Brand Tone

Friendly and Welcoming, Authentic and Traditional, Humorous and Light-hearted, Passionate and Proud, Personal and Approachable

Brand Values

• •Quality Craftsmanship
• •Customer Service Excellence
• •Heritage and Tradition
• •Family and Community
• •Authenticity
• •Joy and Good Humour
• •Giving Back

Best Practices

• •Embrace Storytelling: Weave in anecdotes about the family history, the local area (Ardara, Donegal, Wild Atlantic Way), and the craftsmanship. This reinforces authenticity and heritage.
• •Inject Personality and Humour: Don’t be afraid to be light-hearted and conversational. Use colloquialisms (like "craic" when appropriate for the audience) or witty asides that reflect the "sprinkling of good humour."
• •Highlight "Family-Run" and Personal Touch: Continuously remind customers of the personal investment and care that goes into the business and product selection. Mentioning Hugh or the Campbell family name adds to this.
• •Focus on Quality and Authenticity: Clearly communicate the use of quality materials (like merino wool, cashmere, tweed) and traditional Irish craftsmanship. This builds trust and justifies the premium nature of the products.
• •Maintain a Welcoming and Inclusive Voice: Write as if you’re speaking directly to a friend or a welcome visitor. Use inviting language that encourages interaction and makes the customer feel valued, whether online or in-store.

Social Perception

Trusted Source for Quality Irish Goods, Embodiment of Irish Hospitality, A "Must-Visit" Destination in Ardara, Authentic and Unique, More Than Just a Shop

Copy Examples

• •Headline: Wrap Yourself in Donegal: Generations of Warmth, Woven with a Smile. Body: Since 1963, our family has shared Ireland's finest knitwear and tweeds with the world. More than just a sweater, it's a piece of Ardara, a story of tradition, and a promise of a warm welcome (and maybe a good laugh!) when you visit. Explore our collection online – it’s almost as good as dropping by for a chat with Hugh!
• •Social Media Post (with an image of a cozy sweater): Feeling the chill? We've got just the thing! Our [Product Name] isn't just beautifully crafted from the softest Irish wool; it’s infused with a bit of Donegal magic and the Campbell family spirit. P.S. It’s perfect for spontaneous dancing, should the mood strike! 😉 #CampbellsOfArdara #IrishKnitwear #DonegalTweed #WildAtlanticWay #CosyStyle
• •Product Description Snippet (for an Aran Sweater): ...each stitch tells a story of the Wild Atlantic Way, hand-finished with the care and good humour that’s kept us going since '63. This isn't just a sweater; it's a hug from Ireland, courtesy of the Campbell family. Wear it with pride, and don't be surprised if it brings a bit of craic (fun) to your day!
• •"About Us" Page Excerpt: Jonjo and Philomena started it all in 1963 with a passion for local crafts and a belief that a sale should always come with "fun and banter." Today, Hugh carries on that tradition, offering the world’s finest knitwear with that same sprinkle of good humour. So, whether you're browsing online or lucky enough to walk through our doors in Ardara, expect quality you can feel and a warmth that’s purely Donegal.
• •Email Subject Line: A Little Bit of Ardara Sunshine (and Superb Sweaters!) Just For You. Email Body Teaser: Missing the charm of Donegal? We're bringing a piece of Campbell's of Ardara to your inbox! Discover new arrivals, share in a local story, and remember, quality and a good laugh are always in fashion here.