Brand Tone

Authentic & Heritage-Rich, Nostalgic & Traditional, Friendly & Approachable, Passionate & Proud, Unpretentious & Down-to-Earth

Brand Values

• •Quality
• •Tradition & Heritage
• •Customer Commitment/Family
• •Authenticity
• •Hard Work & Passion

Best Practices

• •Embrace the Heritage: Consistently weave in the brand's long history (since 1927) and its Chicago roots. Use phrases that evoke tradition and authenticity.
• •Speak with Passion and Pride: Let the copy reflect the family's passion for their product and their pride in its quality and origin. Use enthusiastic and confident language.
• •Maintain a Friendly, Unpretentious Voice: Keep the language approachable and down-to-earth. Avoid overly corporate or formal jargon. Connect with customers on a personal level, like talking to a friend about a favorite food.
• •Highlight "The Original": Reinforce the product's status as the authentic and original Pizza Puff. This is a key differentiator and a source of customer loyalty.
• •Engage with Nostalgia: Tap into the nostalgic connection many customers have with Pizza Puffs. Use language that reminds them of good times, comfort, and the classic Chicago experience.

Social Perception

Iconic Chicago Food, Nostalgic Comfort Food, Authentic & Original, Affordable & Accessible, Unique Product, Loyal Following

Copy Examples

• •Headline: The Original. The Only. Since 1927. Body: ILTaco Pizza Puffs: A Chicago tradition, crafted with four generations of family passion. Taste the heritage. #OriginalPizzaPuffs
• •Headline: That Crispy, Savory Bite You Crave. Body: It’s not just a snack, it’s a memory. Deep-fried perfection, just like you remember from your favorite Chicago spot. Find an ILTaco Pizza Puff near you! #ChicagoComfortFood
• •Headline: From Our Family, To Yours. For Nearly a Century. Body: At ILTaco, quality isn't just a word, it's our promise. We use superior ingredients because we believe in feeding your family the very best – just like our own. #ILTacoFamily #QualityPuffs
• •Headline: Don't Settle for Imitations. Demand the O.P.P. Body: There’s only one Original Pizza Puff, and it’s made by ILTaco. Experience the authentic taste that Chicago has loved for decades. Hand-folded, flavor-packed, and undeniably delicious. #NotJustAPuffItsAnILTaco
• •Headline: Your Go-To for Genuine Chicago Flavor. Body: Whether you grew up with them or just discovered their magic, ILTaco Pizza Puffs deliver that unmistakable, satisfying taste. Grab one today and get a real taste of Chicago. #PizzaPuffLove #ChicagoProud