● Do celebrate trends and tap into current social conversations.
○ Don’t use texting abbreviations, such as LOL, etc.
● Do honor Bonne Maman’s heritage as it relates to the brand’s time-honored tradition, quality, and recipes.
○ Don’t refer to Bonne Maman as “French” or a “French brand”.
● Do use “homemade taste” or “like homemade” to describe Bonne Maman products.
○ Don’t portray Bonne Maman as a homemade or artisanal project.
● Do use the categories of preserves, jellies, fruit spreads, and curd to describe Bonne Maman products.
○ Don’t use the word “jam” to describe Bonne Maman products
