Brand Tone

Proud, Expert, and Community-Oriented

Brand Values

• •Uncompromising Quality
• •Tradition and Craftsmanship
• •Award-Winning Excellence
• •Community Engagement
• •Innovation

Best Practices

• •Lead with the Awards: Always integrate the award-winning status into headlines, product names, and descriptions (e.g., 'Gold Medal Lamb Merguez Sausage,' 'NZ's #1 Dry Cured Middle Bacon'). This is the brand's most powerful differentiator and instantly builds credibility.
• •Use the 'Traditional, Not Old-Fashioned' Voice: Frame 'tradition' as a benefit that leads to superior quality. Use phrases like 'crafted the old-school way,' 'time-honored techniques,' and 'how bacon should be made.' This positions tradition as expertise, not as being outdated.
• •Tell the 'In-House' Story: Emphasize that products are 'made right here.' Detail the process when possible—mentioning the use of real lemons, hand-mixed spices, and slow-curing times gives customers a tangible reason to believe in the quality.
• •Weave in Community Language: Continuously use words like 'your local butchery,' 'serving our community,' and 'family-run.' This maintains the brand's friendly and trustworthy persona, making customers feel like they are supporting neighbors.
• •Educate to Build Value: Briefly explain *why* the product is better. The description 'dry-cured here at the Butchery so it won't shrink in the pan' is a perfect example. This simple educational point justifies the premium quality and price, turning a feature (dry-cured) into a direct customer benefit (no shrinkage).

Social Perception

The public perceives Warkworth Butchery as a benchmark for quality and a trusted local institution. Customers associate the brand with superior products, friendly service, and a great selection that includes free-range and organic options. The numerous awards, especially the 'people's vote' awards, speak volumes about its positive reputation. Winning 'NZ's #1 Bacon' created significant buzz, driving sales and reinforcing its status as a producer of top-tier goods. The brand is seen not just as a shop, but as a pillar of the Warkworth community, with its owner and staff recognized as master craftsmen in their field.

Copy Examples

• •Gold, Gold, and more Gold! We’ve done it again! We are so incredibly proud to announce our haul from the 2025 NZ Bacon & Ham Awards! Our Dry Cured Streaky Bacon took home Gold, a testament to our traditional, slow-curing methods. It's not a secret, just patience and the best NZ pork. Thank you to our amazing team and to you, our community, for supporting a local butchery that believes in doing things the right way. Come taste what award-winning quality is all about! #WarkworthButchery #AwardWinning #NZBacon #ShopLocal
• •Taste the Tradition. The Best of Warkworth in One Box. Why choose? Our $100 Value Box is a curated journey through the best our butchery has to offer. From our expertly prepared beef mince to our flavour-packed, handmade sausages, every item is sourced from trusted local farms and prepared in-house. It’s more than just a meal; it’s our commitment to quality, from our home to yours. Perfect for family dinners, BBQs, and stocking the freezer with meat you can trust.
• •No packet mixes here. Our award-winning sausages start with real ingredients, because you can't fake flavour. Ever wonder what a Gold Medal tastes like? This is our Lamb Merguez—infused with real lemons, fresh coriander, and a blend of North African spices. The masters behind the meat. Proudly serving our community for over a century.
• •Gather Around the Good Stuff This Easter. From our award-winning Farm Gate Heritage Ham to the perfect lamb roast, make your family's feast memorable with meat that’s crafted with care. Good food comes from a good home, and we’re honored to be a part of yours. Shop in-store or order online for convenient delivery.
• •Tired of bacon that shrinks? Here’s why ours is NZ's #1. We dry-cure our bacon the traditional way, so you get more flavour and more bacon in every bite. No added water, no shortcuts—just award-winning taste.