Key takeaways
- Format: Press quote card over a warm kitchen lifestyle photo, 4:5.
- Best for: Food and appliance brands with business or mainstream press coverage.
- Hook: WSJ saying meal kits 'actually taste homemade'.
- Reuse it: Choose a quote that directly counters your category's main objection.
Available sizes
What is a testimonial ad?
A testimonial ad uses a real customer's words, such as a review, quote or comment, as the main message. It answers a buyer's doubts with social proof rather than brand claims, and works especially well when the testimonial is specific about who the customer is and what changed for them.
See all testimonial ads →Why this testimonial ad works
- 01
Kills the main objection
Most people assume meal kits taste processed. 'Actually taste homemade' answers that doubt directly, and 'actually' admits the scepticism.
- 02
High-trust source
The Wall Street Journal carries serious credibility, especially with professionals and higher-income households.
- 03
Orange label pops
The bright orange source tag stands out against the green tiles and ties to Tovala's brand colour.
- 04
Homemade-looking scene
Chili, cornbread and a person finishing the dish by hand make the 'homemade' claim feel visually true.
Full creative breakdown
Who this ad targets
Busy US professionals and families who read mainstream news like The Wall Street Journal and value their time. They want dinners that feel home-cooked but don't have time to cook from scratch. They are likely sceptical of meal kits after poor experiences with bland or processed-tasting food. The audience skews 30 to 55 with higher household incomes and interest in smart appliances.
Copywriting analysis
The quote is short and targeted: 'This Smart Oven makes meal kits that actually taste homemade.' It names the product category twice, smart oven and meal kits, which helps viewers immediately understand what Tovala is. The word 'actually' is the key: it acknowledges that the reader probably expects meal kits to taste artificial, and then overturns that expectation. 'Homemade' is a warm, emotional word that links to comfort and family dinners. Setting THE WALL STREET JOURNAL in capitals on an orange label gives the source the weight of a badge. There is no price, so the image functions as credibility-building creative.
Visual design
The green-tiled kitchen and colourful knitwear create a lively, homely palette. The cream oven stands out cleanly on the left. A semi-transparent white quote card keeps the scene visible behind it, feeling lighter than a solid box. The orange WSJ pill adds a strong accent. Food is spread across the lower half, from salmon salad to chili, so the frame feels full and abundant.
How to adapt this template for your brand
- Pick a press quote that directly tackles your category's biggest objection.
- Use a warm lifestyle photo where the product is in use and the end result looks homemade or real.
- Place the quote on a semi-transparent white card so the scene still shows through.
- Add the source name in capitals on a brand-colour pill label below the quote.
- Keep your logo small at the top and let the quote and photo carry the message.
Tips for meal kits ads on Meta
Use 4:5 for Facebook and Instagram feeds to maximise screen space on mobile. Get permission before using a publication's name and quote. Press quotes work well for cold and lookalike audiences. A/B test this against other press quotes (Good Housekeeping, Bon Appetit) with the same layout to see which publication resonates most with your audience. Keep the quote card clear of the bottom CTA area, and refresh the creative every few weeks.
About this creative
This 4:5 portrait ad uses the same cosy kitchen shoot as other Tovala lifestyle creatives: glossy green wall tiles, a cream-white Tovala Smart Oven on the counter with two trays cooking, and a person in a rainbow knitted jumper sprinkling cheese onto a bowl of chili. Cornbread, a bowl of dip and a plate of pastries sit to the right. A colourful salmon and tomato salad on a dark green plate sits in the lower left. The white Tovala logo appears at the top centre over the tiles. In the middle left, a semi-transparent white card holds the quote 'This Smart Oven makes meal kits that actually taste homemade.' in black type. Below it, a bright orange pill-shaped label reads THE WALL STREET JOURNAL in white capitals. The card overlaps both the oven and the scene, tying the press endorsement to the real-life use of the product while keeping the image warm and homely.
Meta ad · 338 × 600 · Meal Kits
Wall Street Journal Quote Lifestyle Meal Kit Ad (Tovala)
This portrait Tovala ad layers a Wall Street Journal quote over a lively kitchen scene. A translucent white card says the smart oven makes meal kits that actually taste homemade, with an orange WSJ label underneath. It's a reusable template for combining press credibility with lifestyle photography for food, appliance and subscription brands.
Added
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Details
Ad copy
Primary text
The Wall Street Journal says the Tovala Smart Oven makes meal kits that actually taste homemade. Chef-made meals, delivered weekly and cooked automatically – dinner without the work.
Description
As featured in The Wall Street Journal
On-image text
TOVALA | "This Smart Oven makes meal kits that actually taste homemade." | THE WALL STREET JOURNAL | TOVALA (on oven)
Headline ideas for this template
- 1Meal kits that actually taste homemade.
- 2As seen in The Wall Street Journal.
- 3Homemade taste. Zero effort.
- 4Your new weeknight dinner shortcut.
- 5The smart oven that cooks like you do.
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.
