US FOODS® BRAND GUIDELINES BRAND OVERVIEW US FOODS® BRAND GUIDELINES BRAND OVERVIEW 1.2 Who we are defines how we speak. We’re people. We’re passionate. Sure, we're a big corporation – but people want to As food people, we love to talk to our customers work with people. To that end, the reader should about their business and their culinary needs. We always have a sense of the product developers, love to talk about kitchens and cooking. Correct use chefs and other staff members behind the scenes. It of authentic culinary language is essential. Channel helps to use words like “we” and “our” along with the passion specific details when referring to recipes, trends and of those who work for the company. It’s ok to be product usage. excited about a new idea or innovation – it keeps the Examples: writing interesting and believable. What’s more, it We traveled to Asia last summer to discover a neat new trend. removes Our favorite way to use this sauce is . . . the corporation from the voice and replaces it with Back in our kitchen, we blended eggs with . . . something warm and identifiable operators can relate to. We’re leaders. Examples: Whenever possible, build credibility by showing how We were shocked by how it transformed our operation! we’re first or by making other claims. Be confident We’ve had loads of shrimp over the years, but this is without being cocky. Give the reader good reasons far and away the best. ® It just blew us away! for choosing US Foods over the competition. Examples: The world’s first croissant burger bun! The best burger you will ever taste. We’re Pat LaFrieda’s only supplier.