Brand Tone

Friendly, Community-Oriented, and High-Quality.

Brand Values

• •Community
• •Quality
• •Service

Best Practices

• •Embrace "We" and "You": Use conversational, inclusive language. Address the audience directly ("Your lunch plans," "We've got you covered") to create a personal connection and reinforce the community feel.
• •Highlight Quality with Adjectives: Consistently use descriptive words like "fresh," "artisanal," "handcrafted," "gourmet," and "locally-sourced" to reinforce the brand's commitment to high-quality products.
• •Showcase the People: Feature staff members in social media posts. A picture of a smiling employee preparing a sandwich or recommending a product makes the brand more human and approachable.
• •Keep it Positive and Helpful: The tone should always be upbeat and service-oriented. Frame copy around solving a customer's need, whether it's finding a quick lunch, a special ingredient, or a meal for the family.
• •Engage with the Community: Actively respond to comments and messages in a friendly and timely manner. Ask questions in captions to encourage interaction (e.g., "What's your favorite Mill Creek sandwich?") to foster a two-way conversation.

Social Perception

A Cherished Local Gem.

Copy Examples

• •Your lunch plans just got an upgrade! 🥪✨ Say hello to our 'Artisan Turkey & Brie' sandwich, featuring fresh-baked bread, creamy brie, and a drizzle of our secret cranberry aioli. Stop by and treat yourself – you deserve it! #MillCreekMarket #AuroraEats #DeliSpecial #SandwichGoals #ShopLocal
• •From office lunches to family gatherings, let Mill Creek Market handle the food. Our catering services offer the same fresh, high-quality ingredients you love from our store, crafted into delicious platters your guests won't forget. Great food brings people together.
• •(Video showcasing a new local cheese) NEW in the shop! 🧀 We're so excited to welcome this artisanal cheddar from [Local Farm Name]. It's sharp, creamy, and perfect for your next charcuterie board. Come grab a wedge and support local! #SupportLocal #ArtisanCheese #MillCreekFinds #GourmetGrocery
• •Hello Neighbors! This week at Mill Creek, we're all about comfort. Warm up with our homemade soup of the day, or grab one of our ready-to-heat lasagna dinners for an easy and delicious family meal. Quality food, zero stress. See what's new in-store!
• •More than a market, we're a part of the Aurora community. For over [X] years, we've been proud to serve our neighbors with fresh food and a friendly smile. Thank you for making us your local go-to. #CommunityLove #MillCreekAurora #YourNeighborhoodMarket