Brand Tone

casual, celebratory, and energetic

Brand Values

• •Community and Togetherness
• •Family-Oriented
• •Giving Back
• •Experience and Quality
• •Flavor and Variety

Best Practices

• •Maintain a Celebratory Tone: Use active, energetic language. Focus on the joy of sharing food and good times with friends and family. Words like "celebrate," "party," "backyard BBQ," and "together" align with the brand's core message.
• •Emphasize Community and Connection: Frame the sauces as a catalyst for social events. The copy should evoke feelings of camaraderie and fun.
• •Highlight the Charitable Angle Authentically: When mentioning the PMP Warrior sauce, focus on the positive impact and the story behind the partnership with SOMBFAB. This builds an emotional connection with consumers.
• •Leverage the San Diego Origin Story: The brand's roots in the San Diego surf and food scene are a unique selling point. Incorporating this "SoCal" vibe can differentiate the brand and create a more vivid identity.
• •Focus on Versatility and Creativity: Encourage customers to experiment. Position the sauces not just for wings, but for a wide range of uses like grilling, dipping, and as a base for other dishes to inspire culinary creativity.

Social Perception

The perception of Dirty Bird Sauce is largely positive, with customers and reviewers praising the flavor and variety. The sauces are often described as a highlight of the Dirty Birds restaurant experience, which led to their bottling. Customer testimonials on the brand's website are overwhelmingly positive, with specific flavors like Dirty Ranch, Spicy Garlic, and PMP Warrior receiving high praise. Independent online reviews are also generally favorable. Reviewers note the complexity of flavors, such as the jalapeño and honey notes in the Swett Sauce and the smoky heat of the Ghost pepper version. Some critiques mention that certain sauces can be too sweet or that specific ingredients, like vinegar, can be overpowering in certain batches. However, the overall sentiment is that the sauces are well-crafted and delicious.

Copy Examples

• •Stop Dreaming, Start Dipping. You've asked, and we've answered. The legendary Dirty Birds sauces you crave are no longer confined to our restaurants. Grab a bottle (or five) and make your next meal legendary.
• •Be the Backyard Hero. Don't just host a BBQ. Host *the* BBQ. With a lineup of our perfectly crafted grilling and dipping sauces, your backyard is destined to become the most popular spot on the block.
• •Flavor That Gives Back. Taste the sweet and spicy kick of our PMP Warrior sauce. Not only does it taste good, but it also does good. A portion of every bottle sold goes to support teens affected by cancer.
• •Your Food Is Begging For This. From wings to ribs and salads to tacos, our sauces are the secret weapon your kitchen has been missing. Unleash a world of flavor and give your favorite dishes the kick they deserve.
• •From Our Family to Yours. Born from 60 years of restaurant experience and a passion for bringing people together, our sauces are more than just a condiment—they're an invitation to celebrate. Welcome to the Dirty Birds family.