Brand Tone

Trustworthy, Natural, Friendly, Passionate, Proudly Scottish

Brand Values

• •Quality and Nutrition
• •Transparency
• •Sustainability and Environmental Responsibility
• •Heritage and Expertise
• •Customer Focus and Community
• •Animal Welfare

Best Practices

• •Prioritize "Natural" and "Wholesome": Consistently use language that evokes natural ingredients, gentle processing, and health benefits. Words like "natural," "wholesome," "gently pressed," "nutrient-rich," and "no artificial additives" should be staples.
• •Emphasize Scottish Heritage and Trust: Subtly weave in their long history and Scottish manufacturing to build credibility and trust. Phrases like "Crafted in Scotland," "Since 1861," or "A legacy of quality" can reinforce this.
• •Speak with Passion and Care: Use a warm, empathetic tone that shows genuine care for dogs and their owners. Address common pet owner concerns (e.g., fussy eaters, sensitive stomachs) with understanding.
• •Be Clear and Informative (but not overly technical): Explain the benefits of cold-pressed or raw food in simple, easy-to-understand terms. Avoid jargon while still conveying expertise and the science behind their nutrition.
• •Maintain an Eco-Conscious Voice: Where appropriate, highlight the brand's commitment to sustainability, such as recyclable packaging or locally sourced ingredients, appealing to environmentally aware consumers.

Social Perception

High-Quality Provider, Trustworthy Brand, Innovative, Eco-Conscious, Responsive and Engaging

Copy Examples

• •Headline: Fuelled by Nature, Crafted with Care. Since 1861. Body: "At Wilsons, we believe your dog deserves the best. That's why we've been making truly good dog food in Scotland for over 160 years. Our cold-pressed and raw recipes are packed with natural ingredients, gently prepared to keep all the goodness in. Give your best friend the nutrition they need to thrive."
• •Headline: Happy Tummies, Wagging Tails. The Wilsons Way. Body: "Tired of kibble that causes upset? Our cold-pressed food is different. Gently pressed at low temperatures, it’s easier to digest, reducing gas and bloating. Just wholesome, natural goodness for a healthier, happier pup. See the difference Wilsons can make."
• •Headline: From Scottish Pastures to Your Pup’s Bowl. Body: "We’re proud of our Scottish roots and our commitment to quality. That’s why we source the finest local ingredients for our natural dog food. Minimally processed, packed with nutrients, and made with love – because your dog is family."
• •Headline: Good for Your Dog, Good for the Planet. Body: "Nourish your dog with our delicious, natural recipes while caring for the world we share. Wilsons is committed to sustainable practices, from responsibly sourced ingredients to eco-friendly packaging. Healthy choices for your pet and our planet."
• •Headline: Join the Wilsons Clan: For Dogs That Deserve the Best. Body: "Discover why so many dog owners are switching to Wilsons. Our award-winning cold-pressed and raw frozen foods offer visible health benefits, from shinier coats to better digestion. Give your loyal companion the gift of truly good food."