CPM Benchmarks (Meta Ads)
Key cost-per-mille reference points for Juicy Marbles campaign planning across the year.
$2.82
F&B Baseline (Meta)
One of the lowest CPM industries on Meta
$16.30
Specialty / Gourmet
Premium food brands pay significantly more
+30-50%
Q4 Spike
November and December see the largest CPM increases
+57%
Veganuary Uplift
Average weekly unit sales increase during January
12-Month Campaign Calendar
Two campaigns per month with CPM expectations, recommended products, and audience targeting.
Q1 - Winter / Early Spring
January Q1 PEAK
CPM Trend Moderate (post-holiday dip)
Strategy PUSH - good value + high intent
Note: Over-index by 30-50% vs average month
Veganuary Bundle
Global campaign encouraging people to try vegan for a month
New Year, new protein. Same incredible taste.
- 57% increase in weekly unit sales during Veganuary
- 117% growth in vegan food orders (Deliveroo UK)
- 82% uplift in meat-free burgers (Richmond)
New Year Resolution
Health-conscious New Year protein switch
Resolution-worthy protein that actually delivers.
February Q1
CPM Trend Low-moderate
Strategy Moderate spend (Valentine's spike brief)
Valentine's Dinner for Two
Romantic dinner at home - premium steak dinner
The most impressive dinner date. No reservations needed.
Winter Comfort Cooking
Cozy winter meals with plant-based protein
Comfort food that warms the soul.
March Q1
CPM Trend Moderate
Strategy Easter push
Spring Clean Eating
Fresh start - lighter, cleaner meals for spring
Spring calls for something fresh on the plate.
St. Patrick's Day
Irish-themed cooking, pub food reimagined
Lucky enough to be plant-based.
Q2 - Spring / Early Summer
April Q2
CPM Trend Moderate
Strategy Easter push
Easter Roast
Holiday roast alternative - family gathering centerpiece
The Easter roast, reimagined. Feast without the lamb.
- Juicy Marbles already runs Easter Feast Baskets (up to 36% off)
Earth Day Impact
Environmental impact messaging (April 22)
Eat like the planet matters.
May Q2
CPM Trend Moderate
Strategy BBQ season ramp-up
Memorial Day BBQ (US)
First big grilling weekend of summer
Fire up the grill. Hold the cow.
EU BBQ Season Launch
First warm weekends of spring in Europe
The grill doesn't care where the protein comes from.
- BBQ market in Europe valued at over GBP 2.2B
June Q2
CPM Trend Moderate
Strategy BBQ season ramp-up
Father's Day Grilling
Premium grilling gift for dad
Dad deserves the best protein on the grill.
Summer Recipe Series
Light summer cooking, outdoor dining
Summer eats that bring the heat.
Q3 - Summer / Peak BBQ
July Q3 PEAK
CPM Trend Moderate-high
Strategy Peak BBQ - compete with travel/summer ads
Note: CPMs spike around holidays - plan accordingly
4th of July (US)
Patriotic cookout - the American BBQ reimagined
America's new favorite thing on the grill.
- 78% of Americans looking to bring plant-based meat to grilling season
Peak Summer BBQ
Heatwave-triggered grilling - spontaneous BBQ
Sun's out. Grill's out.
- 21% sales spike during 2025 UK heatwave (THIS Foods)
August Q3
CPM Trend Moderate-high
Strategy Peak BBQ - compete with travel/summer ads
End of Summer Grilling
Last stretch of summer BBQ season
Make every grill count before summer ends.
Back to School Prep
Meal prep and quick weeknight dinners
Quick. Protein-packed. Plant-based. Dinner in 15 minutes.
September Q3
CPM Trend Dips post-Labor Day
Strategy Opportunistic - good CPM value
Note: Great CPM value month
Labor Day Farewell BBQ (US)
Last big grilling weekend of summer
One last cookout. Make it count.
Autumn Comfort Food
Cozy autumn cooking and harvest meals
Sweater weather calls for serious protein.
Q4 - Fall / Holiday Season
October Q4
CPM Trend Low-moderate
Strategy GREAT value month before Q4
Note: Lower competition - potential CPM dip. Best value in Q4.
Halloween / Harvest Cooking
Cozy autumn cooking, harvest meals, comfort food
Sweater weather calls for serious protein.
Early Holiday Teaser
Pre-holiday awareness and list building
The holidays are coming. Your table deserves this.
November Q4 PEAK
CPM Trend HIGH (Q4 spike)
Strategy Thanksgiving + Black Friday CPMs spike 30-50%
Note: Start ads 3 weeks before Thanksgiving. CPMs will be HIGH.
Thanksgiving Centerpiece
Plant-based centerpiece for the holiday table
The main course everyone fights over.
- Thanksgiving and Christmas are the most lucrative time for food businesses
Black Friday / Cyber Monday
Bundle deals, gift sets, stock-up pricing
Fill the freezer. Fill the future.
- CPMs peak here - evaluate whether ROAS justifies competing
December Q4 PEAK
CPM Trend HIGHEST (holiday peak)
Strategy Most expensive month - needs high AOV to justify
Note: Order cutoff dates are CRITICAL (frozen shipping logistics). Allocate 30-40% of annual ad budget to Oct-Dec.
Holiday Gift Bundles
Gift boxes and premium entertaining
For the foodie who has everything.
Christmas Feast
Holiday roast and festive entertaining
The centerpiece that changes the conversation.
- EU focuses more on Christmas than Thanksgiving
- Consider 12 Days of Christmas content series
Monthly CPM Expectations (Meta Ads)
Based on AdAmigo 2026 data. F&B baseline CPM is $2.82 - one of the lowest on Meta, but rises significantly in Q4.
| Month | Quarter | CPM Trend | Strategy | Status |
|---|---|---|---|---|
| January | Q1 | Moderate (post-holiday dip) | PUSH - good value + high intent | PEAK |
| February | Q1 | Low-moderate | Moderate spend (Valentine's spike brief) | Normal |
| March | Q1 | Moderate | Easter push | Normal |
| April | Q2 | Moderate | Easter push | Normal |
| May | Q2 | Moderate | BBQ season ramp-up | Normal |
| June | Q2 | Moderate | BBQ season ramp-up | Normal |
| July | Q3 | Moderate-high | Peak BBQ - compete with travel/summer ads | PEAK |
| August | Q3 | Moderate-high | Peak BBQ - compete with travel/summer ads | Normal |
| September | Q3 | Dips post-Labor Day | Opportunistic - good CPM value | Normal |
| October | Q4 | Low-moderate | GREAT value month before Q4 | Normal |
| November | Q4 | HIGH (Q4 spike) | Thanksgiving + Black Friday CPMs spike 30-50% | PEAK |
| December | Q4 | HIGHEST (holiday peak) | Most expensive month - needs high AOV to justify | PEAK |
Seasonal Campaign Rules
Core principles for seasonal campaign execution at Juicy Marbles.
- Always lead with taste Even in ethics moments (Earth Day, Veganuary), the primary message is about how incredible the food is.
- Plan shipping cutoffs Frozen DTC shipping has hard logistics constraints. Build order deadlines into campaign timelines.
- Pre-warm audiences Start awareness ads 2-3 weeks before each peak moment.
- Weather-reactive creative Especially for EU BBQ season - have creative ready to deploy when heatwaves hit.
- Q4 budget spike Allocate 30-40% of annual ad budget to October-December.
- Veganuary is #1 It combines low CPMs, high intent, and strong cultural tailwind.
- Don't compete where you can't win Black Friday CPMs are brutal. Consider a unique angle like "Plant Friday" to justify the cost.