Brand Tone

Friendly and Approachable, Passionate and Caring, Community-Oriented, Helpful and Knowledgeable, Playful and Fun

Brand Values

• •Pets are Family
• •Family Spirit
• •Inspired by Pets, to Grow as People
• •Community Involvement & Impact
• •Providing Value and Expertise
• •Adaptability and Growth
• •Diversity and Inclusion
• •Celebration, Fun, and Happiness

Best Practices

• •Embrace 'Pets are Family': Every piece of copy should reflect the idea that pets are cherished family members.
• •Speak the Pet Lover's Language (with a NZ Flavour): Use warm, empathetic language that resonates with New Zealand pet owners.
• •Highlight Expertise with Approachability: Maintain an approachable and helpful demeanor to empower pet owners with information.
• •Infuse Passion and Positivity: Use enthusiastic and positive language, especially when talking about pets and community initiatives.
• •Be Genuinely Community-Minded: Consistently weave in messages about community support and the work of the Petstock Foundation.

Social Perception

Positive, Community-Focused & Ethical, Value for Money, Convenient, Trustworthy

Copy Examples

• •Headline (Website/Social): 'More Than Just Supplies, It's a Family Thing. Spoil your furry, scaly, or feathered family member with everything they need (and a little extra love!) at Petstock. #PetsAreFamilyNZ'
• •Instagram Post: 'Paws up if you believe in wagging tails and endless cuddles! 🐾 At Petstock, we're passionate about helping you give your best friend the happiest life. From expert advice to their favourite treats, we've got you covered. What makes your pet's tail wag uncontrollably? Share below! 👇 #PetstockNZ #HappyPets'
• •TikTok Video Concept Caption: 'Is your fur-baby a Master of Zoomies or a Snuggle Professional? 🏆 Either way, they deserve the best! Stock up on fun toys and cosy beds at Petstock – because every family member deserves to be spoiled! 😉 #PetstockFun #DogLifeNZ #CatLoveNZ'
• •Email Subject Line (Promotion): 'A Little Something for Your Best Mate! Expert Advice & Great Deals Inside.' Body Snippet: Because they're more than just a pet, they're family. Find expert advice, quality food, and all the essentials to keep them happy and healthy at Petstock. Plus, check out our latest offers!'
• •Facebook Post (Community/Adoption Focus): 'Meet [Rescue Pet's Name]! ❤️ This adorable [cat/dog] is looking for their forever family through our friends at [Rescue Group Name]. Could it be you? Learn more about adoption and how Petstock supports local rescues by visiting the Petstock Foundation page on our website. Every pet deserves a loving home. #PetstockFoundation #AdoptDontShopNZ #CommunityLove'