Brand Tone

Passionate, Expert, Customer-Centric, Friendly, Quality-Conscious, Transparent, Modern, Innovative, Ethical, and Responsible.

Brand Values

• •Quality
• •Animal Welfare
• •Customer Service & Trust
• •Accessibility & Fairness
• •Craftsmanship & Expertise
• •Sustainability/Responsibility
• •Passion for Food

Best Practices

• •Develop a "Brand Voice Chart": Detail specific adjectives (e.g., "Passionate," "Knowledgeable," "Friendly," "Honest," "Inspiring"), provide "do's and don'ts" for language, and include examples of good and bad copy.
• •Speak from a Place of Passion and Expertise: Always convey a genuine enthusiasm for meat and share knowledge generously. Use descriptive language that highlights the sensory qualities of the products (taste, texture, aroma).
• •Prioritize the Customer: Address them directly and empathetically (e.g., "Need advice?", "We're here to help"). Anticipate their questions and provide clear, helpful information. Foster a sense of community, as if talking to a friend or a regular at a local shop.
• •Be Transparent and Authentic: Clearly communicate about sourcing, animal welfare practices, and quality standards. Avoid jargon where possible, or explain it clearly. If promoting "less but better meat," ensure this philosophy is woven into communications.
• •Maintain Consistency Across All Channels: Whether it's a website product description, a witty TikTok caption, or a professional LinkedIn update, the core tone and values should shine through, adapted slightly for the specific platform's audience and style. Regular internal reviews of content can help ensure this consistency.

Social Perception

Customers generally perceive Kødriget as a provider of high-quality meat and appreciate the focus on animal welfare. The brand is seen as innovative, especially with its use of live shopping. There's an appreciation for the expertise and personal service offered, aiming to replicate the trusted local butcher experience online. They are recognized as a rapidly growing business. The founder's message of "eat less, but better meat" resonates with a growing consciousness around food quality and sustainability. They have successfully built a community around their brand, engaging customers through various online channels.

Copy Examples

• •Kødriget: Experience the Difference Quality Makes. From Farm to Your Fork, Ethically Sourced, Expertly Cut. Taste the passion in every bite.
• •Indulge in the ultimate steak experience with our Japanese A5 Wagyu. Unparalleled marbling, melt-in-your-mouth tenderness, and a flavour that speaks of tradition and care. Not just a meal, but a memory. Need tips on how to prepare this masterpiece? Our master butchers are always here to help!
• •Weekend feasting just got an upgrade! 🔥 Check out this stunning [Cut of Meat] from our [Specific Farm/Region] selection. We believe in meat that's been raised right, because happy animals mean incredible flavour. What are you grilling this weekend? Share your Kødriget creations! #Kødriget #QualityMeat #AnimalWelfare #WeekendGrill #DanishButcher
• •Hello [Customer Name], At Kødriget, we're more than just butchers – we're meat enthusiasts, just like you! This week, Jonas shares his secret for the perfect [Recipe e.g., Sunday Roast]. Plus, discover our new arrivals, all meeting our strict standards for welfare and taste. Because good food, shared, is happiness multiplied.
• •We're Kødriget – 'The Meat Kingdom' – your trusted online butcher. Founded on a passion for exceptional meat and a belief in doing things right. That means championing animal welfare, celebrating craftsmanship, and helping you discover the joy of eating less, but truly better, meat. Know your butcher, know your meat.