Brand Tone

passionate, ethical, and down-to-earth

Brand Values

• •Ethical Farming & Animal Welfare: This is paramount. They emphasize that their pigs are born and bred outdoors for their entire lives, without sow stalls or farrowing crates. They regularly visit their supplying farms to ensure high animal welfare standards are maintained.
• •Quality & Flavour: They highlight the superior taste and quality of their heritage breed pork, attributing it to the free-range lifestyle and slower growth of the animals. They use traditional curing and smoking methods to enhance flavour.
• •Transparency & Provenance: Woody's is committed to letting consumers know exactly where their meat comes from and how the animals were raised. They believe in educating consumers about what "true free-range" means.
• •Sustainability: While not always explicitly the primary focus in all communication, sustainability is mentioned in the context of their farming practices and future goals. They aim to minimize waste through their order and delivery system.
• •Passion & Dedication: The brand story and the owner's personal journey reflect a deep passion for ethical farming and producing high-quality meat. They express pride in their work and the awards they've received.
• •Community Connection: They value their relationships with customers, restaurants, and retailers, and even share stories of those who have supported their journey.

Best Practices

• •Always Emphasize "Ethical" and "Free-Range": These are core to the brand's identity and should be consistently highlighted. Explain what it means in practical terms (born and bred outdoors, no crates, etc.).
• •Use Passionate and Authentic Language: Let the genuine care for animal welfare and quality shine through. Share the "why" behind the brand.
• •Be Transparent and Informative: Educate consumers about the benefits of their farming practices and the difference in their products. Avoid jargon where possible, but don't shy away from explaining key differentiators.
• •Focus on Quality and Flavour as a Result of Ethical Practices: Connect the humane treatment of animals directly to the superior taste and texture of the meat.
• •Maintain a Friendly and Approachable Voice: Even when discussing serious topics like ethical farming, keep the tone welcoming and open to customer engagement.

Social Perception

Woody's Free Range appears to be well-regarded by its customers and partners. Testimonials frequently praise the exceptional quality and flavour of the pork, as well as the company's ethical ethos. Restaurants and chefs explicitly state they choose Woody's because of the high animal welfare standards and superior product. They have received positive media attention, including features in news articles and food shows, which further solidifies their reputation for quality and ethical practices. Customers appreciate being able to taste the difference in free-range pork and are supportive of the brand's mission. The brand's commitment to transparency and education about free-range farming likely contributes to this positive perception.

Copy Examples

• •Headline: Real Free Range. Real Flavour. Taste the Woody's Difference. Body: Our pigs live their whole lives outdoors, just as nature intended. That means healthier, happier animals and pork that's unmatched in taste and quality. Know where your food comes from. Choose Woody's.
• •Headline: From Our Farm (and Partner Farms) to Your Table, Ethically Raised Pork You Can Trust. Body: At Woody's, "free-range" isn't just a label, it's our promise. We're passionate about animal welfare and bringing you the most delicious, ethically produced pork in New Zealand.
• •Headline: Tired of Empty Claims? Experience True Free-Range Goodness. Body: We believe in transparency. Our heritage breed pigs are raised on pasture, enjoying a natural life. It's a difference you can see and taste. Support ethical farming with every bite.
• •Headline: It Started with a Passion for Better. It Continues with Every Delicious Cut. Body: Woody's Free Range was born from a desire to do things differently. Today, our commitment to quality, flavour, and animal welfare is stronger than ever. Join us in choosing meat that makes a difference.
• •Headline: More Than Just Bacon: It's a Commitment to Quality You Can Taste. Body: Our award-winning bacon is a testament to our traditional methods and the superior quality of our free-range pork. Experience the rich flavour and perfect smokiness that sets Woody's apart.