Brand Tone

friendly, authentic, and enthusiastic

Brand Values

• •Quality and Freshness
• •Authenticity and Provenance
• •Customer-Centricity
• •Passion and Dedication

Best Practices

• •Maintain a Consistent, Friendly Tone: In all communications, from social media captions to email newsletters, use a warm, approachable, and enthusiastic voice. Avoid overly corporate or formal language.
• •Leverage User-Generated Content: Continue to share customer testimonials and photos. This not only provides social proof but also reinforces the brand's authentic and customer-centric values.
• •Highlight the 'Why': Beyond just selling cherries, tell the story of the brand. Share the passion of the growers, the beauty of Central Otago, and the care that goes into every box. This emotional connection builds brand loyalty.
• •Emphasize Scarcity and Seasonality: The limited availability of the cherries is a powerful marketing tool. Build anticipation before the season opens and create a sense of urgency as it draws to a close.
• •Be Visually Engaging: Continue to use high-quality photos and videos that showcase the vibrant red of the cherries and the stunning scenery of the orchard. This visual appeal is crucial for a product that is all about taste and freshness.

Social Perception

The public perception of Pure Otago Cherries is overwhelmingly positive. Customers frequently express their delight with the product, often describing the cherries as the best they have ever tasted. The direct-from-the-source model is highly valued, with customers appreciating the freshness and quality that comes from bypassing traditional retail channels. The brand is seen as a reliable provider of a premium, seasonal treat. The anticipation for the cherry season is a recurring theme in customer comments and online discussions. The brand's association with the pristine environment of Central Otago further enhances its positive image.

Copy Examples

• •The Wait is Almost Over. That sweet, juicy, sun-kissed moment is just around the corner. Our Central Otago cherries are ripening to perfection, and pre-orders are opening soon. Get ready to taste the magic of a New Zealand summer.
• •From Our Orchard, With Love. We're a small team of passionate growers, and these cherries are our pride and joy. Each one is hand-picked and packed with care, so you can enjoy the freshest, most delicious fruit imaginable. Straight from our trees to your table.
• •The Ultimate Summer Spoil. Whether you're treating yourself, sharing with family, or looking for the perfect gift, a box of our premium cherries is pure happiness. Big, crunchy, and bursting with flavor – this is what summer tastes like.
• •Don't Miss Out on Cherry Season! Our cherry season is short and sweet, just like the fruit itself. Once they're gone, they're gone until next year. Pre-order now to secure your box of sunshine and avoid the heartbreak of a cherry-less summer.
• •The Taste of Central Otago. Nestled in the heart of New Zealand's cherry capital, our orchards soak up the long sunny days and crisp mountain air to produce the world's finest cherries. It's a taste of paradise, delivered right to your door.