Bibado's free weaning product ads are its longest runners. Almost none of the new ads use it.

A summary of our review of Bibado's 137 live UK Meta ads (211 creatives), its Instagram, 5,107 comments, and two rivals, Tommee Tippee and Munchkin.

16 of 17creatives offering a free product sit in the longest-running third

9 of 10of the longest-running ads lead with an offer: a free product or a bundle price

1 of 75ads launched in the last three months offers the free product

0complaints in 5,107 comments; 352 vouch for the product

What works

The free weaning product keeps running

Free-product ads ("Hands up for a free weaning product", "Wean free!") have run up to 561 days; all but the newest are in the longest-running third. They are fewer than 1 in 10 of Bibado's ads.

What works

Offers carry the oldest ads

9 of the 10 longest-running ads lead with an offer. The longest, 3 Coverall Bibs for £35, has run 598 days. The newer "Up to 62% off" bundle ads have not built the same record yet.

What works

Ads that start with the mealtime mess hold up

Creatives that open on the problem (the mess, the laundry), then show the fix, are in the longest-running third 63% of the time (30 creatives). Those that open on a surprise: 33% (48).

Three things to try next

1Bring the free product backPut it into new ads, including a video. Only 1 of the 75 ads launched since August offers it.
2Open on the mess, then the fixStart on a real mealtime moment, then show the bib or plate doing its job.
3Put parents' words on screen352 comments vouch for the product, none complain. Use their lines as proof.

The full reviewbibado.galvor.ai 15 minutes with Sunil, our co-foundergalvor.ai/talk

"Longest-running third": the top third of Bibado's live ads by how long each has run and how many versions it has. It shows what the brand keeps paying for, not sales. Public data only (Meta's UK Ad Library, Instagram), October 2026. Counts by offer use the 120 ads with a readable headline.