Brand Tone

Authentic and Honest, Inspirational and Resilient, Passionate and Proud

Brand Values

• •Health and Wellness
• •Quality and Freshness
• •Authenticity and Simplicity
• •Family and Community

Best Practices

• •Lead with the "Why": Always connect the product back to the founder's story. The brand's most powerful asset is its authentic origin. Whether in an ad or on social media, reminding the audience *why* the company was started will reinforce its values of health and resilience.
• •Use Simple, Confident Language: Avoid marketing jargon and overly complex words. The brand name is "Plain Ole Salsa," so the voice should be just as direct and honest. State facts clearly, such as "No liquid smoke" or "Nothing comes out of a can."
• •Highlight the Ingredients and Process: Be specific about what makes the salsa different. Mention "fresh ingredients from local farmers," "fire-kissed," and the specific woods used for smoking. This reinforces the commitment to quality and craftsmanship.
• •Embrace the "Underdog" Spirit: The story of winning awards as a brand-new company is compelling. Use this narrative to build an emotional connection. It positions the brand as a small but mighty force that values quality over corporate scale.
• •Balance "Plain" with "Extraordinary": Play with the brand name. The name is "Plain Ole Salsa," but the website states the recipes are "far from plain." This contrast is memorable. Use copy that leans into this idea: "The name says plain. The flavor says everything else."

Social Perception

Positive and Flavor-Focused, Award-Winning and Credible, Purpose-Driven

Copy Examples

• •More Flavor. Less compromise. Born from a search for a salsa that was both healthy and delicious, we decided to make our own. No added sugar, low sodium, and fire-roasted flavor that’s anything but plain.
• •They said you couldn't find a healthy salsa packed with flavor. So we made one. And then it won awards. Twice. Taste the salsa that’s changing the game. #PlainOleSalsa #HealthyEating #AwardWinning
• •We don’t use liquid smoke. We use real applewood. Our tomatoes and vegetables are fire-kissed to perfection for a rich, smoky flavor you can't get from a bottle. This is salsa done right.
• •From a personal mission to a pantry staple. When our founder, Myron, couldn't find the clean-label salsa he needed, he created it. Today, we share his passion for fresh, healthy, and flavorful salsa with you.
• •Tired of salsas that are all heat and no heart? Ours is made with fresh, locally sourced ingredients and a whole lot of passion. It’s not just plain ole salsa; it’s our story in a jar.