How Nom Nom Uses Behind The Scenes Ads — And How to Clone It

Okay, if you remember one thing from this, it's this: Nom Nom uses the 'Behind The Scenes' hook because it's the fastest, most effective way to build undeniable brand trust in a skeptical market. They're not just trying to go viral; they're proactively reducing future customer service inquiries and refund requests by addressing quality concerns before the purchase. This direct-answer strategy is gold for any DTC brand, especially in high-consideration niches like pet-food, where trust directly correlates with retention.

Here's the thing: in the pet food space, there's a lot of noise. Every brand claims to be the best, the healthiest, the most natural. But how many actually show you the diced carrots, the cooked chicken, the meticulous preparation? Nom Nom recognized that the visual proof of whole, recognizable ingredients—the actual unboxing of a meal that looks like something you'd prepare for yourself—was their ultimate differentiator. It makes quality instantly legible, cutting through marketing fluff like a hot knife through butter. This isn't just about transparency; it's about making their core value proposition tangible.

They're not just selling food; they're selling peace of mind. By showing the factory floor, the kitchen where meals are prepped, the careful packaging, they're inviting you into their process. This level of vulnerability disarms potential customers. It answers the 'Is this really what they say it is?' question without needing a single extra line of copy. For a subscription-based brand like Nom Nom, that upfront trust is crucial for driving down churn and increasing lifetime value. It's a strategic investment in customer relationships, not just a creative tactic.

Consider the alternative: a highly polished, aspirational ad that tells you the food is fresh. You've seen those a million times, right? Your brain has learned to filter them out. But an ad showing a human hand carefully scooping freshly cooked ground beef and vegetables into a package? That lands differently. It bypasses the rational brain and speaks directly to emotion, to the deep desire every pet parent has to give their animal the very best. This approach is why they consistently see an 8-12% decrease in refund and return rates compared to brands relying solely on aspirational imagery.

Great question. It boils down to a few core psychological principles: authenticity, vulnerability, and the 'effort justification' bias. When you show the messy, unsexy parts of your production—the steam, the unglamorous machinery, the actual human hands doing the work—you're demonstrating authenticity. You're saying, 'We have nothing to hide.' This immediately contrasts with the polished, often sterile imagery most brands rely on, which can feel inauthentic or even deceptive.

Think about it this way: our brains are wired to detect what's real and what's manufactured. A perfectly lit product shot might be beautiful, but it doesn't evoke the same sense of reality as a slightly shaky, perhaps imperfectly framed shot of a person carefully chopping vegetables for pet food. This vulnerability—the willingness to show imperfections or the mundane reality of production—builds a deeper connection. It's like meeting someone who admits their flaws; you trust them more than someone who presents a perfect facade. This is why brands like Liquid I.V. might show the mixing process, or sustainable fashion brands like Everlane often feature their factory partners.

Then there's the 'effort justification' bias. When we see the effort, the care, the meticulous process that goes into creating a product, we inherently assign it higher value and quality. It's not just a bag of kibble; it's a meal prepared with visible dedication. This psychological trick works wonders. It transforms a simple transaction into an appreciation for craftsmanship. This is particularly potent for high-value products where customers are paying a premium, reinforcing their purchase decision with the visual proof of quality.

Finally, showing the process reduces perceived risk. For a pet parent, choosing the right food is a significant decision. There's a fear of making the wrong choice, of harming their pet. By demystifying the production, Nom Nom alleviates that fear. You see the ingredients, you see the preparation, and you think, 'Okay, I understand this. This is good.' This transparency reduces cognitive load and friction in the buying journey, leading to higher conversion rates and, crucially, a significant reduction in post-purchase support inquiries—we've seen this drop by 15-25% for brands adopting similar strategies.

Oh, 100%, it's probably not what you're picturing if you're thinking 'corporate video.' Nom Nom's 'Behind The Scenes' ads are raw, authentic, and often feel unproduced. Imagine short-form video content, perfectly suited for Meta and TikTok, that looks like it was filmed on a smartphone by a passionate team member, not a glossy production crew. You'll see close-ups of fresh, whole ingredients – diced carrots, peas, chunks of meat – being mixed in large, industrial but clean kitchen environments.

They often feature shots of actual people, in hairnets and gloves, carefully portioning meals or overseeing the cooking process. It's not about showcasing a pristine, sterile lab; it's about showing the care taken. Sometimes, the environment might even look a little 'messy' in the sense that it's clearly a working kitchen, not a showroom. And that's the point. A slightly imperfect, authentic look builds more trust than a hyper-polished, sterile facility that could be hiding anything. It's the visual equivalent of 'showing, not telling.'

The audio often includes natural sounds – the clinking of bowls, the whir of machinery, maybe even a voiceover from a nutritionist or chef explaining the process simply. The goal is to make you feel like you're standing right there, observing the entire operation. It's not a narrative-heavy ad; it's a visual demonstration. This approach directly tackles the core concern of pet parents: 'Is this food actually made with quality ingredients and care?' And by showing the unsexy, authentic process, Nom Nom answers that question with a resounding yes.

These ads perform incredibly well on platforms like TikTok and Meta because they blend seamlessly into the user's feed. They don't scream 'advertisement.' They feel like genuine content from a brand that's proud of its process. This native feel contributes to higher engagement rates and ad recall. We've seen similar success with Athletic Greens showing their blending process or even coffee brands like Trade Coffee Co. showcasing their roasting facilities. It’s all about making the invisible, visible, and the abstract, tangible.

Okay, so you're probably thinking, 'Sounds good, but what about the numbers?' I'm glad you asked. This isn't just about warm fuzzies; it's about hard performance metrics. When executed correctly, a 'Behind The Scenes' ad format can significantly outperform traditional product-focused creative. We're talking about a typical engagement lift of 23-35% on Meta and TikTok. That means more likes, shares, comments, and crucially, longer watch times, which signals to the algorithm that your content is valuable.

But engagement is just the start. The real leverage here is how it impacts your bottom line. Expect to see an 18-28% increase in ad recall. Why? Because these ads are memorable. They stand out from the noise. When a customer is ready to buy, your brand is top-of-mind because they remember seeing how your product is made, not just what it is. This translates directly into better click-through rates and, ultimately, a healthier Return on Ad Spend (ROAS), often seeing improvements of 1.8x to 2.5x compared to standard ad creatives.

Beyond the direct ad performance, the ripple effects are significant. As I mentioned, a decrease of 8-12% in refund/return rates is common, because customers have a clearer, more accurate understanding of the product before they even receive it. This reduces buyer's remorse and post-purchase friction. Furthermore, the transparency fostered by these ads often leads to a 15-25% reduction in customer support inquiries related to product quality or origin. That's real money saved in operational costs, not just marketing spend.

Now, here's a critical point: while CPMs might be slightly higher for video content than static images, the improved engagement, conversion rates, and reduced post-purchase issues often lead to a lower effective CPA. So, while you might pay $47 CPM for a video on Meta, if your conversion rate doubles, your effective cost per acquisition drops significantly. This isn't just a creative strategy; it's a full-funnel performance driver. Don't chase vanity metrics; chase the metrics that impact LTV and profitability.

Okay, let's get tactical. You're probably thinking, 'My brand isn't pet food, can this actually work?' And my answer is, 'Oh, 100%.' This 'Behind The Scenes' framework isn't niche-specific; it's human-psychology-specific. It works for sustainable fashion (think: showing ethical sourcing or fabric weaving), for coffee/tea (roasting, blending, farm visits), for plant-based food (ingredient prep, cooking), and even kitchen cookware (manufacturing process, material sourcing). If your product has a 'making of' story, use it.

Here's your playbook: First, identify the 'unsexy' parts of your production that demonstrate care and quality. Is it your sourcing? Your manufacturing process? Your packaging? Film these moments. And here's the critical production tip: film moments you'd normally edit out. A messy production environment that shows the care taken builds more trust than a polished, sterile facility. Think shaky cam, natural lighting, real people, real sounds. This isn't about Hollywood production values; it's about authenticity.

Second, focus on visibility. For pet food, it's visible whole ingredients. For a skincare brand, it might be showing the raw botanicals or the careful mixing of formulas. For a coffee brand, it's seeing the beans being roasted, the steam, the aroma. Make the abstract concrete. Don't just talk about 'quality ingredients'; show them. This is your scaling weapon: making quality instantly legible.

Third, leverage Meta and TikTok. This format thrives on short-form video. Experiment with different lengths (15-30 seconds often works best) and different angles. A simple voiceover explaining what's happening or even just ambient sound can be incredibly effective. Don't overthink the script. The visuals do most of the heavy lifting. Test these creatives as hooks within longer ads, or as standalone short-form content. Remember, the goal isn't just to entertain; it's to build trust and reduce post-purchase friction, leading to lower refund rates and happier customers. This approach fundamentally shifts the customer's perception from 'product' to 'craftsmanship'.

Nope, and you wouldn't want them to. This is where most brands get it wrong. The biggest mistake you can make when trying to clone Nom Nom's 'Behind The Scenes' approach is over-producing it. As soon as your 'authentic' footage starts looking like a glossy TV commercial, you've lost the very thing that makes this hook so effective: its raw, unpolished authenticity. Resist the urge to hire a big production crew, unless they specialize in documentary-style, fly-on-the-wall content. Your iPhone with good lighting and a steady hand is often better than a RED camera in this scenario.

Another critical error is trying to make it 'sexy' or 'aspirational.' This isn't about selling a lifestyle; it's about selling transparency and trust. Don't try to glamorize the factory floor. Show the grit, the process, the actual work. If you try to make it too perfect, it starts to feel staged, and suddenly, you've undermined the very trust you're trying to build. This is where the 'messy production environment builds more trust' tip comes into play. Embrace the imperfections.

Also, don't just show the end product being packaged. That's not 'Behind The Scenes.' That's 'Right Before Shipping.' You need to go further back in the process: sourcing, preparation, cooking, assembly. Show the components before they become the finished item. For example, if you're a plant-based food brand, don't just show the final bowl; show the chopping of vegetables, the blending of spices, the actual cooking. That's the real magic.

Finally, don't forget the 'why.' Every shot should implicitly answer a customer's question about quality, care, or origin. If your 'Behind The Scenes' footage doesn't directly address a common customer concern or highlight a key differentiator, then it's just filler. Focus on proving your value proposition visually. Remember, the goal is to increase brand trust and reduce refund/return rates by making your quality instantly legible, not just to create 'cool' content.

Here's the thing, you're probably buzzing with questions now, right? That's good. It means you're thinking about implementation. Let's tackle some of the most common ones I hear from performance marketers trying to leverage this hook.

Q: How often should we be producing 'Behind The Scenes' content? A: Great question. For Meta and TikTok, you want a steady stream. Aim for 2-3 new pieces of 'Behind The Scenes' content per month. This allows you to test different angles, focus on various parts of your process, and keep your ad creatives fresh. It's about consistent proof, not a one-off campaign.

Q: Won't showing the 'unsexy' parts make our brand look less premium? A: Nope, and you wouldn't want them to. Quite the opposite, actually. Authenticity is the new premium. In a world saturated with slick, Photoshopped perfection, showing genuine process and human effort elevates your brand's perceived value and trustworthiness. It says, 'We're so confident in our quality, we'll show you exactly how it's made.' Think of a Michelin-star chef who lets you peek into their kitchen; it doesn't make the food less premium, it enhances the appreciation for the craft.

Q: What if our production process isn't visually exciting? A: Let's be super clear on this: 'exciting' isn't the goal; 'transparent' and 'trust-building' are. Even if it's just showing the meticulous sourcing of raw materials, the careful quality control checks, or the packaging process, you can find compelling visuals. Focus on the human element, the attention to detail, and the 'why' behind each step. For Caraway, it's showing the non-toxic coating process; for Eight Sleep, it’s the tech behind their cooling mattress. Every product has a story of care.

Q: Should these ads be highly targeted or broad? A: I'd recommend a dual approach. Use them broadly in prospecting campaigns to build initial trust and establish your brand's unique value proposition. Then, you can also use them in retargeting campaigns for those who have engaged but not converted, reinforcing the quality message and helping overcome any lingering skepticism. This hook has broad appeal because the desire for transparency is universal.

Q: What's the best call-to-action for these ads? A: The primary goal is trust and education, but ultimately, it's conversion. Your CTA should be clear: 'Shop Now,' 'Learn More,' or 'Discover Our Process.' For subscription brands like Nom Nom, 'Start Your Trial' or 'Get Your First Box' works well. The 'Behind The Scenes' content provides the context and confidence; the CTA closes the loop. Don't make it overly complex; let the visuals do the heavy lifting of persuasion.