Brand Tone

Caring and Passionate, Expert and Confident, Transparent and Honest, Problem-Solver, Quality-Focused and Premium, Australian and Down-to-Earth

Brand Values

• •Quality Over Profit
• •Pet Health and Wellbeing
• •Transparency
• •Natural and Safe Ingredients
• •Customer-Centricity / Community
• •Australian Made
• •Innovation

Best Practices

• •Always Prioritize Pet Well-being: Every piece of copy should stem from a place of genuine care for the health and happiness of pets. Use empathetic language that resonates with loving pet owners.
• •Be Confidently Transparent: Don't shy away from talking about your ingredients, processes, or even your "quality over profit" philosophy. Invite questions and be open in your responses. Use clear, straightforward language.
• •Speak the "PFA Family" Language: Incorporate inclusive and welcoming terms. Foster a sense of community by addressing your audience directly and personally, making them feel part of something special.
• •Highlight "Problem-Solution" with Positive Outcomes: When addressing common pet health issues, focus on the positive transformation your food provides. Use before-and-after concepts or testimonial-style language where appropriate.
• •Emphasize Australian Roots and Quality: Consistently weave in the "Australian Made" aspect and the premium nature of your ingredients. This reinforces trust and a commitment to excellence.

Social Perception

Effective, High Quality, Trustworthy, Caring, Worth the Price

Copy Examples

• •Headline: Tired of the Itch? See the Difference Real Australian Goodness Can Make. Body: Stop the endless scratching and say hello to a happy, comfortable companion. Pet food Australia’s vet-endorsed, grain-free recipes are packed with premium Aussie meats and soothing hemp seed oil to nourish sensitive skin from within. Join the PFA Family and discover the relief! #RealResults #AussiePets #HealthySkinHappyPet
• •Headline: Quality Over Profit. That’s Our Promise to Your Best Mate. Body: We’re Lee & Fiona, founders of Pet food Australia, and we’ve spent decades helping dogs thrive. That’s why our food is loaded with real meat, superfood ingredients, and absolutely NO nasties like fillers or artificial junk. Because your pet deserves the best, not the cheapest. Experience the PFA difference. #PFAFamily #AustralianMadePetFood #PremiumNutrition
• •Headline: Is Your Dog’s Tummy Telling a Tale? We Listen. Body: Sensitive stomachs and digestive woes can take the joy out of mealtimes. Our easily digestible, hypoallergenic formulas are crafted with limited, high-quality ingredients to bring peace to your pet’s digestion. Real food, real results, and a 100% money-back guarantee. What have you got to lose? #HappyTummies #GentleNutrition #PetFoodAustralia
• •Headline: Fuel Their Adventures with Australia’s Finest. Naturally. Body: From energetic pups to wise seniors, Pet food Australia provides complete and balanced nutrition to support every stage of life. Made with love right here in Australia, our recipes feature top-heavy real meat content and zero grains, because vibrant health starts with what’s in their bowl. #AussieDogFood #NaturalPetFood #FuelledByPFA
• •Headline: Transparency You Can Trust. Ingredients You Can Pronounce. Body: We believe you have the right to know exactly what you’re feeding your furry family. At Pet food Australia, we’re an open book – from our premium ingredient sourcing to our unique formulas enriched with beneficial hemp seed oil. Join our Facebook community and chat directly with us! #TransparentPetFood #KnowWhatsInTheBowl #PFACommunity