Brand Tone

Passionate, Enthusiastic, Friendly, Community-Focused, Expert, Informative, Approachable, Witty, Quality-Driven, Authentic

Brand Values

• •Flavour & Quality
• •Community & Connection
• •Passion for BBQ
• •Australian Owned & Operated
• •Customer Focus
• •Integrity & Transparency
• •Team Vibe & Humility
• •Giving Back

Best Practices

• •Embrace the Passion: Use enthusiastic and evocative language that conveys a genuine love for BBQ and flavour. Words like "killer," "amazing," "unforgettable," and "sensational" can be used authentically.
• •Foster Community: Address the audience directly using inclusive language ("your," "we," "us"). Encourage interaction, sharing, and a sense of belonging to the "Lane's Fam."
• •Highlight Quality & Clean Ingredients: Consistently mention the all-natural, gluten-free aspects and the commitment to high-quality ingredients. This builds trust and appeals to health-conscious consumers.
• •Be an Encouraging Expert: Share tips, recipes, and knowledge in an approachable and friendly way. Avoid jargon where possible, or explain it clearly to empower rather than intimidate novice BBQers.
• •Stay Authentic & Relatable: Incorporate storytelling about the brand's origins and the experiences it aims to create (e.g., family gatherings, delicious food). Use a warm, and sometimes witty, voice, especially on more informal platforms like TikTok.

Social Perception

Highly Regarded for Flavour & Quality, Community Builder, Trusted Source for BBQ Products, Innovative & Creative, Supportive of the BBQ Scene

Copy Examples

• •Headline: Unlock a World of Flavour. Your Grill is Waiting. Body: Tired of the same old BBQ? Lane's BBQ is here to ignite your taste buds and bring family and friends together for unforgettable meals. Our handcrafted rubs and award-winning sauces are made with only the best, all-natural ingredients because we believe flavour should be an adventure. Join the Lane's Fam today! #LanesBBQ #FlavourAdventure
• •Headline: From Our Backyard to Yours: The Secret's Out! Body: It all started with a passion for BBQ, and now we're sharing our flavour secrets with Australia! Lane's BBQ offers expertly blended seasonings and sauces designed to make you the hero of your next cookout. Real ingredients, real flavour, real good times. What are you grilling this weekend? #GetGrilling #LanesBBQAU
• •Headline: More Than Just Rubs – It's a Flavour Revolution! Body: At Lane's BBQ, we're obsessed with creating the perfect bite. That’s why our rubs and sauces are crafted with clean, gluten-free ingredients, packed with flavour you can actually see! Elevate your brisket, chicken, or even your veggies from simple to sensational. Taste the difference quality makes. #BBQPerfection #CleanEating
• •Headline: Join the Lane's BBQ Family! Taste the Passion. Body: We're more than just a brand; we're a community of flavour fanatics! From award-winning competition teams to backyard heroes, Lane's BBQ is the go-to for that authentic, mouth-watering taste. Explore our range, check out our recipes, and let's make some delicious memories together. #BBQFamily #CommunityCooking
• •Headline: Elevate Your Every Day. It Starts with Lane's. Body: Why wait for a special occasion? Lane's BBQ turns any meal into a celebration. Our versatile rubs and sauces are perfect for everything from a quick weeknight dinner to a weekend feast. Proudly Australian-owned, bringing world-class BBQ flavour to your table. #AussieBBQ #DeliciouslySimple