Brand Tone

Enthusiastic & Indulgent, Trustworthy & Familiar, Convenient & Easy, Value-Oriented, Friendly & Approachable

Brand Values

• •Quality & Real Ingredients
• •Convenience
• •Enjoyment & Indulgence
• •New Zealand Heritage & Trust
• •Customer Focus
• •Community (via Cookie Time Ltd)

Best Practices

• •Embrace Enthusiasm & Fun: Use vibrant, positive language. Don't be afraid of an exclamation mark or a playful phrase like 'damn tasty!' where appropriate. Let the joy of snacking shine through.
• •Highlight 'Real' and 'Trusted': Continuously reinforce the use of quality, real ingredients and the heritage of Cookie Time as a trusted New Zealand brand. This builds confidence.
• •Focus on Convenience & Ease: Frame the shopping experience as simple, quick, and hassle-free. Use phrases that speak to direct delivery and making the customer's life easier.
• •Be Approachable and Friendly: Write as if you're talking to a friend. Use contractions, ask questions, and adopt a welcoming, informal style. The 'LET'S BE FRIENDS!' CTA is a good example.
• •Segment Messaging (Subtly): While maintaining an overall consistent tone, subtly adjust for different product categories. For example, copy for OSM or Em's Power Cookies can lean slightly more into 'fuelling adventures' and 'everyday healthy,' while Cookie Time products can fully embrace the 'treatday' indulgence, all under the umbrella of delicious, trusted snacks.

Social Perception

Positive Association with Cookie Time, Go-to for Deals, Reliable Snack Source, Concerns about Stock & Returns, Potential Confusion

Copy Examples

• •Stop Dreaming, Start Munching! 🍪 Your Favourite NZ Treats & Snacks Delivered Fast. Order Your Munchtime Box Now!
• •Remember that first bite? The real chocolate, the homemade taste? Relive it. Our classic Cookie Time cookies, made with the same love and real ingredients you trust, are just a click away with Munchtime. Perfect for your #treatday (or any day!).
• •Psst... We Baked Up Some Deals! 🤫 Stock Your Pantry with Munchtime Goodness.
• •Munchtime is where Cookie Time Ltd and all our tasty creations live online! From iconic cookies to power-packed OSM and Em's bars, we're your go-to for damn tasty snacks. Real ingredients, real easy – delivered right to your Kiwi door.
• •Fueling adventures or fixing cravings? 🤔 Munchtime's got your back! From energy bars for the trail to cookies for couch time, explore our huge range of NZ's most loved snacks. What's in your Munchtime order today?