Brand Tone

Authentic & Traditional, Community-Oriented & Proud, Resilient & Passionate, Friendly & Engaging, Humble

Brand Values

• •Authenticity
• •Quality
• •Community
• •Family & Legacy
• •Heritage
• •Local Sourcing & Social Accountability
• •Woman-Owned & Latina-Owned Empowerment

Best Practices

• •Maintain an Authentic Voice: Consistently use language that reflects the brand's heritage, passion for traditional Mexican cuisine, and its Detroit roots. Avoid overly corporate or generic messaging.
• •Showcase Community Impact: Regularly share stories and content that highlight Hacienda’s involvement in the Detroit community, its support for local initiatives, and the people behind the brand. This reinforces a core value and builds connection.
• •Emphasize Heritage and Storytelling: Weave the narrative of the Gutierrez family, the company's history, and its connection to Mexican culinary traditions into product descriptions, social media posts, and "About Us" content.
• •Engage with Honesty and Transparency: Foster open communication with customers. In light of publicly available information like the FDA letter, it will be crucial to proactively communicate about commitments to quality and safety, and any steps taken to address concerns, to maintain and rebuild trust.
• •Visually Align Copy with Brand Values: Ensure that imagery and video content used alongside copywriting reflect authenticity, quality ingredients (freshness, natural presentation), and community spirit. For instance, showing the artisan process (if possible and authentic) or happy customers enjoying products in a community setting.

Social Perception

Positive: Hacienda Mexican Foods is largely perceived positively, especially within its local Detroit market, as a cherished local business that produces authentic and high-quality products. Lydia Gutierrez is viewed as an inspiring entrepreneur and community leader. The brand's commitment to Detroit and its heritage resonates well with consumers. Customers express fondness for the products, particularly the chips. The company has received public recognition for its longevity and community impact. Potential Challenges: The recent public availability of an FDA warning letter from May 2024 (regarding a 2023 inspection) detailing sanitary violations and other operational concerns at their manufacturing facility presents a significant potential challenge to the brand's perception, particularly concerning its claims of quality and using the "healthiest and most natural process." If this information becomes more widely disseminated without a clear response or demonstrated corrective actions from the company, it could negatively impact consumer trust and the perception of product quality and safety.

Copy Examples

• •Headline: The Taste of Tradition, Crafted in Detroit. Body: For over 30 years, Hacienda Mexican Foods has brought the authentic flavors of our family's recipes to your table. Taste the Gutierrez way in every bite. #HaciendaAuthentic #DetroitMade
• •Headline: More Than Just Chips. We're Community. Body: Proudly homegrown in Southwest Detroit, every bag of Hacienda chips supports our vibrant community. From our familia to yours, thank you for choosing local. #SupportLocalDetroit #HaciendaMexicanFoods
• •Headline: Simply Delicious. Authentically Crafted. Body: We believe in real ingredients and time-honored methods. That’s why our tortillas and chips are packed with flavor, not preservatives. Experience the genuine taste of Mexico, made fresh for you. #SimplyHacienda #QualityIngredients (Note: Use with caution and ensure claims align with addressed operational standards)
• •Headline: Legacy in Every Crunch. Body: Born from passion and built on resilience, Hacienda Mexican Foods is a story of family, heritage, and the love of good food. Discover the tradition Lydia Gutierrez continues to share with Detroit and beyond. #WomanOwned #GutierrezLegacy
• •Headline: Your Everyday Fiesta Starts Here! Body: From quick snacks to family feasts, our 313 Urban Chips and Hacienda Authentic Tortillas are the perfect start to any meal. What will you create today? Share your dishes! #HaciendaRecipes #313UrbanChips #MexicanFoodMagic