The reference library we brief every F&B campaign from. 156,398 Meta ads across 1,372 food & beverage brands — browsable, filterable, and updated as new creative ships. See what the category is actually running before you make your next ad.
Original research on how F&B shoppers actually behave, segmented by the media that shapes them. Built from surveys of hundreds of thousands of buyers — not syndicated data.
Who they are, what they buy, and why social video — not the aisle — is where their purchase decisions start.
Read the report →The largest and most misunderstood shopper segment — older, higher-loyalty, and still reachable at scale.
Read the report →The highest-income, most cooking-engaged grocery shoppers in our research — and the hardest to reach with yesterday's media plan.
Read the report →Seventeen frameworks in three series — the same models we run against client research in every engagement. Start with the Why People Buy Pyramid™; everything else builds on it.
The buyer-psychology foundation. Who is actually buying, what motivates them, and how to prove it before spending a dollar.
How research becomes ads that convert — translation, fatigue, volume, and the briefs that hold it together.
How challenger F&B brands take share from incumbents — where to attack, and in what order.
Real brands, run through Schaefer's frameworks. Eighteen teardowns across grocery and restaurant — why the winners win, where the stumbles started, and what your brand should steal.
The 130-year overnight success story — and the positioning move that finally beat Pepsi.
Read the breakdown →Scarcity, simplicity, and a menu that hasn't changed — the anti-growth playbook that grows anyway.
Read the breakdown →Two sparkling waters, two completely different theories of why people buy — and what each one costs.
Read the breakdown →Where the category is going and what to do about it — industry deep dives, contrarian arguments, and the trends we think are real.
F&B Brands Only
Everything in the Pantry is how we think. When you work with Schaefer, we run the full research process against your actual buyers — not a generic model.
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