Brand Tone

Adventurous, Confident, and Direct

Brand Values

• •Innovation
• •Quality Ingredients
• •Flavor Intensity
• •Health-Consciousness
• •American Made

Best Practices

• •Lead with the Crunch: Always make the unique "crispy," "crunchy," or "crispified" texture the primary talking point. It's the most significant differentiator and what makes the brand memorable.
• •Use Active, Energetic Language: Employ strong verbs and confident, direct phrasing. Words like "bold," "intensified," "reinvented," and "unapologetic" align with the adventurous and confident brand tone.
• •Highlight the "Why": Don't just say it's different; explain why. Consistently mention the "double dehydration" process and the use of "marbled meat" as the reasons for the superior flavor and texture.
• •Reinforce Health Benefits Simply: In every relevant piece of copy, include the key health benefits: "High Protein," "Keto Friendly," and "Low Carb." This reinforces its value as a smart snack choice.
• •Show, Don't Just Tell, the Lifestyle: Associate the product with its target audience through visuals and context. Use imagery and scenarios involving outdoor activities, fitness, and on-the-go snacking to build a strong lifestyle connection.

Social Perception

VACA JERKY is perceived as a premium, innovative brand offering a unique, high-quality product. Customers and reviewers see it as a novelty in the jerky market due to its signature crispy texture. It is viewed as a tasty, high-protein snack, particularly popular among those following a keto diet and outdoor enthusiasts. While the flavor is generally praised, its higher price point leads many to classify it as a gourmet or specialty item rather than a daily staple. The brand has successfully carved out a niche for "crunchy jerky," differentiating itself from the more saturated market of traditional and carne seca style products.

Copy Examples

• •Sound on. That’s the snap of jerky reinvented. We double dehydrate our marbled beef to lock in flavor and create a crunch that changes the game. Forget what you know about chewing.
• •Fuel Your Goals. Ditch the Sugar. Your workout deserves a better reward. VACA Jerky is packed with over 30g of protein, keto-friendly, and has the satisfying crunch you crave without the carbs. The perfect fuel for your active life. Shop Now.
• •Simple Ingredients. Intense Flavor. We started VACA with one goal: to create a jerky that was unapologetically different. By using quality marbled beef and double dehydrating it, we made it crispier, bolder, and better. This isn't your gas station jerky. This is VACA.
• •That CRUNCH You've Been Hearing About... Ready to experience the jerky everyone is talking about? VACA Jerky isn't just another snack—it's a crispified, flavor-packed revolution. For a limited time, get our 3-Flavor Sampler Pack and discover your favorite crunch. Order now and get 15% off!
• •Wait for the reaction... Have you been converted yet?