Brand Tone

Friendly and Approachable, Nostalgic and Comforting, Community-Oriented, Helpful and Customer-Focused, Enthusiastic and Passionate

Brand Values

• •Authenticity
• •Connection to Roots/Culture
• •Customer Satisfaction
• •Convenience
• •Community

Best Practices

• •Embrace Spanglish Naturally (where appropriate and if aligned with customer base): Given the target audience often communicates bilingually, using common Spanish phrases or words within English sentences (or vice-versa if targeting a broader audience that appreciates the culture) can feel authentic. However, their current strategy is heavily Spanish-focused, which seems appropriate for their core demographic. Maintain primary communication in clear, warm Spanish.
• •Use Nostalgic Triggers: Continuously incorporate words and phrases that evoke memories, comfort, and the feeling of 'home' (e.g., 'recuerdos,' 'como en casa,' 'tradición,' 'abuela,' 'infancia').
• •Maintain a Conversational and Friendly Voice: Write as if talking to a friend. Use questions, exclamations, and familiar language (avoiding overly formal or corporate speech). Emojis can enhance this when used appropriately for the platform.
• •Highlight the 'Why' Behind the Products: It's not just about selling food; it's about selling an experience, a connection to culture, and a solution to 'food homesickness.' Copy should reflect this deeper value proposition.
• •Show, Don't Just Tell, Customer Appreciation: Instead of just saying 'we value our customers,' feature their stories, photos (with permission), and testimonials in the copy itself. Make them part of the brand's narrative, reinforcing the community aspect.

Social Perception

Positive and Appreciative, Reliable Source, A 'Treat' or 'Comfort' Provider, Responsive

Copy Examples

• •Instagram Post (Image: A box of alfajores with a cup of coffee): 🇦🇷❤️ ¿Extrañando ese gustito dulce que te abraza el alma? Nuestros alfajores son un viaje directo a casa. Date ese mimo, ¡te lo merecés! 😉 #ElSaborDeCasa #AlfajoresArgentinos #ClickAndFoods (Translation: Missing that sweet taste that hugs your soul? Our alfajores are a direct trip home. Give yourself that treat, you deserve it! #TheTasteOfHome #ArgentinianAlfajores #ClickAndFoods)
• •Facebook Ad (Targeting Argentinians/Uruguayans in the US): ¡Che, Argento/Uruguayo en USA! 🇺🇸🧉 No te quedes con las ganas de unos buenos mates o ese dulce de leche que tanto te gusta. En Click & Foods tenemos todo lo que extrañás de casa, ¡y te lo llevamos a tu puerta! Hacé tu pedido hoy y sentí Argentina/Uruguay más cerca. 👉 [Link to website] #ProductosArgentinos #DulceDeLeche #YerbaMate #EnviosUSA (Translation: Hey, Argentinian/Uruguayan in the USA! Don't miss out on good mates or that dulce de leche you love so much. At Click & Foods, we have everything you miss from home, and we deliver it to your door! Place your order today and feel Argentina/Uruguay closer. #ArgentinianProducts #DulceDeLeche #YerbaMate #ShippingUSA)
• •Email Newsletter Subject: ¡Sorpresa! 🎉 Tus antojos argentinos tienen envío GRATIS 😉 (Translation: Surprise! Your Argentinian cravings have FREE shipping 😉) Body Snippet: Sabemos que no hay nada como el sabor de casa. Por eso, este fin de semana, ¡disfrutá de tus productos favoritos sin costo de envío en pedidos superiores a X! Es el momento perfecto para stockearte de yerba, galletitas y ese dulce de leche que te hace feliz. ¡Hacé click y volvé a sentirte en casa! (Translation: We know there's nothing like the taste of home. That's why, this weekend, enjoy your favorite products with free shipping on orders over X! It's the perfect time to stock up on yerba, cookies, and that dulce de leche that makes you happy. Click and feel at home again!)
• •Website Banner for a Promotion: ¡Volvió el Combo Matero! 🧉 Yerba, mate, bombilla y bizcochitos. ¡Todo listo para tu ritual! Stock limitado. ¡Pedilo ya! #MateArgento #ClickAndFoods (Translation: The Matero Combo is back! Yerba, mate cup, bombilla, and bizcochitos. Everything ready for your ritual! Limited stock. Order it now! #ArgentinianMate #ClickAndFoods)
• •Instagram Story (Interactive Poll): ¿Qué es lo PRIMERO que pedís cuando te agarra la nostalgia argenta? 🤔 Poll Option 1: Alfajores 🤤 Poll Option 2: Dulce de Leche 😍 (Translation: What's the FIRST thing you order when Argentinian nostalgia hits you? Poll Option 1: Alfajores. Poll Option 2: Dulce de Leche.)