Brand Tone

Authoritative yet Accessible, Inspiring and Aspirational, Engaging and Personality-Driven, Modern and Evolving, Conversational and Community-Focused, Inclusive (increasingly)

Brand Values

• •Culinary Expertise and Quality
• •Creativity and Innovation
• •Joy of Cooking and Eating
• •Authenticity
• •Community
• •Adaptability and Digital Presence
• •Social Responsibility and Equity (emerging/re-emphasized)

Best Practices

• •Stay Curious and Passionate: Let genuine enthusiasm for food and cooking shine through. Use evocative language that appeals to the senses. The tone should convey a love for food and a desire to share that with others.
• •Be Knowledgeable but Not Preachy: Share expertise in a way that empowers, rather than intimidates. Explain the "why" behind techniques when appropriate, but keep it concise and encouraging, especially for simpler recipes.
• •Embrace Personality and Relatability: Especially in social media and video scripts, allow for a human touch. Use humor where appropriate, share personal anecdotes (if relevant to the platform/format), and don't be afraid to be conversational.
• •Champion Inclusivity and Diversity: Actively feature a wide range of cuisines, ingredients, and culinary traditions. Ensure language is respectful and representative. Highlight stories from diverse voices in the food world.
• •Adapt to the Platform, Maintain Core Identity: While the tone might be more playful on TikTok and more informative on the website, the core values of quality, passion for food, and approachability should remain consistent. Ensure all content aligns with the overarching brand mission of being "the place to go to decide what to put on your table and what to discuss around it."

Social Perception

Established Authority, Entertaining and Relatable (Video Personalities), Mixed Trust Post-Controversy, Aspirational but Sometimes Intimidating, Trend-Conscious, Evolving

Copy Examples

• •Instagram Post (New Recipe): Weeknight win! ✨ This Sheet Pan Lemon-Herb Chicken & Veggies is your new go-to for a reason. Minimal prep, maximum flavor, and a breeze to clean up. Ready to make dinner delicious AND easy? Recipe link in bio! #BonAppetit #EasyRecipes #WeeknightDinner #HealthyEating #SheetPanMeal
• •Facebook Post (Community Question): Let's talk comfort food! 🍲 What's that one dish that always makes you feel good, no matter what? Share your favorites (and maybe a secret ingredient or two!) in the comments below. We're always looking for new inspiration from our amazing community! #ComfortFood #FoodCommunity #BonAppetit #CookingTogether #ShareYourRecipes
• •TikTok Video Intro (Quick Tip): Stop your avocados from browning with THIS easy hack! 🥑🤯 #KitchenHacks #FoodTips #AvocadoLove #BonAppetit #CookingSecrets
• •Website Article Snippet (Exploring a cuisine): Beyond the Pad Thai: Dive deep into the vibrant, aromatic world of regional Thai street food. We're exploring the unique flavors and stories from Chiang Mai to Phuket, bringing authentic tastes to your kitchen. Discover recipes that will transport you. #ThaiFood #GlobalCuisine #BonAppetit #FoodCulture #AuthenticRecipes
• •Email Newsletter Subject Line (Promoting seasonal content): 🍂 Fall Flavors Are Calling! Cozy Soups, Apple Everything & Thanksgiving Early Birds 🍂