Brand Tone

Friendly and Welcoming, Community-Focused, Quality-Conscious and Curated, Authentic and Passionate, Helpful and Informative

Brand Values

• •Quality
• •Community
• •Authenticity
• •Customer Experience
• •Tradition (with a modern approach)

Best Practices

• •Emphasize "Community" and "Local": Regularly incorporate words and phrases that highlight community connection, support for local producers, and the neighbourhood feel of the stores.
• •Show, Don't Just Tell, Quality: Instead of just saying "high quality," describe the sourcing process (like "fresh from the 3:30 am market run"), the artisanal nature of products, or the curated selection process.
• •Maintain a Friendly, Welcoming Voice: Use inclusive language ("our Gertrude Grocer family," "your home away from home"). Write as if you're talking to a friend or neighbour. Keep the tone approachable and warm.
• •Share the Passion: Let the enthusiasm for good food and unique products shine through. Use descriptive and evocative language that conveys a genuine love for what the grocer offers.
• •Be Helpful and Engaging: Provide value beyond just selling products. Offer tips, recipes, and insights. Encourage interaction by asking questions and inviting customers to share their experiences, fostering that two-way community relationship.

Social Perception

Positive Reputation, Community Anchor, Trusted Source for Freshness and Quality, Friendly and Approachable, Value for Money

Copy Examples

• •Fresh from the market to your table! 🥕🥦 We're up before the sun to pick the very best local produce for our Gertrude Grocer family. Come say hi and taste the difference community-sourced goodness makes! #GertrudeGrocer #FreshProduce #SupportLocal #MelbourneFood
• •Looking for the perfect gift or a weekend treat? Our gourmet hampers are lovingly packed with the finest local and continental delicacies. ✨ Let us bring a taste of Gertrude Grocer to your home. Your 'home away from home' for all things delicious! #GourmetHamper #ArtisanGoods #Fitzroy #Carlton #Kensington
• •Ever wonder what goes into your Gertrude Grocer experience? It's passion, early mornings, and a whole lot of community love! ❤️ Stay tuned for a peek behind the scenes. #GertrudeGrocerLife #CommunityLove #MelbourneMarkets #ItalianGrocer
• •Your Sunday Best: Crafting the Perfect Italian-Inspired Roast with Gertrude Grocer's Finest. (Followed by a welcoming intro about bringing family together with quality food).
• •Discover your new favourite Italian drop! 🍇 Join our Gertrude Wine Club for monthly tastings and explore unique varietals, hand-picked just for you. Let's share the experience! #GertrudeCellar #WineLovers #ItalianWine