Brand Tone

Adventurous & Inspiring, Reliable & Trustworthy, Quality-Conscious & Gourmet, Responsible & Sustainable, Informative & Practical

Brand Values

• •Quality & Taste
• •Adventure & Exploration
• •Sustainability & Environmental Responsibility
• •Health & Nutrition
• •Convenience
• •Community
• •Heritage & Family

Best Practices

• •Emphasize Adventure and Experience: Consistently link the product to the thrill and satisfaction of outdoor activities. Use evocative language that speaks to the experience of being in nature.
• •Highlight Quality and Gourmet Aspect: Use descriptive adjectives that convey taste, premium ingredients, and chef-inspired recipes. Avoid overly technical or bland descriptions.
• •Maintain a Tone of Trust and Reliability: Refer to the brand's heritage, commitment to quality, and the practical benefits (lightweight, easy to prepare, nutritious) that adventurers depend on.
• •Integrate Sustainability (Authentically): Where appropriate, subtly weave in the brand's commitment to environmental responsibility, connecting it to the love of the outdoors that customers share. This should feel genuine and not forced.
• •Be Inclusive and Solution-Oriented: Acknowledge diverse dietary needs and position the products as solutions that allow everyone to enjoy great food on their adventures. Keep the language accessible and encouraging.

Social Perception

Positive for Quality and Taste, Appreciation for Variety, Trusted for Outdoor Activities, Seen as a Premium Product, Growing Awareness of Sustainability Efforts, Availability

Copy Examples

• •Headline: Fuel Your Summit. Taste the Adventure. Body: Backpacker's Pantry Canada brings you gourmet, lightweight meals, crafted for the wild. Packed with flavour and nutrition, because every epic journey deserves an epic meal. Explore our range – your next adventure starts here.
• •Headline: Beyond the Trail Mix: Real Food for Real Adventures. Body: Tired of bland? Elevate your backcountry dining with Backpacker's Pantry. From savory Pad Thai to hearty Shepherd's Stew, our easy-to-prepare meals are made with premium ingredients to keep you going strong. Taste the difference quality makes.
• •Headline: Sustainably Sourced. Adventure Approved. Body: At Backpacker's Pantry Canada, we're powered by a passion for the outdoors and a commitment to protecting it. Enjoy delicious, responsibly made meals that fuel your adventures and support a healthier planet. Good for you, good for the Earth.
• •Headline: Your Trusted Partner from Sea to Sky. Body: For over 70 years, Backpacker's Pantry has fueled explorers. Now in Canada, discover why our nutritious, easy-to-make meals are the go-to for hikers, climbers, and adventurers of all kinds. Lightweight, delicious, and always dependable.
• •Headline: Diverse Flavours for Diverse Trails. Vegan? Gluten-Free? We've Got You Covered. Body: Don't let dietary needs limit your adventures. Backpacker's Pantry Canada offers a wide selection of delicious vegan, vegetarian, and gluten-free options, so everyone can enjoy a satisfying, energizing meal in the great outdoors. Explore your options!