Most F&B brands running paid media are slowly suffocating their own algorithms — not from bad creative, but from not enough of it. Find out where you stand in 60 seconds.
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Benchmarks reflect Schaefer's experience across F&B paid media accounts. Actual creative volume needs vary by audience size, targeting strategy, offer cadence, and platform algorithm shifts.
Modern ad platforms — especially Meta post-Andromeda — use creative as a targeting signal. When you ship 20–30 net-new creatives per cycle, you're giving the algorithm 20–30 distinct hooks to match against 20–30 different audience segments. When you ship 3, it has 3.
Most F&B brands are underfed relative to their spend level. Not because they can't produce creative — but because nobody has told them the actual number their spend tier requires. Read the Creative Fatigue Framework →
This tool gives you the benchmark. Schaefer's retainer delivers the volume — high-volume static and motion creative output, engineered to feed the algorithm, included in the fee.
Each spend level has a minimum creative floor based on how aggressively the platform serves ads and how quickly audiences exhaust. Higher spend = faster burn = higher floor.
TikTok burns creative 30–40% faster than Meta. Multi-platform strategies require per-channel variants. The model accounts for both.
1.0 = you're meeting the floor. Below 0.7 = the algorithm is almost certainly recycling. Below 0.4 = the algorithm has almost nothing to work with.
Resizes, copy tweaks, and color swaps don't register as distinct signals to the algorithm. Only genuinely new concepts, hooks, and formats move the needle.
The hard work is developing the right concepts — a distinct buyer motivation, hook angle, or occasion framing. One well-built concept typically yields 4–8 individual ads across formats, lengths, and copy variations. Most brands are under-conceptualized, not just under-produced. Get the concepts right and volume follows naturally; skip the concept work and no amount of production budget fixes the underlying gap.
No production re-scopes. No extra line items. Every Schaefer engagement includes the creative volume your spend tier requires — built from buyer research, designed to feed the algorithm.
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