Boosh: Tone of voice guide, product descriptions, web copy and blog posts
The client
The benefits of bone broth are now well-known, but few of us want to spend hours simmering cow or chicken bones at home. So, Boosh created a bone broth that can be stored in your cupboard alongside the tins of beans and tomato soup.
The project
Boosh was new to the market. Its brand was colourful and lively and it wanted its copy to match that. I’d worked with the company on another of its brands – Food Thoughts – so the team brought me to in to create the tone of voice guide and write the web copy. Boosh’s competitors were a tad ‘worthy’ and (dare we day it) bland. So, I wanted to bring some character to Boosh’s copy:
Organic Chicken Bone Broth
Meet the mother hen of our broths. This is what you want on hand when you’re feeling a bit ‘meh’. It can’t mop your fevered brow, but it can offer you a comforting brew and a big helping of minerals and immune-boosting goodness. (It’s also really tasty.)
Tasting notes
Slow-simmered Chicken Bone Broth with warming herbs – just the ticket after a long day at work or when you’re languishing on the sofa fighting off a cold. It’ll Boosh the flavour of your favourite recipes, from chicken pie to vegetable stews. Or you can simply warm it up to make a revitalising hot drink.
This broth was slow cooked for more than 16 hours, and it shows. It’s rich, nourishing, brimming with flavour and packed with protein and collagen. There’s no added sugar and no artificial sweeteners, colours or preservatives. Just 100% natural goodness from free-range hens and other organic ingredients. It’s no wonder the Guild of Fine Food gave it a Great Taste award.
We went with that playful tone through the website, getting across some of the key benefits without making over the-top claims or resorting to pseudo-science jargon.
We’re not going to claim that our bone broths are a miracle cure-all. But we are confident that they’ll pack a much bigger punch than standard stocks and over-processed sauces. In fact, just one 350ml jar of our Organic Beef Bone Broth gives you over 10g of protein and 6.7g of collagen. Plus lots of lovely nutrients and minerals. (Not to brag, but that’s a whopping 70% more collagen than our biggest competitor.)
I was also asked to write SEO blogs to promote the brand, so I made sure that the TOV was consistent here too:
Are you rolling your eyes thinking “Oh joy, another foodie fad”? We hear you. It can seem like there’s another food craze every week. Fads come and go, but bone broth has been around since prehistoric times. Our ancestors must have known a thing or two, because bone broth is a great source of all kinds of nutrients, including collagen.
If you need support with your tone of voice guide, web copy or product descriptions, get in touch.