Brand Tone

friendly, down-to-earth, value-driven, and increasingly, a bit cheeky or playful.

Brand Values

• •Value/Saving Money for Customers: This is the most prominent and consistently communicated value. Their mission is to help all Australians save money every day on a wide range of goods.
• •Accessibility and Convenience: With a large number of stores nationwide, they aim to be a convenient shopping location for a broad range of value-conscious consumers.
• •Variety and Discovery: Offering a constantly changing range of new variety products alongside everyday essentials makes shopping there an experience of discovering bargains.
• •Customer Focus: Job postings explicitly state "Customer Obsessed – Our customers are at the heart of everything we do." Their merchandise strategy is also adapted based on customer needs and current economic conditions like the cost-of-living crisis.
• •Simplicity/Keeping Costs Low: A stated value is "Lowest Cost Counts – We keep costs low and keep things simple." This is reflected in their low-cost operations model.
• •Teamwork and Integrity: "Right Team, One Team – We achieve together and act with integrity."
• •Ownership and Action: "Own It, Do It – We do what we say and we do it with confidence."

Best Practices

• •Always Emphasize Value and Savings: This is the core of The Reject Shop's identity. Every piece of copy should, in some way, allude to how the customer benefits financially or gets more for their money.
• •Keep it Simple and Down-to-Earth: Avoid jargon or overly formal language. The tone should be approachable and relatable to a broad audience of everyday Australians.
• •Inject Personality – Be Friendly and a Little Playful: Use conversational language. Don't be afraid of a touch of humor or cheekiness, especially on social media, to reflect the "fun" aspect of bargain hunting and the brand's evolving voice.
• •Focus on Solutions and Everyday Needs: Highlight how The Reject Shop helps customers with their daily requirements, from groceries to household items and seasonal needs.
• •Be Authentic and Transparent: While the original "rejects" concept has evolved, the idea of offering good products at great prices due to smart sourcing or low-cost operations should come through. The "Rethink" campaign is a good example of directness.

Social Perception

go-to destination for bargains and everyday essentials.

Copy Examples

• •Headline: Don't just shop. *Savvy* shop. Your wallet will thank you. Body: Why pay more for your favourite brands? At The Reject Shop, we're serious about saving you money on everything from big-name snacks to everyday essentials. Pop in and see how much you could save! #GetSavvy #RejectShopSavings
• •Headline: Your Everyday Sorted (for Less!). Body: Cleaning supplies? Check. Party gear? Check. Last-minute gift? Double-check! The Reject Shop is your one-stop spot for all those bits and bobs you need, without the ouch-factor at the checkout. Come on down!
• •Headline: Big Brands. Tiny Prices. That's Our Thing. Body: Yep, you read that right. We stock the brands you love, but we've had a little chat with their price tags. More of what you want, for less than you'd expect. What's not to love? #SmartShopping #TheRejectShop
• •Headline: Feeling the Pinch? We Get It. Body: That's why we're packed to the rafters with amazing deals on everything your home needs. Stretch your budget further without skimping on quality. Helping Aussies save – it's what we do best.
• •Headline (TikTok/Social focus): Spied a bargain at The Reject Shop? You're not dreaming, just shopping smart! 😉 Show us your #RejectShopHaul! Body: From amazing homewares to those must-have snacks, find incredible value around every corner.