We built you something. It's free. Introducing Schaefer's AdVault.
Searchable database of ads (39k+), landing pages, and TikTok content for food & beverage brands with 438 brands represented. Free to use and growing daily.
A few months ago, I started describing FoodAdVault to people as “the library we wish existed when we started running ads.”
That was when it had maybe 30 brands, and we were still manually adding things.
It’s a little different now.
What FoodAdVault is:
A free, searchable library of Meta ads, TikTok content, and landing pages from food and beverage brands, built for the people who have to brief, make, or approve this stuff every day.
Here’s what’s inside right now:
39,981 ads
438+ brands
4,374 landing pages
3,122 TikTok posts
All of it searchable. All of it free.
How we actually use it:
Before we brief a campaign for a client, we pull up every ad that brand’s top competitors have run in the last 90 days. What hooks are they testing? What formats are getting recycled (which usually means they’re working)? What does the landing page say after someone clicks?
That used to take hours. Now it takes about 10 minutes.
We built FoodAdVault because we were doing this research manually and realized the whole industry was doing the same thing, just less efficiently.
A real example: 10 ad concepts in under an hour
Here’s exactly what this looks like in practice.
A client came to us last month needing a fresh round of creative for a better-for-you snack brand. New campaign, new hooks, starting from scratch. The brief was due in 48 hours.
Old process: spend a day crawling Meta’s ad library, screenshotting things into a folder, trying to remember what you saw three tabs ago.
New process:
Step 1: Pull the category.
I went into the vault and filtered by snack brands. Not their brand. Their competitors. I wanted to see what was actually running right now, not what worked six months ago.
Step 2: Look for patterns in the hooks.
I’m not looking for ads to copy. I’m looking for the creative decisions that keep showing up across multiple brands. If three or four brands are all leading with a “taste test” format, that format is probably converting. If everyone’s running ugc over produced video, that tells me something about what the algorithm is rewarding in this category right now.
Took about 20 minutes to spot three patterns worth paying attention to.
Step 3: Click through to the landing pages.
This is the part most people skip. The ad gets you the click. The landing page tells you what the brand thinks closes the sale. I looked at six or seven landing pages from the strongest-performing ads in the category.
Two of them had almost identical above-the-fold structures. That’s not a coincidence.
Step 4: Flag the outliers.
I’m also looking for the brand that’s doing something nobody else is doing. Sometimes that’s a mistake. Sometimes that’s the most interesting thing in the whole pull.
Found one brand running a hook format I hadn’t seen before in this category. Saved it. Flagged it for the brief.
That whole process took about 45 minutes. What came out the other side wasn’t a mood board. It was a point of view on what the category was doing, what was missing, and where there was room to be different.
That’s what the vault is actually for.
Brands worth studying:
You’ll find the names you’d expect: Poppi, Graza, Tillamook, Liquid Death, Chomps, Magic Spoon, and a lot of brands you might not know yet but probably should.
That last category is honestly my favorite part of spending time in the vault. There are brands in here running really sharp creative that almost nobody is talking about. Good hooks, clear offers, landing pages that actually convert. I find something new worth learning from every time I go in.
What’s coming:
We’re still in v0.1. TikTok ads (full library, not just top posts), email, and lots more brands are all on the roadmap. I’ll let you know when those go live.
For now, the Meta and TikTok content library is solid and we’re adding brands constantly. If there’s a brand you want to see in there that isn’t, shoot me a note at seth@schaefer.co, and we’ll add it.
Go check it out:
advault.schaefer.co
It’s free. No signup required to browse. Just go look around.
Cheers,
Seth