Brand Tone

Friendly and Approachable, Caring and Supportive, Convenience-Focused and Reassuring, Slightly Humorous/Playful, Trustworthy and Quality-Conscious

Brand Values

• •Convenience
• •Quality & Freshness
• •Health & Nutrition
• •Care & Community Support
• •Sustainability
• •Flexibility
• •Customer Focus

Best Practices

• •Prioritize "You" over "We": Focus on the customer's needs, benefits, and how FED. solves their problems (e.g., "You get more time," "Your dinner sorted").
• •Keep it Clear, Concise, and Conversational: Use straightforward language that’s easy to understand. Avoid overly technical jargon. Write as if you're talking to a friend who needs a hand.
• •Emphasize Convenience and Care: Consistently weave in how FED. saves time, reduces stress, and offers a way to care for oneself and others. Use words like "easy," "simple," "fuss-free," "comfort," "support."
• •Maintain a Positive and Reassuring Voice: Instill confidence that FED. is a reliable, high-quality solution. Highlight the freshness of ingredients and the expertise of the chefs.
• •Inject Personality (especially on social media): Don't be afraid to use a touch of warmth, humor, or relatable scenarios (like the "bet your oven's jealous" example) where appropriate, particularly on platforms like TikTok and Instagram, to connect on a more personal level.

Social Perception

Positive customer reviews, Seen as a solution for busy lives, Good quality meals, Helpful and caring, Reliable service, Considered a premium, but worthwhile, service.

Copy Examples

• •Headline: Too busy for kitchen chaos? Get FED. and reclaim your evenings! Body: Imagine delicious, chef-prepared meals, made with fresh NZ ingredients, delivered right to your door. No chopping, no simmering, no cleanup. Just heat, eat, and enjoy more time for what matters. Sound good? We thought so.
• •Headline: Show you care, the delicious way. Send a FED. care box. Body: Know someone who could use a little extra love and a lot less cooking? Our curated meal boxes are the perfect hug in a box for new parents, recovering loved ones, or anyone needing a break. Nutritious, comforting, and oh-so-easy.
• •Headline: Dinner dilemmas? We’ve got 80+ answers. And they’re all delicious. Body: From Kiwi classics to global flavours, our ever-changing menu means you’ll never get bored. Freshly made, perfectly portioned, and ready in minutes. What will you try first?
• •Headline: Fuel your family (and your sanity) with FED. Body: Juggling work, school, and life? Let us handle dinner. Our family-sized meals are wholesome, kid-approved, and a total lifesaver on hectic weeknights. More happy tummies, less dinner-time stress.
• •Social Media Post (with a picture of a tempting meal): Text: That feeling when dinner is sorted, delicious, AND you didn't have to cook it. 😉 Our [Meal Name] is calling your name! Fresh, fast, and full of flavour. #GetFedNZ #DinnerSolved #NZFood #ReadyMeals #NoCookingNeeded