Mission statement copywriting examples for ecomm & FMCG brands

Browse real-world mission statement examples from the best challenger brands in ecomm and FMCG. Click any example to see exactly how to use it for your own brand.

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Jason's Sourdough

Jason’s super smart pricing psychology trick

If there’s ever a product that can demonstrate the massive difference that messaging can make to price sensitivity and how much we're willing to pay for stuff, it’s packaged bread. After all, don't we all just grab the same bread on autopilot every week? (Unless it's for a nice brunch or boujee bits, of course.) So just getting people to consider switching bread brands is no small feat. But to get people to spend more money on bread and then make that bread their new daily bread? That takes some real skills. And Jason’s have got skills and then some. This went straight in the swipe file.

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FeverTree

FeverTree’s 10/10 reframing move

We're suckers for copy that isn't just a good bit of copy, but that changes an entire industry in an instant. And in 2005, FeverTree did just that. This was pre-financial crisis and pre-craft boom and consumers were starting to trade up across the board. They were spending more on better coffee, better food, better wine... this idea that you could pay a wee bit more and get something significantly better was becoming mainstream across categories previously relegated to being just commodities. And so, with customers happily paying £35 for a bottle of Hendrick's, FeverTree asked "why are people paying so much for good gin and then drowning it in cheap tonic water?". And thus, this banger of an ad (and the whole thesis for their company) was born. Love it.

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Toast Brewing

Toast Brewing’s trick to get remembered

We love everything about what the legends at Toast do. (We were lucky enough to team up a few years ago on some things.) They brew beer out of leftover bread from bakeries. (It's really good, too.) Then they sell it and 100% of the profits go back to worthwhile causes. And their copy does a really good job at always staying on message. Nailed it.

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Karma Cola

Karma Cola’s 3-word mission statement

Karma Drinks wrote Joe's fav bit of copy of all time, so don't be surprised if they crop up a few times in this swipe file. And we know this one is probably the most obvious bit of Karma copy to include, but it was just too good to leave out. In just 3 words, they've managed to pack in their mission, give you a reason to buy their drink AND take a direct shot at their competitors, all with a wink and a smile. It's so, so good.

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