Brand Tone

Warm and Inviting, Passionate, Authentic and Genuine, Educational and Sharing, Down-to-earth and Accessible, Caring and Empathetic

Brand Values

• •Quality Ingredients
• •Seasonality
• •Authenticity
• •Community and Local Support
• •Joy of Food
• •Sustainability and No Waste
• •Care and Generosity
• •Innovation
• •Family

Best Practices

• •Embrace Maggie's Voice: Write as if Maggie herself is speaking – with warmth, genuine enthusiasm, and a touch of Barossa charm. Use "I" and "my" when appropriate to maintain that personal connection.
• •Focus on Flavour and Freshness: Always highlight the quality of ingredients, the importance of seasonal produce, and the delicious flavours consumers can expect. Use evocative, sensory language.
• •Share the Story and Philosophy: Weave in elements of Maggie's journey, her connection to the Barossa, and her core food philosophy (cooking from the heart, seasonal, local) to reinforce authenticity.
• •Be Inclusive and Inviting: Create a sense of community and welcome everyone to share in the joy of good food. Avoid overly technical jargon; keep the language accessible and encouraging.
• •Maintain a Caring and Empathetic Undercurrent: Reflect the brand's values of generosity and care, not just in product descriptions but in overall communication, especially when referencing community initiatives like the Aged Care Foundation.

Social Perception

Highly Respected and Trusted, Lovable and Approachable, Symbol of Quality Australian Gourmet Food, Advocate for Good Food for All, Inspiring

Copy Examples

• •Unlock a world of flavour with Maggie's Verjuice. Made with love from Barossa grapes, it’s the secret ingredient to brighten your salads, deglaze your pan, or add a gentle tang to your favourite dishes. Taste the sunshine in every drop.
• •Autumn in the Barossa means an abundance of beautiful pumpkins! Join me in my kitchen (link in bio!) as I whip up a heartwarming pumpkin soup, a simple joy for a cool evening. What are your favourite autumn comfort foods? #MaggieInTheKitchen #SeasonalEating #BarossaGoodness
• •For Maggie, it’s always been about more than just food. It’s about the joy of gathering, the warmth of a shared meal, and the vibrant flavours that come from cooking with seasonal, Barossa-grown produce. It’s a tradition of care, from our kitchen to yours.
• •Share a taste of the Barossa with a Maggie Beer hamper. Overflowing with our finest treats and curated with love, it’s the perfect way to say ‘thank you,’ ‘congratulations,’ or simply ‘thinking of you.’ Because every occasion deserves a touch of Maggie’s magic.
• •Every Australian deserves to enjoy delicious, wholesome food, at every stage of life. Our Foundation is on a mission to bring flavour and dignity back to aged care meals. Join us in making a difference. Learn more and support our work. #FoodForLife #MaggiesMission