Key takeaways
- Format: Before and after ribbons comparing plain kibble with a topper upgrade.
- Best for: Brands selling food toppers, mixers or add-on bundles.
- Hook: 'Finally, high protein he loves' promises the end of a mealtime struggle.
- Reuse it: Show your base product and add-on together, and keep the two-ribbon comparison.
Available sizes
What is a before and after ad?
A before and after ad shows the same subject in two states side by side, so the result of using the product is visible at a glance. It's common in skincare, cleaning, fitness and home improvement, but claims shown must be realistic and typical to stay within ad platform policies.
See all before / after ads →Why this before / after ad works
- 01
Upgrade, not replacement
Owners don't have to give up their current food, which makes trying the topper a much smaller decision.
- 02
Simple contrast
Two short ribbons explain the product's role in one glance, even without reading the headline.
- 03
Dog's anticipation
The retriever's focused gaze at the bowl captures the desire the ad promises.
- 04
Clear product pairing
Showing both packs side by side makes the bundle and the upsell obvious.
Full creative breakdown
Who this ad targets
Owners who already feed kibble and feel it's a bit boring or not nutritious enough, but who aren't ready to switch to a fully fresh diet. They want an easy way to add protein and variety, especially for active or picky dogs. The grain-free, high-protein cues appeal to ingredient-conscious shoppers. Existing Nature's Harvest kibble customers are also a key upsell audience for the topper.
Copywriting analysis
The ribbons use a clean before/after structure: 'ordinary kibble' sets a low baseline and 'nutrient-dense boost' frames the topper as the upgrade. The headline starts with 'Finally', implying the owner has been searching, and ends on the dog's enjoyment rather than nutrition. Using 'he' personalises the message. The copy never explains how to use the topper, so the primary text should cover the scoop-and-mix step. Calling the brand's own kibble 'ordinary' can undercut it, so adapt the wording if both products are yours.
Visual design
A warm, bright home setting and a golden dog create a friendly mood. The diagonal from the dog's nose to the bowl leads the eye across the top half. Ribbons in cream and teal add structure without hiding the dog. The cream curved panel at the bottom separates the product area clearly. Bold condensed type on the right balances the two packs on the left, and the teal ribbon highlights the 'after' message.
How to adapt this template for your brand
- Photograph a dog looking eagerly at a bowl, ideally held by a hand for a sense of anticipation.
- Add two ribbons that name the 'before' state and the 'after' benefit in a few words.
- Show your base product and add-on together in a lower panel.
- Write a headline that starts with relief, such as 'Finally', and ends on the dog's enjoyment.
- Explain how to use the add-on in the primary text.
Tips for pets ads on Meta
On Meta, test this against existing customer lists as an upsell and against kibble-interest audiences for acquisition. The before/after format is clear in Feed but can feel cramped in Stories, so stack the ribbons vertically for 9:16. On Google Shopping and Display, show the topper pack alone with the headline. Avoid claims that the base kibble is nutritionally lacking unless you can support them with evidence.
About this creative
A before-and-after ad for Nature's Harvest that sells a protein topper alongside regular kibble. A golden retriever sits on the left in a bright room with a light wood floor and white wall, looking up at a white ceramic bowl of kibble held out by a hand with a silver bracelet. Two ribbon banners cut across the middle: a cream one reading 'Before: ordinary kibble' and a teal one reading 'After: nutrient-dense boost'. The lower third is a cream curved panel. On its left stand two packs: a navy bag of Elemental Kibble basic formula with a wheat icon, and a deep red pouch of Ultra-Protein Topper with beef and superfoods, showing steak and berries. Both carry grain-free and high-protein tags. On the right, a large bold dark headline reads 'Finally, high protein he loves'. The image balances emotional dog photography with a clear product lineup and an easy upsell story.
Meta ad · 1200 × 1200 · Pets
Before and After Ad for a High-Protein Dog Food Topper
Nature's Harvest sells its protein topper as an upgrade, not a replacement. A golden retriever looks up at a bowl of kibble, two ribbon banners contrast 'before' and 'after', and the kibble and topper bags sit side by side under a bold headline. Use it for add-on products and bundles.
Added
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Details
Ad copy
Primary text
Same kibble, new excitement. Add a scoop of Nature's Harvest Ultra-Protein Topper with beef and superfoods to his everyday bowl and watch mealtime change.
Description
Grain-free beef & superfood topper
On-image text
BEFORE: ORDINARY KIBBLE | AFTER: NUTRIENT-DENSE BOOST | FINALLY, HIGH PROTEIN HE LOVES | Bags: Nature's Harvest ELEMENTAL KIBBLE (BASIC FORMULA) · Nature's Harvest ULTRA-PROTEIN TOPPER (BEEF & SUPERFOODS) · Grain-Free · High-Protein
Headline ideas for this template
- 1Turn ordinary kibble into a feast
- 2One scoop, a whole new dinner
- 3More protein, same kibble
- 4The topper picky dogs wait for
- 5Upgrade his bowl in seconds
Meta image ad specs
| Placement | Ratio | Size (px) |
|---|---|---|
| Feed | 1:1 or 4:5 | 1080×1080 / 1080×1350 |
| Marketplace | 1:1 | 1200×1200 |
| Messenger inbox | 1:1 | 1200×1200 |
| Stories & Reels | 9:16 | 1080×1920 |
This template is 1:1. Request 4:5 or 9:16 to cover all placements.
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