Brand Tone

Passionate, expert, and community-focused; inviting, confident, and full of BBQ-specific terminology, positioning the brand as genuine enthusiasts and educators.

Brand Values

• •Passion
• •Education & Empowerment
• •Quality & Expertise
• •Community
• •Authenticity

Best Practices

• •Lead with Passion: Always let a genuine love for barbecue shine through. Use enthusiastic and evocative language that describes the sights, smells, and tastes of great BBQ.
• •Speak Like an Expert, Not a Salesperson: Share knowledge freely. Frame product sales not as a transaction, but as a way of sharing the tools and flavours that lead to success. Use terms like 'we've perfected' or 'our go-to method'.
• •Build Your Community: Use inclusive language like 'fellow BBQ lovers,' 'join us,' and 'welcome to the family.' Actively engage with comments and questions on social media to foster a two-way conversation.
• •Stay Authentic and Personal: Continue to feature Dave and Michelle in content. Their personal story and presence are central to the brand's authenticity. Share behind-the-scenes moments from classes or catering events.
• •Focus on the 'Why,' Not Just the 'What': Instead of just saying 'Buy our rub,' explain why it's special 'We developed this rub to create the perfect bark on pork butt, sealing in moisture and flavour for hours.' This connects the product to a tangible, desirable outcome.

Social Perception

Perceived as a highly reputable and expert source for authentic 'low n slow' barbecue in New Zealand; inspirational figures and skilled educators who provide immense value and transform novices into confident BBQ cooks.

Copy Examples

• •Ready to transform your backyard BBQ from average to amazing? Our next Masterclass is live! Join Dave and Michelle for a full day of hands-on, immersive learning. We'll share the secrets, techniques, and passion behind true 'low n slow' cooking. Spots are limited, so book now and get ready for a feed you'll never forget! Link in bio. #UnderTheHoodBBQ #BBQMasterclass #LowAndSlow #NZBBQ
• •Don't just cook. Create a masterpiece. Our signature line of rubs and sauces is the secret weapon you've been missing. Crafted from years of passion and packed with gluten-free flavour, it's time to elevate your grill game. Shop the full collection now and bring the Under The Hood magic home. [Link]
• •Welcome to the Home of Low & Slow. We're Dave and Michelle, and we're on a mission to help you create unforgettable barbecue. Whether you're here to master the craft in our classes, have us cater your next big event, or stock up on our signature flavours, you're part of the UTH family now. Let's get cooking.
• •Your Weekend Forecast: 100% Chance of Amazing BBQ 🔥
• •Engineered for the serious beef lover. Our Girthy Beef Rub is a robust blend of peppers, salt, and secret spices designed to create the ultimate bark on your brisket and steaks. It ’s the flavour profile we use for our award-winning beef dishes. Use it once, and you'll never cook without it again. #GirthyBeefRub