Brand Tone

Expert and Trustworthy, Passionate and Authentic, Traditional and Heritage-Rich

Brand Values

• •Performance and Nutrition
• •Heritage and Quality
• •Health and Wellbeing
• •Community
• •Sustainability

Best Practices

• •Lead with Heritage and Expertise: Always ground the brand in its rich history and specific knowledge of working dogs. Use phrases like "For generations," "Family-run since 1971," and "Expertly formulated" to build trust.
• •Use Evocative, Active Language: The brand is about active dogs. Use strong verbs and descriptive words that evoke images of the outdoors, energy, and health (e.g., "fuel," "thrive," "boundless," "performance," "adventure").
• •Focus on Benefits, Backed by Features: Don't just list ingredients. Translate them into tangible benefits for the dog and owner. For example, instead of "Contains glucosamine," write "With added glucosamine and chondroitin to support healthy joints and mobility for a life of activity."
• •Embrace the Community: Actively encourage user-generated content with hashtags like #FedOnSkinners. Use "we" and "our community" to create a sense of belonging. The copy should feel like it's written by passionate dog people, for passionate dog people.
• •Maintain a Consistent British Identity: Emphasize the brand's British roots. Mentioning "our Suffolk mill," "British-sourced ingredients," and being "Made in Britain" reinforces the values of quality, tradition, and local production.

Social Perception

Trusted by the Pros: It is widely recognized and respected within the working dog community (gundogs, agility dogs). Many customers are long-term, loyal users who trust it for their dogs' performance. Good Value for Quality: A significant portion of customers sees the brand as offering high-quality ingredients and good nutritional value at a reasonable price point. This is a key driver for many purchasers. Effective for Sensitivities: The hypoallergenic and specific protein recipes (like salmon or duck) are frequently praised by owners of dogs with sensitive digestion or allergies. Inconsistent for Some: A minority of reviews mention that the food did not suit their dog, causing digestive upset or hunger. This highlights that, like any dog food, individual results can vary.

Copy Examples

• •Headline: Fuel Their Instinct. Fuel Their Adventure. Body: For generations, Skinner's has been the choice for dogs born to be outdoors. Our Field & Trial range is crafted in our Suffolk mill with nutritious, locally-sourced ingredients to support the energy, stamina, and health of your active companion. Because a life of adventure deserves the best fuel. #FedOnSkinners
• •Headline: From Field to Bowl: A Legacy of Trust. Body: Since 1688, our family has believed in honest, quality nutrition. Skinner's Field & Trial isn't just dog food; it's a promise. A promise of balanced energy, joint support, and a healthy coat, made right here in Britain. Give your working partner the food that's powered champions for over 50 years.
• •Headline: Sensitive Stomach? Not a Problem. Body: An active life shouldn't be held back by a sensitive gut. Our Field & Trial Salmon & Rice is specifically formulated to be gentle and easily digestible. Packed with Omega-3s for a glossy coat and hypoallergenic ingredients, it's the nutritious choice for dogs who need extra care. Let them thrive, without compromise.
• •Headline: The Choice of the Field. Body: When your dog is your partner, every detail matters. That's why handlers and trainers across the country rely on Field & Trial. Our expert-formulated diets provide the precise protein and fat levels needed for peak performance and sustained energy. Trust what the professionals trust.
• •Headline (for Instagram): That #FedOnSkinners Glow. Body: Nothing makes us happier than seeing your dogs thriving on Field & Trial. From their boundless energy to their shining coats, it's why we do what we do. Tag us in your adventures for a chance to be featured!