Magazines & Newspapers · by Immediate Media Company Limited
Good Food Meta Ads & Creative Strategy
Ads refreshed July 27, 2026 · Meta Ad Library +8 new winners this week
4.73298★ 764 ratings View on the App Store ↗
Every long-running ad Good Food runs on Facebook & Instagram — pulled from the public Meta Ad Library, x-rayed by the same system that runs ad accounts autonomously.
Active ads
222
Winning set
31
30+ days live
Longest live
48d
App rating
4.73★
764 ratings
Brand palette
The short version
Key facts
- As of July 27, 2026, Good Food runs 222 active ads in Meta's Ad Library across Facebook and Instagram; 31 of them have survived 30 or more days of continuous delivery.
- Its longest-running ad has been live for 48 days.
- The winning set splits 26% video, 65% static, 10% carousel.
- The most common message angle is visual appetite appeal, carried by 39% of the winning set.
- The winning ads speak mainly to Rich-Meal Lover Managing Digestion (23% of ads) and Make-Ahead Breakfast Planner (19%).
- All winning copy runs in English.
- In App Store reviews, the loudest praise goes to recipe variety & quality (12% of mentions) and the loudest complaint is paywall friction (33%).
- The App Store listing holds 4.73298 stars across 764 ratings.
The winning set
Live Meta ads gallery
31 ads have survived 30+ days of continuous delivery, out of 222 currently active. Deduped by creative, that's 22 unique units below; the ×N badge counts the ads running each one. Tap to play, or open the Ad Library record. Sorted by longest live: the account's most proven creatives lead, podium first.
48d dco EN
Your sweetest summer yet
48d dco EN
Serve up summer
46d image ×2 ads EN
Bisodol Indigestion Relief Tablets are for the relief of the symptoms of gastric hyperacidity
46d dco ×2 ads EN
Bisodol Indigestion Relief Tablets are for the relief of the symptoms of gastric hyperacidity
46d image ×2 ads EN
Bisodol Indigestion Relief Tablets are for the relief of the symptoms of gastric hyperacidity
46d dco EN
Bisodol Indigestion Relief Tablets are for the relief of the symptoms of gastric hyperacidity
40d video EN
Are you looking for something sweet that's also high in protein?
40d carousel ×3 ads EN
A close-up, high-quality shot of a glass filled with creamy, poppy seed-topped yogurt, garnished with pistachios and honey.
40d video EN
These lemon and poppy seed overnight oats are a great make-ahead breakfast if you find it a rush in the morning.
40d dco EN
A stack of fluffy pancakes topped with fresh strawberries, cream, and syrup.
40d video ×2 ads EN
These lamb koftas are a regular in my meal rotation, and I reckon they will be for you too.
40d dco EN
Top-down view of a bowl of oatmeal with fruit and nuts.
40d dco ×2 ads EN
High-angle food photography of Mediterranean flatbreads topped with meatballs, pickled red cabbage, and olives.
39d dco EN
High-angle food photography of Mediterranean flatbreads topped with meatballs, pickled red cabbage, and olives.
38d video EN
This is the dinner you're going to be making on repeat.
38d video ×2 ads EN
The brunch recipe your feed's been missing, and it's so much easier than it looks.
34d video EN
Let me put you on to the ultimate speedy breakfast smoothie.
34d dco EN
A high-angle, close-up shot of several raspberry-colored yogurt bites topped with dark chocolate on a marble plate.
31d dco ×2 ads EN
A close-up, high-quality food photography shot of a bowl of creamy dip with breadsticks.
31d image EN
A close-up, high-quality food photography shot of a bowl of creamy dip with breadsticks.
30d dco EN
Stay cool with stress-free recipes
30d dco EN
Your sweetest summer yet
The x-ray — every winner analyzed frame by frame
What the winning set is actually doing
Language distribution — where the winning set actually runs
Share of the winning set per copy language. Translation is a deliberate spend decision: a language earning survivors is a market the money already believes in.
English
100% · 31 ads
Format split — statics vs video in the winning set
What survives 30+ days by medium.
video 8 ads · 26%
static 20 ads · 65%
carousel 3 ads · 10%
Persona coverage — who the winning ads speak to
HyperScale agents read Good Food's buyer personas out of the winning set itself, then tagged every ad with the buyer it addresses.
Rich-Meal Lover Managing Digestion
23% · 7 ads
Make-Ahead Breakfast Planner
19% · 6 ads
Weeknight Repeat-Dinner Cook
19% · 6 ads
Seasonal Recipe Subscriber
13% · 4 ads
Brunch Aesthetic Host
10% · 3 ads
Protein-Conscious Sweet Snacker
6% · 2 ads
Untagged
10% · 3 ads
Every x-rayed creative is tagged individually (who it sells to, its angle) from its HyperScale x-ray: transcript, casting, story beats. Coverage counts the ads each creative carries. Untagged groups the winners without one clear addressed buyer, so the bars cover the full set.
Angle mix — what the money says works
Every winner tagged with the message angle it leads with, and the languages it runs in — longevity under spend is the only public vote that counts.
visual appetite appeal
39% · 12 ads
product-benefit statement
23% · 7 ads
seasonal value proposition
13% · 4 ads
repeat dinner promise
10% · 3 ads
easy but impressive
6% · 2 ads
protein sweet treat
3% · 1 ads
make-ahead promise
3% · 1 ads
speedy breakfast solution
3% · 1 ads
The full winning set, read from the creatives themselves — 31 analyzed winners, hook by hook.
| Days live | Ads | Lang | Angle | Persona | Opening hook | On-screen headline | Length |
|---|---|---|---|---|---|---|---|
| 40d | ×2 | en | protein sweet treat | Protein-Conscious Sweet Snacker | Are you looking for something sweet that's also high in protein? | Dark Chocolate & Raspberry Yoghurt Bites | 16s |
| 40d | ×2 | en | make-ahead promise | Make-Ahead Breakfast Planner | These lemon and poppy seed overnight oats are a great make-ahead breakfast if you find it a rush in the morning. | Lemon & Poppy Seed Overnight Oats | 19s |
| 40d | ×2 | en | repeat dinner promise | Weeknight Repeat-Dinner Cook | These lamb koftas are a regular in my meal rotation, and I reckon they will be for you too. | 19s | |
| 40d | ×2 | en | repeat dinner promise | Weeknight Repeat-Dinner Cook | These lamb koftas are a regular in my meal rotation, and I reckon they will be for you too. | 19s | |
| 38d | ×2 | en | repeat dinner promise | Weeknight Repeat-Dinner Cook | This is the dinner you're going to be making on repeat. | 33s | |
| 38d | ×2 | en | easy but impressive | Brunch Aesthetic Host | The brunch recipe your feed's been missing, and it's so much easier than it looks. | The brunch recipe your feed's been missing | 20s |
| 37d | ×1 | en | easy but impressive | Brunch Aesthetic Host | The brunch recipe your feed's been missing, and it's so much easier than it looks. | The brunch recipe your feed's been missing | 20s |
| 34d | ×1 | en | speedy breakfast solution | Make-Ahead Breakfast Planner | Let me put you on to the ultimate speedy breakfast smoothie. | 24s |
Creative strategy
The dissection
Of 222 active Meta ads for Good Food: Recipe Finder, only 31 survive past 30 days, topping out at 48. Visual appetite appeal carries 12 of those 31 as silent dco product footage, no presenters. Yet the top-repeated body copy, on 7 ads, is straight bisodol heartburn-relief language, tied to a 'Rich-Meal Lover Managing Digestion' persona inside a recipe app's own ad account.
Silent DCO Shots Win the Set
Visual appetite appeal is this account's real formula: 12 of 31 winning ads (6 creatives) run as dco, the leading format at 48% share, showing zero presenters, just product and app footage from the first second. Video length clocks 15-30s in 7 of the sampled creatives. Product-benefit statement, the second angle at 7 ads, uses image format instead, still no people, same footage-only logic.
Bisodol Copy Beats Recipe Talk
Product-benefit statement holds 7 of 31 winning ads, and it's literally heartburn-relief copy: 'Pocket sized bisodol can provide relief from heartburn, indigestion and trapped wind' runs verbatim on 4 ads, near-identically ('Pocket-sized and easy to carry') on 3 more. All 7 carry the Rich-Meal Lover Managing Digestion persona tag, the single largest persona in this recipe-finder's winning set, delivered as image format with zero on-camera presenters.
40-Day Hooks Beat the Rest
The longest x-rayed hooks cluster at 40 days: the lamb-koftas hook ('a regular in my meal rotation, and I reckon they will be for you too') runs twice for Weeknight Repeat-Dinner Cook (6 ads), overnight oats covers Make-Ahead Breakfast Planner (6 ads), and the protein-treat hook serves Protein-Conscious Sweet Snacker (2 ads). The Danone Skyr brunch hook held 38 days for Brunch Aesthetic Host (3 ads); the account's single longest survivor overall runs 48 days.
Dietary Restrictions Get Zero Ads
Dietary-Restriction Home Cook sits at 0 ads across all 31 x-rayed winners, a clean gap against 19 recipe variety and quality mentions inside 394 reviews. Seasonal Recipe Subscriber holds 4 ads, Brunch Aesthetic Host 3, and 3 ads remain untagged with no single clear buyer, leaving the diet-filter audience uncast while Make-Ahead Breakfast Planner (6 ads) and Weeknight Repeat-Dinner Cook (6 ads) split the largest non-digestion coverage.
Ads Ignore the Paywall Complaint
Paywall friction leads reviewer voice at 55 mentions, ahead of app crashes (28) and pricing complaints (25) across 394 reviews, with one objection reading: 'Recipes are locked behind a subscription with no free preview beyond title/photo.' None of the 31 winning ads address it directly: the closest angle, seasonal value proposition, runs on 4 ads with dco format and no people, selling recipe inspiration, not subscription terms. Lifetime rating sits at 4.73★.
What we'd test next
- Produce a 15-30s dco video pairing the visual-appetite-appeal hook mechanic (the proven top mechanic) with the repeat dinner promise angle for Weeknight Repeat-Dinner Cook (6 ads), scaling the account's winning dco-and-no-presenter formula onto its second-largest persona.
- Build a dco video using the product-benefit-statement hook mechanic (tied at 3 uses) on the easy-but-impressive angle for Brunch Aesthetic Host (3 ads), a mechanic-angle pairing this winning set hasn't run yet.
- Test a dco video with the visual-first-product-reveal hook mechanic (used once so far) demonstrating the app's cook-mode feature under the seasonal value proposition angle for Seasonal Recipe Subscriber (4 ads), a proven subscription-app reveal mechanic this set hasn't scaled.
- Launch a carousel (only 10% format share) using the visual-appetite-appeal hook mechanic on a dietary-restriction recipe angle for Dietary-Restriction Home Cook (0 ads), the one persona with zero coverage against 19 recipe-variety mentions in reviews.
The HyperScale batch
New ad concepts, generated for Good Food
HyperScale agents are producing an original round of ad concepts for Good Food, built from the winning angles above, the brand's real App Store assets, and what reviewers actually say. This page updates when the batch drops.
This analysis lives in a ready-made HyperScale workspace. If you work on Good Food, it's yours: we hand it over personally, usually within a day.
Customer voice — 391 recent reviews analyzed
What reviewers actually say
Objections the ads must pre-empt
- Many recipes are locked behind a paywall despite the app being marketed as free
- App frequently crashes when opening or saving recipes
- Recent updates removed features (diet filters, saved recipes) and introduced bugs
- Subscription pricing is seen as expensive and sometimes misleadingly presented at checkout
- Same recipes are available for free on the website, undermining the app's value
Review-theme mix
Share of analyzed review mentions per theme — ＋ praise, − complaint, ~ mixed. Themes, not individual reviews.
− paywall friction
33% · 55
− pricing complaints
15% · 25
− app crashes
17% · 28
+ recipe variety & quality
12% · 19
+ ease of use
8% · 13
+ cook mode
5% · 9
− update regressions
5% · 8
− website vs app
5% · 8
“Shopping list functionality is the best I've seen. So easy to use. Recipes are amazing and instructions clear”
“So easy to use. Recipes are amazing and instructions clear.”
“Easy to find what I need, using keywords. Good quality recipes, with helpful comments from people who have used them”
“Easy to find what I need, using keywords. Good quality recipes, with helpful comments from people who have used them”
“There's a huge variety of recipes, clear instructions. Couldn't be easier. Search by theme, ingredient or meal.”
“it is 100% trustworthy … the methods, the quantities, the ingredients, the reviews … and the outcomes definitely !”
“The recipes are very reliable and the comments and reviews are very helpful.”
“it is 100% trustworthy … the methods, the quantities, the ingredients, the reviews … and the outcomes definitely !”
“There's a huge variety of recipes, clear instructions. Couldn't be easier. Search by theme, ingredient or meal.”
“Shopping list functionality is the best I've seen”
“saving recipes - creating your own recipe folders - cook mode which keeps recipes open while cooking”
“The quantity of recipes means I can search my main ingredient then take inspiration from lots of possibilities”
“type in an ingredient and up pops allsorts of uses. Recipes that work”
“I love the enable cook mode, so that the page doesn't go to sleep while I am cooking.”
“The quantity of recipes means I can search my main ingredient then take inspiration from lots of possibilities”
“saving recipes - creating your own recipe folders - cook mode which keeps recipes open while cooking”
“I refer to the Good Food collection of recipes any time I'm looking for a recipe, want to research an ingredient or just browse looking for inspiration”
“save the ones I like within different folders and enable cook mode!!!”
“I love the enable cook mode, so that the page doesn't go to sleep while I am cooking.”
“The recipes are very reliable and the comments and reviews are very helpful.”
“motivated me to cook something different other than the same three meals I normally have”
“I have found this app so useful when I'm meal planning for the week or just after some new ideas”
“I have found this app so useful when I'm meal planning for the week or just after some new ideas”
“This is app is always my go to, for finding recipes and I always find something that I'm looking for”
“This app used to be very useful . 1000s of free recipes at your disposal”
“The app is really well-designed and well wort the money”
“Fantastic and easy recipe for beef bourguignon”
“It was a great, useful tool when it was free”
“Got into baking when recovering from surgery - no more packet mixes!!”
“Only 2 before you have to subscribe. Desktop site is better. Useless app”
“No subscription no recipe! You can't even see if that recipe would be any good”
“Nowhere near enough free recipes to make this useful. Eg only two vegetarian recipes!”
“Impossible to get the recipes when you click on them”
“it states I pay $7.99 for a year and then $39.99/year thereafter. When I proceed to pay, the checkout screen tries to charge me the full $39.99 right now”
“I am INCREDIBLY DISAPPOINTED that the app has gone subscription only after all these years this delightful free app now costs me like $14 month”
“The app will not open any recipes it just crashes. Both on phone and iPad.”
“since the latest update it crashes when click on specific recipes.”
“It's a shame the the BBC sold good food off now you have to pay £4.99 a month for the recipes”
“It's incredibly frustrating that you think it's ok to charge people for an app when the information is already available for free on your website”
“It was possible to select diet preference. I am vegetarian, so it was pretty neat. That option has been removed.”
“App crashes every time I try to look at the ingredients”
“This app used to be very useful . 1000s of free recipes at your disposal”
“I am INCREDIBLY DISAPPOINTED that the app has gone subscription only after all these years this delightful free app now costs me like $14 month”
“The app will not open any recipes it just crashes. Both on phone and iPad.”
“Since iOS 15 the app doesn't work, very buggy and constantly crashes.”
“It's a shame the the BBC sold good food off now you have to pay £4.99 a month for the recipes”
“it tells me I have to subscribe. I say no thank you. I search for the recipe where lo and behold I have to subscribe to actually read it. When I can get it on google for free”
“my version just crashed, crashed, crashed Infuriating”
“It was possible to select diet preference. I am vegetarian, so it was pretty neat. That option has been removed.”
“If I can use the website for recipes for free why would I pay a monthly fee to access them on the app?”
“Just visit bbc.co.uk/food for FREE”
“The search function no longer works in this app”
“I'll just stick to the online recipes that I can look at for free on other websites”
“you can't actually look at the recipe without paying for a subscription!!! For a recipe that you can view in the browser without having to pay!!!”
“Just visit bbc.co.uk/food for FREE”
“Bait & switch tactics are despicable business practices”
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Quick answers
FAQ
How many ads is Good Food: Recipe Finder running on Meta?
222 active ads in Meta Ad Library, with 31 surviving past the 30-day winning threshold and the longest runner hitting 48 days. This week added 8 new winners with 0 retired since 2026-07-21.
Which angle and format are winning right now?
Visual appetite appeal leads with 12 of 31 winning ads, running as dco (the top format at 48% share) with no on-camera presenters, just product and app footage. Product-benefit statement follows at 7 ads on image format.
What languages and angles make up the winning set?
All 31 winning ads run in English. Angles split: visual appetite appeal (12), product-benefit statement (7), seasonal value proposition (4), repeat dinner promise (3), easy but impressive (2), protein sweet treat (1).
What do reviewers say that the ads don't address?
Paywall friction is the top complaint at 55 mentions of 394 reviews, ahead of app crashes (28) and pricing complaints (25). One objection: 'Recipes are locked behind a subscription with no free preview beyond title/photo,' unaddressed across all 31 winning ads.