Brand Tone

Artisanal & Traditional, Authoritative & Expert, Passionate & Proud, Authentic & Irish, Quality-focused & Premium

Brand Values

• •Tradition
• •Quality
• •Craftsmanship
• •Authenticity
• •Heritage
• •Sustainability
• •Community

Best Practices

• •Emphasize Heritage and Longevity: Consistently reference the 'over forty years' of experience, the establishment in 1982, and Frank Hederman's journey as a self-taught craftsman. This reinforces tradition and expertise.
• •Highlight Unique Selling Propositions (USPs): Regularly mention the 'authentic timber smokehouse,' the 'hanging method' for smoking, and the 'Irish only' sourcing of fish. These are key differentiators.
• •Use Evocative Language for Flavour and Texture: Words like 'lean,' 'tender,' 'deep flavour,' 'subtle smoke,' 'delicate,' and 'succulent' paint a picture of the premium quality.
• •Incorporate Accolades and Recognition Naturally: Weave in mentions of awards (like the Walter Scheel Medal) or esteemed endorsements (like The New York Times quote or chef recognition) to build authority without sounding boastful.
• •Maintain a Tone of Passionate Craftsmanship: Convey that this is more than just a business; it's a craft driven by passion, dedication to quality, and a desire to create something exceptional and authentically Irish. Avoid overly casual or trendy language that might dilute the sense of established expertise and tradition.

Social Perception

Premier Producer, Icon of Irish Food, Trusted & Reputable, Artisanal & Special, Knowledgeable & Passionate

Copy Examples

• •Headline: Taste the Tradition: Ireland's Only Hung & Timber-Smoked Salmon. Body: For over forty years, Frank Hederman has perfected the ancient art of smoking Irish salmon. In our authentic Belvelly Smoke House, each fillet is hung by hand and gently infused with beechwood smoke, a difference you can taste in every lean, tender bite. Experience the legacy.
• •Social Media Post (Instagram - with a picture of the smokehouse interior): Inside the heart of flavour. Decades of seasoning coat these timber walls, where our Irish salmon slowly transform. No shortcuts, just time, tradition, and the subtle magic of beechwood smoke. This is how true character is built. #HedermanSmokehouse #ArtisanFood #IrishSalmon #TraditionalSmoking #CraftedInCork
• •Product Description Snippet (for Wild Smoked Salmon): Savour the untamed spirit of Ireland with Frank Hederman's Wild Smoked Salmon. Sourced from the pristine waters of the Atlantic and smoked with the unmatched expertise of four decades, this is a rare delicacy. Each slice tells a story of heritage and the purest flavour. Truly exceptional.
• •About Us Section Teaser: 'To say Frank Hederman smokes fish is to say that Steinway makes pianos.' – The New York Times. Discover the dedication, the craft, and the authentic timber smokehouse that set our family's smoked Irish seafood apart. More than a product, it's our passion, shared with the world.
• •Email Newsletter Subject: Experience the Art of Smoking: A Taste of Belvelly Smoke House. Body Intro: Dear Food Lover, At Hederman Smoke House, we believe some things are best done the old way. Our commitment to traditional timber smoking and hanging our select Irish salmon results in a flavour and texture celebrated by chefs and connoisseurs worldwide. Taste the difference that dedication makes.