Kettle & Fire pioneered shelf-stable DTC bone broth and built one of the most studied Facebook advertising playbooks in food DTC.
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See all ads on AdLibrary →Kettle & Fire was founded in 2015 by brothers Justin and Nick Mares to sell high-quality grass-fed bone broth in shelf-stable packaging. The brand became one of the most-studied examples of DTC food growth, building a multi-million dollar Facebook advertising operation and proving that educational content ads could drive food product sales at scale. Also searched as Kettle.
Kettle & Fire's paid strategy was built on educational content ads that explained the benefits of bone broth (collagen, gut health, joint support) before asking for a purchase. Long-form video and article-style Facebook ads performed exceptionally well because the product required education to sell. This 'educate then convert' funnel became a template for other functional food brands. Browse Kettle & Fire ads on AdLibrary.
Facebook was Kettle & Fire's primary growth channel, where they ran high-volume testing across hundreds of creatives. Their funnel moved from educational top-of-funnel content (articles about bone broth benefits) to product retargeting with subscription offers. The brand spent millions monthly on Facebook at their peak, generating detailed data on what messaging converted in the functional food category.
Core themes: (1) health benefits of bone broth — gut health, collagen, joint recovery; (2) grass-fed and organic sourcing credentials; (3) convenience of shelf-stable format vs. making your own; (4) paleo/keto diet compatibility. Copy ranges from long-form educational to short punchy benefit claims for retargeting audiences.
Kettle & Fire's core contribution to DTC marketing is the educational content funnel for high-consideration food products. When a product requires education before purchase (bone broth was unfamiliar to most consumers in 2015), ads that teach before they sell dramatically outperform pure conversion ads. Their willingness to spend heavily on Facebook, test relentlessly, and treat paid media as a core competency set the standard for food DTC brands.
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