Brand Tone

Friendly, approachable, and authentic. It's casual, informal, passionate, enthusiastic, humorous, light-hearted, educational, and empowering, like getting cooking advice from a knowledgeable friend.

Brand Values

• •Authenticity
• •Community
• •Tradition and Passion
• •Quality and Accessibility

Best Practices

• •Use the Founder's Voice: Write copy as if "Mr. Wagyu" himself is speaking. Keep it direct, casual, and passionate. Use his signature phrases like "muchachos" and "dejemos de lesear" where appropriate to maintain authenticity.
• •Emphasize "We" and "You": Foster a sense of community by using inclusive language. Frame the brand as a shared journey with the customer ("Let's cook together," "We're here to help you master the grill").
• •Be Unapologetically Chilean: Embrace the brand's roots. Continue using local slang and referencing Chilean food culture and traditions. This is a key differentiator that builds a strong, niche audience.
• •Focus on the "How," Not Just the "What": The brand's strength is in teaching. Copy should be educational and empowering. Instead of just saying a product is "good," explain how it helps the user achieve better results (e.g., "The weight of this mortar gives you the perfect grind for your pebre").
• •Maintain a Consistent Visual and Verbal Language: Ensure that the friendly, rustic, and high-energy feel of the YouTube videos is reflected in all marketing materials, from the photography style on Instagram to the text on the website. Consistency builds trust and makes the brand instantly recognizable.

Social Perception

Credible and likable authority in the Chilean barbecue community, with the founder seen as a friendly, humble expert. The brand is trusted for practical grilling advice and reflects genuine Chilean food culture.

Copy Examples

• •That perfect sear isn't magic, it's science. And this is your lab. Our cast-iron skillet is engineered for even heat, giving you that steakhouse crust every single time. Ready to stop messing around and start cooking? Tap the link in bio to get yours. #MrW #Asado #CastIronCooking #FierroFundido
• •Your grill is waiting. Don't let another weekend go by with 'good enough' barbecue. Elevate your asado with tools that work as hard as you do. From our smoker boxes to our indestructible knives, we've got what you need to become the legend of your neighborhood. Shop the Mr.W collection now. #GrillMaster #ParrillaChilena #MrWagyu
• •Muchachos, today we’re tackling a Chilean classic: Plateada al Disco. I’ll show you the step-by-step process to get that fall-apart tender meat every time. Of course, I'm using my trusty Mr.W Disco, which makes all the difference. Grab the gear I use in the video here: [link to mrw.cl]. Now, let's stop messing around and get cooking! #Plateada #AsadoChileno #ComidaChilena
• •Tools for the perfect asado. Inspired by tradition, built to last. This is more than just cooking, it's our passion. Welcome to Mr.W.
• •Ready for the weekend, `[Customer Name]`? Our best-seller is back in stock. The wait is over! Our famous cast-iron wok is back. Perfect for everything from a classic 'lomo saltado' to a seafood stir-fry on the grill. See why it sells out so fast...