Brand Tone

Authentic & Honest, Knowledgeable & Passionate, Caring & Responsible, Proud & British, Friendly & Engaging

Brand Values

• •Natural Purity: Commitment to 100% natural ingredients, free from artificial additives, preservatives, and fillers.
• •Health & Nutrition: Providing genuinely healthy, nutrient-rich products (high in protein, Omega-3s) that contribute to dogs' well-being (skin, coat, joints, digestion, dental health).
• •Sustainability & Waste Reduction: Utilizing fish co-products from the human food chain, sourcing responsibly, and minimizing environmental impact.
• •Quality & Craftsmanship: Using human-grade fish and a unique air-drying technique to preserve nutritional integrity. Manufacturing in their own Grimsby facility ensures control.
• •Heritage & Local Support: Pride in Grimsby's fishing legacy and contributing to the local economy.
• •Transparency: Openness about their ingredients, sourcing, and processes.

Best Practices

• •Lead with "Natural & Healthy": Always foreground the 100% natural ingredients, absence of artificial elements, and the specific health benefits (e.g., Omega-3s, joint support, skin & coat).
• •Weave in "Sustainability & Grimsby Heritage": Regularly connect the products back to their sustainable sourcing, use of fish co-products, and the brand's proud Grimsby roots. This builds authenticity and ethical appeal.
• •Educate with Passion: Share insights into why fish is beneficial, how the air-drying process preserves nutrients, and tips for pet well-being. This positions the brand as a knowledgeable and caring expert.
• •Maintain Transparency: Be open about ingredients and processes. Acknowledge the natural characteristics of the products (like the fishy smell) as a sign of their unprocessed nature.
• •Amplify Customer Voices: Actively use testimonials and user-generated content showcasing happy, healthy dogs. This provides social proof and reinforces the caring, community-focused aspect of the brand.

Social Perception

Highly Trusted, Effective, Premium Quality, Authentically Fish-Based, Ethical Choice, Innovative & Growing

Copy Examples

• •Headline: Real Fish, Real Benefits. From Grimsby, With Love. Body: "At Skipper's, we tap into Grimsby's rich fishing heritage to bring your dog 100% natural, air-dried fish treats. Packed with Omega-3s and absolutely no nasties, just pure, tail-wagging goodness. Discover the Skipper's difference."
• •Headline: The Secret's in the Sea (and Our Grimsby Air-Dryers!) Body: "Why do dogs go wild for Skipper's? It's simple: real, sustainably sourced fish, gently air-dried to lock in all the natural nutrients. No fillers, no funny business. Just delicious, healthy treats that support everything from a glossy coat to happy joints."
• •Social Media Post (Image: Dog enthusiastically chewing a fish skin twist): "Dental care that tastes THIS good? 🦷🐟 Our Fish Skin Twists aren't just irresistible; their naturally abrasive texture helps clean teeth with every chew! #SkippersPetProducts #NaturalDentalCare #HappyDog #FishTreats #MadeInGrimsby"
• •Headline: Good for Your Dog, Good for Our Planet. Body: "We believe in treats that nourish your pet and protect our oceans. By using quality fish co-products and sustainable sourcing, Skipper's delivers guilt-free goodness. Taste the commitment in every bite."
• •Product Description Snippet (for a Salmon product): "Sourced from sustainable fisheries and gently air-dried in Grimsby, our 100% Salmon treats are bursting with natural Omega-3 & 6 oils. Perfect for sensitive tummies, promoting healthy skin, and a coat that truly shines. Pure, simple, nutritious."