Brand Tone

Trustworthy & Transparent, Educational & Informative, Passionate & Resilient, Community-Focused & Supportive, Australian & Proud, Friendly & Approachable

Brand Values

• •Purity & Safety
• •Trust & Transparency
• •Health & Wellbeing
• •Australian Sourcing & Support
• •Customer Commitment & Education
• •Perseverance & Advocacy
• •Quality

Best Practices

• •Prioritize Trust and Transparency: Always be upfront about the unique situation with oat labelling in Australia. Clearly explain testing processes and adherence to purity protocols. Use phrases like "The Oats You Can Trust" consistently.
• •Educate and Inform: Use copy to explain the benefits of uncontaminated oats, the meaning of the Purity Protocol, and why GF Oats are a safe choice for many. Avoid jargon where possible, or explain it clearly.
• •Emphasize "Australian Made and Grown": Highlight the support for local farmers and the Australian origin of the products. This resonates with national pride and a desire for local sourcing.
• •Maintain a Passionate yet Approachable Voice: Reflect the founder's dedication and the brand's resilience, but keep the language warm, inviting, and community-oriented. Share stories and customer testimonials.
• •Be Consistent in Terminology: Use terms like "uncontaminated," "free from gluten contamination from wheat, rye & barley," and "Gloriously Free Oats" consistently to reinforce the brand's specific positioning and educate consumers, given the inability to use "gluten-free" on labels for oats in Australia.

Social Perception

Trusted by many with gluten sensitivities, Seen as a pioneer and leader, Appreciated for transparency, Positive product experience, Some confusion remains due to labelling laws, Founder's dedication is recognized

Copy Examples

• •Headline: Finally, Oats You Can Trust! Body: Living gluten-free doesn't mean missing out on your morning porridge. At GF Oats Australia, we bring you Aussie grown oats, rigorously tested to be free from wheat, rye, and barley contamination. Taste the goodness, enjoy the peace of mind. It’s not just oats, it’s Gloriously Free Oats!
• •Headline: The GF Oats Purity Promise. Body: We know how important safe, pure food is for you. That's why we follow the Global Oats Purity Protocol from Aussie farms to your table. While Aussie laws mean we can't say 'gluten-free' on the pack, our independent testing says it all: nil gluten detected. Learn more about our commitment to your wellbeing.
• •Headline: Aussie Grown, Aussie Loved. Body: Our dream of 100% Australian grown uncontaminated oats is now a reality! Supporting local farmers and bringing you the best, GF Oats are packed with nutrients and pure, natural flavour. Start your day the truly Australian way.
• •Headline: More Than Just Breakfast. It's a Movement. Body: For 15 years, GF Oats has championed transparency and tirelessly worked to bring safe and delicious oats to Aussies with dietary needs. Join our community and rediscover the joy of oats. Because everyone deserves nourishing food they can trust.
• •Headline: Deliciously Pure. Gloriously Free. Body: From our family to yours, GF Oats offers a range of uncontaminated oat products – from traditional oats to our famous Anzac biscuits. Every bite is backed by our commitment to quality, safety, and supporting Aussie farmers. Experience the GF Oats difference.