The food page
This placement is slightly discouraging. The brand does denote its product is made for big girls, but this placement seems to indicate that the brand assumes its target audience likes to eat. It's not as racy as our first two examples, but it's a potentially uncomfortable brand association. It's akin to seeing a Listerine "fight bad breath" ad on Facebook right next to your picture. What's more likely in this scenario: The consumer clicks the ad, or they take a hard look in the mirror?
What went wrong: A bad targeting decision. It appears that the brand decided food pages were within its desired page placements, and possibly even went after the keyword "fat." Far be it from me to criticize how a brand goes after its audience, but running ads in this questionably appropriate environment leaves the potential for a sour taste in the consumer's mouth and makes it more difficult to deliver successful online advertising.
How to prevent it: This is a great example of the limitations of keyword, or contextual, targeting when it comes to display ads. By using a different approach based on page meaning, this page would have been recognized as a food page. If this advertiser used a layered approach, it could have also chosen content categories like health or weight loss. Such an approach boosts the assurance that the ad will show up on appropriate pages that resonate with the brand message.