Brand Tone

Artisanal, Confident, Expert-driven, Proud, Sensory, Direct, Personal.

Brand Values

• •Quality & Craftsmanship
• •Patience & Tradition
• •Excellence
• •Simplicity

Best Practices

• •Always connect the product back to the values; lead with the "why" behind the product.
• •Use sensory and evocative language to describe taste, texture, and aroma.
• •Continuously emphasize the detailed, lengthy process (e.g., 150+ hour cure) to justify premium quality.
• •Maintain a confident but not arrogant voice, letting the product's quality speak for itself.
• •Keep it personal and authentic by using "we" and referencing "Keef's" to build trust and connection.

Social Perception

Perceived as a high-end, artisanal producer of authentic smoked meat; a specialist and local gem in the Ottawa area. No negative sentiment found online, but awareness is still growing.

Copy Examples

• •150 hours. That's the minimum time we dedicate to curing our brisket before it ever meets the smoker. We don't rush perfection. This is Montreal smoked meat the way it was meant to be. Order yours via the link in our bio. #SmokedMeat #MontrealStyle #Artisanal #KeefsSmokedMeats #OttawaFood
• •Headline: Taste the Art of Smoke. Sub-headline: Our signature Montreal smoked meat is cured for over 150 hours and smoked to perfection. This isn't just a meal; it's an obsession.
• •Subject: Your Weekend Plans Just Got Better. Body Preview: Don't settle for ordinary. Elevate your meal with the rich, savory taste of Keef's Smoked Meats, delivered to your door.
• •The ultimate canvas for the smoked meat connoisseur. This is the same brisket we use for our signature packs, left whole for you to slice, share, and savor as you see fit. Cured for days and smoked for hours over South American charcoal and our signature wood chips, this 12 lb slab is the heart of our craft. Perfect for family gatherings, special events, or stocking your freezer with the unrivaled taste of Keef's.
• •Voiceover (calm, confident): Keef's Smoked Meats. We take our time, so you can enjoy yours. Order now at keefssmokedmeats.com.