Brand Tone

Friendly, Approachable, Informative, Helpful, Playful, Quirky ("Kooky"), Trustworthy, Transparent, Value-Driven, Community-Oriented

Brand Values

• •Sustainability
• •Affordability
• •Quality & Nutrition
• •Animal Welfare
• •Honesty/Transparency
• •Supporting Local

Best Practices

• •Embrace the "Kooky" but Stay Credible: While the playful and quirky aspect is unique, always underpin it with facts about quality, nutrition, and safety to build trust. Don't let "kooky" overshadow "quality."
• •Speak Like a Friendly, Knowledgeable Pet Lover: Use warm, approachable language. Avoid overly technical jargon unless explaining specific nutritional benefits clearly. Share tips and show genuine care for pets and their owners.
• •Highlight Value and Sustainability Together: Consistently link the affordability of Kooky Kibble to its eco-friendly mission of reducing food waste. This is a key differentiator and appeals to conscious consumers.
• •Be Transparent and Honest: Continue to be open about using "seconds." If possible, address concerns about the source of the kibble more directly (e.g., "a blend from trusted NZ pet food manufacturers") to build further trust, without necessarily naming specific brands if that's not feasible.
• •Foster Community and Use Social Proof: Encourage user-generated content, share positive reviews and testimonials (with permission), and use language that makes customers feel part of the "Kooky Kibble whānau." This reinforces the friendly, community-oriented aspect of the brand.

Social Perception

Positive, Seen as a Smart Choice, Growing Reputation, Minor Concerns

Copy Examples

• •Headline: "Kooky Shapes, Seriously Good Nutrition! 🐾 Why pay for perfect looks when you can get perfect health for less? #KookyKibble #HappyPetsHappyWallet"
• •Social Media Post: "Fuel your furry friend's adventures the Kooky way! Our NZ-made, natural kibble is packed with goodness, even if the shapes are a little... unique! 😉 Less waste, more wags. Link in bio to shop! #SustainablePets #KiwiDogs #KookyButGood"
• •Product Description Snippet: "Don't let a little Kookiness fool ya! This bag is bursting with premium NZ proteins and superfoods, all AAFCO-approved for a happy, healthy mate. We rescue the odd-shaped kibble so you rescue your budget – win-win! Your dog won't care about the shapes, just the sensational taste!"
• •Email Subject Line: "🎉 Go Kooky & Save! Deliciously Affordable Pet Food Inside..."
• •Website Banner: "Feed Great. Feel Great. Save Lots. That's the Kooky Kibble promise. Naturally nutritious, joyfully kooky, and kind to your pocket. Join the Kooky whānau today!"