Brand Tone

Authentic, Passionate, and Community-Focused.

Brand Values

• •Quality
• •Family & Tradition
• •Customer-Centricity
• •Community
• •Sustainability & Supporting Local

Best Practices

• •Always Lead with Passion: Whether writing a product description or a social media post, the copy should always reflect a genuine love for BBQ. Use enthusiastic and evocative language that speaks to the senses (e.g., "bold taste," "rich aroma," "perfectly tender").
• •Tell the Story: Weave elements of the brand's origin story and values into the copy whenever it feels natural. Remind the audience that they are buying from a family-run business built on tradition and passion, not a faceless corporation.
• •Talk with Your Audience, Not at Them: Use a conversational and approachable tone. Ask questions, encourage them to share their own experiences, and use inclusive language like "we," "us," and "folks." Make them feel like part of the SMOKE & BBQ family.
• •Educate and Empower: Consistently provide value beyond the products. Share tips, techniques, and knowledge that help your customers become better at BBQ. This builds trust and positions the brand as a go-to authority.
• •Be Unapologetically Authentic: The brand's strength lies in its authenticity. Avoid overly corporate jargon or "salesy" language. The voice should be that of the owner—a passionate BBQ expert who is excited to share his craft with others. This genuine approach is what has earned them such a loyal following.

Social Perception

The brand is viewed as trustworthy and reliable, experts in their field, genuinely passionate, and a company with integrity, operating with strong ethical principles.

Copy Examples

• •Don't Just Cook. Create. Smoke is the soul of barbecue. It's the difference between a simple meal and a bold, unforgettable flavour experience. Our premium Apple and Manuka wood chunks are naturally aged to perfection, ready to infuse your next cookout with a rich, consistent smoke that will have everyone talking. You're not just buying wood—you're investing in the perfect smoke.
• •What's on your grill this weekend? There's nothing we love more than seeing our community fire up their smokers! From low-and-slow brisket to perfectly smoked kahawai, you guys are creating some serious BBQ magic. Tag us in your photos @smokeandbbq.nz for a chance to be featured. Let's see what you've got, New Zealand! #SmokeAndBBQ #NZBBQ
• •It Started with a Simple Idea: Good Wood, Good Food, Good People. SMOKE & BBQ wasn't born in a boardroom. It was born around a fire. Inspired by family traditions, we set out to provide fellow BBQ lovers with the highest quality, locally sourced smoking woods. Because we believe that the best flavours come from the best ingredients, and the best memories are made when we share them together. Thanks for being part of our story.
• •NEW RUBS HAVE LANDED! The wait is over. Under The Hood BBQ Rubs are here and they are flying off the shelves. Bold, flavour-packed, and ready to ignite your grill. Grab yours now before they're gone! Link in bio. #BBQRubs #LimitedStock
• •The Biggest Mistake Beginners Make with Smoke. Are you getting a bitter taste from your smoked meat? The problem might be your smoke itself. It’s a common mistake to put your meat on with thick, white, billowing smoke. In our latest guide, we break down the difference between "dirty smoke" and that perfect, thin blue smoke you're looking for. Learn the secrets to a cleaner, more delicious flavour.