Brand Tone

Practical, Neighborly, and Value-Oriented.

Brand Values

• •Tradition and Heritage
• •Quality and Variety
• •Customer-Centric Service
• •Community Focus
• •Value

Best Practices

• •Lead with Value, Not Just Price: Instead of only saying "cheap" or "sale," use phrases like "built to last," "a smart investment," and "quality you can count on." This reinforces the value proposition beyond just the price tag.
• •Use "Neighborly" Language: Incorporate words like "we believe," "your community," "folks," and "we're here to help." This fosters a sense of a trusted, local relationship, even online.
• •Keep it Simple and Direct: Avoid overly technical jargon or flowery marketing language. The copy should be as practical and straightforward as the products being sold. Get to the point and explain the benefit to the customer and their pet.
• •Bridge the In-Store and Online Gap: Acknowledge the brand's heritage in your copy. Use phrases like, "The same quality you've trusted in our aisles for over 60 years, now delivered to your door." This can help build trust with online customers.
• •Show, Don't Just Tell, on Social Media: Encourage user-generated content (like pet photos) to do the talking. When writing captions for these posts, celebrate the customer's pet and connect it back to the practical joy of pet ownership that Fleet Farm supports.

Social Perception

The brand is perceived positively in-store as a reliable, vast-selection, fair-priced retailer for rural/suburban lifestyles, but faces significant negative online perception due to e-commerce issues, customer service, and order fulfillment.

Copy Examples

• •Muddy paws, happy hearts! 🐾 Show us your pet's best 'after-playtime' look in the comments below. We know keeping them clean and healthy is a full-time job. From durable toys that last to nutritious food that fuels their fun, Fleet Farm has everything your four-legged family member needs. #MillsForPets #FleetFarmPets #NeighborlyLove
• •Built for the long haul, just like your loyalty. Our BFF Naturals dog food is made with quality ingredients your best friend will love, at a price you'll appreciate. Because good value and good health should go hand-in-hand. Tap to shop and see why it's a Fleet Farm favorite. #BFFNaturals #DogFood #PetSupplies #FleetFarm
• •Deals for a Happy Dog & a Healthy Wallet. This Week at Fleet Farm.
• •Everything for Your Pet, All in One Stop. From the field to the front yard, get trusted brands and unbeatable value. That's the Fleet Farm promise.
• •Engineered for enthusiastic chewers. This toy is built tough to withstand hours of play, so you can spend less time replacing toys and more time making memories. Made with non-toxic, durable materials because your pet's safety is our priority. Easy to clean and ready for the next adventure.