Brand Tone

Adventurous & Inspiring, Practical & Informative, Reliable & Trustworthy, Enthusiastic & Passionate (about the outdoors and food), Slightly Casual but Professional

Brand Values

• •Adventure & Exploration
• •Quality & Nutrition
• •Convenience & Simplicity
• •Sustainability & Responsibility
• •Variety & Inclusivity
• •Legacy & Experience

Best Practices

• •Speak to Your Adventurer: Always write with the target audience in mind – individuals who are passionate about the outdoors, value convenience on the trail, and seek reliable nutrition. Use language that resonates with their experiences and aspirations (e.g., "summit," "trail," "expedition," "wilderness").
• •Balance Inspiration with Information: While copy should inspire adventure, it must also clearly communicate the practical benefits: ease of preparation, nutritional value, light weight, and specific dietary information. Ensure product descriptions are detailed and accurate.
• •Highlight Quality and Trust: Subtly weave in the brand's experience and commitment to quality ingredients. Phrases like "chef-created," "globally inspired," "premium ingredients," and "trusted by explorers" can reinforce this.
• •Maintain an Enthusiastic and Approachable Voice: The tone should be positive and passionate about both food and the outdoors. Avoid overly technical jargon unless explaining specific benefits (like nutritional science). Keep it friendly and inviting.
• •Ensure Visuals and Copy Align: If using imagery (on the website, ads, or any future social media), ensure it reflects the adventurous, inspiring, and Canadian-focused (where applicable) tone of the copy. The imagery of the US brand is a good guide – people actively enjoying the outdoors with the product. Consistency across all brand communications is key.

Social Perception

Established & Recognized, Reliable Choice, Good for Dietary Restrictions, Taste is Subjective, Mid-to-High Price Range

Copy Examples

• •Headline (Adventurous & Inspiring): Fuel Your Next Horizon. Lightweight meals for epic Canadian trails. Body: Don't let a heavy pack slow your ascent. Backpacker's Pantry offers delicious, easy-to-make freeze-dried meals, so you can focus on the view, not your food prep. Explore further, climb higher, and savour every moment.
• •Product Focus (Practical & Informative): Katmandu Curry: Spice Up Your Summit. Body: Packed with lentils, brown rice, potatoes, peas, and carrots in an authentic spicy curry. Just add hot water for a satisfying, protein-rich meal in minutes. Gluten-free. Vegan. 10-year shelf life. See full nutritionals and ingredients on our site.
• •Brand Story Snippet (Reliable & Trustworthy): Trail-Tested Flavours Since 1951. Body: For over 70 years, Backpacker's Pantry has been crafting gourmet adventures, one meal at a time. We bring global tastes to the Canadian wilderness, using quality ingredients you can trust, wherever your boots may take you.
• •Community Engagement (Enthusiastic & Passionate): What's Cooking on Your Canadian Adventure? Body: From the Rockies to the coastal trails, we love seeing where our meals fuel your journeys! Share your Backpacker's Pantry moments with #BPCanadaAdventures and inspire the community. What's your go-to trailside feast?
• •Benefit-Oriented (Practical & Adventurous): Less Weight, More Wilderness. More Flavour, Less Fuss. Body: Tired of bland trail food and bulky ingredients? Our lightweight, flavour-packed meals are ready in a flash, giving you more time to explore Canada's stunning backcountry. Delicious, nutritious, and adventure-ready.