Brand Tone

Passionate & Proud, Authentic & Traditional, Quality-Driven & Expert, Friendly & Community-Oriented, Resilient & Hard-working

Brand Values

• •Quality
• •Tradition & Heritage
• •Family
• •Australian Made
• •Craftsmanship & Artisanry
• •Customer Satisfaction
• •Innovation

Best Practices

• •Emphasize Heritage and Family: Regularly weave in the story of Jose and Maria, their Portuguese roots, and the family's ongoing involvement. This reinforces authenticity and tradition.
• •Showcase Quality and Awards (Subtly and Proudly): Mention "award-winning" or "finest Australian ingredients" to reinforce quality without being overly boastful. Let the accolades speak to the craftsmanship.
• •Use Warm, Passionate, and Appetizing Language: Words like "handcrafted," "savour," "delicious," "passion-infused," "flavourful," and "mouth-watering" can evoke the sensory experience of their products.
• •Maintain a Friendly and Approachable Voice: Even when discussing expertise or awards, the tone should feel welcoming and down-to-earth, reflecting a family business that values its customers. Address the audience directly (e.g., "your table," "experience the difference").
• •Highlight the "Australian Made" Aspect: Consistently remind customers that products are 100% Australian owned and made with local ingredients, appealing to those who value supporting local businesses and quality produce.

Social Perception

High-Quality Provider, Award-Winning & Reputable, Authentic and Trustworthy, Specialty Destination, Associated with Flavour and Enjoyment

Copy Examples

• •Headline: Taste the Tradition. Savour the Sunshine. Body: For over 30 years, our family has poured passion into every handcrafted smallgood. Using time-honoured European methods and the finest Australian meats, Sunshine Meats brings award-winning flavour to your table. Discover the difference dedication makes.
• •Headline: From Our Family to Yours: Award-Winning Hams, Crafted with Pride. Body: It’s more than just ham; it’s a centrepiece, a tradition, a taste of home. Our double-smoked, maple-infused ham, crowned Australia’s best, is made with 100% Aussie pork and a recipe perfected over generations. Experience the Sunshine Meats difference.
• •Headline: Real Ingredients. Real Flavour. Real Sunshine. Body: We believe great food starts with the best ingredients. That’s why we source fresh, local Australian meats and use our family’s cherished recipes to create smallgoods bursting with authentic flavour. No shortcuts, just pure, delicious quality. That's the Sunshine Meats promise.
• •Headline: Beyond the Deli Counter: Your Destination for Gourmet Delights. Body: Step into The Charcuterie Room @ Sunshine Meats and immerse yourself in a world of flavour. From our signature smoked meats to carefully selected cheeses and accompaniments, it’s where our passion for food comes to life. Come taste why we’re a local favourite!
• •Headline: Crafting a Legacy, One Delicious Bite at a Time. Body: Since 1988, Sunshine Meats has been a story of dedication, from a small Redfern butcher to an award-winning name across Australia. Our secret? Unwavering commitment to quality, traditional craftsmanship, and the joy of sharing great food. Taste our history in every slice.