Brand Tone

Expertly Warm & Confidently Assured

Brand Values

• •Quality & Excellence
• •Provenance & Traceability
• •Animal Welfare & Sustainability
• •Craftsmanship & Tradition
• •Customer Service & Relationships
• •Integrity & Transparency
• •Community

Best Practices

• •Lead with Expertise, Follow with Warmth: Start by establishing credibility (e.g., "Our master butchers select only...") and then soften with a more personal, inviting touch (e.g., "...to help you create wonderful meals.").
• •Emphasize "Why" Over "What": Don't just describe the product; explain the values behind it. Instead of "We sell dry-aged beef," try "Our beef is dry-aged for a minimum of 28 days in our Himalayan salt room, a traditional process that tenderises the meat and concentrates its incredible flavour, reflecting our commitment to time-honoured techniques."
• •Tell the Story of Provenance: Weave in details about the farms, breeds, and ethical practices. This reinforces quality and trustworthiness (e.g., "Sourced from a small, family-run farm in [Region], our [Breed] lamb grazes freely, resulting in...").
• •Use Confident, Assured Language (Without Arrogance): Phrases like "We're proud to offer," "You can trust," "Experience the best" convey confidence. Avoid overly boastful claims and let the quality and reputation speak.
• •Maintain a Respectful, Appreciative Voice: Acknowledge the customer's desire for quality and their passion for food. Use language that shows you understand and share that passion (e.g., "For those who appreciate the finer details in every dish..."). Show appreciation for suppliers and the craft itself.

Social Perception

Highly Respected & Award-Winning, Trusted by Professionals, Exceptional Quality Products, Knowledgeable and Friendly Staff, Reliable Service, Ethical Choice, Premium Pricing

Copy Examples

• •Headline: Taste the Difference Tradition Makes. Body: For over 50 years, our family has been dedicated to the art of butchery. At HG Walter, every cut is a testament to our commitment to quality, ethical sourcing, and exceptional flavour. From our trusted British farms to your table – experience meat as it should be. Call to Action: Discover Our Heritage Cuts.
• •Headline: More Than Just a Butcher, We're Your Partners in Flavour. Body: Whether you're a seasoned chef or a passionate home cook, our expert butchers are here to guide you. We proudly share our knowledge, from perfect steak selections to nose-to-tail wisdom, ensuring every meal you create is extraordinary. Call to Action: Ask Our Butchers or Visit Us in Barons Court.
• •Headline: Ethically Sourced. Expertly Prepared. Exceptionally Delicious. Body: We believe in meat that’s good for you, and good for the planet. That's why we partner with small, sustainable farms that prioritise animal welfare. Taste the care in every bite of our free-range native breeds, dry-aged to perfection. Call to Action: Shop Our Sustainable Ranges.
• •Headline: The Choice of Chefs, Delivered to Your Door. Body: Experience the same uncompromising quality trusted by London's leading restaurants in the comfort of your home. From our award-winning sausages to our Himalayan salt-aged beef, elevate your home cooking with HG Walter. Call to Action: Order Online for Nationwide Delivery.
• •Headline: Craft Your Culinary Masterpiece. Body: It begins with the finest ingredients. Our meticulously sourced, expertly butchered meats are the foundation for unforgettable meals. Let us provide the quality; you provide the passion. Call to Action: Explore This Week’s Best Cuts.