Brand Tone

Artisanal & Passionate, Quality-Focused, Friendly & Approachable, Authentic & Down-to-Earth, Proudly Local (Kiwi)

Brand Values

• •Quality: Uncompromising on the standard of ingredients and the final product.
• •Craftsmanship: Valuing the skill and care that goes into making pies by hand.
• •Tradition & Heritage: Drawing inspiration from classic pie-making while also being run as a family business.
• •Local Sourcing: Supporting local producers and using fresh, regional ingredients.
• •Customer Satisfaction: Aiming to provide a delicious and enjoyable experience, as evidenced by their attention to customer feedback.
• •Authenticity: Being true to their roots and the simple joy of a good pie.

Best Practices

• •Know Your Roots: Always circle back to the brand story – handcrafted, family-inspired, quality ingredients, and local pride. Let this narrative infuse your language.
• •Use Sensory Language: Describe the pies in a way that evokes taste, smell, and texture (e.g., "flaky, golden pastry," "rich, savoury fillings," "melts in your mouth").
• •Maintain a Friendly & Authentic Voice: Write as if you're talking to a friend or a valued member of your community. Avoid overly corporate jargon. Keep it genuine and passionate.
• •Emphasize Quality and Local Connections: Regularly mention "high-quality ingredients," "locally sourced," and your New Zealand locations to reinforce these core values.
• •Be Consistent Across All Platforms: Ensure the tone used on your website, social media captions, in-store signage, and even customer service interactions is harmonious and reflects the established brand personality.

Social Perception

Customers and the public generally perceive Wilfreds Pies (NZ) as a provider of high-quality, delicious, and handcrafted pies. The positive reviews and engagement on social media suggest a loyal customer base that appreciates the taste, generous fillings, and quality pastry. The connection to specific New Zealand locations (Queenstown and Wānaka) likely adds to a perception of a local, trusted establishment. They are seen as a go-to for a satisfying, well-made pie.

Copy Examples

• •Headline: Crafted with Passion, Baked to Perfection. Body: At Wilfreds, every pie tells a story of quality ingredients and time-honoured tradition. From our flaky, golden pastry to the rich, savoury fillings, taste the local difference in every bite. Grab a slice of handcrafted happiness today! #WilfredsPies #HandcraftedGoodness #QueenstownFood #WanakaEats
• •Headline: Your Daily Dose of Delicious. Body: Chilly day? Busy schedule? Or just craving something utterly satisfying? Wilfreds Pies are here to warm you up and fill you right. Made fresh daily with the best local produce. Because you deserve a truly great pie. #SupportLocalNZ #RealPiesRealIngredients
• •Headline: From Wilf's Kitchen to Yours (Well, Almost!). Body: Inspired by a family passion for proper pies, Wilfreds brings you handcrafted savoury delights that feel like home. We pour our hearts into every batch, using locally sourced goodness. Come on in, the oven's always warm! #FamilyRecipe #NZPies #ComfortFood
• •Headline: The Secret Ingredient? A Whole Lot of Local Love. Body: We believe the best pies start with the best ingredients. That's why we partner with local farmers and producers in Queenstown and Wānaka to bring you flavours that are fresh, honest, and undeniably Kiwi. Taste the commitment! #LocallySourced #WilfredsStory #EatNZ
• •Headline: Pie Perfection is Waiting. Body: Don't just eat. Indulge in a Wilfreds Pie. Each one is a masterpiece of flavour, packed with generous fillings and wrapped in our signature all-butter pastry. Find your new favourite at our Tāhuna Queenstown or Wānaka shop! #BestPies #NZMade #FoodieHeaven