Brand Tone

Friendly and Welcoming, Authentic and Cultural, Community-Oriented, Vibrant and Passionate, Helpful and Customer-Focused

Brand Values

• •Authenticity: Providing genuine Latin American products and culinary experiences.
• •Quality: Offering high-quality products and fresh food.
• •Customer Satisfaction: Ensuring excellent service, timely delivery, and a positive shopping experience.
• •Cultural Connection: Acting as a bridge to Latin American culture for both Latinos abroad and the wider Canadian community.
• •Variety and Accessibility: Offering a wide range of products from various Latin American countries, both in-store and online.
• •Community: Fostering a sense of belonging and a welcoming space for the Latin community.

Best Practices

• •Embrace "Spanglish" (Authentically & Sparingly): Incorporate Spanish words or phrases naturally where appropriate, reflecting the bilingual nature of many customers and adding an authentic cultural touch (e.g., "Sabor," "Mi Mercado"). Ensure it feels genuine and not forced.
• •Focus on Sensory Details and Emotion: Use descriptive language that evokes the tastes, smells, and vibrant atmosphere of Latin America. Connect with the nostalgia and joy associated with these foods and cultural items.
• •Maintain a Warm, Friendly, and Inclusive Voice: Address customers directly and create a sense of community. Use welcoming language that invites everyone to explore Latin American culture, regardless of their background.
• •Highlight Authenticity and Quality Consistently: Reinforce that products are genuinely Latin American and of high quality. This builds trust and speaks to a core brand value.
• •Be Visually Congruent: Ensure that the copy is paired with visuals (photos, videos) that reflect the same vibrant, authentic, and welcoming tone. The imagery on social media and the website should align with the written messages.

Social Perception

Positive, Go-To Place for Latin Goods, Cultural Hub, Reliable, Good Value (generally)

Copy Examples

• •Headline: Taste the Tradition. Discover Authentic Latin Flavors at Unimarket. Body: Craving the comforting taste of home or looking to explore a world of vibrant new flavors? Unimarket is your local Latin corner, packed with genuine ingredients, delicious baked goods, and ready-to-eat meals that bring the heart of Latin America to your table. Visit us in-store or shop online! #LatinFood #AuthenticFlavors #UnimarketYYC
• •Headline: Your Weekly Dose of Sabor! Body: From arepas to yerba mate, find all your favorite Latin American groceries right here at Unimarket. We're passionate about bringing you the best quality and a taste of home. What Latin treat are you picking up this week? #MiMercado #LatinGroceries #CalgaryFood
• •Headline: More Than a Market, It's a Fiesta of Flavors! Body: Step into Unimarket and immerse yourself in the vibrant culture of Latin America! Enjoy the lively music, friendly faces, and the incredible aroma of fresh, authentic food from our UniMarket Cocina. Your Latin culinary adventure starts here. #CulturalHub #LatinKitchen #YYCEats
• •Headline: Can't Find It? We Got You! Your Favourite Latin Products, Delivered. Body: Missing that special ingredient from back home? Unimarket’s online store ships Canada-wide, bringing the authentic tastes of Latin America directly to your doorstep. Easy, fast, and packed with care. #UnimarketOnline #LatinFoodDelivery #TasteOfHome
• •Headline: Bringing Our Community Together, One Empanada at a Time. Body: Unimarket is proud to be your Latin corner in Calgary – a place to connect, share, and celebrate the rich tapestry of Latin American culture. Join our family for authentic products, warm service, and delicious food! #LatinCommunity #UnimarketFamily #SupportLocalYYC