Brand Tone

Trustworthy & Reliable, Caring & Nurturing, Quality-Conscious & Premium, Approachable & Friendly, Down-to-Earth & Authentic, Conscious & Responsible

Brand Values

• •Quality
• •Tradition & Craftsmanship
• •Honesty & Purity
• •Sustainability & Responsibility
• •Customer Well-being & Convenience
• •Regionality
• •Care

Best Practices

• •Always Emphasize "Manufaktur" Quality & Handcraftsmanship: Use words like "handcrafted," "chef-prepared," "artisanal," "made with care," and "traditional recipes" to reinforce the premium, non-industrial nature of the meals. Avoid overly technical or mass-produced sounding language.
• •Highlight Freshness, Purity, and Regionality: Consistently mention the "Reinheitsgebot" (no artificial additives), the high percentage of regionally sourced ingredients, and the quality of these ingredients. This builds trust and appeals to health-conscious consumers.
• •Speak with Warmth and Care: Use language that evokes comfort, home-style cooking, and a sense of being looked after (e.g., "like homemade," "cooked with love," "your comforting meal solution"). This is especially important for a product that replaces home cooking.
• •Be Transparent and Educational about Sustainability: Clearly communicate efforts in sustainable packaging, sourcing, and production. This appeals to an increasingly eco-conscious audience and reinforces responsible values. Use simple, direct language to explain these benefits.
• •Adapt to the Platform but Maintain Core Values: While the tone on TikTok can be more playful and informal than on LinkedIn or the main website, the underlying messages of quality, real food, and care should still be evident. Ensure authenticity shines through regardless of the channel. The "Iss was Echtes!" tagline is a good example of being down-to-earth yet value-driven.

Social Perception

Customers (B2C): Generally perceive the brand very positively, especially regarding taste, quality, and convenience. Many see it as a high-quality, trustworthy option for ready-made meals that taste homemade. The primary pain point is occasional delivery/packaging issues. Clients (B2B): Seen as a reliable and high-quality partner for communal catering, known for its long-standing experience and tailored solutions for various institutions. General Public/Industry: Recognized as a long-established German company with a strong focus on quality, craftsmanship, and increasingly, sustainability.

Copy Examples

• •Taste the Tradition. Enjoy the Convenience. HOFMANNs: Real Meals, Lovingly Handcrafted.
• •Just like Grandma used to make, only easier. Our classic Beef Rouladen is slow-cooked by our master chefs using regionally sourced beef and a time-honored recipe. Pure ingredients, authentic taste – ready when you are. #IssWasEchtes
• •Good for you, good for the planet! 💚 At HOFMANNs, we believe delicious meals and sustainability go hand-in-hand. From our award-winning BIOPAP® eco-friendly trays to sourcing fresh, regional ingredients, we’re committed to a greener future, one handcrafted meal at a time. Learn more about our journey! [Link to sustainability page]
• •Tired of cooking? Let HOFMANNs bring quality & comfort to your table this week!
• •(Video: Quick, fun shots of chefs preparing food with a smile, intercut with someone easily heating and enjoying a meal at home/office. Upbeat, traditional-meets-modern music.) Caption: Real chefs, real ingredients, real good food! 😉 Taste the HOFMANNs difference. #Manufaktur #FrozenMealsRedefined #IssWasEchtes #MealPrepMadeEasy