Brand Tone

Authentic & Passionate, Friendly & Approachable, Community-Oriented & Proud, Storytelling & Educational, Humorous (with local flavor)

Brand Values

• •Tradition & Heritage
• •Quality & Natural Ingredients
• •Passion (for Grilling & Region)
• •Community & Connection
• •Authenticity & Honesty

Best Practices

• •Embrace the "Kumpel" (Buddy/Mate) Mentality: Write as if you're talking to a friend or fellow enthusiast from the region. Use direct, unpretentious language. The traditional miners' greeting "Glück Auf!" should be used where appropriate.
• •Weave in Mining Terminology & Storytelling: Consistently integrate mining terms (and their explanations) into product names, descriptions, and social media content. Every product is an opportunity to share a piece of heritage.
• •Show, Don't Just Tell, Your Passion: Let the genuine enthusiasm for grilling, quality ingredients, and the Ruhr Valley shine through in the language. Use vivid descriptions that evoke taste, smell, and the grilling experience.
• •Maintain Regional Authenticity: Incorporate elements of the local dialect or "Ruhrpott" directness where appropriate, ensuring it remains understandable but adds local color and authenticity. This builds a strong connection with the local community and offers a unique identity to others.
• •Engage and Interact with Heart: When responding to comments or reviews, maintain the friendly, appreciative, and slightly informal tone. Acknowledge the community and show gratitude for their support, reinforcing the brand's approachable nature.

Social Perception

Positive, Niche Appeal with Broader Appreciation, Respect for Tradition, High-Quality Artisan Product

Copy Examples

• •Glück Auf, Kumpels! We've been tinkering in the 'Steigerstube' (foreman's office) again and conjured up a new spice blend that'll knock your socks off! 'Fahrkunst No. 3' is here – a smoky, robust flavor perfect for your next BBQ. What mining tales will you share around the grill with this one? #DerKleineBergmann #RuhrpottGrillt #MiningHeritage #NewSpice
• •Sun's out, grills out! 🔥 Our 'Grubenlicht' (miner's lamp) chili rub is bringing the heat today. Nothing better than good food, good company, and the taste of home. What are you grilling this weekend, folks? #BBQLove #Ruhrgebiet #SpiceUpYourLife #DerKleineBergmann #Grillmaster
• •From the depths of tradition, we bring you 'Zeche Zollverein' Sea Salt Flakes. Just like the iconic mine, this salt is a true original – pure, strong, and unforgettable. Sprinkle it on and remember the 'Maloche' (hard work) that built our region. #EchteArbeitEchterGeschmack #MiningSalt #DerKleineBergmann
• •DER KLEINE BERGMANN: More than just spices. It's a taste of the Ruhr Valley's soul. It's stories from under the earth, brought to your grill. Authentic. Passionate. Delicious. Glück Auf! [Link to shop] #Grillspices #MadeInRuhrpott
• •Hey Grill-Freunde, The 'Little Miner' here! Just wanted to share a new recipe on the blog using our all-time favorite 'Arschleder' pepper mix (don't worry, it's tastier than it sounds – a true miner's term of endearment for his trusty leather seat!). Check it out and let the stories flow as freely as the flavor! [Link to Blog] #KeepTheStoriesAlive #RuhrLove #GrillRezepte