍫 This is your final call.”
Countdown & Scarcity
Static Image
25% off
6
Gift guide
Frames the product as the gift to buy.
3ADS · 8%
View adsHide
Spoonful of Comfort
Black Friday · 12 variations
“Send love from afar this holiday season with a thoughtful gift of comfort food, made fresh just for them.”
Product-First
Static Image
20% off
Keurig
Black Friday · 2 variations
“Holiday chaos is officially here, but I found the easiest way to skip the stress this season.”
Creator / UGC Voice
Single Video
Knoops
Black Friday
“There’s Black Friday, and there’s KNOOPS Black Friday 🤎”
Straight Discount
Dynamic Creative
25% off
7
Biggest-ever claim
"Our biggest sale ever" and its variants.
2ADS · 5%
View adsHide
Carnivore Snax
Black Friday · 5 variations
“🥩 BIGGEST SALE OF THE YEAR 🥩”
Countdown & Scarcity
Static Image
20% off
Persona: health conscious buyers
Hook: Biggest-ever claim · Emotion: Urgency
View in Meta Ad Library →
Hook: Biggest-ever claim · Emotion: Urgency
View in Meta Ad Library →
ST. ALi
Teaser · 10 variations
“COMING SOON: our biggest Black Friday sale yet—with BIG ST. ALi loyalty member perks.”
Early Access / VIP
Dynamic Creative
No discount
8
Early unlock
"Early access is live", "VIPs shop first".
2ADS · 5%
View adsHide
Kolkata Chai Co.
Early access · 4 variations
“Get a FREE gift during our Early Bird Black Friday Sale!”
Early Access / VIP
Static Image
No discount
Home Chef (Kroger)
Early access · 2 variations
“Home Chef's Family Menu is giving you early access to delicious Black Friday Deals!”
Early Access / VIP
Static Image
Persona: parents busy families (30 to 50)
Hook: Early unlock · Emotion: Urgency
View in Meta Ad Library →
Hook: Early unlock · Emotion: Urgency
View in Meta Ad Library →
9
Social proof
Reviews, customer counts or bestseller status first.
1ADS · 3%
View adsHide
CookUnity
Extended / last chance · 2 variations
“CookUnity's Black Friday deal made me cancel dinner plans.”
Creator / UGC Voice
Single Video
60% off
Filter 05 / By emotion
The emotions doing the selling
Average emotional-driver score across the 39 ads, from GoMarble's creative analysis (0–100).
Filter 06 / By offer
How food & beverage brands priced the sale
Offer mechanics and discount depth, as stated in the ads.
25/26
brands ran at least one ad with an explicit discount.
1/26
ran no discount at all in this sample: ST. ALi.
Where an ad named a percentage, the median was 30% and the deepest was 60%.
Discount depth
Offer mechanics
An ad can use more than one.
1 Product-specific % 20ADS · 51% View adsHide
Javvy Coffee
Black Friday · 4 variations
“Okay, don't tell my boss that I'm sending you this.”
Creator / UGC Voice
Single Video
58% off
Javvy Coffee
Black Friday · 3 variations
“Welcome to the [Javvy] Thanksgiving Relay, where every second these turkeys take takes another percent off your Black Friday discount.”
Founder & Brand Story
Single Video
56% off
Javvy Coffee
Extended / last chance · 4 variations
“Is everyone dropping Starbucks for this protein coffee?”
Creator / UGC Voice
Single Video
58% off
Javvy Coffee
Black Friday · 5 variations
“We owe you an apology.”
Founder & Brand Story
Single Video
56% off
CookUnity
Extended / last chance · 4 variations
“We're extending our Black Friday sale!”
Countdown & Scarcity
Static Image
60% off
CookUnity
Extended / last chance · 2 variations
“CookUnity's Black Friday deal made me cancel dinner plans.”
Creator / UGC Voice
Single Video
60% off
CookUnity
Extended / last chance · 2 variations
“I told my mom to stop cooking every night and showed her this deal.”
Creator / UGC Voice
Single Video
60% off
Persona: Adult children (55 to 65)
Hook: Problem callout · Emotion: Nurturance
View in Meta Ad Library →
Hook: Problem callout · Emotion: Nurturance
View in Meta Ad Library →
CookUnity
Black Friday · 3 variations
“Don't miss out on our Black Friday sale!”
Straight Discount
Static Image
60% off
Shameless Snacks
Black Friday · 2 variations
“Me, just one gummy.”
Creator / UGC Voice
Single Video
46% off
Persona: health conscious consumers
Hook: Problem callout · Emotion: Guilt
View in Meta Ad Library →
Hook: Problem callout · Emotion: Guilt
View in Meta Ad Library →
Shameless Snacks
Black Friday · 2 variations
“Black Friday, up to 46% off plus 4 free gifts.”
Straight Discount
Single Video
46% off
Snowdonia Cheese
Black Friday · 2 variations
“Spend £50 or more for 30% off Piper-Heidsieck Cuvée Brut Champagne.”
Value Stack
Dynamic Creative
30% off
Grazly
Black Friday · 5 variations
“🚨 Black Friday is live. 20% OFF Sticks and Slabs.”
Product-First
Static Image
20% off
Spoonful of Comfort
Cyber Monday · 21 variations
“'Tis the season for Comfort and Joy—✨ and this is the final day of our biggest sale of the year.”
Countdown & Scarcity
Static Image
20% off
Poppi
Black Friday · 2 variations
“are you ready for the fizziest deal of the YEAR?! 😱🫧”
Straight Discount
Single Video
30% off
Poppi
Black Friday · 6 variations
“we’re standing up because we could never sit on this deal! 🤭”
Creator / UGC Voice
Single Video
30% off
Persona: female friends (young adult, female)
Hook: Mystery deal · Emotion: Urgency
View in Meta Ad Library →
Hook: Mystery deal · Emotion: Urgency
View in Meta Ad Library →
Gousto
Black Friday
“I tried meal prep again and instantly regretted it.”
Creator / UGC Voice
Single Video
50% off
Persona: fitness conscious individuals (25-40)
Hook: Problem callout · Emotion: Urgency
View in Meta Ad Library →
Hook: Problem callout · Emotion: Urgency
View in Meta Ad Library →
Kolkata Chai Co.
Black Friday
“Save 20% on our bold chai blends for Black Friday!”
Straight Discount
Single Video
20% off
Montezuma's Chocolates
Black Friday
“Enjoy extraordinary chocolate now with 25% off!”
Product-First
Catalog / DPA
25% off
Knoops
Black Friday
“There’s Black Friday, and there’s KNOOPS Black Friday 🤎”
Straight Discount
Dynamic Creative
25% off
Simmer
Black Friday
“Black Friday is live: 40% off your first Simmer box + 30% off your next 2 🔥🖤”
Straight Discount
Static Image
40% off
Persona: health conscious professionals
Hook: Price-first · Emotion: Urgency
View in Meta Ad Library →
Hook: Price-first · Emotion: Urgency
View in Meta Ad Library →
2 Free gift 12ADS · 31% View adsHide
Javvy Coffee
Black Friday · 4 variations
“Okay, don't tell my boss that I'm sending you this.”
Creator / UGC Voice
Single Video
58% off
Javvy Coffee
Black Friday · 3 variations
“Welcome to the [Javvy] Thanksgiving Relay, where every second these turkeys take takes another percent off your Black Friday discount.”
Founder & Brand Story
Single Video
56% off
Javvy Coffee
Extended / last chance · 4 variations
“Is everyone dropping Starbucks for this protein coffee?”
Creator / UGC Voice
Single Video
58% off
Javvy Coffee
Black Friday · 5 variations
“We owe you an apology.”
Founder & Brand Story
Single Video
56% off
Shameless Snacks
Black Friday · 2 variations
“Me, just one gummy.”
Creator / UGC Voice
Single Video
46% off
Persona: health conscious consumers
Hook: Problem callout · Emotion: Guilt
View in Meta Ad Library →
Hook: Problem callout · Emotion: Guilt
View in Meta Ad Library →
Shameless Snacks
Black Friday · 2 variations
“Black Friday, up to 46% off plus 4 free gifts.”
Straight Discount
Single Video
46% off
Snowdonia Cheese
Black Friday
“Black Friday’s here! Spend £39 or more and get a FREE Chutney set of 3 💥”
Gift With Purchase
Dynamic Creative
No discount
Bondi Meal Prep
Black Friday · 2 variations
“Fuel your body and save time from cooking.”
Gift With Purchase
Single Video
20% off
Gousto
Black Friday
“I tried meal prep again and instantly regretted it.”
Creator / UGC Voice
Single Video
50% off
Persona: fitness conscious individuals (25-40)
Hook: Problem callout · Emotion: Urgency
View in Meta Ad Library →
Hook: Problem callout · Emotion: Urgency
View in Meta Ad Library →
Wild Alaskan Company
Cyber Monday · 3 variations
“🔥Cyber Monday Deal 🔥”
Gift With Purchase
Single Video
Kolkata Chai Co.
Early access · 4 variations
“Get a FREE gift during our Early Bird Black Friday Sale!”
Early Access / VIP
Static Image
No discount
Home Chef (Kroger)
Early access · 2 variations
“Home Chef's Family Menu is giving you early access to delicious Black Friday Deals!”
Early Access / VIP
Static Image
Persona: parents busy families (30 to 50)
Hook: Early unlock · Emotion: Urgency
View in Meta Ad Library →
Hook: Early unlock · Emotion: Urgency
View in Meta Ad Library →
3 Sitewide % 8ADS · 21% View adsHide
Grazly
Black Friday · 7 variations
“Bro, should we do a 6 or 7% discount for Black Friday?”
Straight Discount
Single Video
20% off
Spoonful of Comfort
Black Friday · 12 variations
“Send love from afar this holiday season with a thoughtful gift of comfort food, made fresh just for them.”
Product-First
Static Image
20% off
Vive
Extended / last chance
“🍫 This is your final call.”
Countdown & Scarcity
Static Image
25% off
Bondi Meal Prep
Black Friday · 2 variations
“Fuel your body and save time from cooking.”
Gift With Purchase
Single Video
20% off
Carnivore Snax
Black Friday · 5 variations
“🥩 BIGGEST SALE OF THE YEAR 🥩”
Countdown & Scarcity
Static Image
20% off
Persona: health conscious buyers
Hook: Biggest-ever claim · Emotion: Urgency
View in Meta Ad Library →
Hook: Biggest-ever claim · Emotion: Urgency
View in Meta Ad Library →
Momofuku
Black Friday · 9 variations
“black friday starts now!”
Straight Discount
Static Image
20% off
Black Rifle Coffee Company
Black Friday · 3 variations
“Sir, the rebels are coming.”
Founder & Brand Story
Single Video
50% off
PRIMA
Black Friday · 9 variations
“Do people think we're actually just selling one protein bar?”
Founder & Brand Story
Single Video
30% off
4 Subscribe & save 8ADS · 21% View adsHide
CookUnity
Extended / last chance · 4 variations
“We're extending our Black Friday sale!”
Countdown & Scarcity
Static Image
60% off
CookUnity
Extended / last chance · 2 variations
“CookUnity's Black Friday deal made me cancel dinner plans.”
Creator / UGC Voice
Single Video
60% off
CookUnity
Extended / last chance · 2 variations
“I told my mom to stop cooking every night and showed her this deal.”
Creator / UGC Voice
Single Video
60% off
Persona: Adult children (55 to 65)
Hook: Problem callout · Emotion: Nurturance
View in Meta Ad Library →
Hook: Problem callout · Emotion: Nurturance
View in Meta Ad Library →
CookUnity
Black Friday · 3 variations
“Don't miss out on our Black Friday sale!”
Straight Discount
Static Image
60% off
Gousto
Black Friday
“I tried meal prep again and instantly regretted it.”
Creator / UGC Voice
Single Video
50% off
Persona: fitness conscious individuals (25-40)
Hook: Problem callout · Emotion: Urgency
View in Meta Ad Library →
Hook: Problem callout · Emotion: Urgency
View in Meta Ad Library →
Wild Alaskan Company
Cyber Monday · 3 variations
“🔥Cyber Monday Deal 🔥”
Gift With Purchase
Single Video
Simmer
Black Friday
“Black Friday is live: 40% off your first Simmer box + 30% off your next 2 🔥🖤”
Straight Discount
Static Image
40% off
Persona: health conscious professionals
Hook: Price-first · Emotion: Urgency
View in Meta Ad Library →
Hook: Price-first · Emotion: Urgency
View in Meta Ad Library →
Home Chef (Kroger)
Early access · 2 variations
“Home Chef's Family Menu is giving you early access to delicious Black Friday Deals!”
Early Access / VIP
Static Image
Persona: parents busy families (30 to 50)
Hook: Early unlock · Emotion: Urgency
View in Meta Ad Library →
Hook: Early unlock · Emotion: Urgency
View in Meta Ad Library →
5 Free shipping 6ADS · 15% View adsHide
Javvy Coffee
Black Friday · 4 variations
“Okay, don't tell my boss that I'm sending you this.”
Creator / UGC Voice
Single Video
58% off
Snowdonia Cheese
Black Friday
“Black Friday’s here! Spend £39 or more and get a FREE Chutney set of 3 💥”
Gift With Purchase
Dynamic Creative
No discount
Snowdonia Cheese
Black Friday · 2 variations
“Spend £50 or more for 30% off Piper-Heidsieck Cuvée Brut Champagne.”
Value Stack
Dynamic Creative
30% off
Winedrops
Black Friday · 2 variations
“BLACK FRIDAY DEAL! 6 Chocolate Block worth £180! All 6 for £109.99.”
Value Stack
Static Image
Keurig
Black Friday · 2 variations
“Holiday chaos is officially here, but I found the easiest way to skip the stress this season.”
Creator / UGC Voice
Single Video
Home Chef (Kroger)
Early access · 2 variations
“Home Chef's Family Menu is giving you early access to delicious Black Friday Deals!”
Early Access / VIP
Static Image
Persona: parents busy families (30 to 50)
Hook: Early unlock · Emotion: Urgency
View in Meta Ad Library →
Hook: Early unlock · Emotion: Urgency
View in Meta Ad Library →
6 Code-gated 5ADS · 13% View adsHide
Vive
Extended / last chance
“🍫 This is your final call.”
Countdown & Scarcity
Static Image
25% off
TryReframe
Black Friday · 4 variations
“Be the friend who's always sharp, never sloppy.”
Product-First
Static Image
50% off
Persona: social drinkers (25 to 34)
Hook: Problem callout · Emotion: Guilt
View in Meta Ad Library →
Hook: Problem callout · Emotion: Guilt
View in Meta Ad Library →
Bondi Meal Prep
Black Friday · 2 variations
“Fuel your body and save time from cooking.”
Gift With Purchase
Single Video
20% off
Gousto
Black Friday
“I tried meal prep again and instantly regretted it.”
Creator / UGC Voice
Single Video
50% off
Persona: fitness conscious individuals (25-40)
Hook: Problem callout · Emotion: Urgency
View in Meta Ad Library →
Hook: Problem callout · Emotion: Urgency
View in Meta Ad Library →
Keurig
Black Friday · 2 variations
“Holiday chaos is officially here, but I found the easiest way to skip the stress this season.”
Creator / UGC Voice
Single Video
7 Bundle / kit 4ADS · 10% View adsHide
Vive
Extended / last chance
“🍫 This is your final call.”
Countdown & Scarcity
Static Image
25% off
Winedrops
Black Friday · 2 variations
“BLACK FRIDAY DEAL! 6 Chocolate Block worth £180! All 6 for £109.99.”
Value Stack
Static Image
Knoops
Black Friday
“There’s Black Friday, and there’s KNOOPS Black Friday 🤎”
Straight Discount
Dynamic Creative
25% off
MuscleFood
Cyber Monday
“🔥 Black Friday: Buy 1 Hamper, Get 2 MORE for £1!”
Value Stack
Dynamic Creative
8 Spend-tiered 3ADS · 8% View adsHide
Snowdonia Cheese
Black Friday
“Black Friday’s here! Spend £39 or more and get a FREE Chutney set of 3 💥”
Gift With Purchase
Dynamic Creative
No discount
Snowdonia Cheese
Black Friday · 2 variations
“Spend £50 or more for 30% off Piper-Heidsieck Cuvée Brut Champagne.”
Value Stack
Dynamic Creative
30% off
Bondi Meal Prep
Black Friday · 2 variations
“Fuel your body and save time from cooking.”
Gift With Purchase
Single Video
20% off
9 No offer stated 3ADS · 8% View adsHide
Vosges Haut-Chocolat
Black Friday
“Shop the Black Friday Sale”
Product-First
Carousel
Vosges Haut-Chocolat
Cyber Monday
“Shop Cyber Monday Deals”
Product-First
Carousel
ST. ALi
Teaser · 10 variations
“COMING SOON: our biggest Black Friday sale yet—with BIG ST. ALi loyalty member perks.”
Early Access / VIP
Dynamic Creative
No discount
10 Buy one, get one 2ADS · 5% View adsHide
TryReframe
Black Friday · 4 variations
“Be the friend who's always sharp, never sloppy.”
Product-First
Static Image
50% off
Persona: social drinkers (25 to 34)
Hook: Problem callout · Emotion: Guilt
View in Meta Ad Library →
Hook: Problem callout · Emotion: Guilt
View in Meta Ad Library →
MuscleFood
Cyber Monday
“🔥 Black Friday: Buy 1 Hamper, Get 2 MORE for £1!”
Value Stack
Dynamic Creative
Filter 07 / By timing
Where in the sale each ad sat
Read from each ad's own copy: "early access", "ends tonight", "Cyber Monday" and so on. Teaser and early-access ads are under-counted, because many had stopped running by the end of the sale.
Teaser
1
3% · "Coming soon", sign-up to be first.
Early access
2
5% · Sale live for a list before the public.
Black Friday
27
69% · The main sale.
Cyber Monday
4
10% · Cyber Monday or the weekend extension.
Extended / last chance
5
13% · Extensions and final-hours pushes.
08 / Swipe file
Every hook line, verbatim
The opening line of each ad, grouped by brand.
Black Rifle Coffee Company · Mystery deal
“Sir, the rebels are coming.”
Bondi Meal Prep · Problem callout
“Fuel your body and save time from cooking.”
Carnivore Snax · Biggest-ever claim
“🥩 BIGGEST SALE OF THE YEAR 🥩”
CookUnity · Countdown
“We're extending our Black Friday sale!”
CookUnity · Social proof
“CookUnity's Black Friday deal made me cancel dinner plans.”
CookUnity · Problem callout
“I told my mom to stop cooking every night and showed her this deal.”
CookUnity · Price-first
“Don't miss out on our Black Friday sale!”
Gousto · Problem callout
“I tried meal prep again and instantly regretted it.”
Grazly · Question
“Bro, should we do a 6 or 7% discount for Black Friday?”
Grazly · Price-first
“🚨 Black Friday is live. 20% OFF Sticks and Slabs.”
Home Chef (Kroger) · Early unlock
“Home Chef's Family Menu is giving you early access to delicious Black Friday Deals!”
Javvy Coffee · Mystery deal
“Okay, don't tell my boss that I'm sending you this.”
Javvy Coffee · Mystery deal
“Welcome to the [Javvy] Thanksgiving Relay, where every second these turkeys take takes another percent off your Black Friday discount.”
Javvy Coffee · Question
“Is everyone dropping Starbucks for this protein coffee?”
Javvy Coffee · Mystery deal
“We owe you an apology.”
Keurig · Gift guide
“Holiday chaos is officially here, but I found the easiest way to skip the stress this season.”
Knoops · Gift guide
“There’s Black Friday, and there’s KNOOPS Black Friday 🤎”
Kolkata Chai Co. · Early unlock
“Get a FREE gift during our Early Bird Black Friday Sale!”
Kolkata Chai Co. · Price-first
“Save 20% on our bold chai blends for Black Friday!”
Momofuku · Price-first
“black friday starts now!”
Montezuma's Chocolates · Price-first
“Enjoy extraordinary chocolate now with 25% off!”
MuscleFood · Price-first
“🔥 Black Friday: Buy 1 Hamper, Get 2 MORE for £1!”
Poppi · Question
“are you ready for the fizziest deal of the YEAR?! 😱🫧”
Poppi · Mystery deal
“we’re standing up because we could never sit on this deal! 🤭”
PRIMA · Question
“Do people think we're actually just selling one protein bar?”
Shameless Snacks · Problem callout
“Me, just one gummy.”
Shameless Snacks · Price-first
“Black Friday, up to 46% off plus 4 free gifts.”
Simmer · Price-first
“Black Friday is live: 40% off your first Simmer box + 30% off your next 2 🔥🖤”
Snowdonia Cheese · Price-first
“Black Friday’s here! Spend £39 or more and get a FREE Chutney set of 3 💥”
Snowdonia Cheese · Price-first
“Spend £50 or more for 30% off Piper-Heidsieck Cuvée Brut Champagne.”
Spoonful of Comfort · Gift guide
“Send love from afar this holiday season with a thoughtful gift of comfort food, made fresh just for them.”
Spoonful of Comfort · Countdown
“'Tis the season for Comfort and Joy—✨ and this is the final day of our biggest sale of the year.”
ST. ALi · Biggest-ever claim
“COMING SOON: our biggest Black Friday sale yet—with BIG ST. ALi loyalty member perks.”
TryReframe · Problem callout
“Be the friend who's always sharp, never sloppy.”
Vive · Countdown
“🍫 This is your final call.”
Vosges Haut-Chocolat · Mystery deal
“Shop the Black Friday Sale”
Vosges Haut-Chocolat · Mystery deal
“Shop Cyber Monday Deals”
Wild Alaskan Company · Price-first
“🔥Cyber Monday Deal 🔥”
Winedrops · Price-first
“BLACK FRIDAY DEAL! 6 Chocolate Block worth £180! All 6 for £109.99.”
09 / Playbook
Patterns worth stealing for BFCM 2026
What we'd take from these ads into a food & beverage brand's 2026 sale.
01
If you sell a subscription, put the big number on the first box
CookUnity (60% then 20%), Simmer (40% then 30%) and Gousto (50% off the first box plus a free 8th) each lead with a first-order discount and spell out what follows. Write the full schedule into the headline, as CookUnity's "Get 60% Off Your 1st Week + 20% Off Your Next 3 Weeks" does, so the shopper sees the deal continues after week one.
02
Pair a mid-sized discount with a food extra
Snowdonia Cheese offers a free chutney set over £39 and 30% off Champagne over £50, Bondi Meal Prep gives free gifts on orders over $100, and Wild Alaskan adds free scallops to $25 off. Each ties a food extra to the order instead of going deeper on the percentage.
03
Frame the product as the gift
Spoonful of Comfort, Momofuku, Knoops and Montezuma's sell food as the holiday gift, and Keurig's creator video opens on holiday stress before showing K-Cup gift bundles. Name the recipient ("the food lover in your life") and the occasion, not just the percentage.
04
Make the discount itself the joke
Javvy's relay ties the size of the discount to a game, Grazly stages a debate over "6 or 7%" before landing on 20%, and PRIMA opens on "Do people think we're actually just selling one protein bar?" before announcing 30% off. In these ads the skit delivers an ordinary 20–30% offer.
05
Brief a last-chance cut before the sale starts
Nine creatives are Cyber Monday, extension or final-hours ads: CookUnity's "We're extending our Black Friday sale!" and "We're extending our Cyber Monday sale!", Vive's "This is your final call.", Spoonful of Comfort's "Final Hours: Up to 20% Off", Javvy's "Last chance up to 58% off protein coffee before gifts run out" and MuscleFood's "Cyber Week Sale Now Live!". Have the extension copy ready before Black Friday.
06
Use the early weeks for list sign-ups
Only three of the 39 creatives run before the main sale: ST. ALi's "COMING SOON" loyalty sign-up, Kolkata Chai's "Early Bird Black Friday Sale" free gift, and Home Chef's early access with "Kids Eat Free". Use a teaser or early-access ad to collect sign-ups before the Black Friday offer goes live.
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More / Other industries
BFCM ads in other industries
SkincareBeauty & MakeupFashion & ApparelJewelry & AccessoriesSupplements & NutritionFood & BeverageHome & LivingPetsTech & WearablesAthleisure & Activewear
← Back to the BFCM 2026 cross-industry report · All food & beverage ads in the library
FAQ
What kind of Black Friday ads do food & beverage brands run?
In this sample of 39 distinct creatives from 26 brands, the most common angle was Straight Discount (21% of ads) and the most common format was Single Video (46%).
How big are food & beverage Black Friday discounts?
Where an ad stated a percentage, the median was 30% and the highest was 60%. 25 of 26 brands ran at least one ad with an explicit discount; 1 ran none in this sample.
Where do these ads come from?
GoMarble's ad library, which indexes Meta (Facebook and Instagram) ads. We searched Black Friday and Cyber Monday ads that ran between 2025-10-25 and 2025-12-03, removed duplicates and capped each brand at four creatives.
Does this show which ads performed best?
No. Public ad libraries don't publish spend, impressions or sales, so nothing here ranks ads by results. Where we show variations, that's the number of ads reusing the same creative — a sign the brand invested in it, not proof it worked.
When are Black Friday and Cyber Monday in 2026?
Black Friday is Friday 27 November 2026 and Cyber Monday is Monday 30 November 2026.
Brand creative and copyright belong to their respective owners. Ads are shown for commentary and analysis.