Brand Tone

Authentic, bold, and down-to-earth. It is confident and straightforward, using simple, direct language that resonates with a working-class audience. The voice is masculine but friendly and approachable, with a touch of humor, avoiding corporate jargon in favor of genuine, relatable communication.

Brand Values

• •Authenticity
• •Quality
• •Australian Made and Owned
• •Community
• •Hard Work

Best Practices

• •Stay True to the Origin Story: The family garage narrative is a powerful asset. Use it across all channels to reinforce authenticity and build an emotional connection.
• •Use Direct, Confident Language: Write with conviction. Use short, punchy sentences and bold statements. Phrases like "This is Truckin' Good Jerky" are more effective than passive alternatives.
• •Speak the Customer's Language: Keep the copy simple, relatable, and free of corporate jargon. The tone should feel like a conversation with a trusted mate, not a sales pitch.
• •Highlight "Australian Made and Owned": This is a key value proposition. Ensure it is clearly visible in packaging, web copy, and social media bios to appeal to consumer patriotism and trust in local quality.
• •Focus on the Experience, Not Just the Product: Sell the solution to a need. Frame the jerky as fuel for hard work, a reward after a long day, or the perfect companion for an adventure. Connect the product to the customer's lifestyle.

Social Perception

Truckin Jerky is perceived as a genuine, high-quality Australian brand, seen as a premium alternative to mass-produced snacks, made by passionate people. Its direct association with the trucking community lends significant credibility and a niche appeal that resonates with its core demographic.

Copy Examples

• •Headline: Long Haul. Big Flavour. Body: The road is long and your breaks are short. Don't waste them on average snacks. Our Smokey Beef Jerky is made from 100% Aussie beef and packed with the protein you need to keep on truckin'. No excuses, just a damn good feed. Call to Action: Stock the cab. Order now.
• •Headline: Chilli Beef Jerky: A Proper Kick. Body: We don't mess around with our chilli. This isn't a "hint" of heat, it's the real deal. We take our best Aussie beef and give it a perfect, balanced kick that will wake up your taste buds. It’s the delicious, exciting combination you’ve been looking for. Call to Action: Add to Cart.
• •Headline: Welcome to the Truckin' Family. Body: Glad to have you with us. It all started in our family garage over 20 years ago with a secret recipe, and not much has changed except the size of the garage. We still use the best Aussie beef and make jerky we're proud of. Hope you enjoy it as much as we do. Call to Action: Check Out Our Story.
• •Headline: Weekend sorted. Body: Whether you're hitting the road, the campsite, or just the couch, make sure you've got the right supplies. Our Traditional Beef Jerky is the perfect partner for any adventure. #TruckinJerky #BeefJerky #AussieMade #SnackGoals Call to Action: Tap the link in bio to shop.
• •Headline: Fuel Up with the Good Stuff. Body: Next time you're filling up the tank, grab a real snack. Truckin Jerky is now available at Ampol and Coles Express stations across the country. High in protein and made from 100% Aussie beef to get you through the drive. Call to Action: Find us in the snack aisle.