The testing engine didn’t just identify better-performing creative. It helped Feastables understand why certain messages worked and gave the team a repeatable system for continuing to improve performance.
The Challenge
Moms don’t watch MrBeast like their kids do. And moms, the decision-maker for household snacks, remained more skeptical. The team needed to understand not only what to say, but how to say it: which messages, formats, hooks and creative approaches could earn attention, build trust and ultimately improve brand perception. That meant moving beyond a handful of campaign concepts and building a system capable of generating useful creative learnings quickly.
The Action
Code3 activated CreativeIQ on Meta and built a rapid test-and-learn program around a simple principle: one question about Mom per sprint, with each answer unlocking stronger performance and a clearer understanding of what moves the needle.
The system was built around speed, saturation and scale. New briefs could move into market in as little as five days, with early reads available within three. Rather than betting heavily on a small number of concepts, the team put a wide range of creative ideas into market, identified the strongest signals and quickly increased investment behind the winners.
Across nine sprints, the team isolated different creative variables from clean-label messaging and “us vs. them” comparisons to personas, hooks, native formats, occasions and social proof. Each test added another learning to the system, helping the team understand not just which individual ad performed, but why.
One signal kept showing up: ingredient transparency. “Us vs. them” comparisons became a particularly strong unlock, while the winning idea translated across static, video, carousel and native-style creative.
The team launched 43 distinct creative assets in the first 30 days across video, static and carousel formats. Media and creative teams worked in a continuous feedback loop, using performance signals to shape the next round of testing and quickly expanding winning concepts.
That approach surfaced insights the team could act on immediately. Clean-label and ingredient-transparency messaging, for example, outperformed an ethical-sourcing angle the team initially expected to win. Rather than relying on assumptions, Feastables could build its creative strategy around what the audience was actually responding to.
Eager for Results Like These?
Speak with a Coder today about how we can help elevate your strategies.