Brand Tone

Enthusiastic & Passionate, Approachable & Friendly, Nostalgic & Authentic, Innovative & Modern, Confident & Bold

Brand Values

• •Health
• •Taste & Quality
• •Sustainability & Ethics
• •Tradition & Heritage
• •Innovation
• •Customer Satisfaction
• •Positive Company Culture

Best Practices

• •Embrace the Founder's Story: Continuously weave in Jenny Goldfarb's passion, her family's deli heritage, and the "why" behind Unreal Deli. This adds authenticity and a personal touch.
• •Use "Unreal-ly" Positive & Enthusiastic Language: Incorporate words that convey excitement, deliciousness, and the "unbelievable" nature of their plant-based meats (e.g., "mouthwatering," "epic," "game-changing," "1000% deli-cious").
• •Highlight "Whole" and "Real" Ingredients: Consistently emphasize the use of recognizable, plant-based ingredients like beets, chickpeas, and mushrooms, contrasting with "overly processed" alternatives.
• •Balance Tradition with Modernity: Speak to the nostalgia of classic deli experiences while positioning the brand as innovative, forward-thinking, and part of the future of food.
• •Engage with a Friendly, Community-Focused Voice: Especially on social media, maintain an approachable, warm, and slightly playful tone that invites conversation and makes customers feel like part of the "Unreal" family. Showcasing user-generated content and responding to comments reinforces this.

Social Perception

Positive Overall, Shark Tank Success Story, Taste Authenticity, Premium Product, Mission-Driven, Growing Recognition

Copy Examples

• •Headline: "Taste the Tradition. Love the Plants. That's Unreal Deli." Body: Craving that classic New York deli bite but committed to a plant-powered life? We get it. Our family's been in the deli biz for over 100 years, and now we're making history with the tastiest, 100% plant-based deli slices you’ve ever stacked on rye. Get ready to fall in love with lunch again.
• •Social Media Post (with an image of a stacked Reuben): Reuben-imagine everything you thought you knew about plant-based! 😉 Our Unreal Corn'd Beef is here to blow your mind, not your values. Made with whole veggies and a whole lotta love. Who’s hungry for an #UnrealReuben? #PlantBasedPerfection #DeliDreams
• •Product Description Snippet (for Unreal Roasted Turk'y): Remember those epic deli sandwiches piled high with savory turkey? We brought 'em back, plant-style! Our Unreal Roasted Turk'y is crafted from real, pronounceable ingredients, giving you all the deliciousness without the compromise. Perfect for your next club sandwich or holiday leftover creation!
• •Email Subject Line: "Get Ready to Say 'UNREAL!' (Seriously, It's That Good.)" Email Body Snippet: From our founder Jenny Goldfarb’s kitchen, inspired by generations of deli masters, comes a plant-based revolution you can sink your teeth into. Good for you, great for the planet, and unbelievably delicious.
• •Website Banner Text: "Shark Tank Approved! The Deli Meat That’s 100% Plants & 1000% Delicious. Try Unreal Today!"