Butternut Box’s Active Meta Ads

Butternut Box advertises fresh dog food in the United Kingdom, with the main promise of a discount on a first order and, in some ads, a free gift. The products are freshly prepared meals made with human-quality ingredients, gently cooked and frozen fresh, and delivered to the door. The ads also mention that meals are vet approved and taste tested by humans, and that they are hypoallergenic with no fillers or artificial preservatives.

The copy opens with questions such as whether the viewer has tried Fresh, and states that the dog is waiting. It names problems like sensitive tummies, weight loss, tummy issues, loss of appetite, and hair loss, and describes the switch to Butternut Box as changing everything. One line says “Click the link for 25% off your first 2 boxes”. Another line says “Get 25% off your first two boxes!”. The ads dwell on details like glossier coats, better digestion, firmer poos, and dogs licking the bowl clean. They also cite customer reviews and a survey, with one link description stating “84% of customers see an improvement in their dog's health”. The ads set a deadline by saying this month for the free trial, and they quote pet owners such as Jessica May, Caroline Parker, and thebennyboywonder, who talk about their dogs Phoebe, Missy, Dory, and Benny.

The ads are built mostly as videos, with 75% of the pulled ads in that format. Many use the Learn more button and send people to butternutbox.com/pt, which is the landing page for 40 of the pulled ads. Some ads carry Meta's paid-partnership label, with 12 such ads featuring creators like sillyboyteddy and Countryside Tails. The account has 377 active ads on Facebook and Instagram in the United Kingdom.