Brand Tone

Accessible Indulgence: premium, gourmet, fun, enthusiastic, and approachable.

Brand Values

• •Innovation
• •Quality & Craftsmanship
• •Convenience & Accessibility
• •Customer Delight
• •Australian Identity

Best Practices

• •Lead with Indulgence, Follow with Fun: Always start by highlighting the delicious, gourmet quality of the product, then inject personality with fun, enthusiastic language. Use words like "gourmet," "luxe," and "handmade," but also "yum," "awesome," and "delight."
• •Emphasize the "Why": Whether it's the convenience of a ready-to-eat snack or the thoughtful nature of a delivered gift, always connect the product to the customer's need or desire.
• •Maintain a Confident and Innovative Voice: Talk about your products and achievements—like the Cupcake ATM or major partnerships—with confidence. This positions the brand as a leader and reassures customers of its quality and credibility.
• •Use "You" and "Your" to Be Inclusive: Frame the copy around the customer's experience. Use phrases like "Your perfect afternoon snack" or "Surprise your friends." This makes the brand feel personal and customer-centric.
• •Be Visually Descriptive: The products are highly visual. Use descriptive language that evokes taste and texture. Instead of "tastes good," say "silky ganache," "rich chocolate cake," or "the perfect savoury hit." This helps the copy complement the high-quality product photography.

Social Perception

Clever, innovative Australian brand combining quality with convenience. Perceived as a unique gift service, a successful startup from Shark Tank, and now a mainstream snack provider known for gourmet treats on the go. Seen as creative and business-savvy with high-profile collaborations.

Copy Examples

• •Your afternoon just got a whole lot sweeter. ✨ Say hello to our new Triple Chocolate Fudge Jarcake! We’re talking rich chocolate cake, layered with a silky ganache and topped with brownie chunks. Handmade in Melbourne and ready to be spooned. Ready for your close-up? Order now via the link in our bio! #TheMasonBaker #DessertInAJar #ChocolateLovers #MelbourneMade
• •The Perfect Gift, Delivered. Stop sending boring gifts. Surprise them with a box of our gourmet jarcakes! Perfect for birthdays, thank yous, or just because. Choose their favourite flavours and add a personal message. We’ll handle the rest, with free shipping Australia-wide. Give the gift of deliciousness today! [Shop Now Button]
• •Your 3pm slump is over. Grabbing a coffee? Don't forget the perfect snack! Try our iconic Vegemite & Cheese Pinwheel, heated up for the perfect savory hit. Or, for a sweet treat, grab one of our classic jarcakes. Your tastebuds will thank you. #TheMasonBaker #7Eleven #SnackTime
• •Christmas Dessert? We’ve got it sealed. Take the stress out of the silly season with our limited-edition Christmas Pudding Jarcakes, complete with Maggie Beer's famous Brandy Butter. It's a traditional recipe, served untraditionally. Perfect for office parties, family gatherings, or a festive treat just for you. Order now for pre-Christmas delivery!
• •From a simple problem to a nationwide treat. It all started with a simple idea: how to send a cake to a loved one without it getting squashed. The solution was a jar. Today, The Mason Baker has grown from our kitchen to 7-Eleven stores across the country, but our mission remains the same: to create unique, delicious experiences that bring a little joy to your day. Thank you for being part of our journey.