The Wilow Ad Index

Food & Beverage
on Meta.

Five numbers, with the typical range wherever it measures the same thing, so you can see where you sit and what to do about it.

Based on 25 brands and 885 live ads · Markets: DK, GB, NO, SE, US · Last updated 26 August 2026

How often should I launch a new ad?

3.3

new ads per week

Typical range 1.2 to 7.7 per week

Across the 25 food & beverage brands we track, the typical brand launches 3.3 new Meta ads per week. We can only count ads that are still running, so the real figure is a little higher.

If you are below thisFewer launches than most means fewer chances to find an ad that works. Getting to 1.2 per week, the bottom of the typical range, is the first thing to fix.

If you are above itYou launch more than most. Look at the last block: if none of them lasts 90 days, you are launching without learning.

How many landing pages do I need?

different pages

Typical range 5 to 10 pages

The typical brand across the 25 food & beverage brands we track sends its live ads to 7 different pages on its site, rather than putting everything on the homepage.

If you are below thisEverything lands on the same page, so every ad gets the same experience. Try a page per product or offer.

If you are above itMore pages than most. Check each one is still being sent traffic; a page no ad points at is just upkeep.

How much of it should be video?

52%

of live ads are video

Typical range 26% to 69%

Video is 52% of the typical brand's live ads across the 25 food & beverage brands we track. The rest are stills, so video is part of the mix rather than all of it.

If you are below thisVideo is a smaller share of your mix than most. Turn your best still ad into a short video and see whether it holds up.

If you are above itYou lean on video more than most. Keep some stills in the mix so you are not paying video prices for every test.

Do I need creators?

32%

of brands run paid creator partnerships

32% of the 25 food & beverage brands we track run at least one ad made with a paid creator or partner, so creators are a choice rather than a requirement.

If you are below thisYou are with the majority. Not a gap you have to close; one creator test tells you whether it is worth more.

If you are above itYou are in the minority that uses creators. Tag them as partnerships in Meta so the reach shows up on their page too.

How do I know if anything is working?

36%

of brands have no ad that has lasted 90 days

36% of the 25 food & beverage brands we track have no ad that has stayed live past 90 days. Meta stops spending on ads that do not work, so an ad still running after 90 days is the one honest performance signal in public data.

If you are below thisNothing you run has earned a long life yet. Before launching more, find the one ad that has come closest and give it a proper budget on its own.

If you are above itYou have proven winners. Keep them running, and make your new ads variations of them rather than fresh starts.

The brands this is built from

Every brand in the panel, one row each. Creators means the brand runs at least one paid partnership ad. Proven winners are ads still live after 90 days.

Brand	Live ads	New / week	Pages	Video	Creators	Proven winners
MomentUS	97	4.7	12	38%	no	77
GardencupUS	95	22.1	4	83%	yes	0
Pact CoffeeGB	82	16.5	10	68%	no	11
Jimmy JoyALL, GB	78	18.1	7	78%	yes	0
SnackCrateUS	64	1.2	2	80%	no	59
RåvarubutikenSE	53	0.7	31	26%	no	50
yfoodGB	51	8.1	3	53%	no	16
Pip&NutGB	40	8.4	5	48%	yes	4
SurrealGB	36	8.1	6	83%	yes	1
LavazzaDK	33	4.2	9	67%	no	14
Dunkin'US	33	7.7	15	52%	yes	0
Bold Bean CoGB	28	6.5	6	43%	no	0
KaffeKSE	28	2.3	16	64%	no	18
Chamberlain CoffeeGB	26	5.8	14	38%	no	0
Dina DryckerSE	26	4.9	7	4%	no	0
Nordic Coffee HouseDK	24	3.3	5	25%	no	10
Peter Larsen KaffeDK	23	1.2	10	26%	yes	18
KendamilGB	16	0	8	69%	no	16
Kaffepro.dkDK	10	0.9	7	40%	no	6
Wohlenberg VinhandelDK	9	0.9	7	67%	no	5
SuperkraftmatNO	8	0	8	13%	no	8
Harrisons SaucesGB	8	0.9	6	0%	no	4
Coca-ColaGB	7	1.6	2	86%	yes	0
Melitta SverigeSE	5	1.2	1	0%	no	0
Sjöstrand CoffeeSE	5	1.2	2	100%	yes	0

Want to see the ads themselves? The best food & beverage ads on Meta shows the individual ads, ranked by reach.

How we know this

Every number here is read straight from live Meta ads, through the free Wilow Ad Library. A brand joins the panel when someone looks it up in the tool, so the panel is real advertisers, not a hand-picked list, and it grows on its own. An industry only gets a page once it has 25 brands behind it.

What the data cannot tell you: Meta shows when an ad started, never when it stopped, so we can say a brand has nothing old still running, never that its ads died. It cannot show spend, clicks or sales. And the launch rate only counts ads that are still live, so it is a floor.

Written by Kole Ogundipe, founder of Wilow. How these numbers are built, and where the method falls short.

Republish any figure on this page with credit to Wilow and a link back to it. Cite it as: The Wilow Ad Index, Wilow, 26 August 2026, trywilow.com/ad-index-food-beverage

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