Key takeaways
- Format: Product shot with a strikethrough headline in a 9:16 story placement.
- Best for: Convenience products that remove a daily chore or decision.
- Hook: A relatable complaint crossed out to reveal a simple promise.
- Reuse it: Write the honest frustration, strike most of it out, and leave the benefit.
Available sizes
What is a product shot ad?
A product shot ad puts the product itself at the centre of the frame, usually on a clean or styled background with little text. It works best when the packaging or product is distinctive enough to stop the scroll and the viewer already understands what it does.
See all product shot ads →Why this product shot ad works
- 01
Strikethrough tells two stories
The reader sees the frustration and the solution in the same line. The visual edit makes the product feel like it literally removes the problem.
- 02
Relatable voice
'I'm done' sounds like something a tired parent says at 6pm. It builds instant recognition before the product appears.
- 03
Proof on the plate
The glowing oven and finished salmon dish show the result, not just the appliance. Viewers can picture tonight's dinner.
- 04
Calm, uncluttered layout
A single peach background, one headline and one product leave nothing to compete with the message. It reads in under two seconds in a fast-scrolling feed.
Full creative breakdown
Who this ad targets
Busy working adults and parents in the US who feel dinner is a daily chore. They are tired of deciding what to cook, shopping for ingredients and cleaning up afterwards, but they still want a real, healthy-looking meal instead of takeout. They are likely aged 28 to 50, comfortable with subscriptions and smart-home gadgets, and willing to pay for time saved. The emotional trigger is decision fatigue rather than cooking skill.
Copywriting analysis
The copy is a single sentence doing two jobs. Read in full, 'Dinner is exhausting to think about, I'm done' is a raw, first-person complaint that mirrors the viewer's own voice. The strikethrough then edits it into 'Dinner is done', which flips the meaning from giving up to finished. The word 'done' carries both meanings, which makes the line memorable. The brand never explains features on the image; the oven and plate do that job visually. There is no hard sell or price, so the ad works as a top-of-funnel awareness piece. Bolding 'Dinner is' and 'done' guides the eye to the intended reading even for viewers who skim.
Visual design
The warm peach background feels homely and matches the orange glow inside the oven, tying the palette together. Typography is bold black sans-serif, centred, with grey strikethrough lines that are clearly intentional. The oven is cropped off-frame to the left, which makes it feel large and close. The plated salmon in the foreground adds colour contrast with red tomatoes and greens. Generous negative space at the top keeps the logo and headline clear of story UI elements.
How to adapt this template for your brand
- Write down the exact complaint your customer says about the problem, in their own words.
- Find a short benefit phrase hidden inside that sentence and strike through everything else.
- Bold the remaining words so the edited line reads instantly.
- Place a clean product shot below the headline with the result visible (finished meal, clean room, etc.).
- Use one soft background colour and keep the top 15% of the frame clear for story UI.
Tips for meal kits ads on Meta
Built for Instagram and Facebook Stories and Reels, so keep the headline in the upper-middle safe zone away from the profile bar and reply field. Pair it with a short primary text and a 'Shop now' or 'Learn more' button. Test it as a cold-audience awareness ad and retarget engaged viewers with the offer creative. Animating the strikethrough appearing over one or two seconds can lift thumb-stop rates in Reels placements.
About this creative
This vertical story ad from Tovala sits on a soft peach background with a white pill-shaped logo badge at the top. The headline reads 'Dinner is exhausting to think about, I'm done', but the middle words are struck through, so the line that remains is simply 'Dinner is done.' The word 'done' is set in heavy bold to land the payoff. Below the copy, a brushed-steel Tovala Smart Oven is cropped off the left edge of the frame, its window glowing warm orange as two aluminium meal trays cook inside. The control dial with its digital timer is clearly visible on the right. In front of the oven sits a ceramic plate of seared salmon on a fresh tomato and greens salad, showing the finished result. There is no price, offer or button on the image, which keeps the focus on one emotional idea: the oven removes the mental load of deciding what to cook tonight.
Meta ad · 338 × 600 · Meal Kits
Strikethrough Headline Meal Kit Story Ad (Tovala)
This Tovala story ad sells a smart oven and ready-meal subscription with one clever line. A strikethrough headline turns 'Dinner is exhausting to think about, I'm done' into 'Dinner is done', pairing the copy with a clean product shot. Use it as a template for any convenience product that removes a daily chore.
Added
All brand names and logos are property of their owners. Adplaylist is not affiliated with or endorsed by these brands.
Details
Ad copy
Primary text
Dinner shouldn't be another decision at the end of a long day. Tovala delivers chef-made meals that cook themselves in the Tovala Smart Oven – just scan, and it's done in about 20 minutes. No prep, no planning, no cleanup.
Description
Smart oven + fresh meal delivery
On-image text
TOVALA | Dinner is exhausting to think about, I'm done. ("exhausting to think about, I'm" struck through) | TOVALA (on oven)
Headline ideas for this template
- 1Dinner is done.
- 2Cooking after work? Not anymore.
- 3Scan. Cook. Eat. That's it.
- 4Tonight's dinner is already decided.
- 5Chef-made meals in 20 minutes, zero effort.
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.
