Brand Tone

Trustworthy & Caring, Friendly & Approachable, Informative & Health-Conscious, Enthusiastic & Passionate

Brand Values

• •Natural & Simple Ingredients
• •Quality & Safety
• •Holistic Pet Well-being
• •Family & Community
• •Sustainability
• •Canadian Heritage

Best Practices

• •Prioritize "Natural" and "Simple": Consistently use language that reflects the core value of natural, limited, and purposeful ingredients. Avoid jargon or overly complex terms.
• •Emphasize "Care" and "Family": Incorporate words that convey warmth, trust, and the brand's origin story. Address pet owners as "pet parents" or "pawrents" to build a sense of community.
• •Focus on Holistic Well-being: Connect product benefits to the overall health and happiness of the pet – mind, body, and soul.
• •Be Enthusiastic and Positive: Let the genuine love for pets shine through in your copy. Use upbeat language and share the joy that pets bring.
• •Educate Gently: Provide helpful information about pet health and nutrition in an accessible and friendly way, reinforcing the brand as a knowledgeable and caring partner for pet owners.

Social Perception

Highly Trusted by Pet Owners, Go-To for Sensitive Pets, Effective & Reliable, Authentic & Genuine, Good Value (for many)

Copy Examples

• •Headline: Fuel a Lifetime of Tail Wags. Naturally. Body: At Crumps' Naturals, we believe simple is best. That's why our treats are made with limited, all-natural ingredients you can trust, because nourishing your best friend should be as pure as their love for you. Call to Action: Discover the wholesome goodness.
• •Headline: From Our Family Garage to Your Furry Family. Body: It all started with a simple mission: create healthy, single-ingredient treats we'd be proud to feed our own dogs. Years later, our commitment to quality, natural ingredients, and your pet's well-being is stronger than ever. Call to Action: Join the Crumps' Naturals family.
• •Headline: Happy Tummies, Healthy Smiles, Wagging Tails! Body: Support your dog's whole health, from shiny coats to fresh breath, with our delicious and purposefully crafted treats. We focus on what goes in (and what stays out!) so you can focus on the joyful moments. Call to Action: Explore treats that nourish mind, body, and soul.
• •Headline: Sensitive Pup? Delicious Solutions Await! Body: Finding treats for a dog with allergies shouldn't be ruff. Our single and limited ingredient recipes, like pure Sweet Potato Chews or savoury Beef Liver, mean more happy treating and less worrying. Call to Action: Shop allergy-friendly treats.
• •Headline (for Plaque Busters): Chew On This: A Brighter Smile, Naturally! Body: Make dental care a treat, not a task! Our Plaque Busters are designed to help clean teeth and freshen breath with every satisfying chew, thanks to ingredients like finely-ground oyster shells. Call to Action: Give your dog a reason to smile.