Brand Tone

Friendly and Nostalgic

Brand Values

• •Authenticity
• •Quality
• •Convenience
• •Community

Best Practices

• •Embrace Spanglish: While primarily in Spanish, don't be afraid to sprinkle in some English where it feels natural, reflecting how many in the target demographic communicate. This makes the brand more relatable.
• •Focus on 'Why,' Not Just 'What': Instead of just describing the product, describe the feeling it evokes. Talk about family, celebrations, and the comfort of tradition.
• •Keep it Visually Appetizing: High-quality photos and videos are crucial. The visuals should make you want to reach through the screen and grab a bite. The copy should complement this by using descriptive and sensory words.
• •Engage with Your Community: Ask questions in your social media captions (e.g., 'How do you like your arepas?'). Respond to comments and messages in a warm, friendly tone to build a loyal following.
• •Use Hashtags Strategically: Utilize a mix of branded, product-specific, and community-focused hashtags (e.g., #ElAjiMarket, #TequeñosVenezolanos, #ComidaVenezolana, #SaborDeCasa) to increase visibility within the target audience.

Social Perception

A reliable source for authentic Latin American food products, seen as a brand that understands the cultural significance of food and provides a taste of home for those living abroad, with the convenience of precooked options being highly valued.

Copy Examples

• •That irresistible cheese pull. Our tequeños are handmade, just like at home, for a reason. Ready in minutes, devoured in seconds. Perfect for any get-together or just because. #ElAjiMarket #Tequeños #VenezuelanFood
• •Mornings, afternoons, or nights, there's never a bad time for a delicious arepa. Our precooked arepas give you that authentic flavor without the work. What’s your favorite filling? #Arepas #HechoAMano #ElAjiMarket
• •The Flavor of Our Home, Delivered to Yours. From tequeños to cachapas, find all your favorites, ready to heat and enjoy.
• •A Weekend with the Taste of Home 🇻🇪
• •Soft, cheesy, and straight from a treasured recipe. Our Pan de Bono is precooked and ready to be baked to golden perfection. Fill your kitchen with the comforting aroma of home in just a few minutes. A perfect companion for your morning coffee or afternoon snack.