Key takeaways
- Format: Minimal press quote over a tonal product scene in 9:16.
- Best for: Brands that want to stand out from a crowded, sceptical category.
- Hook: A food authority calling the brand 'an anomaly'.
- Reuse it: Use a quote that separates you from your category, not one that just praises you.
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
Category differentiation
'Anomaly' tells viewers Tovala is not like the meal kits they've tried or dismissed. It reframes past disappointment.
- 02
Food-world credibility
Bon Appetit is respected by people who care about good food. Its approval signals quality to foodies.
- 03
Curiosity gap
The quote doesn't explain why Tovala is different. Viewers want to find out, which drives clicks.
- 04
Calm tonal palette
The single sage colour feels premium and stands apart from bright, busy food ads in Stories.
Full creative breakdown
Who this ad targets
Food-conscious US adults who read publications like Bon Appetit and may have tried and quit other meal kits because of the prep and cleanup. They care about taste and quality and are sceptical of convenience food. The audience is likely 28 to 50, urban or suburban, with above-average income and an interest in cooking, kitchen design and food media, and they follow food creators online.
Copywriting analysis
The copy is a single attributed quote framed as reported speech: 'Bon Appetit says…'. Putting the publication first makes the authority the hook. The quote itself, 'In the world of meal kits, Tovala is an anomaly', is clever because it acknowledges the category's reputation and positions Tovala outside it. It never lists features, which creates curiosity about what makes it different. 'Anomaly' is an unusual word for an ad, so it sticks. The lack of a call to action or price on the image keeps the tone editorial, letting the primary text and button handle conversion.
Visual design
A single muted sage green carries across background and surface, creating a calm, tonal look. White type in the upper third sits inside the story safe zone. The cream oven with a brass handle feels premium and kitchen-design friendly. Delivery boxes and three plated meals sit low in the frame, showing the full service. Soft lighting and lots of empty space give an upscale, editorial mood.
How to adapt this template for your brand
- Find a press quote that positions you as different from your category rather than just 'great'.
- Open with the publication's name ('X says…') so authority is read first.
- Choose one muted background colour and match the surface in your product photo to it.
- Place the product, packaging and finished results in the lower half of the frame.
- Keep text in the upper safe zone and leave generous space around it.
Tips for meal kits ads on Meta
Designed for Instagram and Facebook Stories, so keep the quote below the profile bar and above the CTA sticker area. Story placements reward quick reading, and one sentence is ideal. Run it to cold audiences with food and cooking interests, and pair it with a 'Learn more' CTA since the quote sparks curiosity. Test a version with a subtle zoom on the oven for Reels.
About this creative
This vertical story ad uses a muted sage-green background that fills most of the frame. In the upper third, plain white sans-serif text reads: Bon Appetit says, 'In the world of meal kits, Tovala is an anomaly.' There is no separate logo at the top; the brand name appears inside the quote and on the oven itself. The lower half shows a cream-coloured Tovala Smart Oven with a brass handle on a pale green surface, its window glowing as two trays of food cook. Two brown cardboard Tovala delivery boxes are stacked to the left. In front, three finished meals are laid out: a bowl of salmon with grains and greens, a plate of breaded cutlets, and a plate of sliced chicken with roasted broccoli. The scene is softly lit and tonal, with the sage colour carrying from background to tabletop, giving the ad a calm, premium, editorial feel rather than a loud promotional one.
Meta ad · 338 × 600 · Meal Kits
Bon Appetit Press Quote Meal Kit Story Ad (Tovala)
This vertical Tovala ad lets a food publication position the brand. On a calm sage-green background, Bon Appetit is quoted saying Tovala is an anomaly in the meal kit world, above a cream smart oven, delivery boxes and three finished dishes. It's a minimal press-quote template for brands that want to stand apart from their category.
Added
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Details
Ad copy
Primary text
Bon Appetit says Tovala is an anomaly in the world of meal kits. That's because there's no chopping, no prep and no cleanup – just scan a meal and the Tovala Smart Oven cooks it for you.
Description
As featured in Bon Appetit
On-image text
Bon Appetit says, "In the world of meal kits, Tovala is an anomaly." | TOVALA (on oven)
Headline ideas for this template
- 1Not your average meal kit.
- 2The meal kit for people who hate meal kits.
- 3No chopping. No prep. No cleanup.
- 4Why food editors are talking about Tovala.
- 5Meal kits, reinvented.
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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