Brand Tone

Caring & Compassionate, Trustworthy & Transparent, Wholesome & Natural, Passionate & Family-Oriented, Premium & Quality-Driven, Friendly & Approachable

Brand Values

• •Pet Health & Well-being
• •Ingredient Quality & Simplicity
• •Transparency & Food Safety
• •Family & Community
• •Made in Canada/North America
• •Sustainability
• •Integrity & Accountability

Best Practices

• •Always Lead with Pet Well-being: Frame product benefits and brand messaging around how it contributes to a healthier, happier life for pets. Use empathetic language.
• •Emphasize Simplicity and Transparency: Use clear, straightforward language. Highlight the limited, natural ingredients and avoid jargon. Be open about sourcing and manufacturing.
• •Maintain a Warm, Authentic Voice: Write as if you're talking to a fellow pet lover. Let the genuine passion for animals shine through. Share the family story where appropriate.
• •Focus on Natural Goodness: Consistently use words like "natural," "wholesome," "pure," "simple," and "real ingredients" to reinforce the brand's core offering.
• •Be Positive and Joyful: Reflect the joy that pets bring. Use uplifting language and imagery (where applicable) that celebrates the human-animal bond.

Social Perception

High-Quality & Healthy Choice, Trustworthy Brand, Pets Love Them, Good Value (for the quality), Responsive Customer Service

Copy Examples

• •Nourish your best friend from the inside out. Crumps' Naturals single-ingredient Beef Liver Bites are pure, simple, and oh-so-tasty. Because they deserve nothing less.
• •Peace of mind in every bite. Made with love in North America from ingredients you can trust. Crumps' Naturals: whole dog health, whole lotta love.
• •Sensitive tummy? No problem! Our Sweet Potato Chews are naturally delicious, easy to digest, and packed with goodness. Happy tummies, happy dogs!
• •From our family to yours, since 2006. We craft every Crumps' Naturals treat with the same care we give our own pets. Simple ingredients, exceptional quality.
• •Fuel their adventures, naturally! Crumps' Naturals Mini Trainers: big flavor, small calorie, perfect for rewarding every good boy and girl. #CrumpsNaturals #HealthyDogTreats