Brand Tone

Caring and Loving, Reliable and Trustworthy, Friendly and Approachable, Quality-Focused, Playful and Enthusiastic (in a gentle way)

Brand Values

• •Pet Well-being
• •Quality and Safety
• •Responsibility
• •Companionship and Love
• •Accessibility
• •Nordic Heritage

Best Practices

• •Embrace 'Friend' Language: Consistently use warm, empathetic, and friendly language. Address the customer and their pet in a way that acknowledges their bond (e.g., 'your furry friend,' 'your companion,' 'paw-some').
• •Prioritize Pet Well-being in Messaging: Every piece of copy should explicitly or implicitly tie back to the health, happiness, and safety of the pet. This reinforces the core value.
• •Be Genuine and Trustworthy: Avoid overly salesy or exaggerated claims. Focus on providing clear, honest information about product benefits and ingredients. Authenticity builds trust.
• •Show, Don't Just Tell, the Love for Pets: Use storytelling and relatable scenarios in your copy. Share anecdotes or create imagery that resonates with the daily joys and challenges of pet ownership. User-generated content can be very powerful here.
• •Maintain Consistency Across All Channels: Ensure the caring, reliable, and friendly tone is uniform across the website, social media, packaging, and customer service interactions. Create a simple tone of voice guide for anyone creating content for the brand.

Social Perception

Based on their messaging, 'Best Friend FI' aimed to be perceived as a reliable partner for pet owners, offering a comprehensive range of quality products for the well-being of their pets. The transition of Best Friend FI products to PrimaCat and PrimaDog in Finland suggests a strategic shift by the parent company, likely to consolidate brands. Customers in Finland would now perceive these new brands as the successors. The global redirection of `bestfriend.com` to Nutriment suggests that, in some markets, the 'Best Friend' identity has been absorbed into a larger entity focused on raw pet food. It's important to note that the name 'Best Friend' is quite generic, leading to potential confusion with other pet-related businesses and organizations if not specified by region (e.g., 'Best Friend FI') or specific entity (e.g., 'Best Friend Group').

Copy Examples

• •Headline: Because they're not just pets, they're family. Body: At Best Friend, we get it. The wagging tails, the happy purrs, the quiet comfort – it's a love like no other. That's why we pour our hearts into creating nutritious, delicious, and safe products for your cherished companion. Give your best friend the best, every day. Call to Action: Discover the Best Friend difference.
• •Headline: Fueling Adventures, Naturally. Body: From playful park visits to cozy cuddles on the couch, your best friend deserves nutrition that supports every moment. Our recipes are crafted with high-quality, paw-friendly ingredients, ensuring they have all the energy they need for a life full of joy. Call to Action: Explore our natural food range.
• •Headline: More Than Just Food – It's a Promise. Body: We promise to always put your pet's well-being first. With decades of Nordic expertise in pet nutrition, Best Friend offers products you can trust, made with love and a deep understanding of what your furry family member needs to thrive. Call to Action: Learn about our quality commitment.
• •Headline: Happy Tummies, Happy Pets. Body: Digestive health is key to a happy pet. Our veterinarian-developed formulas are designed to be gentle and nutritious, packed with the good stuff and none of the nasties. Because a healthy pet is a happy best friend. Call to Action: Find the perfect meal for your sensitive companion.
• •Headline: Little Treats for Your Big Love. Body: Reward their good behavior, strengthen your bond, or just say 'I love you' with our delicious and healthy treats. Made with real meat and wholesome ingredients, they're the perfect way to show your best friend how much they mean to you. Call to Action: Shop our tasty treats now!