Brand Tone

Wholesome, trustworthy, and increasingly playful. The tone is professional, reliable, and deeply rooted in family heritage, communicating expertise. It also projects a responsible and caring image through sustainability and community initiatives. Recent campaigns aim for an energetic, fun, and emotionally resonant tone, building a beloved Irish cultural brand.

Brand Values

• •Family & Heritage: Consistently emphasizing being a "100% Irish owned, third generation family business" suggesting long-term commitment and trustworthiness.
• •Sustainability & Environment: A cornerstone of the brand, promoting "Better Food, Better World" through initiatives like reducing emissions, achieving carbon neutrality, biodiversity promotion, and recyclable packaging.
• •Quality & Innovation: Dedicated to providing high-quality produce, investing in research, state-of-the-art facilities, and advanced farming techniques for taste and extended growing seasons, including technology solutions.
• •People & Community: Stated values include "People Matter," "Integrity," and "Teamwork," partnering with charities and fostering employee professional development.

Best Practices

• •Balance Heritage with Modern Fun: Ground the copy in the brand's strong heritage and trustworthiness ("Since 1926," "Family-owned"), but use the new, playful, and energetic tone ("Love That Keelings Feeling") for consumer-facing messages to keep the brand relevant and exciting.
• •Lead with Sustainability Proof Points: Instead of just saying "we're sustainable," use concrete, positive examples. Talk about the "400 million wildflower seeds" distributed or the "carbon-neutral pineapple farm" to make the value tangible and credible.
• •Use "We" to Connect to Family Roots: Write as if the family is speaking. Using "we" and "our" reinforces the human, family-run aspect of the business, creating a more personal and trustworthy connection than a faceless corporation.
• •Emphasize the End-Feeling: Focus on the benefit to the consumer—the "feeling" of enjoyment, health, and happiness. Use sensory and emotional language ("burst of joy," "taste of summer") to connect the product to a positive experience, aligning with the "Love That Keelings Feeling" campaign.
• •Be Transparent and Proactive in Corporate Communications: Given the past public scrutiny, maintain a professional, transparent, and responsible tone in all corporate and recruitment-related content. Directly address brand values like "People Matter" and "Integrity" and be prepared to back them up with clear policies and actions to rebuild and maintain public trust.

Social Perception

Widely perceived as a successful, leading Irish company and household name for fresh produce, especially berries, due to its long history, family ownership, and focus on Irish-grown products. However, it has faced significant public scrutiny and criticism, particularly concerning labor practices during the pandemic and employee disputes, leading to a perception gap between corporate messaging and some public experiences.

Copy Examples

• •From our family farm to your family table since 1926. It’s more than just a strawberry; it’s that taste of summer, nurtured with nearly 100 years of care. Love that Keelings Feeling. #Keelings #LoveThatKeelingsFeeling #IrishFarming #FamilyHeritage
• •Headline: Better Food, Better World. Body: We don’t just grow produce; we cultivate a healthier planet. From rewilding Ireland with millions of wildflowers to making our farms carbon neutral, every berry we pick is a promise to the future. See how we’re growing a better tomorrow, today.
• •Headline: The official taste of *oh-my-gosh-that's-good*. Body: Life’s too short for bland. Grab a punnet of Keelings and add a little burst of joy to your day. Go on, you deserve it. #LoveThatKeelingsFeeling
• •Headline: Grow with us. Body: At Keelings, we’re a team of over 2,700 people from 58 nationalities, all rooted in a single mission: to inspire more people to enjoy fresh produce. We’re a third-generation family business where people matter, innovation thrives, and passion achieves results. Ready to cultivate your career? Join us. #KeelingsCareers #OneKeelings
• •Headline (on a sign near Keelings raspberries): Picked with passion in North Dublin. Body: We’ve been perfecting our berries for three generations, so you can enjoy the perfect taste in seconds. From our fields to your fingers, it’s all love.