Every active The Pets Table image ad in the US Meta Ad Library, mapped by angle, awareness and channel, with a browsable feed of the full static library. Videos excluded.
Source: Meta Ad Library (public)Captured: June 30, 202654 active staticsVideos excluded: 133
Snapshot
54
active static ads
133
videos excluded (71% of creative)
74d vs 7d
median days live: owned vs partner
74%
offer-led / most-aware
The read
What the library is telling us
This is The Pets Table's entire active static library: 54 live image ads, against 133 videos in the same pull. Like its parent HelloFresh, the brand is video-first, with static about a third of the creative.
Here the durable creative is owned, not rented. The brand's own page runs 21 statics at a median 74 days live and holds 15 of the library's 35 long-running ads. The publisher and creator channel runs 24 statics at a median of just 7 days, a high-velocity testing engine where most ads are still too new to judge. This is the opposite of the rent-your-longevity pattern.
The warm top of the funnel is outsourced. Every problem-aware static and most solution-aware ones run through a creator or publisher page (Maria's Finds, Tess Recommends, The Dodo), as UGC testimonials. The brand's own page and the Chewy retail channel are 76% and 100% offer-led. The softer angles exist, but only in rented, mostly-young creative.
The discount is still the spine.40 of 54 statics (74%) are offer-led and Most-aware (50 to 60% off the first box). Less total than a pure-offer advertiser, but the offer carries the program, and it carries the durable owned lane too.
Three engines, three jobs: an owned durable offer, a publisher/creator velocity + UGC lane, and an evergreen Chewy retail shelf. Browse the full library below and filter by angle / channel / awareness. Every gap is an on-brand creative-volume play.
Angle landscape
What they run, by angle
Active statics by angle (count of 54). One message carries most of the volume.
Discount/Offer-led
40
Health/Vet-developed
7
Picky eater/Palatability
5
Convenience/Pre-portioned
1
Fresh/Real ingredients
1
What lasts
Longevity is a channel story
Longevity = how long an ad has stayed continuously live (median days, and the share still live 14+ days). We can't see spend or budgets (not public), so read longevity as commitment, not a performance score: lower-budget ads can also linger, and partner placements cost more to produce, so brands naturally run fewer and keep them longer. Measured per channel, the split is stark.
Brand-direct is the durable lane: 21 statics at a median 74 days live, spanning April to June (real survivors, not one launch wave), and it owns the longest runners. The publisher/creator channel is a velocity engine (median 7d, 13 of its ads launched in the last week). Chewy retail is evergreen (9/9 live 14+ days). Longevity here means how long an ad has stayed live, a public proxy for what is working, not spend or ROAS.
Longevity by channel
Each bar = % of that channel's own statics still live 14+ days, with the raw count (a per-channel rate, not a share, so they don't sum to 100). Brand-direct, creator and doctor ads tend to skew newer, so a low rate is often recency more than failure.
Retail (Chewy) (n=9)
100% (9/9)
Brand-direct (n=21)
71% (15/21)
Publisher-partnership (n=24)
46% (11/24)
The brand-direct pages behind that 71%
This is the brand's own creative, run from its own Meta page (not a partner's). These are the pages carrying the durable brand-direct lane and how long their ads have stayed live, verifiable on any card in the feed below via "see full ad".
Page
Ads
Median live
Longest
14+ days
The Pets Table
21
74d
89d
15 / 21
Other channels are also named partners, not brand-direct:
Channel
Partner
Ads
Median live
Retail (Chewy)
Chewy
9
54d
Publisher-partnership
Blossom
7
29d
Publisher-partnership
The Dodo
4
47d
Publisher-partnership
SmartCarting
4
1d
Publisher-partnership
Maria's Finds
3
5d
Publisher-partnership
Tess Recommends
3
25d
Publisher-partnership
New Bork Times
2
89d
Publisher-partnership
Thrillist
1
4d
Longest-running individual statics (deduped by angle & channel):
Counting only what has proven longevity (still live 14+ days): 15 brand-direct, 11 publisher/creator, 9 Chewy retail. Unlike most subscription brands, The Pets Table's longest-lasting static creative is its own, not a publisher's. The durable lane is in-house, the rented channel is where they test. That owned durability is the asset to extend.
Where the clicks go
The funnel behind the ads
Where the static spend points. Almost everything routes to an offer lander (/fm50, /sale50, /sale60) on get.thepetstable.com, with a brand-direct reactivation page (/my-deliveries) and the Chewy product shelf underneath. Top destinations:
Nobody keeps feeding a landing page that isn't converting. Where they're actively feeding creative right now is where the money is working. (The homepage takes the most volume, that's broad brand/retargeting traffic; the angle pages below it are the intent-specific bets.)
OpportunityThe warm funnel is rented. Every problem-aware and most solution-aware static runs through a creator or publisher page, and that channel's median ad is just 7 days old. The brand's durable, owned lane is 76% discount. The opening is an owned, durable, problem-first lane, the one thing the library does not yet have.
Angle × awareness
Coverage map
A directional read on where each ad meets the reader. It skews hard to the bottom: 74% Most-aware. There is a real but thin warm layer (problem-aware 7%, solution-aware 13%), and almost all of it sits in the rented creator channel, not the brand's own durable lane.
Each static mapped to awareness stage (inferred from how the copy opens). Deep green = saturated, pale = whitespace.
Problem-aware
Solution-aware
Product-aware
Most-aware
Discount/Offer-led
40
Health/Vet-developed
4
3
Picky eater/Palatability
4
1
Convenience/Pre-portioned
1
Fresh/Real ingredients
1
whitespacesaturatedawareness inferred from copy, directional
Channel mix (statics)
Publisher-partnership
24
Brand-direct
21
Retail (Chewy)
9
Patterns
What the cross-tabs reveal
A few that surfaced this run. The engine re-mines every angle, awareness stage, channel and lander on each refresh, so new patterns surface as the library shifts.
Pattern
What we see
Durability is owned, not rented
Brand-direct runs a median 74 days live and holds 15 of the 35 long-running statics, while the publisher/creator channel runs a median of 7 days. The brand's own page is the durable lane; the partner channel is the testing engine. The reverse of the rent-your-longevity model.
The warm funnel is outsourced
Every problem-aware static and 5 of 7 solution-aware run through a creator or publisher page as UGC testimonials. The brand's own page and Chewy are 76% and 100% offer-led. The softer angles only exist in rented, mostly week-old creative.
The offer is the spine
74% of statics are offer-led and Most-aware (50 to 60% off the first box), rising to 100% on the Chewy retail shelf. There is more angle range than a pure-offer brand (vet-developed, real-ingredient, picky-eater), but the discount carries the volume.
Three engines, three jobs
21 owned durable offer ads, 24 publisher/creator velocity-and-UGC, 9 evergreen Chewy retail (all 9 live 14+ days). Reach, testing and retail are split cleanly across three channels.
Opportunity map
Where fresh creative could move fastest
Not a critique of what's running. It's working. These are the under-built cells, each a testable hypothesis.
1
Build a brand-owned warm lane
The problem-aware and solution-aware creative only lives in the rented creator channel, where the median ad is 7 days old. Hypothesis: a durable owned problem-first lane (itchy skin, the picky eater, kibble guilt, the senior dog) would compound the way their owned offer creative already does.
warm funnel is rented and young
2
Bring the health story into the durable lane
The brand clearly believes in vet-developed and real-ingredient angles (12 statics), but its durable owned page is 76% discount. Hypothesis: owned, long-running creative on the vet and ingredient story warms buyers the coupon cannot reach.
owned lane is offer-heavy
3
Productize the creator UGC
The warm testimonials (Maria's Finds, Tess Recommends) are the freshest and least-proven creative in the library. Hypothesis: a steady owned UGC-static pipeline turns that warm angle into a durable lane instead of one-off affiliate tests.
UGC is one-off, not a system
4
Give Chewy a content lane beyond the coupon
The Chewy retail channel is 100% offer-led and evergreen. Hypothesis: retail-specific proof and ingredient statics expand the retail funnel past the autoship discount.
retail is coupon-only
5
Port the video library into static
133 videos run while static is a third of the program. Hypothesis: the hooks already proven in video (the dog devouring the bowl, the unboxing, the vet explainer) ported into native static cards extend the durable owned lane cheaply.
reuse proven hooks
The library
Browse all 54 active statics
Filter the full set. Sorted by days live (longest-lived first).
The intelligence layer
From snapshot to live signal
This page is a single snapshot. Our always-on creative-intelligence layer turns each read into a live signal, so you act on shifts the day they happen, not a month later.
Heating upWhich angles and offers The Pets Table is actively scaling static into, flagged as the volume accelerates.
Proven winnersReal longevity curves per channel and per partner, not a one-day snapshot. We watch what actually stays live.
New anglesThe moment a non-offer angle or a new landing page appears and starts getting fed, the first sign of a strategy shift.
What diedCreative and partners the brand just killed, so you skip what stopped working.
54 static ads. The durable ones are the brand's own.
The Pets Table is video-first and, unusually, owns its durable static lane instead of renting it, while pushing the warm, problem-first creative out to young creator tests. The opening is to bring that warm, health-led layer into the durable owned lane, and to turn one-off UGC into a system. Both are on-brand creative-volume plays, built ad-to-page congruent. Pick a cell and we'll ship a durable test set this week.
Creative Intelligence
