Brand Tone

Mission-Driven & Passionate, Community-Oriented & Inclusive, Positive & Empowering, Pragmatic & Direct, Approachable & Friendly

Brand Values

• •Anti-Food Waste
• •Sustainability & Environmental Responsibility
• •Social Solidarity & Accessibility
• •Support for Local Producers
• •Transparency & Authenticity
• •Innovation & Action

Best Practices

• •Anchor to the Mission: Consistently link copywriting back to the core purpose of combating food waste and the associated positive environmental, social, and economic benefits.
• •Champion Imperfection: Positively frame the "ugly" or non-standard nature of the products as a mark of authenticity, good value, and a stand against waste.
• •Use Inclusive and Empowering Language: Craft messages that make customers feel they are active participants in a meaningful movement and that their choices have a positive impact.
• •Maintain a Positive and Solution-Oriented Tone: While acknowledging the seriousness of food waste, the communication should primarily focus on the solutions and the hopeful progress being made.
• •Be Transparent and Genuine: Share authentic stories, honestly depict the rescued products (quirks and all), and openly communicate about the journey, challenges, and achievements of the mission.

Social Perception

Highly Positive & Admired, Advocate for Overlooked Resources, Provider of Value, Community Contributor, Growing Influence

Copy Examples

• •Social Media Post: Meet this week's delicious 'rescues'! 🥕🥔🍏 Thanks to your support, another 5 tons of fresh, tasty produce were saved from landfill and are now heading to tables across Finistère. Join the movement, grab an anti-waste basket today! #Finisterestes29 #StopFoodWaste #SupportLocal #ZeroWaste
• •Website Headline: Rescuing Flavor, Reducing Waste. Every Bite Makes a Difference.
• •Product Description (for an anti-waste basket): Brimming with local goodness and character! Our Surprise Anti-Waste Basket features a variety of seasonal fruits and veggies that didn't meet conventional supermarket 'looks' but are perfect in every other way. Enjoy fantastic value, delicious flavors, and the satisfaction of fighting food waste. Contents change weekly – it's a delicious adventure!
• •TikTok Video Caption: They said 'not pretty enough,' we said 'perfectly delicious!' 😉 Watch how we save these amazing veggies and help you eat well for less. Be part of the #Finisterestes29 solution! #FoodRescue #SmartShopping #EcoFriendly
• •Email Newsletter Excerpt: Dear [Customer Name], By choosing a Finisterestes29 basket, you're doing more than just getting great value produce. You're directly supporting our local farmers, helping to lower carbon emissions, and contributing to job creation within our community. Thank you for being a food waste hero!