What the ads say

Meta’s Ad Library put Grind’s active UK ads at about 89 when we looked. It showed us 69, and we read every one. Twenty started on 7 October, and the oldest date back to 6 August. Advent calendars lead with 25 ads, then matcha with 16 and a Grind x Miffy collaboration with 9. All 25 advent ads open a calendar page, and all of them carry one headline: “Want a new speciality coffee every day?”

Underneath, they come in three kinds. Eleven sell the new pod calendar and give its count: 26 pods in 17 blends. Eleven more show all three calendars, with a new coffee behind every door. Three sell the bean and ground calendars, with a new single-origin coffee each day while stock lasts.

On Google, Grind showed 75 ads in the UK in the 30 days to 8 October. Its advent text ads say much the same: a whole-bean calendar with a new blend to grind each day until Christmas, a ground calendar to enjoy every day, and a pod calendar of 25 pods with a new blend behind every door. Two of them carry £5 off an advent calendar with the code ADVENT5. Free delivery appears three ways: free UK delivery in a calendar ad’s links, free shipping on £25 orders of Christmas coffee, and free next-day delivery with a first pod subscription.

Where they send people

The bean and ground ads open the calendars’ own pages. Both lead with the count: 12 single-origin coffees over 12 days, in 18g daily sachets, at £29.95 each. The FAQ under them gives the same number, 12 different coffees. The pod calendar’s page matches its Meta ads, 26 pods in 17 blends across 25 days, though it also calls each day’s pod a unique blend.

The ads for all three calendars open the calendar collection, whose terms exclude the calendars from every existing discount code and promotional offer. The calendar pages say delivery is free on orders over £30, and the delivery page sets out the rest: £3.95 for economy delivery below £30, £5.95 for next day, and free economy delivery for subscribers, in 3 to 5 working days.

What works

  • Ads that open what they show. All 25 advent ads open a calendar page, all 16 matcha ads open the matcha set, and the Miffy ads open the Miffy range.
  • A count in the pod calendar’s ads. Its 11 Meta ads say 26 pods in 17 blends, as its page does, so a shopper knows what the box holds before clicking.
  • Pages that lead with the facts. The bean and ground pages open with 12 single-origin coffees, and their FAQ says how many coffees are inside.
  • Every delivery option on one page. Economy, next day, subscriptions and international delivery sit together, each with its price and its timing.
  • Subscription terms in plain view. The pod page says subscribers can skip, pause or cancel at any time, next to the price.

The gaps we’d close

  1. Every day, for 12 days. All 25 advent ads ask whether you want a new speciality coffee every day. The bean and ground ads promise a new single-origin coffee each day, and on Google a new blend to grind each day until Christmas. The calendars they sell hold 12 coffees for 12 days, and none of the 25 advent ads says 12. The pod calendar’s ads do give its count, but under the same every-day headline, and 17 blends across 25 days means some days repeat a blend. Its Google ad goes further, with 25 pods and a new blend behind every door. The page says 26 pods in 17 blends.
  2. Three delivery promises, one delivery page. The Google ads offer free UK delivery in a calendar ad, free shipping on £25 orders of Christmas coffee and free next-day delivery with a first subscription. The delivery page charges £3.95 for economy delivery below £30 and £5.95 for next day, and gives subscribers economy delivery free, in 3 to 5 working days. A calendar costs £29.95, 5p short of free delivery.
  3. A code the calendar page rules out. Two Google advent ads offer £5 off an advent calendar with the code ADVENT5. The calendar collection’s terms exclude the calendars from every existing discount code and promotional offer, and Grind’s discounts page doesn’t list ADVENT5. We didn’t try the code, and a shopper can’t tell from the page whether it will work.
  4. A summer sale that ends on a missing page. Two Meta ads for a summer sale, both running since 8 September, still offered up to 50% off when we looked. Both open gift-set pages that no longer exist.

The bean and ground calendars run 12 days, and none of the 25 advent ads says so.

The pod calendar, with its count of 26 pods in 17 blends 11 of 25 ads

All three calendars, with no count 11 of 25 ads

The bean and ground calendars, with no count 3 of 25 ads

12 coffees or 12 days, the bean and ground count 0 of 25 ads

None says 12

Bar length shows the number of ads. Counted from Grind’s active UK ads in Meta’s Ad Library on 8 October 2026.

What we’d do next

  1. Put the count in the ad. Test 12 coffees for 12 days against a new coffee every day. Keep the pod ads’ counts, and drop the every-day headline where blends repeat.
  2. Promise the delivery the site gives. Say free delivery over £30 in the ads, or test free delivery on the calendars and say so on their pages. If a first subscription gets next-day delivery free, put that on the delivery page too.
  3. Decide what ADVENT5 does. If it works on calendars, say so beside the terms that exclude them. If it doesn’t, take it out of the advent ads.
  4. Retire the summer sale. Stop the two ads that still offer up to 50% off on pages that no longer exist.

We can’t see Grind’s results, so none of this is a verdict on performance. With account access, the first number we’d want is how many calendar clicks end in a basket, split by whether the ad gave the count.