Brand Tone

Traditional & Authentic, Quality-Focused, Family-Oriented & Welcoming, Proud & Passionate, Informative & Straightforward

Brand Values

• •Tradition: Upholding and continuing the "time old, traditional methods" of smoking.
• •Quality: A deep "commitment to quality, the ingredients we use and the service we provide." This includes sourcing sustainable and local ingredients where possible.
• •Time: Believing that "our vital ingredient is time," both in the freshness of the catch and the slow smoking process.
• •Authenticity: Providing genuine, flavourful goods without cutting corners.
• •Customer Focus & Service: Aiming to provide a "warm welcome" and good service, whether in-store or online.
• •Community & Heritage: Being a long-established local business, now in its third generation, and employing local people.

Best Practices

• •Emphasize Heritage and Tradition: Consistently weave in the story of the smokehouse's long history, family ownership, and commitment to traditional methods in product descriptions, 'About Us' sections, and social media posts.
• •Highlight Quality and Flavour: Use descriptive language that evokes the taste, texture, and aroma of the smoked products. Focus on the quality of ingredients and the care taken in the smoking process.
• •Maintain a Warm and Welcoming Voice: Whether it's an email, social media reply, or website copy, ensure the tone is friendly, approachable, and reflects the "warm welcome" customers receive in person.
• •Show, Don't Just Tell, Your Passion: Share insights into the smoking process (where appropriate), talk about the sourcing of ingredients, and celebrate awards and positive customer feedback to convey genuine passion for the craft.
• •Be Informative and Authentic: Provide clear, honest information about products and processes. Avoid overly salesy or gimmicky language, letting the quality and tradition of the brand speak for itself.

Social Perception

The Port of Lancaster Smokehouse is perceived as a trusted source of high-quality, delicious smoked foods. Customers appreciate the traditional methods and the authentic taste of the products. The brand is seen as a family business with a strong local heritage and commitment to quality. They are recognized for their award-winning products and are a go-to for specialty smoked items. There's a strong sense of loyalty and appreciation from customers who value the "real Mccoy" in smoked goods.

Copy Examples

• •Taste the Tradition: Over 40 Years of Artisan Smoking. At The Port of Lancaster Smokehouse, we don't rush perfection. Experience the rich, authentic flavour that only comes from generations of dedication to the craft. From our family to yours.
• •The Secret? Time, Tradition, and the Finest Ingredients. Discover the award-winning taste of our smoked salmon, kippers, and specialty meats. We believe in quality you can taste, a difference preserved by the art of slow smoking.
• •More Than Just Smoked Goods – It's a Lancaster Legacy. For decades, we've been a part of the Glasson Dock community, sharing our passion for traditionally smoked foods. Visit our shop for a warm welcome and the true taste of Lancashire.
• •From Our Smokehouse to Your Home: Unforgettable Flavour, Delivered. Craving that deep, smoky goodness? Our online shop brings The Port of Lancaster Smokehouse experience directly to you. Freshly smoked, expertly packed, and ready to delight.
• •Why Settle for Ordinary? Elevate Your Meals with Authentic Smoke. Our commitment to traditional methods means every bite is packed with flavour. Explore our range of smoked fish, meats, and cheeses – the difference is undeniable.