Brand Tone

Authentic & Passionate, Family-Oriented & Traditional, Quality-Conscious & Artisanal, Approachable & Friendly, Playful & Humorous, Community-Focused & Proud

Brand Values

• •Family Tradition
• •Quality & Craftsmanship
• •Authenticity
• •Passion
• •Community
• •Growth & Innovation

Best Practices

• •Always Root it in Family: Even when being playful, weave in the core of McClure's – the family recipe and heritage. This is a key differentiator.
• •Emphasize Quality Without Being Pretentious: Talk about hand-packing, fresh ingredients, and the care that goes into each jar, but keep the language accessible and down-to-earth.
• •Be Genuinely Enthusiastic: Let the passion for pickles shine through. Use vibrant language that conveys flavor and enjoyment.
• •Engage Like a Neighbor: Especially on social media, respond to comments and questions with warmth and approachability, fostering that community feel.
• •Tailor Tone to Platform, but Keep Values Consistent: While TikTok content can be more overtly humorous and trend-driven than a website bio, the underlying values of quality, family, and a love for good food should still be evident. Ensure the core message doesn't get lost.

Social Perception

Premium Quality, Flavorful & Distinctive, Authentic Family Brand, "Cool" Factor, Trusted, Innovative

Copy Examples

• •Headline: From Great Grandma Lala's Kitchen to Yours. Taste the Tradition. Body: Every jar of McClure's is packed with more than just cucumbers and spices – it's filled with generations of family passion. Discover the hand-crafted difference. #McCluresPickles #FamilyRecipe #ArtisanalGoodness
• •Headline: That Crunch You Can’t Fake. Body: We’re serious about crunch. Hand-picked, hand-packed, and bursting with bold flavor. That’s the McClure’s promise. Grab a jar and hear it for yourself. #SimplyTheBest #PicklePerfection #DetroitMade
• •Headline: Not Just a Pickle. It's a McClure's. Body: Elevate your burger, perfect your Bloody Mary, or just enjoy a snack that’s anything but ordinary. Our family’s been perfecting these recipes for years, so you know it’s gotta be good. What’s your favorite way to enjoy McClure’s? #BoldFlavor #PickleLovers #QualityIngredients
• •Headline (Playful for TikTok/Instagram): Pickle emergency? We got you. 🥒🚨 Body: Whether it's a midnight snack craving or your sandwich is looking a little sad, McClure's is here to save the day. What pickle predicament are you in? #PickleObsessed #SnackAttack #McCluresToTheRescue
• •Headline: Detroit Grit. Family Recipe. Unforgettable Flavor. Body: Born in Michigan from a recipe we cherish, we pour our heart into every jar. Supporting local, using the best ingredients, and sharing our passion with you. That's McClure's. #MadeInDetroit #FamilyTradition #TasteTheDifference